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THIEL Brand Communication


keith walters

| Brand Architect

Strategic Planning Director

Brand Communications Planning + Design

keith @ thiel.com www.thiel.com


We are Brand Architects. We build integrated brand identity and marketing communications that tell your brand story and enhance your presence in the marketplace. Our clients range from start-ups and not-for-profits to multinational organizations.

We have an experienced team of business & design professionals. We share a common passion to create inspired work. We understand business. We are creative & strategic thinkers. We create communications that enhance your image and drive

your financial success.


O u r

a p p r o a c h

Think & Feel. It describes what your brand identity and communications need to inspire. It describes what differentiates your organization, and the meaning you bring to market. Design without meaning is just pretty pictures. Brand communications with meaning have the power to inform, explain and persuade. They tell your story. Think & Feel. It describes how we combine left-brain strategy with rightbrain creativity. It describes the unique combination of life and enhanced meaning that should define every brand. We operate in the space between both sides of the brain, developing ideas that resonate across all points of contact. We tell your story.


o u r

p r o c e s s

ANALYZE Defining Opportunities We think about your organization and research everything about it. Through this targeted research, we analyze your situation, discovering competitive insights and strategic opportunities.

VERBALIZE Setting the Direction We verbalize strategic objectives and develop your Brand Profile™. Describing the essence of your organization, they become the guiding documents through which all creative decisions are made and measured.

VISUALIZE Creating Solution Options The feel of your organization, expressed across all media and touch points, brings your brand and key messaging to life. We visualize and create brand assets for every way you communicate.

REALIZE Producing the Solution We put your organization in the best light to realize positive and measurable results, efficiently producing and effectively delivering your differentiating communication tools.


O u r

C O R E

V A L U ES

Creativity based on strategy We base all design options on our client business objectives, using creativity to communicate, not just decorate.

Aptitude without attitude We respect and listen to our clients’ opinions and requirements, collaborating to reach the most effective solutions.

Highest ethics and integrity We uphold the highest standards in all client relationships— their success is our success.

Concern for the individual We are committed to our employees and clients, enabling them to work as a team to produce solutions that make a difference.

Do what it takes philosophy We give our best creative effort no matter the size of the project, maximizing value and meeting deadlines.


O u r

Research & analysis

Strategic planning

Brand identity

Employee branding

Marketing communications

Financial communications

Environments

Internet marketing

Video & motion graphics

C A P A B I L I T I ES

Market & industry research Perception research Internal branding research Competitive research ROI research Benchmarking / Best practices Marketing audits

Communication plans Brand strategy & positioning Brand mission & vision Brand Profile Key messaging & taglines New market opportunities Product development

Naming & nomenclature Visual identity Brand launch New product launch Stationery systems Brand standards

Internal brand launch Employee communications

Capabilities brochures Books Product literature Catalogs Advertising Direct mail Social media Package design Internal communications

Annual reports Investor communications

Environmental graphics Signage programs Trade show displays Trade show support Point of sale

Website development Email campaigns Advertising

Animations Videos DVDs


Case Studies


ABCD: After Breast Cancer Diagnosis

Integrated Communications

the power of one-to-one

c o m m e m o r at i v e m e a s u r i n g s p o o n s

audience specific brochures


ABCD Milwaukee, Wisconsin Developing the Brand After Breast Cancer Diagnosis (abcd) is a

creativity

ÂŽ

non-profit organization dedicated to providing one-to-one advice and comfort to those diagnosed with breast cancer. The integrated

2005 annual report

communications help to promote the essence of the organization to multiple audiences with SHIP DISCOVERY HOPE SUPPORT LOVE CARE CELEBRATION KINDNESS CONNECTING BELIEVING FRIENDSHIP INSPIRATION

2006 ANNUAL REPORT

an efficient and economical system of brand communications.

one-to-one: A community of Experience

the power of one-to-one

HOPE SUPPORT LOVE CARE CELEBRATION KINDNESS CONNECTING BELIEVING INSPIRATION COMFORT REASSURANCE EMPOWERMENT UNDERSTANDING STRENGTH FRIENDSHIP DISCOVERY HOPE SUPPORT LOVE CELEBRATION KINDNESS CONNECTING BELIEVING INSPIRATION COMFORT KINDNESS UNDERS

Melanie Holmes Doris Hooks Shirley Horton Kathy Hoth Rhonda Howard Janet Howenstine Kathleen Ingold Kathy Ionson Donna Johnson Denise Jones Holly Jones Jeanette Jones Anne Jost Joanne Jovanovich Claudia Kabler-Babbitt Bonnie Kahler Darlene Kanera Kandice Kauffman Amy Kielma Kimberly Kimpel Nancy Klein Nora Lee Koenig Becky Komisar Marilyn Kraar Debra Kraft Joy Krause Annie Kraut Shereen Kressin Teresa Krier Dianne Krukar E. Odessa Kuriga Carmella LaBonne Catherine LaFond Felice Leib Mildred Leigh-Gold Sheri Levin Judith Levy Rita Lewanauer Edna Lowe Jane Lukic Molly Mac Donald Lynn Maglio Patrice Mahon Alice Maki Delores Mantilla Nancy Margraff Judy Martine

f o c u s e d

one-to-one:

M E NTO RS

Drawing inspiration and strength from someone who’s been there. “Numb and shockedâ€? is how Gertie Payne felt when she learned her breast biopsy had revealed cancer. With no family history of the disease and just a few weeks shy of her 50th birthday, the diagnosis hit hard. Though her family was supportive, Gertie had never talked with anyone who had survived breast cancer. “I was real depressed,â€? she recalled. “I thought maybe it would lead to something worse and I wouldn’t survive.â€? As she began treatment, which included a lumpectomy, chemotherapy and radiation, a hospital social worker suggested that talking to an ABCD mentor might help. The social worker facilitated the referral, and ABCD matched Gertie with Camellia Givens. “During my ďŹ rst conversation with Camellia, I went from ‘I hope I survive,’ to ‘I will survive,’â€? said Gertie. “She ignited a spark in my mind that I will be well again.â€? Now an 11-year survivor, Camellia was diagnosed with

therapy, and radiation as well as reconstructive surgery six years later. She completed training as an ABCD mentor in 2006 and has mentored three women through ABCD. “I’d been informally mentoring people anyway but the training taught me the proper way to do it,â€? Camellia said. “You let the other person do the talking. You’re supportive; you help them understand how they’re feeling and what to expect.â€? Most of all, Camellia tells other women to have a positive attitude. “You have to ďŹ ght it. There are more ups than downs.â€?

“Hearing that Camellia was a 10-year survivor gave me encouragement and inspiration.�

Gertie agreed. “Hearing that Camellia was a 10-year survivor gave me encouragement and inspiration,� she said. “Knowing that someone else has walked in my shoes—all women need this. “If I hadn’t met her, I don’t know if I ever would have reached the point of believing that I would get better.�

breast cancer in 1996 and underwent a mastectomy, chemo-

Gertie Payne (left) with mentor Camellia Givens

CARE CELEBRATION KINDNESS UNDERSTANDING STRENGTH FRIENDSHIP DISCOVERY HOPE SUPPORT LOVE CARE CELEBRATION KINDNESS CONNECTING BELIEVING INSPIRATION COMFORT REASSURANCE EMPOWERMENT UNDERSTANDING STRENGTH FRIENDSHIP DISCOVERY HOPE SUPPORT LOVE CELEBR

one-to-one:

M E NTO RS

A stranger becomes a friend who offers comfort and hope. Both just barely into their 40s. Just starting their families. And then the heart-stopping news: breast cancer.

As she struggled to cope, Dixie also worried about her husband thousands of miles away. They corresponded by email, but Dixie was torn between needing Mike’s support and not

Diagnosed in December 2006, for Dixie Yeck it was the worst Christmas imaginable. Her husband, a Marine, was in

wanting to burden him with her fears. Shortly after Christmas, at Dixie’s request, ABCD matched Mike with Teri’s husband,

Iraq. She was home alone with two young children and a breast

also named Mike. The two Mikes “talked� by email until Dixie’s

cancer diagnosis.

husband returned from Iraq in early 2007.

With no family in the area, Dixie had no one to turn to. Scared and desperate, she remembered hearing about ABCD and picked up the phone. Two hours later, she got a call from Teri Frailing. “Teri was my lifeline, because I didn’t have Mike,� Dixie said. “Teri gave me hope, because I was hopeless. I don’t know what I would have done without her.�

“He had someone who could tell him how to prepare, what to expect and how to help me,�

“What ABCD gave me is as important—if not more important—than the medicine I got.�

Dixie said. “Just like me, he needed to be able to hash it over with someone who knows.� Dixie credits Teri for showing her that she could make it

As Dixie faced decisions about surgery and chemotherapy, Teri connected her with other ABCD mentors who shared their

through those terrifying days. “What ABCD gave me is as

experiences with breast reconstruction and other aspects of

important—if not more important—than the medicine I got.

treatment. In all, Dixie had ďŹ ve mentors, all facilitated through

You could pay hundreds of dollars for psychotherapy and it

Teri and ABCD.

wouldn’t be as effective as the simple, matched, credible help I got from ABCD.�

Dixie Yeck (above left) with mentor Teri Frailing

Mary Masanz Unis Matthews, Jr. Vida Matthews Sheila McCaffrey Toni McCallister Mary McCanna Lottie McCarty Gretchen McQuestion Megan Mendoza Dodi Metz Molly Miller Emma Muniz Vera Nathaniel Lee Nehmer Sally Jo Nelson Clara Nettesheim Betty Nevels Sue Nohelty Sheila Nonken Marilyn Nowak Enid Okokon Christine Olson Judith Ormond Cindy Ostaszewski Elaine Pagliaro Nellie Patterson Cathy Pernell Cyiark Patricia Petek Sandra Potter Tricia Price Carol Randall Duncan Helen M. Reed Lynn Reinick Sharlee Retzlaff David Rierson Pat Rierson Teresa Robinson Alice Rocque-Angermeier Laurie Rodgers Pam Ross June Rubner Diane Ruchalski Susan Scanlan Nancy Schaperkotter Jeanine Schauer Joline Schick Nancy Schiro

marketing kit

2006 annual report

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T H I E L   D ES I G N

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Naming & Brand Identity

Actuant Corporation

2008 annual report Actuant’s results are achieved from the execution of our Business Model, illustrated below:

SAlES Core Internal growth

r E Tu r n S

42% Europe

7% ROW

42% Europe

Other Aerospace Agriculture/Lawn & Garden Residential Construction OEM Electrical RV Infrastructure Power Generation Marine Wholesale Electrical Auto

ACTUANT

Other Aerospace Agriculture/Lawn & Garden Residential Construction OEM Electrical RV Infrastructure Power Generation Marine Wholesale Electrical Auto

6% 2% 2% 22% Industrial/MRO 2% 2% 3% 3% 4% 1 3% Retail/DIY 5% 6% 9% 1 1% Truck

PROCESS Acquisition Integration Model

22% Industrial/MRO

10% Oil & Gas

7% ROW

Sales by Geography

Actuant’s

6% 2% 2% 2% 2% 3% 3% 4% 5% 6% 9%

1 3% Retail/DIY

Other Aerospace Ag/L&G OEM Electric Residential Construction Infrastructure Power Generation RV Wholesale Electrical Marine Auto

7% 2% 2% 3% 3% 3% 4% 4% 5% 5% 9%

Other 7% Other 7% Aerospace 2% The model also drives us to focus on designing and Original Equipment Manufacturers (OEMs) Aerospace 2% by supplying Ag/L&G 2% Ag/L&G 2% 10% Retail Electrical 3% assembling products our customers need. We add OEM Electric turn-key systems anywhere in the world at a consistent OEM Electric 3% Residential Construction 3% Residential Constructioncan 3% expand to meet value by superior engineering, product innovation andInfrastructure high Power-Packer 3%quality standard. Infrastructure 3% Power Generation 4% logistics expertise. As a result, we are not asset intensive, demand without significant additional4% investment in Power Generation RV 4% 10% Oil & Gas RV 4% allowing more flexible manufacturing and reduced capital Electrical plant to extend its Wholesale 5% and equipment, and is well positioned Wholesale Electrical 5% Marine 5% Other spending requirements. technology into other end market applications, Marine 5% 1 1% including Truck Auto 9% Aerospace Auto 9% 22% Industrial/MRO off-highway vehicles and medical applications. Ag/L&G OEM Electric As an illustration, consider our Power-Packer truck Residential Construction business. Power-Packer has been delivering hydraulic Actuant continues to focus on creating shareholder value Infrastructure Power Generation actuation technology to truck manufacturers for almost by emphasizing both growth and above-average returns on RV Wholesale Electrical 40 years. Power-Packer has become the leading global invested capital. The disciplined execution of this business Marine Auto supplier by continuing to improve product performance, model has served Actuant well in the past, and will continue

increasing system capabilities, reducing customer’s costs

Free Cash Flow

rEInVEST

rEduCE dEBT

1 1% Truck 10% Oil & Gas

Sales by End Market

Actuant’s

emerges from our cash flow focused business model.

7% 2% 2% 3% 3% 3% 4% 4% 5% 5% 9%

return on Invested Capital

Employee development & Training

Actuant’s Diversity — 2008 Revenues $1.66 Billion

51% North America

EPS growth

Power-Packer has broadened its served market to include patient handling, offering a complete range of hydraulic and electro-hydraulic actuators for applications such as hospital beds, scan and operating tables and stretchers.

Power-Packer’s hydraulic pumps, cylinders, hoses and latches have given truck manufacturers such as DAF, Scania and Volvo the ability to lift cabs on cab-over-engine and conventional trucks safely and efficiently for decades.

51% North America

r E S u lTS

Incremental Earnings growth

Acquisitions

strategy

Here’s how it works. Actuant businesses focus on generating 10% Retail Electrical strong cash flow which is either used to reduce debt or

emerges from our cash flow focused business mode

Executing this model enhances the diversity of our revenue in terms of geography, customers and end

reinvested into core growth opportunities and business

markets. In turn, that diversity provides a level of

acquisitions. Actuant seeks to grow its core sales by 1.5-2.0X

consistency to our financial results.

