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THIEL Case Study Portfolio


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, it becomes the guiding document 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

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


W h a t

y o u

c a n

e x p e c t

Projects change, client expectations shouldn’t. A few simple truths are at the heart of how we do what we do.

We use OUR creativity to deliver YOUR message. Identifying objectives first Verbal positioning drives the visual Distinctive creativity, not a “house style”

THINK

|

F EE L

Our creative solutions strike a b a l a n c e : . Between intellect & emotion Between passion & process Between style & substance

Focused

|

Creativity

is driven by strategic objectives: Design as communication, not decoration Strategic thinking—anticipating opportunities Creativity that tells a story

We w o r k c o l l a b o r at i v e LY w i t h y o u to produce effective communications. Efficient project planning Clear communication & control of budgets Do what it takes


Case Studies


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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`ˆ`˜½ÌÊ Ž˜œÜÊ ÞœÕÊ Ü>˜Ìi`Ê pÊ LÕÌÊ œ˜iÊ

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7iÊܜÀŽÊˆ˜

COMMUNITY Ê ÜˆÌ…ÊœÕÀÊVˆi˜ÌÃÊ

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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Bostik, Inc.

Market-specific Communications

t r a d e s h o w d i s p l ay


product & process posters


door & window sealant mailers

4(%#52%&/2 9/520!.%3

#OMEVISITUSATBOOTH DUR ING'L ASS"UILD!MER ICA 3EPTEMBER  TOLEARN ABOUTOURBROADPRODUCTLINE s'LAZ3TIK©BACK BEDDINGSEALANTS s%DGE3TIK©EDGESEALANTS s%VO3TIK©0)"PRIMAR YSEALANT s$RY3TIK©DESICCANTMATRIX s&OAM3TIK©FOAM IN PLACEFLEXIBLEGASKET

7ITHOURBROADLINEOFSUPERIORSEALANTS "OSTIK ISCLEARLYCOMMITTEDTOTHE)NSULATED'LASSINDUSTRY WITHPRODUCTSTHATIMPROVEYOURPRODUCTIONEFFICIENCY

"OSTIK )NC 7ATER TOWN0LANK2OAD 7AUWATOSA 7) 

sCONSISTENTPERFORMANCEONYOURPRODUCTIONLINE sCUSTOMIZEDHANDLINGANDSTORINGASTHESEALANTCURES

023434$ 530/34!'% 0!)$ 0!2+&/2%34 ), 0%2-)4./

6 ! , 5 % " % 9 / . $ 4 ( % 3 % ! , ! . 4©

Window sealants brochure

C O M M I T M E N T & P E R S O N A L AT T E N T I O N

COMMIT TE D

We are the resource that will work with you to understand your needs and provide exactly the right solution. From initial needs analysis through product support, you benefit from our consultative approach. We listen to you and study your product design, materials and manufacturing process in order to specify the right sealant and provide the application knowledge that is critical to your success.

PERSONALLY COMMIT TE D

Concern for our customer drives our business approach, our culture— and YOUR SUCCESS.

Our ultimate goal

WINDOW SEALANTS

is to help you achieve Our business approach is C U S T O M E R - F O C U S E D and

OUTSIDE

Front Cover

centered on A D D I N G V A L U E .

HIGH PRODUCTIVITY WITHOUT LINE PROBLEMS .


Bostik, Inc. Milwaukee, Wisconsin Market-specific Communications This industrial adhesives and sealants

creativity

ÂŽ

manufacturer required a system of product literature and communications tools to address multiple products and customer groups to explain the differentiating attributes of both the company and its adhesive products. While maintaining consistency, individual product

literature

components,

direct

mail and trade show materials highlight each product’s attributes and applications ta b l e t e n t

to specific markets. Key customer groups

f o c u s e d

are addressed with differentiating value messages and materials that promote the specific performance characteristics of each product, and raise the level of awareness of the product and corporate brands.

hygiene adhesives brochure

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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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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

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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

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Inland Power Group

Marketing Communications

direct mailer

c o m pa n y n e w s l e t t e r


Inland Power Group Butler, Wisconsin Marketing Communications Evolving from the previous dual name Detroit

creativity

®

Diesel & Allison Transmissions, Inland Power Group now represents the activities of the company to repair vehicle fleets and provide key parts to keep commercial vehicles running. The positioning phrase “Ready to Run” describes the key value of the c o m pa n y b r o c h u r e

company

to

keep

vehicle

fleets

and commercial transportation vehicles operating and on the road. Integrated

f o c u s e d

communications components are designed to convey power and movement, and the people behind the company’s critical services.

advertising

brand launch mailer

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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Johnson Outdoors

Naming, Identity & Communications

i n v i t at i o n & r e s p o n s e c a r d


J o h n s o n

O u t d o o r s

i n c.

