a
D I G I TA L B O O K | W I N T E R 2 0 2 0
INTRODUCTION THE FLOW + THE ABOUT GOELZER THE INVESTMENT MANAGEMENT FIRM BRANDING, WEBSITE DESIGN, MARKETING
JOHNSON + KROL THE LAW FIRM BRANDING, WEBSITE DESIGN
DR. ZESHAN HYDER THE SPINE SURGEON BRANDING, WEBSITE DESIGN, MARKETING
LAND QUEST THE REAL ESTATE AGENCY BRANDING, WEBSITE DESIGN, MARKETING
W E S T4 0 THE REGIONAL OFFICE OF EDUCATION BRANDING, WEBSITE DESIGN, MARKETING
BLUE GUARD THE EYE SUPPLEMENT BRANDING, WEBSITE DESIGN, MARKETING
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L K ,
M A H M O O D
CREATIVE+ MARKETING STRATEGIST
ON A DISCOVERY OF THE CREATIVE MIND Want to come? We’ll find some pretty brilliant things, I’m sure of it.
IMMERSE IN CHAOS
RIDE THE FLOW
LAND + REFLECT
We start in unchartered waters, here we
Next, we let the mind take us where
Then comes the clarity. First we flow, then
begin to uncover something new, a place to
it needs to go. Our intuition is our
we reflect. Identifying order in the chaos is
push ourselves to see things differently. The
guide and our logic is our validation.
vital for discovery and grounds our findings
unknown is where the magic happens.
in the tangible. Sea, how fascinating.
T H E
F L O W
+
T H E
I N T R O
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Hello, I’m LK. There is something so wonderful about generating a new idea and seeing it’s power comes to life. That is why I love what I do. My curiosity about the way people think and feel feeds my creativity and fuels my process. Innovating for my clients allows me to study both how I think and how their customers think, which gets me closer to my lofty life goal of discovering something new about the mind and sharing that with others, to help life make a little more sense for us all.
L K ,
M A H M O O D
GOELZER I N V E S T M E N T
CREDITS
M A N A G E M E N T
ROLE
C R E AT I V E T E A M
WEBSITE UX
WEBSITE DEV
S T R AT E G Y
LK MAHMOOD
CLAUDIA PHAM
E L I A LV E R E Z
DESIGN
NEIL HELSPER
A G E N C Y, Y E A R
S TA C I E T H O M P S O N
ES99, 2019
E M I LY S C H N E I D E R
G O E L Z E R
I N V E S T M E N T
M A N A G E M E N T
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THE BRAND S T R AT E G Y
THE GOALS 01. Be the clear and obvious choice for institutional clients, some of whom don’t think Goelzer is the “right size” for them. 02. Attract more high-net-worth private clients. THE OPPORTUNITY The market was wide open for a purpose driven brand. By leading with a compelling “why” we create a conversation about shared values, not just about capabilities. We show that Goelzer is a trusted, mirror-brand for their clients that helps them flourish. A company that not only meets their investment needs but reflects who they are as a person.
L K . M A H M O O D
SELF ACTUALIZATION Achieving one’s full potential, Including creative activities
NEW FOCUS OF GOELZER C O M M U N I C AT I O N S
ESTEEM NEEDS Prestige + feeling of accomplishment
BELONGINGNESS + LOVE NEEDS Intimate relationships, friends
SAFETY NEEDS Security, safety
PHYSIOLOGICAL NEEDS Food, water, warmth, rest
MASLOW’S HIERARCHY OF NEEDS
THE FOCUS OF THE COMPETITION’S MARKETING
G O E L Z E R
I N V E S T M E N T
M A N A G E M E N T
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THE ARCHETYPES
THE MISSION
PRIMARY
D R E A M G R E AT LY.
HERO
CAREGIVER
We’re a brand that
We are a nurturing and
always comes
reassuring presence in
through for people.
our clients’ lives.
I N V E S T W I S E LY.
To be alive is to grow. To grow
L I V E A B U N D A N T LY.
opportunities. Grow an organization. Grow a family. Even grow as a person. At Goelzer, growth is at the core of everything we do—from growing your wealth to helping our Indianapolis
SECONDARY
L OV E R
RULER
We’re driven by
We’re looked to as a
our passion for the
leader and a trendsetter.
intricacies of finance.
THE IDEA STATEMENT
community grow and flourish.