10% Oil & GasGDP (Gross Domestic Product), focusing on new customers,

The model emphasizes cash flow. It guides Actuant

markets and geographies. We supplement that core

decision-makers to consider the best return for every

1 1% Truck growth with acquisitions which either complement our 22% Industrial/MRO

existing businesses or provide new markets or products.

efficiency projects are evaluated based on their cash flow

LEAD (Lean Enterprise Across Disciplines) continuous

return. Additionally, all employees’ incentive compensation,

improvement process and through acquisition synergies

from the CEO’s office to the shipping dock, is based on

utilizing AIM (Acquisition Integration Model). Robust

to direct our growth strategy into the future.

employee training and development ensures that we have

and expanding geographically into markets such as Turkey,

incremental dollar of invested capital. Core growth investments, acquisitions and all capital spending and

We accelerate cash flow by improving margins via our

return on invested capital.

the right people in the right place to execute our strategies.

Korea, China and Brazil. Power-Packer makes it easy for

4

5

getting results

Actuant’s Taicang, China, facility opened in August 2008 and operates as an engineering and manufacturing base for Actuant businesses, serving both the fast growing Asian market as well as customers across the globe.

It has been projected that 30% of Caterpillar’s future growth is likely to be in China. As Caterpillar takes a long-term, strategic view of supplier relationships, Actuant’s growing presence in China will provide better support to this important customer.

Actuant’s

2008 Annual Report

Using “Voice of the Customer” techniques, Enerpac designed the new XVARI air-powered hydraulic pump to meet its customer requirements for safety, performance and value.

Actuant’s

results from disciplined execution of our strategies.

growth

results from disciplined exe

to European and Asian trucks, off-highway vehicles and

especially those seeking to enter and broaden their sales

Actuant has delivered a 20% compound annual growth

Product innovation is one way the Actuant businesses

certain passenger car and light-duty truck platforms.

in this important growth market.

rate in sales since the 2000 spin-off. In 2008, Actuant

grow. This year, Enerpac introduced the new XVARI pump,

businesses like Hydratight, Enerpac and Maxima

an air-powered hydraulic pump that provides better

Other Actuant businesses seek to leverage our global

Finally, Actuant’s global customer relationships also

facility base to expand, especially our growing footprint in

create growth opportunities—especially in cases

China. In August, Actuant opened a new manufacturing

where numerous Actuant businesses serve a common

and assembly facility in Taicang, which consolidates

customer. For example, Enerpac’s strong relationship

three existing China-based operations into one. In addition

with industrial products distributor Grainger has opened

to manufacturing, Taicang will host shared engineering,

the door for other businesses such as Acme Electric

finance, customer service, human resources and marketing

and Simplex. Another important global customer of

benefited from robust global demand in energy, natural

control for the operator, is ergonomically designed and

resources and commodity-linked markets. Declining

leads to increased productivity. High-tech engineering

North American consumer confidence created end

and extensive end-user research led to innovative

market weakness for businesses including Gardner Bender,

product features that promise to create more competitive

Marinco and PowerGear.

differentiation in this important product segment.

Each Actuant business seeks to grow organically by

Actuant is capitalizing on technology and market trends

functions to serve a number of Actuant businesses. It

Actuant is Caterpillar. Currently, eight different Actuant

introducing new products, stretching its markets, or

to drive core sales growth, including at Gits Manufacturing.

will also work collaboratively with Actuant’s successful

companies provide products or services to Caterpillar.

expanding its customer base. It all begins with a strategic

Gits’ precision air-flow valving technology is critical for

sourcing operation, which today includes more than

Global customers like Caterpillar seek out suppliers with

plan. Each unit carefully examines market share and

reducing harmful emissions, improving fuel efficiency and

150 people sourcing nearly $150 million in products and

consistent quality, engineering, financial stability and a

industry trends, completes a map of current and potential

enhancing horsepower in diesel engines and turbochargers.

components annually. The Taicang operation represents an

global footprint, which our businesses provide.

customers, and develops a plan to achieve core growth.

Gits has the opportunity to expand its served market beyond its traditional North American heavy-duty truck base

enormous opportunity for all of the Actuant businesses, 7

6


2007 annual report

2007 annual report

ctuant

INDUSTRIAL

Actuant Corporation

Segment Profile In 2007, our Industrial Segment generated sales of $427 million, a 31% increase over 2006, including 13% core growth. We provide high force hydraulic tools for use in end-market applications as diverse as positioning the roof on the Olympic Stadium in Beijing to lifting and positioning aircraft wings on today’s largest aircraft prior to attachment. Our joint integrity product line provides safety critical maintenance and repair products and services to global oil and gas and power generation customers.

G L O B A L L Y

Milwaukee, Wisconsin

Wind turbine manufacturers as well as wind farm

D R I V E N

maintenance contractors

T O

L E A D

rely on our products to ensure safe and

reliable connections.

Naming & Brand Identity Subsequent acquisitions of D.L. Ricci, based

For oil and gas, our competencies extend

Hydratight provides cutting edge technology

contributor to the Actuant port-

in the U.S., and Injectaseal, based in Germany,

to both on and offshore facilities as well as

and service to assure safe and reliable connec-

extended the geographic reach as well as

topside and subsea. Hydratight products and

tions for these “green” energy sources. Our

line was built more recently via a series of

broadened the product and service portfolio to

services are used during the full life cycle of an

technology is specified by leading wind turbine

acquisitions. It is a great example of our

include machining and leak sealing. Together,

installation, from construction to decommis-

original equipment manufacturers globally

acquisition strategy as well as our global

these businesses are known today as Hydratight,

sioning. The maintenance cycle of the joints on

including Gamesa, General Electric, Mitsubishi,

and comprise our Joint Integrity product line.

rigs and pipelines is critical to both safety and

Siemens and Vestas. We supply and support

The central value Hydratight provides customers

uptime, and Hydratight provides an unparal-

the full gamut of parties involved in the erec-

diversification. A torque wrench is where it all started. While Enerpac sold hydraulic torque wrenches, it was a small player. We identified oil and gas

Geographic Sales ● 40% North America ● 40% Europe ● 20% Rest of World

is reduced downtime and increased safety due

leled package of products and services to

tion and maintenance of wind farms, including

to reliable connections.

execute these requirements.

the OEMs, erection contractors and ongoing

and power generation as growing markets

Hydratight’s breadth and depth of products

Reliable connections are a necessity in the

where the torquing and tensioning of bolts was

and services is substantial. Our ability to develop

Torque wrench sales

maintenance providers. Hydratight has been

power generation industry as well. Whether

through Enerpac

involved in key projects such as Horse Hollow,

mission critical. This led us to acquire Hedley

integrity-related solutions enables us to work

bolting in place the reactor head at a nuclear

distribution tripled since

the largest wind farm in the U.S. (located in

Purvis and Hydratight Sweeney, both United

with the leading companies in our served

power plant or holding the blades on a wind

the 2005 acquisition of

Texas), and North Hoyle, the United Kingdom’s

Kingdom based companies, in 2005. With these

industries. With more than 20 locations stra-

turbine, failure is not an option.

Hydratight, highlighting

first major offshore installation.

acquisitions, Actuant became a complete joint

tegically positioned across five continents,

integrity solutions provider.

Sales by End Markets ● 40% Industrial ● 30% Oil & Gas ● 10% Infrastructure ● 10% Power Generation ● 5% Workholding ● 5% Other

Globally, wind turbine capacity is growing in

one of the revenue

Looking ahead, we will continue to augment

including the U.S., Brazil, Singapore, United

excess of 25% per year, and more than 45 gov-

synergies associated

Actuant’s Industrial Segment with new products

Kingdom, Saudi Arabia and a newly opened

ernments around the world have enacted laws

with building out the

and services and expand its geographic reach

facility in Kazakhstan, Hydratight is truly a

and regulations to support the growth of

joint integrity product line.

to assist customers in meeting increasing

global enterprise.

renewable energy sources like wind power.

4

The former Applied Power Corporation became Actuant as a result of splitting-

®

hile Enerpac has been a strong

folio for decades, the Joint Integrity product

creativity

W

Product Lines ● 62% High Force Hydraulic Tools ● 38% Joint Integrity

off the manufacturing services of Applied

global demands.

5

Power into this new company. The company manufacturers high-force hydraulic lifts,

2006 annual report

automotive con­ v ertible top systems and electrical tools and supplies. Because many of the company’s manufactured products involve action and actuation, the coined name Actuant was developed and selected to reflect

f o c u s e d

these attributes, as well as for its strong sound. The logomark projects strength and motion through its imbedded graphic icon and typography. The company has grown into a successful and profitable entity.

previous years annual reports

NE W I D ENTITY

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AG Architecture

Naming & Brand Identity

s t at i o n e r y c o m p o n e n t s

new name & identity announcement


C a pa b i l i t i e s b r o c h u r e

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AG Architecture

̜ʅi«Ê̅i“Ê>V…ˆiÛiÊ Ì…iˆÀʜLiV̈ÛiÃ

ity

Wauwatosa, Wisconsin Launching the Brand A change of ownership prompted a name

creativity

®

change and identity update for this architectural firm specializing in residential communities. The new identity suggests the new partnership, and the element of community, supporting the positioning phrase “A Sense of Community.” The new identity was launched with a memorable direct mail piece, and is supported by integrated communications that expand on the positioning

Newsletter

Direct Mail

f o c u s e d

phrase and its meaning for the firm and its work.

NEW IDENTITY

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BorgWarner

Branding Campaign

97 19

print advertising

Annual Reports


BorgWarner Auburn Hills, Michigan Branding Campaign Although just one word, “driven” embodies

creativity

®

the spirit and momentum of BorgWarner.

g r o u p p r o d u c t p h o t o i l l u s t rat i o n s

It’s a state-of-mind that drives the company in their pursuit to sustain product leadership, customer satisfaction and shareholder value. This branding theme has evolved into a corporate mantra and has served as the foundation for annual reports, the corporate website, marketing collateral and advertising campaigns. It has been a unifying key

f o c u s e d

message that symbolizes the emotion c o r p o rat e w e b s i t e

behind the company and its development of automotive drivetrain products.

advertising

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Country Insurance & Financial Services

video introducing the Country Brand Experience at b r a n d l a u n c h t o e m p l o y e e s

Brand Identity Program


Country Financial Bloomington, Illinois Brand Identity Program Strategic objectives Update the Country Companies name and identity to reflect its growth and expanded investment management and financial services offerings beyond insurance, and its presence throughout the country. Reflect the firm’s growth and update the dated visual identity. Integrated the messaging and imagery in all company communications.

customer brochures

creativity

ÂŽ

Strategic tools Market research revealed the attributes most desired by customers and helped to drive the development of the brand identity and communications. The new name, Country Insurance & Financial Services, was launched initially, and later modified to simply Country Financial. Driven by research identifying customer expectations and the Country personality attributes that allow the company to deliver the positive Country customer experience, the new brand identity was launched in 10 states. Employee launch events in Bloomington, Illinois; Salem, Oregon; and Las Vegas, Neveda, were orchestrated to communicate the Country brand attributes related to customer expectations. Brand launch components were developed for both employees and customers. A brand launch video featured agents and customers describing the Country customer experience, along with music that was used in nationwide advertising. An employee brand launch booklet was distributed at the launch events, and describes the Country brand attributes and customer expectations. Direct mail components announce acquisitions as the company continues to grow. A comprehensive Corporate Brand Standards manual describes the details of the integrated Country communications in all media. Comprehensive signage standards were developed for all Country offices around the country, and an agent office manual describes the required look of agent offices to reflect the Country brand attributes.

f o c u s e d

employee brand launch booklet

Return on objectives At the time of the brand launch, Country Financial was active in 10 states. It currently operates in 32 states. Employee Announcement

new logo

exterior Signage

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Creative Business Interiors

Brand Identity Program

Proposal system & pocket folder

brand launch direct mail


Creative Business Interiors Milwaukee/Madison, Wisconsin Brand Identity Program Strategic objectives Communicate the breadth of the firm’s business interiors capabilities. Better represent the creativity of the firm with an updated identity. Develop a unique positioning phrase. Develop verbal & visual consistency in communications.

T R AC Y S AGGIO Construction Services Coordinator

M I LWAU K E E

11217 West Becher St. Milwaukee, WI 53227

ph. 414.545.8500 fax. 414.545.8588

11217 West Becher St.

Milwaukee, WI 53227

tracy.saggio@creativebusinessinteriors.com

®

creativity

FLAP M I LWAU K E E

414.545.8500

f o c u s e d

merchandise

Strategic tools Market research revealed opportunities for the desired “creative” positioning, and the need to update the perception of the firm’s capabilities. The new visual identity features a contemporary icon that symbolizes a “space” being influenced by creativity, combined with contemporary typography. The positioning phrase “Experts at Work” conveys the expertise of the firm as a designer and builder of work spaces. The bright and fresh color scheme attracts attention and helps to project a more dynamic positioning. There is consistency among all communications in all media. A brand launch direct mail piece introduces the new identity and defines the firm’s capabilities—”Creative is Planned, Constructed, Painted, Furnished, Installed.” A new web site features simple navigation, a unique format and simple access to examples of the firm’s work. Applications of the new identity include a fleet of vehicles which serve as rolling billboards.

creativebusinessinteriors.com

MADISON

M I LWAU K E E 11217 West Becher St. M A D I S O N 1810 Wright St.