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

Watercraft


annual reports


Johnson Outdoors Racine, Wisconsin new name & identity

Naming, Identity & Communications Outdoor recreational products was not apparent

creativity

®

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 OLD LOGO

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 presented

exterior signage

f o c u s e d

in annual reports and other communications materials.

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Joy Global

Corporate Communications

E m p l o y ee D e v e l o p m e n t P r o g r a m

gathering insight

Employment Value Proposition

To identify Employment Attributes that attract and help retain superior talent, we

surveyed over 1,000 people, including

new and tenured employees, employees who have left us, and candidates who have chosen not to join us. We also studied the best-in-class results of a landmark survey by the Corporate Leadership Council to learn what various companies are doing to attract and retain good people.

Digging DEEPEr. Reaching FaRtheR.

joy global survey

1,100 Joy global employees 16 Lost candidates 19 Lost employees

2

objectives

how we need to operate

To attain our long-term

Strategic imperatives, we need to

continuously improve the caliber of our teams.

Toward our objectives, we must project

a strong Employment Value Proposition that gives Joy Global a competitive advantage

in the labor market. We must attract

and retain high-performing people who

have technical skills, experience, contacts and resources, peopleskills and passion —

to step in, step up and succeed.

As an organization we will: messaging

Consistently communicate our commitment to provide Development Opportunities and Future Career Opportunities.

delivery

Joy Global Inc.

Facilitate Development Opportunities and Future Career Opportunities that increase

joy global strategic imperatives

Growth Operational Excellence High Performance Shareholder Value

10

as our business grows.

EVP = Messaging + Delivery 11


E m p l o y ee Rec r u i t i n g W e b s i t e

Joy Global Milwaukee, Wisconsin Corporate Communications The distinctive Joy Global Careers website

creativity

®

is the company’s foremost tool for attracting prospective employees. The site is designed to convey that Joy Global is “the team to be on” — highlighting the culture and people, performance expectations, technology focus and fiscal strength of the global corporation.

The 24-page Employment Value Proposition

annual reports

booklet defines Joy Global’s Employee Development

f o c u sed

Program for the hundreds of managers worldwide who are responsible for developing and retaining Focused on the Future oF Mining

high-performing talent. This “bible” sets the CEO’s expectations of management leaders.

fINaNCIaL HIGHLIGHts

to o u r s H a r e H o L d e r s

october 30, 2009

october 31, 2008

Net sales

3,598,314

3,418,934

Gross profit

1,152,800

990,005

Gross Profit Percentage operating Income

32.0%

29.0%

702,312

551,204

Operating Income Percentage Net Income

5 16

16.1% 374,278

21

4.41

3.45

28

0.70

0.63

11

103,104

108,425

Cash dividends per share

I am pleased to report that our fiscal 2009 was a year of record performance and significant accomplishments despite many challenges

27

19.5% 454,650

diluted earnings per share shares outstanding

% Change

that resulted from unprecedented volatility in our end-markets.

The Joy Global Inc. annual report is a vital

This past year we delivered record revenues, record earnings and record profitability, and we improved many other areas of performance. Earnings

(5)

per share were up 28 percent to $4.41 on a 5 percent increase in revenues to $3.6 billion. Our operating profit margin increased by 90 basis points

(in thousands, except per-share information)

from our prior best to 19.5 percent. Process improvements also helped working capital velocity, and we reduced both Accounts Receivable and

instrument for conveying the corporation’s financial

Inventory on higher sales. We also generated our second highest level of cash from operations despite a reduction in excess of $200 million in

JoY GLoBaL INC. is a worldwide leader in manufacturing, distributing and servicing equipment for surface mining, through its p&H Mining equipment business and underground mining, through its Joy Mining Machinery business.

customer Advanced Payments due to declining backlogs. I am also proud Michael W. Sutherlin President and Chief Executive Officer Joy Global Inc.

to report that 2009 was our safest year ever, with a lost time incident rate below 0.7 per one hundred full time workers. To put this in perspective, it is less than one-fourth the average rate of all manufacturing.