L K . M A H M O O D
G O E L Z E R
I N V E S T M E N T
M A N A G E M E N T
“FOR T H E L A ST 5 0 YEA R S G OELZER HAS H E LPED P EO P L E M A K E BET T ER INV E ST M E N TS . FO R T H E N EX T 50 YEA R S WE’ LL H E LP T H EM B U I L D B E T T ER LIV ES.” 0 9
THE BRAND BOOK The conception of brand books are a vital step in my creative process, they are playgrounds for discovery. The finished piece is a fleshed out refinement of the initial mood boards, covering all aspects of the brand. This includes, but is not limited to, archetypes, mission and vision statements, values, brand character words, company and audience write-ups, layout, photography, graphic, font and logo treatments. These books can also be utilized by any future creative to understand the brand and further continue it.
L K . M A H M O O D
G O E L Z E R
I N V E S T M E N T
M A N A G E M E N T
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THE WEBSITE This website goes beyond what is expected of a traditional investment management firm. Instead of speaking to the technical details, we focus on the overall client experience. By utilizing a fixed scroll, we take the user through a guided journey, forcing a temporary pause on each section. Goelzer is the users guide through the investment process. With minimal copy, plenty of negative space and aspirational photography, this website assure an effortless experience for the user, and an abundant future.
G O E L Z E R
I N V E S T M E N T
M A N A G E M E N T
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THE INSTITUTIONAL CLIENT LEAVE BEHIND The untraditional format and gold foil detailing separates Goelzer’s collateral from their competitors. Aside from addressing key talking points the advisors required, we call attention to their team, showing their expertise and building a personal connection.
THE HEAD SHOTS This GQ inspired photography shows the employees professionalism and personality. We shed the stigma of stodgy corporate headshots and instead illustrate their relevancy, reassuring their clients that Goelzer is not only up-to-date with fashion trends, but also trends in the market.
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“INSPIRING EACH PER SON AND ORGANIZATION TO IMAGINE WHAT THEY CAN BECOME.”
L K . M A H M O O D
“WE WILL ADD VALUE AND REFLECT THE TARGET’S IDEAL LIFE BACK TO THEM, IN EVERYTHING THAT THEY DO. THEY SEE IN GOELZER WHO THEY WANT TO BE.”
THE CONTENT S T R AT E G Y
“INVESTING-PLUS” Goelzer adds more value than just
Being a mirror brand, they should
Therefore, our strategy is to keep
investments (although that’s at their
share that value by reflect the
investing at the heart of the
core), they are guides, counselors,
target’s ideal life back to them, in
content, but also broadening
advisors and peers and this is how
everything that they do. The client
to topics that surround it,
they should act.
sees in Goelzer who they want to be.
showcasing a life lived abundantly.
G O E L Z E R
I N V E S T M E N T
M A N A G E M E N T
DIRECT MAIL
WEBINAR S
PODCASTS
NEWSLETTER S
INVESTING-PLUS
INVESTING-PLUS
I N V E S T I N G O N LY
I N V E S T I N G O N LY
A P U B L I C AT I O N
A F I R E S I D E C H AT
INSIGHTS
INSIGHTS
A direct-to consumer
A unscripted but guided
Shorter, conversation-style
One to two page pieces
publication that portrays
conversation that is led by
that give people a peek into
highlighting industry specific
Goelzer as an natural part
the leadership team. There
what Goelzer is thinking on a
news and events to showcase
of the wealthy lifestyle
are guests both f rom within
weekly basis about the market
the authority and knowledge
enjoyed by their private and
Goelzer and from other
and investments specifically.
of Goelzer in the industry.
institutional clients. Through
industries/ fields that are
These are less than 15 minutes
editorial features, pictorials
relevant to the topic and feel
and allow Goelzer listeners
and investment advice, they’ll
both personal and informative.
to get the highest-level
sell without selling.
The goal is to elevate the
understanding they need to
conversation around how to
stay smart and keep trusting
have a life that is well lived.
Goelzer’s expertise.