Milwaukee, WI 53227

Madison, WI 53704

ph. 414.545.8500

ph. 608.249.0904

fax. 414.545.8588

fax. 608.249.7350

s t at i o n e r y & b u s i n e s s p a p e r s

creativebusinessinteriors.com

1810 Wright St. Madison, WI 53704

ph. 608.249.0904 fax. 608.249.7350

Return on objectives In the year following the new brand development, the firm experienced the 2nd best year in its history. “The new brand identity has dramatically increased our presence and visibility, and has made us a player. Our new brand signals that we’re strategically thought-out, and that we’ve invested in the details of our business. The consistency of our communications projects a professional organization. People think we’ve dramatically increased our fleet, although we have the same number of trucks on the road!” Gary A. Zimmerman, Jr. President Creative Business Interiors

T H I E L  DES I G N website

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Milwaukee

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414.271.0775

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thiel.com


eppstein uhen : architects

WEBSITE

Naming & Brand Identity Program


eppstein uhen : architects Milwaukee/Madison, Wisconsin A Significant Milestone Strategic objectives Update the dated visual identity which featured a stylized portion of a Corinthian column capital. Institutionalize the firm beyond the existing ownership referenced in the previous name—Eppstein Uhen Architects. Commemorate the firm’s 100th anniversary, and represent the strong creativity and diversity of the firm with a comprehensive new brand identity.

®

creativity f o c u sed

stati o n e r y & B usi n ess pape r s

Strategic tools The new name, represented by the acronym EUA, allows the firm to grow and evolve without the need to change names to reflect changing ownership. The colon punctuation in the new logomark means, by definition: elaborating on what comes before— ”architects” defines Eppstein Uhen, and Eppstein Uhen defines architects. The colon is used in a variety of ways in firm messaging in communications. The structure of the logomark suggests architecture and the creativity of the firm. The brand launch mailer uses the colon to reveal the new name and identity, with future-oriented messaging—beyond : 2007, beyond : ? The capabilities brochure sequences information within a format of square pages of increasing size. The web site was dramatically updated to feature easy navigation and provides immediate access to the firm’s portfolio of projects through a grid of roll-over squares on the home page. Return on objectives The new brand identity promotes the creativity of the firm through a simple solution, and is a timeless solution as the firm continues to grow.

P r o p o sa l C o v e r s & f o l d e r

new logo

P r e v i o us L o g o

B r a n d Lau n c h A n n o u n ceme n t

THIEL DESIGN

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Milwaukee

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t h ie l . c o m


Frantz Group, Inc.

Brand Identity Program

proposal system

c a pa b i l i t i e s b r o c h u r e


direct mail

Frantz Group Grafton, Wisconsin Brand Identity Program Strategic objectives Reinforce the firm’s market position and emphasize its focus on providing direct marketing services exclusively to technology companies. Update the visual identity to begin the firm’s brand story.

calling all franchisees WE WANT YOUR OPINION

Participate in the 2007 Franchisee Technology Adoption Survey™ to help form a collective opinion that will inform the industry.

®

creativity

print Advertising

Strategic tools Market research revealed the positive client perception of the firm’s total focus on technology marketing. The new logomark visually communicates the firm’s element of focus, and includes a strong and meaningful icon. The Focus is Power positioning phrase strongly communicates the firm’s focus, and is illustrated on certain applications with a symbolic depiction. The brochure is designed around the element of focus and describes the firm’s focus in delivering integrated direct marketing services. A direct mail piece represents the firm’s personal attention to clients, and the unique fold allows the cap of the Frantz employee to change to the client’s cap, as “we become you.”

Fill out the survey online:

July 23 to August 22 The goal of the survey is to understand technology adoption from the QSR franchisee perspective. This survey, which can drive change, is your opportunity to communicate back to franchisors and technology vendors — to make it faster, easier and more efficient to integrate new technology into your franchise.

Participate in the survey,

Return on objectives The firm has realized immediate success in attracting clients around the Focus is Power positioning, and is differentiated in the market. Employees are energized around the new brand identity, and the firm’s interiors and merchandise help to bring the brand alive.

f o c u sed

www.qsrmagazine.com/survey

and your name will be entered in a drawing to win an Apple iPhone that will make you the envy of your friends.

2007 Franchisee Technology Adoption Survey is co-sponsored by QSR Magazine and Frantz Group. Participation in this survey is restricted. It is only for QSR franchisees or their designees responsible for selecting, recommending or approving the purchase of technology used to run their franchised restaurant(s). Participants will be validated. Limit: one entry per person and per email address. For detailed information visit: qsrmagazine.com/survey/rules.

TFG2919 QSR-Adƒ.indd 1

www.qsrmagazine.com

www.thefrantzgroup.com

7/9/07 5:05:51 PM

Website

new identity

THIEL DESIGN

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Milwaukee

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GRAEF

Brand Identity Program

w e b s i t e s p l a s h pa g e

brand launch mailer


GRAEF Milwaukee, Wisconsin Brand Identity Program

creativity

®

Strategic objectives Change the previous name of Graef, Anhalt, Schloemer & Associates, which limited the firm’s growth and activities in some national locations, was hard to pronounce, and the ethnic sound of the name was not universally well received. Update the dated visual identity and other communications components. Develop new language to better communicate the firm’s broad capabilities and close relationship with clients.

s t at i o n e r y & b u s i n e s s p a p e r s

proposal system

internal brand launch

f o c u s e d

Strategic tools Market research revealed the firm’s trusted advisor positioning with clients, and the opportunities to simplify the name and identity, especially with regard to national expansion. The new name GRAEF institutionalizes the firm beyond the names of the founding partners, and retains the simplest of the three names to pronounce. The accent mark over the “a” in GRAEF helps in pronunciation, and becomes a key structural element in the new logomark, as well as a format device in applications. The new colors represent the firm’s work in both the built and natural environments. The new positioning phrase “Collaborate | Formulate | Innovate” describes the firm’s working relationship with clients. The external brand launch piece reinforces the firm’s new first name, leading with the message “call us by our first name,” and features employees from the firm’s offices. Brochure and proposal templates allow the firm to customize print pieces and combine print-on-demand with pre-printed components. Return on objectives “Our previous name and identity held us back from national expansion. Our new brand identity is much more compelling going into new markets beyond Wisconsin, and exhibits a much higher level of professionalism. It was implemented as part of our strategic plan. Our new brand has also resulted in an increase in self pride with employees, and has brought together our national offices.” John Kissinger P.E., S.E. Regional Vice President GRAEF

new & old logo

T H I E L  D E S I G N

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Milwaukee

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414.271.0775

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thiel.com


Johnson Outdoors

Naming, Identity & Communications

annual reports


va

e

c

o

n

o

m

i

c

Johnson Outdoors Racine, Wisconsin Naming, Identity & Communications Outdoor recreational products was not

creativity

a n n u a l r e p o r t s / c o r p o r at e c o mm u n i c at i o n s

ÂŽ

apparent in this company’s previous name, Johnson Worldwide Associates, and its visual identity did not relate to the diverse outdoor brands distributed by the company. The new name Johnson Outdoors and new identity simply and directly convey the essence of the company and its many brands, and also connect the Johnson name to the outdoors. The visual identity depicts an outdoor setting

with

branded

products

boldly

f o c u s e d

presented in annual reports and other communications materials. new name and identity

exterior signage

r e ta i l s t o r e g r a p h i c s

T H I E L  DES I G N

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Milwaukee

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414.271.0775

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thiel.com


Kolb+Co.

Brand Identity Program

W EB S i t e modular firm brochure


Kolb+Co. direct mail

Milwaukee, Wisconsin Brand Identity Program The accounting firm previously known as Lauwasser

added

complimentary

®

Kolb

creativity

“ pa r t n e r s ” a d c a m pa i g n

businesses to serve its clients beyond traditional accounting and CPA services. A new firm name and brand identity signals these additional capabilities beyond accounting. The firm is now known as Kolb+Co., with a visual identity that features a distinctive “plus sign,” representing the firm’s additional, value-added services, as well as the mathematics and measurement inherent in

f o c u s e d

outdoor advertising

the firm’s services. A nomenclature system re-named the complementary businesses under the Kolb+Co. name. Marketing materials and advertising are unified, with the plus sign serving as a meaningful and rememberable visual element.

“ l e a d g e n e r at i o n ” a d c a m p a i g n

new Logo

old Logo

T H I E L  DES I G N

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Milwaukee

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414.271.0775

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thiel.com


Brand Communications

Melinda Myers Horticulture Expert

Speaker’s kit

gardening tips videos

melinda myers, best known for her gardener friendly and practical approach to gardening, has more than 25 years of horticulture experience in both hands-on and instructional settings. Through her work and media presence, Melinda strives to spread her love of gardening to the home gardener, train professionals and ultimately light a “greening” fire in people. Melinda shares her expertise through a variety of media outlets, including television, radio, newspaper, magazines and her web site. She has received recognition and numerous awards, including the Garden Globe Award for radio talent and the Quill and Trowel Award for her television work, both from the Garden Writers Association.

horticulture professional gardening expert

Melinda has hosted “Great Lakes throughout the growing season on network FromSince the2001, American Nursery and Landscape Gardener,” a television show that airs on

television stations across the country.

focuses on producing the best results in

Melinda appears regularly as a guest expert

Association, she was awarded the Garden PBS stations throughout the country and Communicator’s the unpredictable climates Award. surrounding

Melinda’s combination of education,

Marilyn Reynolds, The Philadelphia Flower Show

the Great Lakes. The award winning show

Extension Young Adult Conservation Corps,

spends all of its time on location, visiting

she planned, implemented and supervised crews

famous gardens and sites throughout the

and qualifying her to spread her knowledge

working on urban test gardens, nature center

U.S. & Canada.

and love of gardening to others who share the

properties, and other conservation projects.

same passion. Her formal training includes

“Melinda had the right mix of info, humor and engaging the audience.”

As Director of the University of Wisconsin

professional work and backyard gardening give her a unique presence, setting her apart

a Bachelor of Science in Horticulture from The Ohio State University and a Master’s Degree in Horticulture from the University of Wisconsin-Madison. She is a certified arborist, started the Master Gardener program in Milwaukee and for 15 years was a horticulture faculty member with tenure. A majority of that time was spent preparing individuals for careers in horticulture.

radio shows. For more than 20 years, Melinda excited garden woes and answered their questions on “The Plant Doctor,” her top-rated,

Melinda’s Garden Moment TV segments.

one-hour radio show on WTMJ-AM.

of Wisconsin Extension allowed Melinda to

The one-minute gardening tip segments air

work with backyard, community, and master gardeners throughout the state. As Milwaukee’s Assistant City Forester, Melinda

melindamyers.com

helped manage the city’s street trees, boulevards, and green spaces. She serves as a horticulture

tv & radio personality

consultant to numerous community and beautification groups.

“Your dedication to horticulture, the environment, the fantastic benefits derived from gardening and teaching others your passion for combining soil, seeds and sun helped make our event a success.”

For more than 20 years, Melinda has written

books, including her most recent national

the popular “Gardeners’ Questions” column

title, Can’t Miss Small Space Gardening,

for The Milwaukee Journal Sentinel. Since

the Birds and Blooms’ Ultimate Garden

1996, she’s been a favorite amongst Birds

Guide, Jackson & Perkins’ Beautiful Roses

& Blooms magazine enthusiasts, where

Melinda Myers is known as a high energy,

· Philadelphia Flower Show

entertaining presenter who packs lots of

· Northwest Flower & Garden Show

useful information into her presentations. She is an experienced, knowledgeable, dynamic speaker, who has been invited events and trade expos across the country.

· Garden in a City Show

Her extensive education and experience

· P.L.A.N.T Seminar

mixed with her down-to-earth nature

· Midwest Gardening Symposium · Chicago Botanic Garden’s Woody Plant Symposium

she serves as columnist and contributing

qualify and enable her to connect with her audience – not only the home gardener,

Outstanding Perennials: Midwestern Edition

inspires readers through her column, while

and The Perfect Lawn Midwest Series.

serving behind the scenes as horticulture

Beginning or experienced gardeners always

editor. She has also written feature stories

find Melinda’s books to be a wonderful

for Fine Gardening magazine and Better Homes & Gardens.

D ouglas Hoerr , Douglas Hoerr Landscape Architecture, Inc.

· Chicago Flower Show

to present at many of the top flower shows,

editor. In Backyard Living magazine, Melinda

resource, providing the right mix of

· Great Lakes Trade Expo

Garden Dreams 2006

Made Easy: Midwestern Edition, Jackson &

“Small Space Gardening... Well organized, extremely comprehensive, and clearly illustrated, it will quickly become your indispensable guide to making expert decisions.”

· San Francisco Flower & Garden Show · Cleveland Botanical Garden Flower Show

Chris L andowski,

Perkins’ Selecting, Growing and Combining

information, guidance and inspiration.

“Melinda is a gem and it is so easy to work with her. She is every bit as sincere as what we see on the screen. She is a rare and good example of what it’s like to be your natural self, a rare thing these days on TV.”

listeners about gardening, relieved their

In 2007, Melinda Myers launched her Her 13 years of experience at the University

author & columnist Melinda has authored over 20 gardening

on various national and local television and

but professionals as well.

speaker & educator


P.O. Box 370331 Milwaukee, WI 53237-0331 414-727-1818 www.melindamyers.com

P.O. Box 370331 Milwaukee, WI 53237-0331 414-727-1818 mkm@melindamyers.com www.melindamyers.com

Horticulture Professional

Horticulture Professional

Author and Columnist

Author and Columnist

TV and Radio Personality

TV and Radio Personality

Certified Arborist

Certified Arborist

Master Gardener

Master Gardener

Horticulture Instructor

Horticulture Instructor

Speaker

Speaker

Horticulture Professional

Horticulture Professional

Author and Columnist

Author and Columnist

TV and Radio Personality

TV and Radio Personality

Certified Arborist

Certified Arborist

Master Gardener

Master Gardener

Horticulture Instructor

Horticulture Instructor

Speaker

Speaker

Melinda Myers Horticulture Expert Milwaukee, Wisconsin

P.O. Box 370331 Milwaukee,WI 53237-0331

Brand Communications m e l i n d a

m y e r s , h o r t i c u l t u r e

e x p e r t

g r o w i n g

a m o n g

f r i e n d s

This horticulture expert is recognized

creativity

s t at i o n e r y & b u s i n e s s p a p e r s

®

nationally through her appearances on PBS and regional television, as an author of multiple books on gardening and through

personal

appearances

and

podcasts. Our branding work for Melinda includes her brand identity, which begins to communicate her philosophy of the importance of below-ground horticulture

An

to

integrated

postcards, postcards

videos, and

above-ground system

speaker’s

personal

website

results.

of

stationery,

kit,

television

f o c u s e d

leading

appearance graphics

development

combine

to communicate her brand. The results have enabled Melinda to move from local and regional, to national prominence.

tv logo m u g & b o o k m a r k g i v e - a w ay

T H I E L  D E S I G N

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Milwaukee

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414.271.0775

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thiel.com


M e q u o n N a t u r e P r e sclient erve

B d reasncdr i Cp ot m i omi nu noi cf awt ioornks

donor report

Restore.

mission

a brief history....