performance and strategic direction to the

JoY GLoBaL INC. 2009 aNNuaL report

eBit (in millions)

revenue (in millions) $2000

100%

$800

$1500

80%

$600

60%

$1000

Our fiscal year began with the global economy rapidly headed into recession and with commodity end-markets in a virtual freefall from their record levels of 2008. Our

40% $500

20%

$0

0% 03

04

05

06

Aftermarket Original Equipment

07

08

and deferring mine expansion projects. Despite the pressures

$200

at the time, we addressed resulting contract cancellations

$0

09

03

04

05

06

07

08

09

goodwill of major customers. I believe we balanced these Free Cash Flow (in millions) Free cash Flow*

two objectives appropriately, and will benefit from our

50%

$600

actions when these projects are re-activated.

40%

$500 $400

30%

made systemic changes in our cost structure. We moved

$0 04

05

06

07

08

09

*Reconciliation available at www.joyglobal.com

is essential in developing the appropriate verbal

conventional volume-based reductions, but we have also

$100

0%

sensitivity

adjust our own business. Costs have come down by more

$200

10%

Critical

The sudden decline in incoming order rates caused us to

$300

20%

community.

and deferred Letters of Intent in a manner that served the long term interests of our business and preserved the

Aftermarket Sales %

return on invested capital*

03

investment

customers reacted quickly by reducing production levels

$400

03

04

05

06

07

08

09

*Reconciliation available at www.joyglobal.com

1

and visual messaging that influence decisions about investing in the company.

global reach. leading technology. j o y

g l o b a l

i n c.

2 0 0 7

a n n u a l

r e p o r t

joy global inc.

2008 annual report THIEL DESIGN

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t h ie l . c o m


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

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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

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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


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.

T H I E L  DES I G N

|

Milwaukee

|

414.271.0775

|

thiel.com


CASE STUDY Snap-on Incorporated

Brand Identity Program


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

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


F U EL M a g a z i n e

I WANT THAT!

7.2 Volt Cordless Screwdriver

Hose Clamp Pliers You’ll always have the right tool for the job with the Snap-on® SHCP1 H.D. Hose Clamp Pliers featuring a unique jaw design that works on all three style hose clamps in the automotive market.

SNAP-ON

®

A MAGAZINE OF INNOVATION & IMAGINATION

Payback. Better feeling grip provides user comfort and ease of operation Cable snap allows the tool to store easily and efficiently in tool box, preventing possible damage to the cable

WINTER 2010

speed MIKE ROMAN’S NEW LAND SPEED RECORD

Bi-mold grips provide comfort and control while reducing hand fatigue.

Brake Caliper Press Generating over 1600 ft. lbs. of force to retract even the toughest caliper pistons, the Blue-Point® BTCP1 brake caliper press works on both fixed and floating calipers. This tool prevents damage to pistons, hubs or calipers and ensures parallel piston retraction on dual and quad piston calipers. Payback. Single level mechanism used to apply and release force for ease of operation and faster service

Kit includes cordless screwdriver, two batteries, charger, blow molded case and double ended screwdriver bit.

Ideal for restricted access applications, the Snap-on® CTS561 can handle a wide variety of applications yet is small enough to fit in your pocket. The 1/4" quick change chuck makes changing bits easy, reducing down time. An oversized cushion toggle switch allows you to quickly toggle from forward to reverse with precise control. International voltages available.

Broaden your capabilities with the 52-piece 1/4" hex shank power bit set.

Payback. Glass filled nylon housing provides durable high impact strength and longer tool life 375rpm free speed means quick fastener removal and greater productivity

The round base ratcheting system provides a larger catching surface area on the locking feature.

Heavy duty flexible cable reaches into tight places with minimal effort.

Auto Ranging True RMS Automotive DMM for Hybrid Vehicles Quickly diagnose electrical and powertrain systems with the Snap-on EEDM604C Auto Ranging True RMS DMM for hybrid vehicles requiring CAT III 1000V, CAT IV 600V. This unit allows technicians to safely tap into electrical impulses necessary for diagnosing hybrid vehicle electrical circuits or components. Great added features like built-in backlight, comparative function, heavy duty fuses and edit function make this a great choice. Payback. Safety: Confirms power down before servicing electrical and powertrain systems The improved resolution of the large 50,000 count LCD display with 51 segment bar graph makes it easy to read and monitor changing events

Be sure to follow original manufacturer’s instructions to prevent electrical shock

Removable 7.2 volt battery eliminates down time and keeps you working

Accessorize with the reversible holster that attaches to user’s belt and holds up to eight bits.