C A D E N C E : Quarterly
Cadence: Monthly
Cadence: Weekly
Cadence: Quarterly
A U D I E N C E : Potential +
Audience: Potential + current
Audience: Potential + current
+ as needed
current clients
clients
clients
Audience: Current clients
MIRROR BRAND
INDUSTRY AUTHORITY
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G O E L Z E R
I N V E S T M E N T
M A N A G E M E N T
“W E P O S I TI O N G O EL Z ER A S A N N AT URA L PA RT O F TH E W EA LT HY L IFE ST Y LE EN J OYED BY T H E IR PRIVAT E A N D I N STI TU TI O N A L C L IENTS.” 1 9
T H E P U B L I C AT I O N We were tasked with testing the ROI of a
Topics include:
The recipients of this publication are both
direct mail initiative, knowing the response
- Luxury vacation destinations
current and potential clients. For potential
rate is low for this industry. Being aware of the
- Real estate
clients, the goal is to slowly, over time, drive
visceral reaction that comes with a standard
- Charitable events in the Indianapolis area
brand awareness so that when they’re
direct mail piece, we wanted to avoid this in
- Hobbies like golf, sailing, equestrian sports
open to make a change from their current
order to maintain the Goelzer brand. Thus the
and automobiles
“Invested” magazine was born.
- Profiles of local leaders in business and
The content covers the broad spectrum of
- Insights on investing
philanthropy the target’s lifestyle, with investment content playing a part.
financial advisors, they will call Goelzer. For current clients, this will continue to show alignment in all aspects of life.
L K . M A H M O O D
THE NEWSLETTER Highlighting industry specific news and events, this piece showcases Goelzer’s authority and knowledge in their industry, to their current clients.
THE MAGAZINE ADS We select imagery that speak to both institutional and private clients to address both audiences. The Goelzer logo is used as a line graphic, which often wraps around the subjects, to show Goelzer’s presence and support in their clients lives.
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L K . M A H M O O D
THE SOCIAL M E D I A S T R AT E G Y
LINKEDIN P R O F E S S I O N A L N E T WO R K
The goal of Goelzer’s LinkedIn feed is
- More serious + authoritative
to position the company as a thought
- Opportunity to highlight industry
leader in the investment space and to
knowledge + thought leadership
attract clients and employees.
- Cross-link to owned website
05%
10%
20%
30%
3 5%
JOB POSTING
E M P L OY E E SHARING
C O M PA N Y N E W S
INDUSTRY NEWS
INDUSTRY ARTICLES
Posts about Goelzer’s involvement in the community, team events, major new hires and employee spotlights
Happenings in the investment industry in Indianapolis and beyond, including trends that may affect investing in the future
Goelzer’s proprietary “Insights” pieces, along with articles about investment topics from outside sources, shared with a sentence or two of commentary by Goelzer’s experts
Open positions and general recruitment messaging
Reposting of content shared by Goelzer team members
G O E L Z E R
THE SOCIAL M E D I A S T R AT E G Y
I N V E S T M E N T
M A N A G E M E N T
FACEBOOK P R O F E S S I O N A L N E T WO R K - More casual, genuinely social,
The goal of Goelzer’s Facebook feed is to position the company as an engaging partner that has
and light-hearted - Opportunity to highlight people, culture, news and events
shared values with both clients and employees.
- Cross-link to owned website
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05%
10%
25%
30%
30%
RECRUITMENT
E M P L OY E E SPOTLIGHT
C O M PA N Y EVENTS
COMMUNITY EVENTS
PHILANTHROPY
Short features about Goelzer employees that highlight their professional achievements and personal interests
Posts about Goelzer team events and major new hires
Featuring local events that may be of interest to potential clients, including cultural events, seminars and meetings of government and business leaders
Open positions and showing off the fun side of company
A spotlight on local charitable events and organizations, including the organizations that Goelzer employees are involved in
L K . M A H M O O D
JOHNSON + KROL A T T O R N E Y S
CREDITS
A T
L A W
ROLE
C R E AT I V E T E A M
WEBSITE UX
WEBSITE DEV
S T R AT E G Y
LK MAHMOOD
C O DY Z I L E R
L I N N E A VO L Z
DESIGN
JEREMY SIMMONS
A G E N C Y, Y E A R
E M I LY S C H N E I D E R
ES99, 2020
M I K E C OX
J O H N S O N
+
K R O L
A T T O R N E Y S
THE BRAND S T R AT E G Y
A T
L A W
THE GOALS 01. Attracts young, vibrant attorneys to Johnson + Krol, who are aligned with their values. 02. Connect meaningfully with their current and future clients by showing their authenticity. THE OPPORTUNITY Instead of speaking primarily to their legal services, as a lot of their competitors do, we differentiate Johnson + Krol by leading with their unique “why”. JK was created by union laborers, for union laborers, after seeing the need to protect the rights of their families who worked in these industries. By infusing JK’s mission throughout all aspects of the brand, we show that JK will stand beside their client, fighting to protect their hard work. Focusing on this grit and drive will attract the right kind of talent to the firm, that share these values.