Our mission is to be a guiding example of restoration by returning an urban/suburban area

With a generous gift from the Paddock Fund at the Greater Milwaukee Foundation, Mr. Richard Paddock

to pre-settlement conditions and establishing an environmental education conservancy

set in motion an effort that will save a square mile of land for future generations. As he looked out from his

and natural habitat that inspires exploration and cultivates stewardship, encouraging

Alexian Village apartment, he saw woods and fields stretching north outward from Milwaukee’s urban edge.

visitors to get off the path.

Dick said with a twinkle in his eye, “It would be good to save ‘a little land’.” The City of Mequon and the Ozaukee

Explore.

Discover.

Get off the Path

a r ep or t t o ou r donor s

Washington Land Trust took up his challenge, and today the Mequon Nature Preserve and adjoining Milwaukee County Kohl Park will preserve for future generations a green space that is the size of New York City’s Central Park. founding partners City of Mequon Greater Milwaukee Foundation Ozaukee Washington Land Trust

Table of Contents

8200 W. County Line Rd. Mequon, WI 53097 262.242.8055

Brief History Progress Private/Public Partnership Gifts Donors

1 2 4 4 5

check out our progress Swan Road Trail

Land Acquisition In 2002, the Greater Milwaukee Foundation, the Ozaukee Washington Land Trust, and the City of Mequon announced a goal to purchase a square mile of land to establish a premier environmental education and recreation facility for the greater Milwaukee community. Today, the partners have purchased 438 acres and protected in perpetuity another 112 adjoining acres. Only 90 acres remain to achieve the original goal. Land Restoration Another goal is to return the land to hardwood forests and wetlands as it was prior to European settlement in the 1830’s. So, volunteers have planted thousands of trees, and the Wisconsin Waterfowl Association has removed miles of drain tile. With the drain tile gone, wetlands have returned. The result is that a variety of species such as Sandhill Cranes, Leopard Frogs, and Crayfish are now returning to this newly emerging habitat. All of these changes will make for a richer learning experience for students of all ages. PieperPower Education Center The Ozaukee Washington Land Trust renovated a 12,000 square foot building to create a “sustainable structure” that demonstrates eco-friendly products and practices as well as to house our partners’ educational programs. Many generous gifts were supplemented by the efforts of volunteers and local businesses who donated equipment, supplies, materials, and their expertise. Today this education center has become an “environmental hub” for all to use.

Trails and Observation Tower

All visitors are welcome! The five-mile long trail system is nearing completion, and a 40 foot high observation tower has opened. 1 A bridge and boardwalks over several wetlands allow visitors to explore and discover a variety of habitats. Park at 10000 North Swan Road, Mequon, to begin your journey.

Management and Operation

The Ozaukee Washington Land Trust manages the land at the Mequon Nature Preserve as well as the PieperPower Education Center and several farmsteads with the assistance of one full-time employee, the Mequon Nature Preserve manager. To support the manager, the Land Trust relies on the dedication of volunteers, school groups, and university students as well as several seasonal college interns.

Endowment

The partners established the Mequon Nature Preserve Endowment Fund at the Greater Milwaukee Foundation with a bequest and a major gift. The Mequon Nature Preserve Advisory Board is working to raise $2.5 million to provide long-term financial support assuring future sustainability of the Nature Preserve and its mission. Please remember the Mequon Nature Preserve in your estate planning.

Observation Tower given in Marie Kasten’s daughters’ names to honor their inspiring teachers

Trinity Creek Restoration

2

Norma and Gene Hayman Classroom

Before

Concordia University undergraduate ecology class

Riveredge Nature Center teacher with MPS students at the Mequon Nature Preserve

3


Mequon Nature Preserve...

a place like no other.

Mequon Nature Preserve and PieperPower Education Center

Doing the impossible...

The impossible has happened. Seven years we started journey to Theago, Mequon Naturea Preserve is a place like no other. restore almost one square mile of farmland to a rolling landscape Although the Preserve liescovered in the midst of a metropolitan area withThe overresults 1.6 million once there you will find with maples and oaks and meandering wetlands. are in.people, As yourself far away from the city’s hustle and bustle. You you walk the Preserve, you will see a startling transformation: will walk through nearly one square mile of hardwood ■ children racing up an observation tower towetlands, see a soaring forests, and hawk open fields. This close-in location youth ■ black-eyed susans and cone flowersenables replacing corngroups fields and students enrolled in K-12 programs, technical colleges, and universities to use this ■ students monitoring newly planted trees that will become space as their outdoor classroom. While young children are tomorrow’s forest catching grasshoppers, university students are studying water quality. Others come to hike, birdwatch, picnic, or ■ ducks paddling in a pond where soybeans once grew snowshoe. While the journey will take another 100 years, a place of unique beauty now exists. This land will never be covered with roof tops and driveways; Mequon Nature Preserve’s PieperPower Education Center is located it will be a peaceful refuge forever. at 8200 West County Line Road, Mequon WI. To learn more about

fundraising brochures

the Nature Preserve and the Education Center or to print a trail map, please visit our website: http://mequonnaturepreserve.org.

Designed by THIEL Design.

Printed on recycled paper.

How you can make a difference

Trails and the observation tower are open to the public sunrise to sunset, 365 days a year. 8275 West Donges Bay Road Mequon WI 53097

Education – support efforts to partner with schools and youth groups that bring students of all ages to the Mequon Nature Preserve and to keep the PieperPower Education Center open for everyone.

. Another wetland has emerged, attracting birds

c/o the Greater Milwaukee Foundation 101 West Pleasant Street, Suite 210, MIlwaukee, WI 53212

The Mequon naTure Preserve Greater Milwaukee Foundation and PiePerPower educaTion 1020 NorthcenTer Broadway

this quiet refuge is waiting for you!

Milwaukee, WI 53202 Located on the urban edge, the Mequon Nature Preserve is 438 acres of hardwood forests, wetlands, and open fields. Schools and community organizations bring children to this outdoor classroom to make their indoor studies come alive. Visitors come year round to hike, bird-watch, and snow shoe. The Nature Preserve and its education center are located at 8200 West County Line Road, Mequon, WI, a short drive for 1.5 million people. Over 40,000 children alone live within five miles of the Nature Preserve.

ronment

Come to Education the MequonCenter Nature Preserve

Public & Private Partners are sharing the costs

In 2002, the City of Mequon committed $2.5 million to establish the Mequon Nature Preserve. Since then, all funding has come through gifts from individuals, foundations and corporations, and from grants awarded by the State of Wisconsin. No property tax revenue has been used since 2002 to support the Nature Preserve. Because the State limits the amount of money the city can raise through property taxes, all financial support must come from other sources. So we continue to ask for your help to create a legacy for future generations.

The PieperPower Education Center at the Mequon Nature welcomes students of all ages. Young children will . AnotherPreserve wetland hasgrasshoppers emerged, attracting birds be catching while university students are wildlife. Sandhill and Great completing researchCranes projects. The Education Center supports A University professor talks with his students and other Blue Heron have efforts becomeand summer all these more.residents. Organizations dedicated to Oaks and maples are where corn and protecting oursprouting natural environment are holding educational soybeans once grew. workshops, lectures, and meetings. Three miles of trails are now open. Park at 10000 North Swan Road and lose yourself in a field of In addition to housing educational programs, the building asters ordemonstrates enjoy the shade of a sugar maple tree. The Mequon Nature Preserve is a place where children and its commitment to the environment through An observation tower willtechnologies, let you enjoyand this products used in all adults learn about their environment and participate in “green” practices, gentle landscape a new vantage point.and operation. land restoration and stewardship activities. Volunteers are aspects of from the building’s renovation

. .

Environmental Education Takes a Big Step

Mequon Nature Preserve...

.

a place like no other.

removing invasive plants, restoring wetlands, and planting thousands of trees.

Trails and the Observation tower are open to the public sunrise to sunset, 365 days a year.

Elementary school children spent a week studying their environment

The new observation tower gives you an amazing vantage point

10000 North Swan Road Mequon WI 53097

PieperPower Education Center 8200 West County Line Road | Mequon WI 53097 | 262-242-8055

8275 West Donges Bay Road Mequon WI 53097

Trailhead Parking loTs 8200 West County Line Road Mequon WI 53097 262-242-8055

PiePerPower educaTion cenTer

.

Please send your gift to: Mequon Nature Preserve Fund

mequonnaturepreserve.org

. .

Endowment – make a gift to the Mequon Nature Preserve Endowment Fund at the Greater Milwaukee Foundation. The fund’s interest earnings will support the Nature Preserve—a place like no other—forever.

and other wildlife. Sandhill Cranes and Great Blue Heron have become summer residents. Oaks and maples are sprouting where corn and soybeans once grew. Three miles of trails are now open. Park at 10000 North Swan Road and lose yourself in a field of asters or enjoy the shade of a sugar maple tree. An observation tower will let you enjoy this gentle landscape from a new vantage point.

PieperPower Education Center 8200 West County Line Road Mequon WI 53097 262-242-8055

Land Restoration – buy trees, plants, and supplies for students and volunteers who contribute thousands of hours to restore the land to

the forest and wetlands it once was. Get off the path…

10000 North Swan Road Mequon WI 53097

Come to the Mequon Nature Preserve

Trailhead Parking Lots

Your gifts will help in the following ways:

a year of accoMPlishMenTs What were farm fields 6 years ago is now a signature facility serving children and visitors from throughout the region. A few of our recent accomplishments are listed below:

hosted over 100 meetings, workshops, and lectures at our PieperPower Education Center for students of all ages. constructed another two miles of trails, boardwalks and an observation tower that are making access to all parts of the Preserve easier than ever. restored another wetland. This open water and its native plantings offer a refuge for birds and small mammals.

installed a geothermal heating/cooling system and planted a sedum roof at the education center. These improvements demonstrate best “green” practices.

sharing our faciliTies Making your gifTs go farTher We are recruiting schools and community mission-related organizations

to make use of the Mequon Nature Preserve to enhance their programs. The Mequon naTure Preserve Listed below are some of the groups that now regularly use this facility: and PiePerPower educaTion cenTer Riveredge Nature Center with MPS elementary school students

Concordia University Located on the urban edge, the Mequon Nature Preserve is 438 acres ofWisconsin hardwood and forests, wetlands, and open fields. UWtoMilwaukee Geosciences Department Schools and community organizations bring children this outdoor classroom to make their indoor studies come alive. Visitors come year round to hike, bird-watch, and snow shoe. The Nature Preserve and its education center are located at Milwaukee Area Technical College - North Campus 8200 West County Line Road, Mequon, WI, a short drive for 1.5 million people. Over 40,000 children alone live within five Boy Scouts and Girl Scouts of America miles of the Nature Preserve. Tri-County, Rite-Hite, and the John C. Cudahy YMCAs Area High Schools Through sharing, we reduce the costs for everyone and stretch your dollars farther.

Designed by THIEL Design.


i d e n t i f i c at i o n & t r a i l s i g n a g e


fundraising folder

Mequon Nature Preserve Mequon, Wisconsin Brand Communications The mission of the Mequon Nature Preserve

creativity

ÂŽ

is to be a guiding example of restoration by returning an urban/suburban area to pre-settlement conditions and establishing an environmental education conservancy and

natural

habitat

inspires

that

exploration and cultivates stewardship.

Endeavoring to enlighten and educate through hands-on teaching and free exploration, the 400-acre nature preserve is supported by

f o c u s e d

a coordinated system of brand identity,

Christine nuernberg Christinen@mequonnaturepreserve.org cell: 262-623-1384

8200 W. County Line Rd. Mequon, WI 53097 tel: 262-242-8055 fax: 262-242-8056

Christine nuernberg

Milwaukee

|

Christinen@mequonnaturepreserve.org cell: 262-623-1384

414.271.0775

|

thiel.com

8200 W. County Line Rd. Mequon, WI 53097 tel: 262-242-8055 fax: 262-242-8056

Christine nuernberg Christinen@mequonnaturepreserve.org cell: 262-623-1384

8200 W. County Line Rd. Mequon, WI 53097 tel: 262-242-8055 fax: 262-242-8056

|

Christine nuernberg

T H I E L  DES I G N

Christinen@mequonnaturepreserve.org cell: 262-623-1384

o z a u k e e w a s h i n G t o n l a n d tr u s t P.O. Box 917 West Bend, Wl 53095 tel 262.338.1794

8200 W. County Line Rd. Mequon, WI 53097 tel: 262-242-8055 fax: 262-242-8056

G r e at e r M i lwa u k e e f o u n d at i o n 1020 North Broadway Milwaukee, WI 53202 tel 414.272.5805

Christine nuernberg

City of Mequon 11333 N. Cedarburg Road Mequon, Wl 53092 tel 262.236.2944

Christinen@mequonnaturepreserve.org cell: 262-623-1384

8200 W. County Line Rd. Mequon, WI 53097 tel: 262-242-8055 fax: 262-242-8056

8200 W. County Line Rd. Mequon, WI 53097 tel: 262-242-8055 fax: 262-242-8056

Christine nuernberg Christinen@mequonnaturepreserve.org cell: 262-623-1384

Christine nuernberg

8200 W. County Line Rd. Mequon, WI 53097 tel: 262-242-8055 fax: 262-242-8056

Christinen@mequonnaturepreserve.org cell: 262-623-1384

Christinen@mequonnaturepreserve.org cell: 262-623-1384

8200 W. County Line Rd. Mequon, WI 53097 tel: 262-242-8055 fax: 262-242-8056

Christine nuernberg

Christine nuernberg

8200 W. County Line Rd. Mequon, WI 53097 tel: 262-242-8055 fax: 262-242-8056

Christinen@mequonnaturepreserve.org cell: 262-623-1384

letterhead & business card

8200 W. County Line Rd. Mequon, WI 53097 tel: 262-242-8055 fax: 262-242-8056

and a comprehensive signage system.