3/8" Drive General Service Set

Fuel Injection System Cleaner

The Blue-Point BLPGSS3837 37 piece set offers a full range of sockets for most common fastener applications. Set components include eight fractional and 14 metric standard six point sockets, four fractional and five metric double open end wrenches, two extensions, ratchet, universal joint, two adaptors and a storage box. Lifetime warranty.

Restore engine performance with the Snap-on EEFI5CLEANER that cleans deposits from fuel injectors, fuel rail and intake valves. Canister-style cleaner accepts your preferred fuel injection system cleaner or one that is required to maintain a specific vehicle’s warranty.

Payback. Great for use at home or on the road Compact case fits under a truck seat

Payback. Easily check the vehicle’s fuel pressure with the right-hand gauge and set the cleaning pressure with the left-hand gauge Stainless steel braided Teflon® hose resists solvents

WINTER 2010 • 9

8 • SNAP-ON FUEL

Heavy DutyTOOL PROFESSIONALS

WHAT DRIVES PENSKE RACING

Tom Wasilewski of Milwaukee Truck Sales works on a transmission rebuild

WriT Ten by ADAM DAViDSOn

From Ordinary to Extraordinary

Whether the rig is part of a fleet or run by an owner-operator, the objective is to get the vehicle back to work as fast as possible. Part of the Kriete Group, with locations throughout Wisconsin and the Upper Peninsula of Michigan, Milwaukee Truck Sales runs 24 hours a day Monday through Saturday. Its heavyduty mechanics take pride in their ability to do jobs quickly, accurately, and on time. These guys know that time is money. When they reach into their tool box for the right tool for the

TECH TESTED: EPIQ Power banks, swivel-lock mag wheels and maneuverability power cabinet’s appeal

THE LOW PROFILE SKINNY PAGE 6

Everything about Milwaukee Truck Sales screams heavy duty. This southeastern Wisconsin Mack truck dealer tackles the big jobs, from quad-axle dump trucks to garbage trucks and over-the-road rigs. The common thread is when these trucks are in the shop, they are out of commission. That means they’re not making money.

“What I buy is based on how much I use ‘em. My everyday tools are Snap-on.” TO M WA S i le WS k i

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

20 • SNAP-ON FUEL

job — whether it’s a Snap-on 3/8" drive impact swivel socket for that hard-to-reach repair job or a 1/4" Blue-Point® air ratchet for removing a water pump — they need to know the tool is up to the task. “I wouldn’t buy anything other than Snap-on and Blue-Point air tools,” says Tom Wasilewski, as he takes a short break from fixing a dump truck transmission. “We run the air pressure up a bit here. Other tools don’t hold up.” Wasilewski speaks with authority because he’s been a mechanic at Milwaukee Truck Sales for more than 30 years. In a typical week, he may be called on to do engine work, transmission rebuilds or solve a pesky driveline vibration problem. A mechanic in this environment needs to have a wide range of knowledge and experience. “The more I know, the better for the shop. And the more tools I need. When I am buying new, Jeff Nall at Snap-on always gets the call first. At this point in my career, I buy stuff that won’t break,” he says. “What I buy is based on how much I use ‘em. My everyday tools are Snap-on.”

WINTER 2010 • 21


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

THIEL DESIGN

|

Milwaukee

|

414.271.0775

|

thiel.com


T h e r m al 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


t r a d e s h o w d i s p l ay & i n v i t at i o n

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COOL POWER

Standard Brazed Aluminum Plate &Bar Oil Coolers

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.

May 4-7

DUAL FAN MA MODELS with optional internal bypass

NEW See us at booth #10327

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

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We COOL what you

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

4/1/09 4:41:54 PM

SETTING THE

TTP3825 H&P Mag AD 3-09.indd 1

The Right CORE for the Right Application

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

2/11/09 2:47:06 PM


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TTPSales@thermasys.com 262.554.8330

47


Thermal Transfer Products Racine, Wisconsin Integrated Communications 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.

creativity

c u s t o m e r awa r d & M e r c h a n d i s e

®

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.

We COOL what you PO POWER WER

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.