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J O H N S O N
+
K R O L
A T T O R N E Y S
A T
L A W
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THE ARCHETYPES
THE MISSION
THE IDEA STATEMENT
EVERYMAN
HERO
Fierce and supportive defenders
You built your life on work. We built ours on protecting
We’re work hard
We create
of our clients’ hard work
it. We are tenacious defenders of our clients and the
to protect our
partnerships
client’s hard work
forged through trust, reliability and dedication
funds created to ensure that their decades of blood,
THE VISION Every working person has what they need when they need it.
sweat and tears are paid back to them.
THE PER SONALITY GRITTY
GUARDIANS
H A R DWO R K I N G
APPROACHABLE
E XP E R T
L K . M A H M O O D
THE WEBSITE Pushing away from a traditional law firm website as much as possible, we speak to how JK brings their mission to life by showing the hard work of both the attorneys and the workers. Keeping the legalese out of the main pages allowed us to focus on connecting via our mission and kept us aligned with our Everyman archetype.
J O H N S O N
+
K R O L
A T T O R N E Y S
A T
L A W
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THE PHOTOGRAPHY All photography was directed to show the strong partnership between attorney’s and workers. The attorney headshots mimicked the styling of the worker headshots, showing they are one and the same. Both were directed to show the pride and honor for their contribution. The in-situ shots show the grit in the hard work as well as the collaboration between attorneys and workers.
L K . LMKA. H MM A H OM O D O O D
J O H N S O N
+
K R O L
A T T O R N E Y S
A T
L A W
“WE WANT TO BUCK THE TREND OF THE COMPETITOR S AND GO BEYOND WHAT THEY EXPECT TO SEE FROM A LAW FIRM.”
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T H E P U B L I C AT I O N We re-imagined their, once text heavy, PDF
potential clients. The “State of the Union”
newsletter to be the “State of the Union”
showcases current news in the industry in
a Johnson + Krol newspaper. Newspapers
a easily digestible format. With a desire to
bring back memories of classic Americana
keep the physical experience of turning
and are socially inclusive, aligning perfectly
the page, we share this digitally by
with our brand. This piece is printed and
housing it on the JK website using Issuu, a
mailed to their current clients as well
platform that brings the newspaper to life
as sent with their RFP documents to
though interactive page flipping.
L K . M A H M O O D
THE BUSINESS ESSENTIALS We designed these pieces to be recognizable and accessible, but also stand out in the legal document space. These pieces feel bold and unique, whilst still being professional.
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“WE PROTECT MORE THAN FUNDS. WE PROTECT FAMILIES WHO DEPEND ON THEM.”
L K ,
M A H M O O D
DR. HYDER S P I N E
CREDITS
S U R G E O N
ROLE
C R E AT I V E T E A M
WEBSITE UX
WEBSITE DEV
S T R AT E G Y
LK MAHMOOD
CLAUDIA PHAM
E L I A LVA R A D O
DESIGN
TAY L O R F E N D E R B O S C H
A G E N C Y, Y E A R
S TA C I E T H O M P S O N
ES99, 2018
D R .
H Y D E R
S P I N E
S U R G E O N
THE BRAND S T R AT E G Y
THE GOALS 01. Shows Dr. Hyder’s leadership in Minimally Invasive Spinal Surgery (MIS) 02. Attract “younger patients” in their 40s-60s 03. D issuade local patients in NW Indiana from seeking out competitors in Chicago THE OPPORTUNITY To connect with patients and earn their trust we focus heavily on Dr. Hyder’s experience and reputation. To do this we elevated Dr. Hyder’s aesthetic to showcase him as the best in the category nationwide (beyond the Midwest presence alone). We also differentiate Hyder’s MIS by creating an ownable name for Dr. Hyder’s unique approach.