Christine nuernberg

fundraising and communications materials,

Christinen@mequonnaturepreserve.org cell: 262-623-1384

website


CASE STUDY Meritor

Re-Branding Communications Program

advertising

A HERITAGE OF INNOVATION More than 100 years of engineering innovation and technological breakthroughs stand behind the development of Meritor’s industry-leading drivetrain, mobility, braking and aftermarket solutions. Our name has changed. Our heritage of innovation remains. meritor.com

EVOLUTION IN PROGRESS. THE EVOLUTION OF THE MOST

Advanced, eco-engineered features include:

SUCCESSFUL TANDEM AXLE IN THE

A 2.47 axle ratio option — the fastest in the industry.

COMMERCIAL TRUCK INDUSTRY, —

The most complete range of ratios in the industry (2.47-7.17).

THE 14X TANDEM AXLE — TAKES THE QUALITIES OF ITS PREDECESSOR AND RISES TO ANOTHER LEVEL.

A more robust inter-axle differential assembly Meritor’s proprietary Amboid® design — which reduces vibration and promotes longer life for all powertrain components — now standard .


p r o du c t b r o c h u r e s

M E R I T O R ® O N - H I G H WAY A X L E S M E R I T O R O N - H I G H WAY A X L E S THE HIGHWAY IS LONG. OUR HISTORY FOR INNOVATION IS LONGER. For on-highway operations like truckload, less-than-truckload, distribution and leasing, you need components that can take whatever the road dishes out. Mile after mile, year in and year out. As the world’s largest independent manufacturer of commercial truck axles for a broad range of vehicle applications, Meritor axles deliver the performance, reliability and efficiency that today’s fleets and end users demand. Plus reduced maintenance and operating costs.

Vehicle Systems, LLC le Road 48084-7121 USA

ormation,

t 866-668-7221

or.com.

BUILT ON A LEGACY OF FORWARD THINKING.

AXLE TECHNOLOGY HERITAGE.

Our heritage of over 100 years of “forward thinking” has produced unsurpassed leadership in the design, engineering and manufacturing of axles for the global transportation industry. Today we are recognized as the global axle leader across all markets from light to heavy to severe duty. We offer the broadest range of axles that provide our customers with proven axle technology innovations.

Our longevity is based on a rich heritage of product performance, customer service and engineering expertise in axle and gearing technology. Nobody does it better. We’ve mastered the combination of leading-edge engineering, advanced gear-cutting, component durability and lightweight materials to support virtually every on-highway application.

AXLE MANUFACTURING PROCESSES AND GLOBAL LOCATIONS.

EVERYTHING YOU NEED TO STAY AHEAD.

Our engineering capabilities and manufacturing facilities reach from Asia and the Pacific Rim to Australia to Europe to North America and South America. We are proud of our proven success in global platform design. Our manufacturing capabilities are supported by six Global Engineering Centers of Excellence, with an electronically linked infrastructure for knowledge sharing and process collaboration.

OUR AXLE AND BRAKING SYSTEM FAMILIES ARE WORLD LEADERS.

Our full line of front, tandem and single rear on-highway axles features forward-thinking innovations designed to give you a true competitive edge. And all are backed by industry-leading service and support and comprehensive warranty coverage. No other axle supplier delivers such a complete solution to keep your operation moving forward.

ALL THE DETAILS YOU NEED. Following are complete specifications and benefits for all of our front, single rear and tandem on-highway axle models.

Meritor is recognized throughout the industry for being a world leader in both the axle and braking system categories. Our company has provided many gamechanging axle and braking technology innovations, and we continue to lead the way in product performance, customer service and engineering expertise.

Litho in USA. Revised 03-11 SP-09149 (68322/11900) ©2011 Meritor, Inc.

mes depicted herein are the property of their respective owners, and are not in any way associated with Meritor, Inc., or its affiliates.

M E R I T O R M P G S P E C 1 4 X ™ TA N D E M A X L E

m e ri to r ® o F F - H i GHWAY Dri V e tr A i N cAPABi L itie S

M E R I T O R P E R M A L U B E™ R P L S E R I E S D R I V E L I N E S ®

XCEPTIONAL INNOVATION

Meritor Heavy Vehicle Systems, LLC 2135 West Maple Road Troy, Michigan 48084-7121 USA

For more information, call OnTrac at 866-668-7221 or visit meritor.com.

PERMANENTLY LUBRICATED. SEALED FOR LIFE. Litho in USA. Revised 03-11 SP-1093 (68322/11900) ©2011 Meritor, Inc.

M ER I T O R ® FI R E A N D R ES C U E C A PA B I LI T I ES

ADVANCED BRAKING SOLUTIONS

RELIABLE, LOW-MAINTENANCE DRIVELINES

PREMIUM STOPPING PERFORMANCE.

PERMANENTLY LUBRICATED. SEALED FOR LIFE.

Meritor understands that premium stopping performance is a must in fire and rescue, which often

Meritor Permalube RPL Series Drivelines are the first in the North American heavy-duty commercial

requires safe but aggressive driving at maximum payloads. That’s why we’ve developed, in conjunction with

vehicle industry to be permanently lubricated and sealed for life. The advantage? Reduced operating

Meritor WABCO, a high-performance stopping package that optimizes performance and life-cycle for fire

and maintenance costs, industry-leading warranties, easy serviceability and extended U-joint life.

and rescue applications.

EX225 Air Disc Brakes. The EX225 is BRAKING. a twin-piston air disc brake for axle FOUNDATION

ratings over 23,000 GAWR. Increased pad volume As the industry brake leader, you can expect an array delivers longer and more consistent performance of braking options to choose what’s best-suited for your throughout the life cycle of the vehicle while application. Our Q Plus cam brake is an industry standard, a high power-to-rate ratio delivers maximum offering premium stopping performance and minimal stopping performance. maintenance. For extreme durability, our Cast Plus delivers the added robustness needed for some fire/rescue applicaSingle-Piston Air Disc Brakes. tions. And for superior resistance to fade, the EX225 offers Meritor WABCO the way in single-piston air proven reliability inleads frequent-stop applications. disc brakes brake with products that suits offer your increased Whatever package best axle and pad thickness, longer life and lower maintenance application, trust that Meritor’s heritage of braking costs. performance in the fire and rescue industry ensures that it’s engineered for maximum performance in the most PAN Range. demanding of work environments

RSSplus™ Roll Stability Support. RSSplus the next generation of Meritor WABCO’s S MART T RACis ANTI-LOCK BRAKING SYSTEMS.

roll stability support system. It incorporates Why trust your vehicle’s stability to anything industryless than leading ABS performance, key safety features the proven performance of Meritor WABCO’s SmartTrac and improved roll mitigation. RSSplus helps the ABS? Available in 4S/4M, 6S/4M and 6S/6M configurations, driver maintain trailer and overall vehicle stability the while complete range of systems ensures you get the right integrating ABS, Power Line Carrier (PLC) solution based on thefor extreme needs of fire/rescue communications the transfer of the data to an in-cab application, number axles and capability type of suspension system PLC Display, andoftelematics for transmitting running undertrailer the vehicle. real-time data to fleet headquarters. Meritor WABCO ABS systems are available a range The system simultaneously monitors trailer in wheel of configurations forand fire suspension and rescue. Their speed, lateralappropriate acceleration pressure. proven performance, simplet diagnostics minimized If the vehicle approaches its rollover and threshold, automatically applies trailer partsRSSplus requirements are certain to appeal to brakes the fire as and needed in order to reduce the risk of rollover and rescue market. to help the driver bring the vehicle under control.

Designed specifically for trailer applications, the PAN family of brakes combines best-in-class

variety of applications. Thicker pads offer longer service intervals and lower maintenance costs n

n

Encapsulated guiding system is made with protective metal

Spreader plate shields the piston boot from high thermal stress

PERMALUBE RPL SERIES DRIVELINES SPECIFICATIONS APPLICATION

VOCATION

RPL25SD*

25,000 N-m

4.69” x .230” wall

Main Driveline

Linehaul

18N

RPL25

25,000 N-m

4.59” x .180” wall

Main Driveline

Linehaul

176N/18N

RPL20

20,000 N-m

4.095” x .180” wall

Main Driveline

Linehaul

17N/176N

RPL20

20,000 N-m

4.095” x .180” wall

Inter-axle Driveline

Linehaul

17N

SD* = Severe Duty

n

Compatible for use with spring suspensions as well as air-ride suspensions

n

Premium 2-modulator (2M) roll mitigation system

n

ABS and PLC functionality

n

Incorporates diagnostics and meets Society of

Brake caliper provides an advanced surface coating

n

Permalube RPL Series Drivelines are the only drivelines available for fire and rescue vehicles in North America that are permanently lubricated and sealed for life. This feature results in reduced operating and maintenance costs, the longest warranties in the industry, easy serviceability and extended U-joint life. RPL Series Drivelines deliver significatnly higher torque capacities than competitors’ products, and their advanced sealing features include an E-coated, protective steel guard that shields against contaminants and debris.

SERIES

braking torque output with low weight, long pad life and low cost of ownership. The single-piston design is compact for easy axle adaptation in a

n

PERMALUBE RPL SERIES DRIVELINES.

Automotive Engineers (SAE) recommendations using TOOLBOX software, PC or simple blink codes and PLC at the nose of the trailer n

Advanced “intelligent” communications capabilities through onboard data recording with instant event broadcasting capability via PLC communications or telematics devices

n

Anti-corrosion treated cast valve

n

Integrated filters for both control and supply air

n

Available for aftermarket retrofits on trailers already

U-JOINT RATING

TUBE SIZE

REPLACES


c o m m u n i ty b r o c h u r e a n d a d v e r t i s i n g

DIVERSITY

S U S TA I N A B I L I T Y

E D U C AT I O N

VOLUNTEERISM

H E A LT H & H U M A N S E R V I C E S

A CULTURE OF GIVING

S U S TA I N A B I L I T Y

E D U C AT I O N DIVERSITY

H E A LT H & HUMAN SERVICES

VOLUNTEERISM

WE’RE BULLISH ABOUT OUR COMMUNITY

A R T S & C U LT U R E

COMMUNITY SERVICE IS IN OUR DNA

As a leading global supplier to the motor vehicle industry, Meritor understands the value of building better axles, brakes and the many other innovations we create. We also understand the value of building better places for our employees to live and raise their families. Thank you for providing us the opportunity to contribute to the success of this community and support a worthy cause.

As a leading global supplier to the motor vehicle industry, Meritor understands the value of building better axles, brakes and the many other innovations we create. We also understand the value of building better places for our employees to live and raise their families. Thank you for providing us the opportunity to contribute to the success of this community and support a worthy cause.

meritor.com

meritor.com

CIVIC I N V O LV E M E N T

d i s p l ay b a n n e r s

AXLES EVOLVED MERITOR 14X™ TANDEM DRIVE AXLE

EASY RIDES

MERITOR R IDE S ENTRY ™ TRAILER SUSPENSIONS

SCIENCE What if... your truck could see? FRICTION MERITOR Q PLUS ™ CAM BRAKES


C O R PO R AT E B R A N D I D E N T I T Y MERITOR LOGOMARK

MERITOR LOGOMARK

5

Logomark Sizes

Incorrect Logomark Usage

On materials such as business cards and letterhead, standard sizes are specified. However, many items require minimum size limitations and judgement to decide which size logomark will reproduce the best and appear the most consistent.

The Meritor logomark must not be changed, distorted or violated in any way. The following examples represent common logomark violations.

Minimum Size

Ad / Brochure / Sell Sheet

To maintain visual clarity, especially in the bull symbol, a vertical or horizontal logomark, with the word MERITOR at 1.125” wide, is the minimum size the logomark should be printed. In situations where the logomark is to be used at a small size and the readability or reproduction quality of the ® would be compromised, the ® may be omitted.

Ads, brochures and sell sheets (8.5 x 11”) use a logomark with the word MERITOR at 2.125” wide.

//// S

1.125”

Letterhead / Envelope Letterheads and envelopes use a horizontal logomark with the word MERITOR at 1.5” wide.

s Do not stretch or skew the logomark

we work for you

s Do not use the logomark as part of a sentence

s Do not alter letter spacing or placements of the bull and trademark ®

s 8.5 x 11” brochure, ad and sell sheet logomarks at actual size

Size Consistency

s Do not condense or compress the logomark

s Do not place graphics or busy patterns around the logomark that obscure it

Meritor Corporation Troy, Michigan

s Do not crop the logomark or bleed it off the edge of a page

////

2.125”

Business Card Business cards use the horizontal logomark with the word MERITOR at 1.125” wide.

At

FTBALL TEAM

s Do not place type or other elements within the logomark’s clear space

s Minimum size and business card logomark at actual size

6

s Do not outline the logomark

Re-branding Communications Program

///

To achieve consistency, use a common logomark size on materials of a similar nature. For example, a shirt, jacket and cap should use the same size logomark. Another way to create consistency is to use a logomark that is sized to the nearest inch or half inch across similar materials.

