Grip.Experimental

ThoughtWorks

by Thomas Mills

ThoughtWorks

The Business of Applied Imagination

January 2011

A VOL

ThoughtWorks

by Thomas Mills

Inspiration • Where do designers look for inspiration?

How do we continually achieve new and different creative solutions on behalf of our clients?

It can be a gut-wrenching process, fraught with the apprehension – that answers might finally evade us.

This is my grandson Sam. I believe his grin reflects the innocence of childhood and the inherent confidence of youth. And, the willingness, no...the eagerness to look into every pool of water, under every rock. rest assured, Sam knows how to play.

• Ideas • Innovation • Execution • Implementation = ROI Grip is an amlgamation of my youth – my inquisitorial, child-like appreciation for all things and every new adventure – applied to the innovative design solutions I offer every client. It’s also 56 years in the making. Here, I hope to show you what it means to remain quintessentially Sam. “Sam I Am” (quoth Dr. Seuss).

Inside the MIND of Thomas Mills

Challenge:

Design Team (Positioning):

Use branding to differentiate a midwestern community college in the highlycompetitive higher education marketplace.

Many colleges and universities use a

Client: Kalamazoo Valley Community College Historical Brief (Brand): Identified for nearly 50 years as a leader in providing innovative, quality educational opportunities using a highly student-centric approach.

Target Audience: Southwestern lower Michigan.

similar marketing (and branding) approach Ineffectual, platitudinal taglines abound.

Approach: Build on the brand reveal (student-centricity).

Avoid using taglines and a traditional, two-dimensional, static, representational logo.

Solution: Design and recommend the adoption of a Graphic Identity ToolKit, with primary emphasis on the use of a ThoughtMark,™ an evocative visuall graphic designed to remind students and college employees of the brand promise...

“It’s your education, it’s all about you!”

.edyou™

Approach: Focus the brand reveal precisely on extensive data obtained through independent, third-party research.

I.e. faculty, staff and administrators all highly admired, trusted and respected by students for their openess, approachability and dedication to student success.

TM

Dialog bubble rep resents innovation, techno logy, a distinctive approa ch to education.

It starts a dialog, per sonalizes the unique educational experience.

The break in the dia log bubble connotes opportu nity, openness, approachability and comfort.

A simple, direct con nection to the student voice.

Kalamazoo Valley is talking with students—not at them.

A new concept, a Tho ughtMark™

An entry point into higher education.

It then turns its foc us to you— what are you going to do with it?

It’s your education , it’s all about you.

Having an open min d and breaking the conventional commu nity college mold.

Showcases our und erstanding of internet technolog ies + social media.

AMBASSADOR’S KIT October 2009

ThoughtWorks

by Thomas Mills