3 5
L K . M A H M O O D
THE WEBSITE We position Dr. Hyder as a clear choice in the category by leading with a heroic video of Hyder when visiting the site. Modern, sleek visual direction inspired by publication design, eludes to academia whilst still appearing current, to attract younger clients. We use language f rom the point of view of Dr. Hyder, explaining his why behind the way he approaches patients, his practice and his innovations. Other necessary elements we included to gain patient trust are: • Patient comments and testimonials featured • Easy access to a list of the insurance accepted • Convenient location of the offices highlighted
D R .
H Y D E R
S P I N E
S U R G E O N
3 7
L K . M A H M O O D
D R .
H Y D E R
S P I N E
S U R G E O N
“DR. HYDER ’S APPROACH ALLOWS FOR SHORTER SURGERIES AND QUICKER RECOVERIES.” 3 9
THE DOCTOR REFERRAL PIECE Knowing that primary care physicians play a vital role in accruing business, we created a referral booklet which provides physicians with an overview of Dr. Hyder’s services. Leaning heavily on the brand we established, we hope physicians will think of Hyder when referring their patients.
We lead with simplistic illustrations, used to explain the problems and treatment, paired with imagery of Hyder himself. Both differentiate Dr. Hyder whilst instilling trust in the physicians that a referral to him is the right decision for their patients.
L K . M A H M O O D
D R .
H Y D E R
S P I N E
S U R G E O N
“IF YOU HAVE QUESTIONS OR NEED AN EXPLANATION, DR. HYDER WILL TAKE THE TIME TO EDUCATE YOU.”
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THE SOCIAL VIDEOS To provide valuable content to followers on Instagram, and to show Dr. Hyder’s knowledge, we created a series of short “how to” videos, used for organic content as well as paid ads. From stretching to strengthening, these physical therapy videos guide viewers and give insight into how working with Dr Hyder can benefit their health and wellbeing.
L K ,
M A H M O O D
LAND QUEST R E A LT Y ,
CREDITS
M A N A G E M E N T ,
M A I N T E N A N C E
ROLE
C R E AT I V E T E A M
WEBSITE UX
WEBSITE DEV
S T R AT E G Y
LK MAHMOOD
CLAUDIA PHAM
E L I A LVA R A D O
DESIGN
TAY L O R F E N D E R B O S C H
A G E N C Y, Y E A R
S TA C I E T H O M P S O N
ES99, 2019
L A N D
Q U E S T
R E A LT Y
THE BRAND S T R AT E G Y
THE GOALS 01. To be a brand that makes people truly feel something. 02. Attract owners and investors who are also on a relentless pursuit of improving the communities and lives of those in Kenosha and Racine THE OPPORTUNITY Connecting with people on a more emotional level and having conversations based on shared values will illuminate Land Quest’s mission and connect with residents and partner’s alike. By illustrating the end-benefit and sharing stories of how Land Quest has transformed communities and lives, we allow their clients to visualize their future with us.
4 3
L K . M A H M O O D
L A N D
Q U E S T
R E A LT Y
4 5
THE ARCHETYPES
THE MISSION
THE IDEA STATEMENT
L OV E R
C R E AT O R
Every day, we move people
For us, this isn’t about real estate. It’s about people’s
We want to create
We desire to craft
towards a better life: one
lives. We love the look on an owner’s face when they
relationships that
something special
door, one family, one
see their property and realize how much possibility it
evoke emotion.
and meaningful.
neighbourhood at a time.
holds. We love the feeling that a resident gets when they turn the key to a new place and know it’s home. We’re Land Quest. We help people love where they
THE PER SONALITY KINETIC
E XP E R T
HUMAN
O PT I M I S T I C
THE VISION A world where every person loves where they live.
live and love what they own.
L K . M A H M O O D
L A N D
Q U E S T
R E A LT Y
“H O ME I S A P L ACE WH ERE YO U FEEL CO M FO RTA B LE AND SAF E, AN ENV IRO NMENT WHE R E YO U ARE F REE TO BE YOU R SELF.”
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THE WEBSITE We developed a new tagline, “Open New
different kind of real estate company.
Doors,” that guided the brand identity and set
The new brand identity feels ambitious,
an inspiring tone for everything to follow.
vibrant, and alive.
To set Land Quest apart f rom other competitors
It also includes an in-depth section,
in the local market, we incorporated pops
“Our Impact,” that shows how Land
of color, modern typefaces, and unexpected
Quest is constantly improving lives in
layering to make it clear that Land Quest is a
Southeastern Wisconsin.