1.5”

s Do not combine the logomark with other elements or shapes to make a new logo

s Letterhead / Envelope logomark at actual size

s Do not use colors other than the official Meritor colors for the logomark

s Do not place the logomark on photographic imagery that compromises legibility or impact

The previous ArvinMeritor name and brand

cr e a t i v i t y

®

identity was diluted and misunderstood, with no unified and cohesive global brand

b r a n d st a n d a r ds

standards. Global research determined the strength of the stand-alone Meritor brand name and the strength of the bull icon. Legal Business Name Address Line One Address Line Two City, State 00000 Country

A comprehensive brand standards manual

meritor.com

First M. Lastname Company Address City, State 00000 Dear Firstname:

was developed and implemented globally,

First Lastname Title Line One, Group or Division

Together, the best work of these two icons of typography results in a cohesively designed typeface Optional Title Line Two, Department suited to a broad spectrum of typographic needs. But the Bulmer types did more than imitate the starkLegal Business Name ness of the modern-style Didot-Bodoni types. By condensing the letterforms, giving the strokes higherAddress Line One Address Line Two contrast, and bracketing the serifs slightly, Martin made his typefaces both beautiful and practical. City, State 00000 Country tel:

You’ll often see Bulmer in use as a display face because of its high contrast and distinctive letter fax: mobile: shapes. As a text face, it adds elegance to any page, and in combination with its expert set, you can email: use Bulmer for text settings of virtually any subject, from novels to mathematical treatises.

outlining and detailing the new logomark

000.000.0000 000.000.0000 000.000.0000 Firstname.Lastname@meritor.com

Designed in 1993 by Chong Wah of Monotype, Ocean Sans is a two-axis multiple master typeface that ranges from normal to extended in width, and light to extra bold in weight. It has a large x-height with resulting short ascenders and descenders. It’s unusual for a sans serif because of its relatively high contrast between thick and thin strokes, which makes it useful for display purposes. As a multiple master typeface, it performs well in innumerable typesetting situations. Since the normal width of Ocean Sans is quite narrow, it’s ideal for magazines and other text settings rife with copyfitting issues. Eccentric was designed in 1881 by Gustav F. Schroeder for the T.J. Lyons type foundry. It’s an all-capital, narrow-bodies, monoline display face that could be described as high waisted. With crossbars and main junctures more than halfway up the letterforms, every letter—except the W—has a long-legged appearance. Eccentric has a wide range of display uses, from playbills to fashion advertisements.

usage standards. Format standards and templates were developed for stationery,

Legal Business Name Address Line One Address Line Two City, State 00000 Country

Isabella was designed in 1892 for MacKellar, Smiths and Jordan, one of many type houses that were later amalgamated into American Type Founders. As testimony to its long-lived appeal, Isabella was one of the first PostScript language typeface releases of Agfa Compugraphic. With its unmistakable 19thcentury characteristics—swirls, loops and surprising letter shapes—Isabella is a natural for display situations that demand high drama or, dare we say, melodrama.

print

Originally drawn in the style of 19th-century woodcut types with interior shading and ornate English swashes, Raphael was updated in 1974, and the interior shading was removed. It now exhibits modern design elements—very wide letter strokes offset by hairlines—and is easily identified by the swashes that curve over the tops of the capitals, turning into crossbars on the A, E, F and R. Used sparingly, Raphael adds flash to advertisements, announcements, stationery, notices and business cards.

literature,

advertising,

signage,

f o c u se d

Dateline

electronic communications and merchandise,

Closing

as well as internal and external launch

First Lastname Title

components. In addition, usage standards were created and confirmed for all Meritor subsidiaries.

st at i o n e r y

Research,

design

and

implementation

activities were accomplished over a period of nine months, and were implemented by a global brand team, responsible for

http://www.shopmeritor.com

SEARCH SHOPMERITOR.COM

ShopMeritor.com WORK WEAR

|

C O R P O R AT E W E A R

|

CAPS

implementing the new program in their global region.

|

EVENTS

|

CUSTOM ORDERS

|

G I F T C E R T I F I C AT E S

Sweatshirts

Caps

New logomark

M e r c h a n d i s e st o r e w e b p o r t a l

T H I E L  D E S I G N

|

Milwaukee

|

414.271.0775

|

thiel.com


Meritor Defense

product brochure

Product Branding

product brand ad

P ro T ec SerieS of HMiS & AWD SYSTeMS

PAYLOAD. PERFORMANCE. PROTECTION.

SUPERIOR MISSION SUPPORT. The ProTec SerieS of high MobiliTy indePendenT SuSPenSionS (hMiS) for tactical wheeled military vehicles and armoured personnel carriers, as well as specialty and offhighway applications. Building a foundation of strength under every corner of the iron triangle — protection, performance and payload. The ProTec Series 30 HMIS for applications requiring GAWRs up to 14,000 lbs., the ProTec Series 40 for GAWRs up to 22,000 lbs., and the ProTec Series 50 for GAWRs up to 29,000 lbs.


new logomarks

Meritor Defense Troy, Michigan interactive touchscreen

Product Branding & Communications We were challenged by Meritor Defense

creativity

®

to develop an integrated communications program for a new line of High Mobility Independent

Suspensions

systems

for

tactical wheeled military vehicles and armored

personnel

carriers.

Statistics

showed that this new product line dramatically reduced critical injuries to combat personnel in vehicles.

With the first challenge to name the new product sell sheets

product, ProTec uniquely differentiates

strategy

and

the

“protection

f o c u sed

this line from other products. This protection space”

is currently not occupied by competitor SERIES 30 SerieS

SERIES 40 SerieS

DELIVERING PERFORMANCE TO THE WARFIGHTER

SUPERIOR MISSION SUPPORT

HigH-Mobility independent SuSpenSion for Severe off-road applicationS

SERIES 50 SerieS

The iron triangle of Payload, Performance and Protection, representing the three absolute must-haves for a high-mobility independent suspension series for the military market. s Only one product family builds a foundation of strength under every corner of the Iron Triangle – the p ro t ec SerieS of High Mobility Independent Suspensions (HMIS), built for tactical wheeled military vehicles and armored personnel carriers, as well as specialty and off-highway applications. s Customers demanded superior force protection, unmatched mobility and unparalleled ride quality, all in a weight-efficient package. s Meritor liStened . s The results? The p ro t ec HMiS SerieS 30 for applications requiring GAWRs up to 14,000 lbs., the p ro t ec

HMiS SerieS 30 for GAWRs up to 23,000 lbs., and the p ro t ec HMiS SerieS 50 GAWRs up to 29,000 lbs.

SUPPORTING THE WARFIGHTER FROM THE GROUND UP HigH-Mobility independent SuSpenSion for Severe off-road applicationS The iron triangle of Payload, Performance and Protection, representing the three absolute must-haves for a high-mobility independent suspension series for the military market. s Only one product family builds a foundation of strength under every corner of the Iron Triangle – the p ro t ec SerieS of High Mobility Independent Suspensions (HMIS), built for tactical wheeled military vehicles and armored personnel carriers, as well as specialty and off-highway applications. s Customers demanded

HigH-Mobility independent SuSpenSion for Severe off-road applicationS The iron triangle of Payload, Performance and Protection, representing the three absolute must-haves for a high-mobility independent suspension series for the military market. s Only one product family builds a foundation of strength under every corner of the Iron Triangle – the p ro t ec SerieS of High Mobility Independent Suspensions (HMIS), built for tactical wheeled military vehicles and armored personnel

products.

All

communications

in

the

integrated campaign were designed to reinforce this positioning, explaining how

carriers, as well as specialty and off-highway applications. s Customers demanded superior force protection, unmatched mobility and unparalleled ride quality, all in a weight-efficient package. s Meritor liStened . s The results? The p ro t ec HMiS SerieS 30 for applications requiring GAWRs up to 14,000 lbs., the p ro t ec

HMiS SerieS 40 for GAWRs up to 23,000 lbs., and the p ro t ec HMiS SerieS 50 GAWRs up to 29,000 lbs.

the ProTec products lead with protection. Campaign components include print ads,

superior force protection, unmatched mobility and unparalleled ride quality, all in a weight-efficient package. s

Meritor liStened . s The results? The p ro t ec HMiS SerieS 30 for applications requiring GAWRs up to 14,000 lbs., the p ro t ec HMiS SerieS 40 for GAWRs up to 23,000 lbs., and the p ro t ec HMiS SerieS 50 GAWRs up to 29,000 lbs.

product regional

defense video

literature, radio

ads

product and

video,

trade

show

touchscreen display.

The positioning strategy sets the products apart from competitors that primarily stress product performance and maximum payload, not protection. The new name has proven to be evocative, compelling and direct. The new product is achieving “stickiness” in the market. THIEL DESIGN

|

Milwaukee

|

414.271.0775

|

thiel.com


inspire Oceanic

Brand Re-launch

folder & sell sheets

on systems.

For more infor mation visit OceanicSystems.com

Living. Art.


pa c k a g i n g

!

!

inspire

aspire

U l t i m a t e q u a l i t y a q u a r i u m s f e a t u r i n g p r e m i u m f u r n i t u r e c a b i n e t r y, S t a r p h i r e ™ f r o n t g l a s s a n d R e e f R e a d y f i l t r a t i o n s y s t e m s .

For more infor mation visit OceanicSystems.com

Living. Art.

print advertising

!

!


d e a l e r & d i s t r i b u t o r b i n d e r & ta b s y s t e m s

R

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Bio

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o gs lm rtiau /uCaa i As tq L m isct oe CPur


Oceanic Franklin, Wisconsin Brand Re-launch The brand re-launch of this manufacturer of ®

high-end aquariums and aquarium products

creativity

p o i n t- o f - s a l e d i s p l ay s

includes the updated logomark, which features classic typography and subtle references to water. Its simplicity helps to represent and promote the refined nature of the products. New product literature and communications tools are directed to multiple audiences— dealers, distributors, retailers and consumers— and are intended to reintroduce the product line and promote artistic and exotic aquatic

f o c u s e d

environments. The integrated communications tools have helped to reposition the products in the marketplace, and promote the ability of the CLASSIC C L A S SCI LCA S S I C ARTISTIC A R T I SAT IR CT I S T I C EXOTIC E X O T IECX O T I C

products to bring an aquatic environment into the home or office.

u p d at e d i d e n t i t y & t a g l i n e

T H I E L  DES I G N

|

Milwaukee

|

414.271.0775

|

thiel.com


Experience Unique Shopping , Dining , Downtown Oconomowoc

Brand Identity Program

directionals and street signing

Arts

&

Entertainment


a d v e r t i s i n g c a mp a i g n

Downtown Oconomowoc Oconomowoc, Wisconsin

Experience Unique Shopping , Dining , Arts & Entertainment

Brand Identity Program

brochure series

creativity

Strategic tools Research revealed the perception of the area as a center for creativity, events and festivals, and as an exceptional location between two exceptional lakes. The new logomark symbolizes a center of activity and features the five “o’s” from the city name. It’s unlikely that any other city has five “o’s” in its name. The positioning phrase “The heart of lake country” gives emphasis to the artistic heritage of the Downtown, and makes reference to its unique location. A comprehensive signage program includes wayfinding signage, Downtown directional signs, parking directions, street signage, location signs and historic signage. A Downtown flag and banners define the Downtown area. Advertising is developed around the simple headline “Oh!,” which relates to the “o’s” in the city name, and the element of re-discovering Downtown Oconomowoc as a unique destination. A general brochure identifies destinations for shopping, dining, the arts and events and activities.

T H I E L   D ES I G N

|

Milwaukee

|

414.271.0775

f o c u s e d

downtown flag

®

Strategic objectives The area was known in the 1930s as the Newport of the West, where many prominent east coast families established summer residences around the area’s lakes. While many of the residences still exist, the area has lost that image over the years. Raise awareness of Downtown Oconomowoc’s attributes. Promote the downtown area as a destination for shoppers and visitors to Lake Country in Southeast Wisconsin, through a brand identity program. Help bring the downtown area back to a higher level of prominence.

|

thiel.com


The Printery

Brand Identity Program

customer brand identity announcement

O P A L

The Printer y Advantage E-ser vices

C O I N

Customer Resources Connect with us Capabilities File Transfer Employment Histor y

website


The Printery New Berlin, Wisconsin Brand Identity Program Making a statement” is at the heart of

creativity

®

this printer’s desired result for its printed e v e n t A n n o u n c e m e n t & s tat i o n e r y

products, as well as the end benefit for its customers. By turning the “i” into an exclamation point and using bold colors in the new logo, it makes a statement in every application. The new brand identity was introduced to employees through a simple spiral bound book that expresses “The pride, The power, The passion, The Printery.” Customers were informed of the new identity

f o c u s e d

through a three-dimensional exclamation point brought to life with a transparent tube containing a simple folded brochure and yellow ball.

p r o m o t i o n a l m at e r i a l s

vehicle graphics

employee brand launch announcement

T H I E L  DES I G N

|

Milwaukee

|

414.271.0775

|

thiel.com


Natural Resources

R i t z H o l m a n C PA s

Brand Identity Program

Ritz Holman LLP Two Plaza East, Suite 550 330 East Kilbourn Avenue Milwaukee, WI 53202 t. 414.271.1451 f. 414.271.7464 ritzholman.com

Darci L. Middaugh, CPA partner

darci@ritzholman.com d. 414.390.1172

Natural Resources for businesses, nonprofits, individuals and trusts

Two Plaza East, Suite 550 330 East Kilbourn Avenue Milwaukee, WI 53202

Ritz Holman LLP Serving businesses, nonprofits, individuals and trusts. Two Plaza East, Suite 550 330 East Kilbourn Avenue Milwaukee, WI 53202

t. 414.271.1451 f. 414.271.7464 ritzholman.com

Member of the American Institute of Certified Public Accountants, Wisconsin Institute of Certified Public Accountants

s t at i o n e r y & b u s i n e s s p a p e r s

brand launch mailer


RitzHolman CPAs Milwaukee, Wisconsin Brand Identity Program Strategic objectives Establish a distinctive personality, develop effective key messaging, update the brand identity and develop an integrated system of communications components. Shorten the name Ritz, Holman, Butala & Fine to improve pronunciation issues and to better reflect how clients refer to the firm.

lobby signage

c a pa b i l i t i e s b r o c h u r e

®

creativity f o c u s e d

recruiting brochure

Strategic tools Internal and external market research revealed the need to differentiate the firm from competitors through an integrated brand communications campaign that emphasized the firm’s stengths. Client research confirmed the level of professionalism and solid performance of the firm—the natural capabilities, personalities and sensibilities of the firm’s accountants, their nature to pay attention to detail, to emphasize accuracy, and to love numbers—accounting is the profession they were meant to do. Natural Resources was implemented as the positioning phrase on all communications, emphasizing the firm’s natural accounting capabilities and differentiating the firm within the industry. The firm name was shortened to RitzHolman to be more direct and memorable. The visual identity conveys a sense of moving forward from its more than 50-year history. The logomark features a “greater-than” sign that is tilted upwards in a positive direction. The traditional serif font is used for “Ritz” to symbolize a respectful nod to the firm’s history, while a more modern sans serif font is used for “Holman” to suggest their ongoing evolution as a firm. Natural imagery is highlighted in all communications, both print and electronic. It supports the positioning phrase and is a distinctive approach among accounting firms. The images were taken by one of the firm’s partners who is a nature photographer. A simple brand launch introduces the new name, visual identity and position phrase; the new firm brochure explains the meaning of Natural Resources and the firm’s capabilities; a recruiting brochure profiles recent additions to the firm and the updated web site emphasizes simplicity and the firm’s natural imagery. Return on objectives The new brand identity is functioning to dramatically differentiate the firm within the accounting profession, and is serving to attract much interest from clients and prospects. In recruiting, the number of employee candidates and interviews have more than doubled over the previous year. The new brand identity has been very well received by clients, and the firm has seen a significant growth in new business.

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CASE STUDY Snap-on Incorporated

Brand Identity Program


e n v i r o n m e n ta l g r a p h i c s


a n n u a l r e p o r ts

e n v i r o n m e n ta l g r a p h i c s


Snap-on Incorporated Kenosha, Wisconsin Brand Identity Program

creativity

®

Strategic objectives Strengthen the identity of one of the country’s best known brand names. Reflect the reorganization as a single global company with four related business units—Snap-on Tools, the heritage of the company—along with Snap-on Industrial, Snap-on Diagnostic and Snap-on Financial Services. Update the identity while reflecting the heritage of the company, and appear bolder and more dynamic in all applications. Strategic tools The logomark update respects the heritage of the company, and adds impact in all applications—product identification, packaging, sponsorships, environments and worldwide racing venues. The spirit of the Snap-on identity is expressed in multiple applications that support the essence of the company, and unifies all customer and investor touch points. The Innovation Works identity extends the Snap-on Brand and identifies the center for research and development at Snap-on headquarters. The environmental graphics surrounding the Innovation Works adds dimension to the identity and depicts the worldwide reach of Snap-on products.

pocket folder

f o c u sed

Return on objectives A flexible system of brand identity standards guides all media applications and maintains the strength of the brand identity. A nomenclature system guides new business unit and subsidiary activities and acquisitions. The updated brand identity assumes a more dynamic presence in all worldwide applications. i n n o v at i o n w o r k s l o g o

i n n o v at i o n w o r k s o p e n i n g a n n o u n c e m e n t

new logo

old logo

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T h e r m a l Tr a n s f e r P r o d u c t s

Integrated Communications

c a pa b i l i t i e s b r o c h u r e


advertising

Thermal Transfer Products Racine, Wisconsin

P-BAR SERIES MA BOL AOL

Standard Brazed Aluminum Plate &Bar Oil Coolers

Integrated Communications

5215 21st Street, Racine, Wisconsin 53406-5096 www.thermasys.com TTPSales@thermasys.com

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SETTING THE

The Right CORE for the Right Application

COOL POWER Thermal Transfer Products is at the core of cool, clean solutions. We manufacture custom engine cooling packages to keep your engines Tier compliant, cooling for lower combustion temperatures and cleaner emissions.

IN HEAT TRANSFER Oil Coolers • Radiators • Charge Air Coolers • OE Modules

ICUEE 2007 OCTOBER 16-18 VISIT US IN BOOTH #3109

visit www.icuee.com for more information

May 4-7

See us at booth #10327

We COOL what you

5215 21st Street Racine, Wisconsin 53406-5096 TTPSales@thermasys.com PHONE : (262) 554-8330 www.thermaltransfer.com

EMAIL :

P r o d u c t l i t e r at u r e TTP3825 H&P Mag AD 3-09.indd 1

2/11/09 2:47:06 PM

Strategic tools The positioning theme of Cool Power describes in two words what the company does, and is used with “We Cool what you Power” to more fully describe the company’s ability to provide thermal management products that cool a wide variety of engines in multiple industries. It is the lynch pin in all communications. Integrated communications components are all centered around the Cool Power theme, and include a new system of product literature, a product catalog, print advertising and a newly developed customer partner award. The Cool Power theme has developed into a corporate mantra for employees, appearing as a key element on employee merchandise and performance awards, and igniting a new level of employee pride around a cool idea.

®

NEW

creativity

DUAL FAN MA MODELS with optional internal bypass

Strategic objectives Establish differentiating messaging and an integrated campaign to market the company’s highly engineered air, water and oil-cooled products to customers and OEMs. Update the product literature to reflect a higher level of excellence.

f o c u sed

Return on objectives After the introduction of the Cool Power theme and its initial communications components, the company experienced a double-digit increase in brand awareness, as opposed to the virtually unchanged brand awareness of competitors. Sales of many products experienced an increase and the catalog went into a second printing within six months to meet demand. Internal pride is at an all-time high and employees are motivated around the Cool Power theme.

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THIEL DESIGN

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To t a l M e c h a n i c a l

brand launch mailer & video

Brand Identity Program


Dennis J. Braun President/CEO

dbraun@total-mechanical.com

W234 N2830 Paul Rd. Pewaukee, WI 53072 262.522.7100 Direct 414.406.5163 Cell 262.523.2530 Fax

E L E C T R I CA L FIRE PROTECTION H VA C PLUMBING B U I L D I N G AU TO M AT I O N

total-mechanical.com

24 HOUR SERVICE

W234 N2830 Paul Rd. Pewaukee, WI 53072

T O TA L Me c h a n ic a l, In c .

W 234 N2830 Paul Rd.

Pewaukee, WI 53072-5731

262. 523. 2500 Phone

262. 523. 2530 Fax

total-mechanical.com

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W234 N2830 Paul Rd. Pewaukee, WI 53072 262.522.7100 Direct 414.406.5163 Cell 262.523.2530 Fax

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ELECTRICAL

ELECTRICAL

FIRE PROTECTION H VA C

FIRE PROTECTION

PLUMBING

H VA C

BUILDING AUTOMATION 24 HOUR SERVICE

PLUMBING BUILDING AUTOMATION

ABOUT

US

COMMERCIAL

INDUSTRIAL

RESIDENTIAL

LEED

FABRICATION

24 HOUR SERVICE R E S I D EN T I A L Ca s e S tu d ie s

TOTAL Comfor t.

S e r v ic e Re q u e s t

ABOUT

US

COMMERCIAL

INDUSTRIAL

RESIDENTIAL

LEED

FABRICATION

In Ho me E s tima te

TOTAL Mechanical is a single-source mechanical contractor, specializing in

F in a n c in g fo r W is c o n s in Re s id e n ts

the design, engineering, manufacturing, installation, maintenance and repair of

S E RV I C E CASE STUDIES

TOTAL Resources.

S E RV I C E CASE STUDIES L IN K S

NEWS

L I NK S

. Total Comfort of Wisconsin

C ONTA C T

changes name to

TOTAL Mechanical is a single-source mechanical contractor, specializing in

C O N TA C T

the design, engineering, manufacturing, installation, maintenance and repair of commercial, industrial and residential environmental systems and controls.

SEARCH

TOTAL Mechanical is your TOTAL resource. Offering essential services in electrical,

TOTAL Mechanical

SEARCH

. Acquisition of Lombard Electric complete

. Employment Opportunities

DESIGN TOTAL Mechanical is your TOTAL resource. Offering essential services in electrical,

ENGINEERING

fire protection, HVAC, plumbing and building automation systems, we have the

M A N U FAC T U R I N G

horsepower and experience to provide complete mechanical contracting services on

INSTALLATION

any size building project from small to large.

MAINTENANCE R E PA I R

24 HOUR SERVICE g and essential services to design, construct and maintain comfortable HVAC SERVICES PLUMBING SERVICES environments within • Repair Service • Repair Service commercial, industrial and residential buildings. • Equipment Replacement • Home Remodels • Home Remodels • Water Heaters/Replacements ABOUT US COMMERCIAL INDUSTRIAL RESIDENTIAL LEED • Custom Sheet Metal • Sump Pumps/Replacements • Geothermal • Battery Backup Sump Pump Installation • Radiant Heating • Sewer & Drain Cleaning • Indoor Air Quality • Engineering/Design • Engineering/Design LEED • Preventive Service Agreements Ca s e S tu d ie s Fire Protection Services Co u r s e s Electrical Services • Repair Service S e min a r s The green building movement has gone from an emerging trend to an ever growing • Service Upgrades • Sprinkler Systems Do c u me n ts • Remodels & Additions • Fire Alarms presence in the construction industry. Buildings and their mechanical systems are • Ceiling & Exhaust Fans • Emergency Lighting

FABRICATION

TOTAL Sustainability.

Available! Click here for

fire protection, HVAC, plumbing and building automation systems, we have the

commercial, industrial and residential environmental systems and controls.

the new listing

horsepower and experience to provide complete mechanical contracting services on

• • • • • •

any size building project from small to large.

Voice, TV, Data Outlets, Switches, Lighting Code Compliance Landscape/Deck Lighting Hot Tubs & Swimming Pools Engineering/Design

L in k s

• Engineering/Design S E RV I C E

CASE STUDIES L I NK S C ONTA C T

becoming more complex and more efficient to provide a healthier environment for their occupants, while reducing life cycle costs and expenses. In pursuit of green building design, the U.S. Green Building Council has provided a LEED (Leadership in Energy and Environmental Design) Green Building Rating System to measure a building’s ultimate sustainability. This third-party certification program

SEARCH

has quickly become a standard and the nationally accepted benchmark for the design, construction and operation of high-performance green buildings. Many new products and processes have been created to achieve greener buildings. The green building movement is another area in which TOTAL Mechanical demonstrates its reputation

TO TA L M e c h a n i c a l , I n c .

|

W234 N2830 Paul Rd.

|

Pewaukee, WI 53072-5731

|

Phone 262.523.2500

|

Fax 262.523.2530

for quality and leadership in the construction industry, providing TOTAL Sustainability

postcard series

c a pa b i l i t i e s b r o c h u r e s

Peace-of-mind HEATING COOLING PLUMBING

ELECTRICAL

You may have been affected by the recent power outage. Now may be the time to upgrade your residential mechanical systems. WE CAN HELP! WE DO IT ALL — from upgrading your heating and air conditioning, replacing outdated plumbing, making your electrical system safe and able to accommodate new components, or installing a generator to take over when your power goes out. Give us a call and enjoy the peace-of-mind that comes with updated home systems at 262.523.2500 . Visit us on the web at total-residential.com .

24 HOUR EMERGENCY SERVICE

Peace-of-mind H H EE A A TT II N NG G C CO OO O LL II N NG G PP LL UU M M BB II N NG G

EELLEEC CTTRRIIC CA ALL

You may have been affected by the recent cold weather. Now may be the time to upgrade your residential mechanical systems. WE CAN HELP! WE DO IT ALL — from upgrading your heating and air conditioning, replacing outdated plumbing, making your electrical system safe and able to accommodate new components, or installing a generator to take over when your power goes out. Give us a call and enjoy the peace-of-mind that comes with updated home systems at 262.523.2500 . Visit us on the web at total-residential.com .

24 HOUR EMERGENCY SERVICE

Peace-of-mind HEATING COOLING PLUMBING

ELECTRICAL

You may have been affected by the recent severe flooding. Now may be the time to upgrade your residential mechanical systems. WE CAN HELP! WE DO IT ALL — from upgrading your heating and air conditioning, replacing outdated plumbing, making your electrical system safe and able to accommodate new components, or installing a generator to take over when your power goes out. Give us a call and enjoy the peace-of-mind that comes with updated home systems at 262.523.2500 . Visit us on the web at total-residential.com .