L K . M A H M O O D
L A N D
Q U E S T
R E A LT Y
“EVERYONE DESERVES TO HAVE A PLACE THAT THEY LOVE AND CAN CALL HOME AT A PRICE THEY CAN AFFORD.” 4 9
THE VIDEO Their website incorporates a compelling video that inspires investors and partners to build something new with Land Quest. Crafted to show the beauty in their mission, this video tells the story of an investor who goes from first viewing a property, to seeing the families whose lives are transformed when moving into their new home.
L K . M A H M O O D
L A N D
Q U E S T
R E A LT Y
5 1
THE BUSINESS ESSENTIALS By leading with the tagline, “open new doors”, we hope whoever receives a printed pieces f rom Land Quest feels a sense of optimism and are reminded of the possibilities the future holds.
L A N D
Q U E S T
R E A LT Y
5 3
THE SIGNAGE Whether it’s office signage, or their For Rent and For Sale signs, we want to ensure Land Quest’s sleek, vibrant brand comes through. We hope that passers by will be intrigued by Land Quest, in a sea of look alike brands, and take the next step to contact them.
L K . M A H M O O D
L A N D
Q U E S T
R E A LT Y
THE TRUCK WRAP Adding branding to company vehicles is a notable ongoing marketing tactic due to its relatively low cost and ability to drive brand awareness, no pun intended. The bold tagline contrasts nicely with the dark navy background, drawing attention and sparking curiosity.
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“DESIGN IS THE SILENT AMBASSADOR OF YOUR BRAND”
L K . M A H M O O D
L A N D
Q U E S T
R E A LT Y
“EVERY DAY, WE MOVE PEOPLE TOWARDS A BETTER LIFE: ONE DOOR, ONE FAMILY, ONE NEIGHBORHOOD AT A TIME.”
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THE SOCIAL MEDIA L E A D G E N E R AT I O N A D S Land Quest wanted to leverage their prospects list to target building owners directly. We recommended a LinkedIn and Facebook lead gen campaign which allows the target audience to submit their information without leaving the platform. We targeted by specific job titles and by creating lookalike audiences. We connected with the audience by showing empathy and giving a solution to a potential problem.
L K ,
M A H M O O D
WEST40 R E G I O N A L
CREDITS
O F F I C E
O F
E D U C A T I O N
ROLE
C R E AT I V E T E A M
WEBSITE UX
WEBSITE DEV
DESIGN
LK MAHMOOD
CLAUDIA PHAM
E VA N N E W
A G E N C Y, Y E A R
NEIL HELSPER
ES99, 2018
S TA C I E T H O M P S O N
W E S T4 0
R E G I O N A L
THE BRAND S T R AT E G Y
O F F I C E
O F
E D U C A T I O N
THE GOAL To articulate West40’s unique offering in a way that express’s their heart. We need teachers, administers and decision makers in the state capital to champion West40’s mission and help meet the needs of the kids in West Suburban Cook County and beyond. THE OPPORTUNITY Everything West40 does is for the kids
THE ARCHETYPES CAREGIVER
O U T L AW
We will support
We will be the
our kids and help
change our
them become
kids need.
their best selves.
THE MISSION
they serve. By bringing their voice to life
We will meet you where you are. We
we connect on an emotional level which
will be what you need.
trickles down into everything we create.
We will walk further with you. We
This mission-driven approach gives
will stand strong with you.
everyone a rallying cry to stand behind.
THE PER SONALITY
THE VISION
L OV E . G R I T. O PT I M I S M .
We will transform every student in west cook county–regardless of their past or circumstances–into powerful, influential members of their community.
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L K . M A H M O O D
W E S T4 0
R E G I O N A L
O F F I C E
O F
E D U C A T I O N
T H E “ H E A RT B E AT ” B O O K S Whether rallying their own people or bringing others on board, these booklets help spread the mission and tell the stories that drive West40. All three pillars of the organization have booklets, as well as two vision setting books, one that speaks to who they are now and one that looks forward to who they want to be. Every booklet has a similar structure that opens with their why and includes personal stories told by a member of the West40 family. They also highlight statistics, that aid in the allocation of government budgets, so West40 can continue to reach those who needed it most.
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W E S T4 0
R E G I O N A L
O F F I C E
O F
E D U C A T I O N
“WEST40 FILLS THE GAPS IN OUR EDUCATION SYSTEM. THEY ARE THE LIFELINE FOR STUDENTS AND SCHOOLS IN WEST COOK COUNTY” 6 3
THE WEBSITE We wanted West40’s website to match their fearless commitment to their mission. As you scroll the page, the bold coloured background fade into one another creating an element of delight. The site is organized by the pillars of the organization, so to tie each section together we incorporated textural videos in the headers to mimic the emotions each group evoke. The clash of colours in the At-Risk video illustrates beautiful chaos, the bubbling colouring in the Professional Learning video represents insightfulness, and the smooth flowing colours for Services give a feeling of reassurance and tranquility.
L K . M A H M O O D
W E S T4 0
R E G I O N A L
O F F I C E
O F
E D U C A T I O N
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“ THROUGH OUR WORK WITH 38 SCHOOL DISTRICTS AND 3 CO-OPS, WE SEEK TO IMPROVE PEOPLE’S LIVES AND SEND RIPPLE EFFECTS ACROSS ILLINOIS.” 6 7
THE STORIES 40 Stories arose from our conversations with the West40 team. Their passion shines through whenever they speak of the people they encounter and the lives they’ve change. We wanted others to hear these stories, so we created a collection of forty, ranging from written stories, to photo journals and podcasts. We interviewed and captured images for these pieces, which are accessible on their website as well as printed a coffee table book.
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“WE WILL MEET YOU WHERE YOU ARE. WE WILL BE WHAT YOU NEED. WE WILL WALK FURTHER WITH YOU. WE WILL STAND STRONG WITH YOU.” 6 9
THE NEWSLETTER Their stories also come to life in a less formal format. These quarterly newsletters recap memorable events and include a note from the president, who always leaves the reader feeling inspired. Continuing to push the limits of what is expected, we created a template from scratch that allowed for our purposefully imperfect design of overlapping images and text.
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THE ANNUAL REPORT We re-imagined the annual report to bring the numbers to life. For West40 these stats are more than dollars, they are the kids lives they
“ THIS YEAR, OUR TEAM HELPED UNLOCK OVER $17M IN STATE FUNDING FOR WEST40 AND AT-RISK PROGRAMS ACROSS ILLINOIS.”
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BLUE GUARD B L U E
CREDITS
L I G H T
S U P P L E M E N T
ROLE
C R E AT I V E T E A M
WEBSITE UX
WEBSITE DEV
DESIGN
LK MAHMOOD
CLAUDIA PHAM
JAMES BYRD
A G E N C Y, Y E A R
TAY L O R F E N D E R B O S C H
ES99, 2018
S TA C I E T H O M P S O N
B L U E
G U A R D
S U P P L E M E N T
THE MARKETING S T R AT E G Y
THE GOALS 01. Drive sales at Target 02. Own “blue light” online 03. Connects with millennials THE OPPORTUNITY Blue light awareness is increasing in popularity. This presents us with the opportunity to create a brand that connects with millenials who care about their health and are increasingly exposed to blue light from their devices. Millenials want to understand why they are making purchasing decisions and need to feel empowered to do so themselves; they need to be given unbiased information. By sharing information on blue light and Blue Guard, as well as the many ways you can protect your eyes aside from our product, we show we care about the customer, not just about selling our products. We also updated the brand, tweaking the original logo to be a flat design and adding blocks of colour, illustrations and photography to attract our target audience online.
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“A ONCE DAILY BLUE GUARD VITAMIN CAN HELP PROTECT YOUR EYES 24/ 7, BUT THE BEST PROTECTION COMES FROM USING A VARIETY OF BLUE LIGHT SOLUTIONS.” 7 5
THE WEBSITE Leading with our optimistic campaign message “See happy. Live happy.” and including fun, fresh illustrations, we appeal to the consumers by making eye health approachable and relatable. Slight tweaks in vocabulary aid in this effort too, such as referring to our product as a “little vitamin” instead of an “eye supplement”.
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THE SOCIAL CONTEST P O STAG E B OX To continue to create brand awareness we seal the postage boxes with branded packaging tape. We continue to educate around blue light upon receiving their bottle by including a laptop shaped leaflet in the postage box and encourage them to visit the website to learn more.
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