24 HOUR EMERGENCY SERVICE

service sheets

H O M E

I N D U S T R I A L

C O M M E R C I A L

S E R V I C E S

a division of TOTAL MECHANICAL

Design Engineer ing Manufactur ing Installation Maintenance Repair

Design Engineer ing Manufactur ing Installation Maintenance Repair

COMPLETE DESIGN BUILD SERVICES

AIR CONDITIONING 6hhComfort Cooling 6hhSpace/Process Cooling 6hhFacility Conditioning 6hhWhole Plant Ventilation

ENCLOSURE SYSTEMS 6hhBlasting 6hhPaint 6hhBooths 6hhSpray 6hhClean Rooms 6hhWash 6hhHoods

BOILER 6hhSpace Heating 6hhHot Water 6hhProcess Heating 6hhSteam

EXHAUST SYSTEMS 6hhFume 6hhProcess 6hhWhole Plant Ventilation

COLLECTION SYSTEMS 6hhChemical 6hhMist 6hhDust 6hhPaper 6hhFume 6hhVapor 6hhMetal 6hhWood

FIRE PROTECTION SYSTEMS

Educational 6hhSchools 6hhCollege/Universities 6hhDetention Facilities Places of Assembly 6hhChurches 6hhTheaters 6hhAuditoriums 6hhArenas/Stadiums 6hhNatatoriums 6hhGymnasiums Medical 6hhHospital 6hhMedical Office Buildings 6hhNursing Homes 6hhAssisted Living 6hhCommunity-Based Residential Facilities 6hhPharmaceutical Commercial 6hhHigh-rise Buildings 6hhOffices 6hhComputer Rooms 6hhHotels 6hhMulti-Family Residential 6hhManufacturing Facilities 6hhWarehouses

Retail 6hhRestaurants 6hhSupermarkets 6hhMulti-Tennant Shopping Center 6hhAuto Repair Shops HVAC Systems 6hhUnder-floor Air Conditioning 6hhIn-Floor Heating 6hhVariable Air Volume Systems 6hhHot Water Boilers 6hhSteam Boilers 6hhHeat Pump Systems 6hhChillers 6hhEnergy Recovery 6hhExhaust/Make-Up Air Systems Building Automation 6hh24/7 On Call Technicians 6hhHVAC Temperature Controls 6hhLighting Controls 6hhBuilding Access Control 6hhDigital Video and Recording 6hhPower Monitoring 6hhData Center Monitoring 6hhFire Monitoring 6hhWeb-Based Solutions

24 Hour Emergency Service

Sustainable Design Engineering 6hhLEED Commissioning/ Retro-Commissioning 6hhEnergy Simulation Modeling 6hhLEED Charrette Facilitations 6hhLEED Project Management 6hhEducational Seminars 6hhBuilding Energy Audits 6hhEnergy Rebate Documentation COMMISSIONING 6hhHVAC 6hhRe-Commissioning 6hhRetro-Commissioning 6hhLEED Commissioning 6hhBuilding Commissioning Association member since 2002

UNION AFFILIATIONS 6hhSteamfitters Local 601 6hhSheet Metal Workers Local 18 6hhPlumbers Local 75 6hhSprinkler Fitters Local 183 6hhUnited Association 6hhRacine/Kenosha Steamfitters/Plumbers Local 118 6hhElectrical Local 494 QUALIFICATIONS 6hhWisconsin Licensed 6hhProfessional Engineers 6hhState Licensed Master Plumbers 6hhState Designers License 6hhLEED Accredited Professionals

ELECTRICAL 6hhComplete electrical services for every commercial need

CONTAINERS 6hhBlending 6hhDip 6hhReactors

6hhStorage 6hhTanks 6hhVessels

CONVEYING SYSTEMS 6hhBelt 6hhRoller 6hhBucket 6hhScrew 6hhOverhead 6hhSpouting 6hhDrag ELECTRICAL 6hInstalling cord drops 6hTroubleshooting motors 6hRelocating machines 6hReplacing contactors 6hAdding dedicated circuits 6hAdding panels for increased power needs

W234 N2830 Paul Rd. | Pewaukee, WI 53072 (262) 523-2500 | (800) 523-9670 | Fax: (262) 523-2530 www.total-mechanical.com

MAKE-UP AIR SYSTEMS 6hhGas 6hhCuring 6hhSteam METAL FABRICATION 6hhAluminum 6hhPlastic 6hhStainless 6hhFiberglass 6hhCarbon 6hhExotic 6hhCopper 6hhSteelser OVEN SYSTEMS 6hhBatch 6hhCuring 6hhHeat-treating PLUMBING 6hhAcid Dilution Basins 6hhChemical Waste Pipe 6hBackflow Preventer Testing 6hhIndustrial Waste Lines 6hWater Pipe Replacement 6 Storm/Sanitary Sewer 6h hSite Plumbing

24 Hour Emergency Service

POLLUTION CONTROL SYSTEMS 6hhCatalytic Oxidizers 6hhDust Collectors 6hhIncinerators 6hhRegenerative Thermal Oxidizers

6hhScrubbers PROCESS PIPING 6hhChemical 6hhCompressed Air 6hhFood 6hhFuel 6hhInk 6hhNatural Gas 6hhProcess Gases 6hhVacuum

UNION AFFILIATIONS 6hhSteamfitters Local 601 6hhSheet Metal Workers Local 18 6hhPlumbers Local 75 6hhSprinkler Fitters Local 183 6hhUnited Association 6hhRacine/Kenosha Steamfitters/Plumbers Local 118 6hhElectrical Local 494 QUALIFICATIONS 6hhWisconsin Licensed 6hhProfessional Engineers 6hhState Licensed Master Plumbers 6hhState Designers License 6hhLEED Accredited Professionals

STRUCTURAL SYSTEMS 6hhIronwork 6hhMezzanines 6hhPlatforms 6hhRailings 6hhStairways SUSTAINABLE DESIGN ENGINEERING 6hhCommissioning 6hhLEED

W234 N2830 Paul Rd. | Pewaukee, WI 53072 (262) 523-2500 | (800) 523-9670 | Fax: (262) 523-2530 www.total-mechanical.com

Design Engineer ing Manufactur ing Installation Maintenance Repair

HVAC SERVICES 6hhRepair Service 6hhEquipment Replacement 6hhHome Remodels 6hhCustom Sheet Metal 6hhGeothermal 6hhRadiant Heating 6hhIndoor Air Quality 6hhEngineering/Design 6hhPreventive Service Agreements

PLUMBING SERVICES 6hhRepair Service 6hhHome Remodels 6hhWater Heaters/Replacements 6hhSump Pumps/Replacements 6hhBattery Backup Sump Pump Installation 6hSewer & Drain Cleaning 6hhEngineering/Design

ELECTRICAL SERVICES 6hhService Upgrades 6hRemodels & Additions 6hhCeiling & Exhaust Fans 6hhVoice, TV, Data 6hhOutlets, Switches, Lighting 6hhCode Compliance 6hhLandscape/Deck Lighting 6hhHot Tubs & Swimming Pools 6hhEngineering/Design

FIRE PROTECTION SERVICES 6hhRepair Service 6hhSprinkler Systems 6hhFire Alarms 6hhEmergency Lighting 6hhEngineering/Design

24 Hour Emergency Service

UNION AFFILIATIONS 6hhSteamfitters Local 601 6hhSheet Metal Workers Local 18 6hhPlumbers Local 75 6hhSprinkler Fitters Local 183 6hhUnited Association 6hhRacine/Kenosha Steamfitters/Plumbers Local 118 6hhElectrical Local 494 QUALIFICATIONS 6hhWisconsin Licensed 6hhProfessional Engineers 6hhState Licensed Master Plumbers 6hhState Designers License 6hhLEED Accredited Professionals

W234 N2830 Paul Rd. | Pewaukee, WI 53072 (262) 523-2500 | (800) 523-9670 | Fax: (262) 523-2530 www.total-mechanical.com


TOTAL Mechanical Pewaukee, Wisconsin Brand Identity Program Strategic objectives Change the firm name of Total Comfort to more clearly communicate what the firm does. Introduce a new name and establish a more professional firm positioning. Implement language to explain the firm’s growing capabilities.

®

creativity

uniforms

f oc u sed

fleet graphics

Strategic tools Research revealed that perception problems were keeping the firm from consideration on some projects, and likely limiting the firm’s growth. Internal research revealed that employees did not feel the firm had the correct tools for achieving success. The name TOTAL Mechanical was recommended for nonresidential operations, and TOTAL Residential was adopted for the growing residential side of the business. The new name is the new logo, with an emphatic period after TOTAL to add emphasis and project the strength and professionalism of the organization. All communications pieces include the the positioning phrase Building Integrity—a double meaning representing the company’s approach in all client relationships, as well as the building systems designed and installed by the firm. A brand launch piece introduces the new name and identity through a brief video explaining company growth. All communications pieces, print and electronic, are integrated in both graphics and messaging. The company’s large fleet of service vehicles includes the list of company capabilities, and features clean and simple graphics. Return on objectives “We can go everywhere with our new brand identity. We look like a national firm.” “The success of our growth and expansion is totally related to our new brand identity. The new brand is everything for our success.” “Our brand now resonates and connects. When we leave a client prospect meeting, the strongest thing we leave behind is our brand.”

building signage

Dennis Braun President & CEO Total Mechanical

New identity

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UMB Fund Services

Mutual fund mailer

Brand Communications


C l i e n t wa l l

c a pa b i l i t i e s B r o c h u r e


d i s p l ay b a n n e r s

LEVERAGE

PARTNER GIVE YOURSELF

Administration Accounting Investor Services Tax

with a premier financial services company

CREATE

TRANSPARENCY

FREE YOURSELF to focus on money management

through expert 3rd-party oversight

D i r e c t m a i l c a m pa i g n


UMB Fund Services Milwaukee, Wisconsin Kansas City, MO / Ogden, UT / Media, PA Boston, MA / Jersey City, NJ

creativity

®

Brand Communications Integrated brand communications give life to UMB's brand promise "Count on More."

Strategic planning and research, as well as campaign development and implementation, result in powerful tools that build awareness within the financial community of UMB's all-inclusive mutual fund services.

f o cused

These tools include print and web ads, as well as brochures and targeted direct e n v i r o n m e n ta l g r a p h i c s

mail campaigns. Environmental graphics reinforce

print and web advertising

Milwaukee

the

UMB

brand

headquarters;

in

trade

the show

graphics take the brand on the road.

Managed Account Solutions Fully integrated, highly scalable managed account services We offer the industry’s premier outsourced managed account service, integrating bestin-class services across portolio manufacturing, trading, accounting, and back-office functions into

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| Management Rep orting orti Rep ng site po |D om ire ct |C

By leveraging our state-of-the-art SMA services, you give yourself

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|

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· Trade support

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· Multi-layer reporting

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· Transparent account workflow

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Featuring

|

a single coordinated and auditable system.

the POWER to do MORE.

Contact us today: 1-888-844-3350 umbfs.com/ManagedAccounts

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University of Wisconsin – Milwaukee

Brand Identity Program

direct mail

c h a n c e l l o r ’ s s t at i o n e r y


University of Wisconsin – Milwaukee Milwaukee, Wisconsin Brand Identity Program

®

creativity

m a i n c a m pu s p e r i m e t e r i d e n t i f i c at i o n

Strategic tools A distinctive University logomark and signatures boldly identify the University and emphasize Milwaukee. The University Seal is updated, respecting its heritage and relating to the new identity. Related and unified identifiers are developed for the UWM Alumni Association & UWM Foundation. UWM’s face-to-market is emphasized through a unified print and electronic communications program. A comprehensive brand identity guidelines document maintains the brand, controlling the consistent use of all brand identity and graphic components. A bold and unique exterior and interior signage program creates a sense of place, branding the campus and its buildings with dynamic signage. The UWM brand identity program continues to grow by identifying all off-campus facilities and activities.

f o cus e d

S ta n d a r d s m a n u a l

Strategic objectives Increase the awareness and visibility of the University among other local and regional institutions. Better represent UWM as one of America’s premier urban research Universities. Overcome an inferiority complex relative to other local and regional institutions. Promote the University’s strengths of accessibility, diversity, and the urban connection to Wisconsin’s largest metropolitan area. Emphasize the identity of the University over the individual identities of schools and colleges in all University communications.

Return on objectives All University communications stress the UWM identity, with schools and colleges and other University activities in support of the UWM Brand. The UWM identity is now visible on-campus and in the area like never before, enthusiastically supported by extensive branded merchandise. The entire UWM environment supports the UWM Brand, helping to shape perceptions, communicate differentiating qualities and set expectations. “We’re not unlike a business. We look at the bottom line. For us, one of those bottom lines is applications and enrollment. In both instances, the number of people that have applied to the University and ultimately enrolled here has gone through the roof. It’s certainly been due to a number of factors, not the least of which is branding. We’re in people’s minds in a way we never were before. It’s allowed us to be a real player in the community.” Tom Luljak Vice Chancellor University Relations & Communications University of Wisconsin – Milwaukee

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Milwaukee

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414.271.0775

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University of Wisconsin– Milwaukee

exterior directional sign

Environmental Branding Program

pa r k i n g i d e n t i f i c at i o n


b u i l d i n g i d e n t i f i c at i o n


interior directional sign b u i l d i n g i d e n t i f i c at i o n

m a i n c a m p u s p e r i m e t e r i d e n t i f i c at i o n


h a l l w ay d i r e c t i o n a l

University of Wisconsin – Milwaukee Milwaukee, Wisconsin Environmental Branding Program The

environmental

signage

system

creativity

®

is a major component of the UWM brand, as well as the built environment, helping to

shape

perceptions,

differentiating

communicate

qualities

and

set

expectations. As part of a new University Brand Identity, a comprehensive exterior and

interior

campus

wayfinding

and

signage system serves to not only identify and direct, providing a sense of place, but

f o c used

also provide a highly visible “face” for the University brand. It distinctively “announces” r o o m i d e n t i f i c at i o n

the University within its surrounding urban and residential environment, “branding” the UWM campus. The interior sign system brings the exterior design components inside, serving to direct, identify and maintain consistency

with

the

brand

identity

in all campus buildings.

c h a n c e l l o r ’ s h o u s e a d d r e s s p l at e

THIEL DESIGN

|

Milwaukee

|

414.271.0775

|

thiel.com


Woodland Prime

B r o c h u r e , f o l d e r & i n f o r m at i o n s h e e t t e m p l at e

Naming and Branding Program


Woodland Prime Menomonee Falls, Wisconsin Naming and Branding Program As an extension of Strong Funds Heritage

creativity

®

Reserve property, Woodland Prime was developed to attract professional businesses to a site that features an extraordinary wooded setting. The name Woodland Prime reflects the sites natural amenities and, with the word “prime,” a reference to both the upscale nature of the property and s t at i o n e r y & b u s i n e s s p a p e r s w i t h m a p

a relationship to Strong Fund’s business of investment and finance. The logo promotes

f o c u s e d

the natural setting, and collateral promotional materials use natural colors, textures and images to continue the theme. Promotional materials include a pocket folder, general brochure, pocket brochure, stationery, site map and information sheet template.

pocket brochure

T H I E L  DES I G N

|

Milwaukee

|

414.271.0775

|

thiel.com



THIEL Design Case Study Portfolio