We what you

c o m p a n y t- s h i r t

THIEL DESIGN

|

Milwaukee

|

414.271.0775

|

thiel.com


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

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Pewaukee, WI 53072-5731

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s e rv i c e case studies l iN k s

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. Total Comfort of Wisconsin

c oNta c t

changes name to

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

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search

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

TOTAL Mechanical

search

. Acquisition of Lombard Electric complete

. Employment Opportunities

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

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

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

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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 .

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W234 N2830 Paul Rd.

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Pewaukee, WI 53072-5731

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Phone 262.523.2500

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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 b Comfort Cooling b Space/Process Cooling b Facility Conditioning b Whole Plant Ventilation

enClosure sYstems b Blasting b Paint b Booths b Spray b Clean Rooms b Wash b Hoods

Boiler b Space Heating b Hot Water b Process Heating b Steam

eXHAust sYstems b Fume b Process b Whole Plant Ventilation

ColleCtion sYstems b Chemical b Mist b Dust b Paper b Fume b Vapor b Metal b Wood

Fire proteCtion sYstems

educational b Schools b College/Universities b Detention Facilities places of Assembly b Churches b Theaters b Auditoriums b Arenas/Stadiums b Natatoriums b Gymnasiums medical b Hospital b Medical Office Buildings b Nursing Homes b Assisted Living b Community-Based Residential Facilities b Pharmaceutical Commercial b High-rise Buildings b Offices b Computer Rooms b Hotels b Multi-Family Residential b Manufacturing Facilities b Warehouses

retail b Restaurants b Supermarkets b Multi-Tennant Shopping Center b Auto Repair Shops HvAC systems b Under-floor Air Conditioning b In-Floor Heating b Variable Air Volume Systems b Hot Water Boilers b Steam Boilers b Heat Pump Systems b Chillers b Energy Recovery b Exhaust/Make-Up Air Systems Building Automation b 24/7 On Call Technicians b HVAC Temperature Controls b Lighting Controls b Building Access Control b Digital Video and Recording b Power Monitoring b Data Center Monitoring b Fire Monitoring b Web-Based Solutions

24 Hour Emergency Service

sustainable Design engineering b LEED Commissioning/ Retro-Commissioning b Energy Simulation Modeling b LEED Charrette Facilitations b LEED Project Management b Educational Seminars b Building Energy Audits b Energy Rebate Documentation Commissioning b HVAC b Re-Commissioning b Retro-Commissioning b LEED Commissioning b Building Commissioning Association member since 2002

union AFFiliAtions b Steamfitters Local 601 b Sheet Metal Workers Local 18 b Plumbers Local 75 b Sprinkler Fitters Local 183 b United Association b Racine/Kenosha Steamfitters/Plumbers Local 118 b Electrical Local 494 QuAliFiCAtions b Wisconsin Licensed b Professional Engineers b State Licensed Master Plumbers b State Designers License b LEED Accredited Professionals

eleCtriCAl b Complete electrical services for every commercial need

ContAiners b Blending b Dip b Reactors

b Storage b Tanks b Vessels

ConveYing sYstems b Belt b Roller b Bucket b Screw b Overhead b Spouting b Drag eleCtriCAl b Installing cord drops b Troubleshooting motors b Relocating machines b Replacing contactors b Adding dedicated circuits b Adding 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 b Gas b Curing b Steam metAl FABriCAtion b Aluminum b Plastic b Stainless b Fiberglass b Carbon b Exotic b Copper b Steelser oven sYstems b Batch b Curing b Heat-treating plumBing b Acid Dilution Basins b Chemical Waste Pipe b Backflow Preventer Testing b Industrial Waste Lines b Water Pipe Replacement b Storm/Sanitary Sewer b Site Plumbing

24 Hour Emergency Service

pollution Control sYstems b Catalytic Oxidizers b Dust Collectors b Incinerators b Regenerative Thermal Oxidizers

b Scrubbers proCess piping b Chemical b Compressed Air b Food b Fuel b Ink b Natural Gas b Process Gases b Vacuum

union AFFiliAtions b Steamfitters Local 601 b Sheet Metal Workers Local 18 b Plumbers Local 75 b Sprinkler Fitters Local 183 b United Association b Racine/Kenosha Steamfitters/Plumbers Local 118 b Electrical Local 494 QuAliFiCAtions b Wisconsin Licensed b Professional Engineers b State Licensed Master Plumbers b State Designers License b LEED Accredited Professionals

struCturAl sYstems b Ironwork b Mezzanines b Platforms b Railings b Stairways sustAinABle Design engineering b Commissioning b LEED

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 b Repair Service b Equipment Replacement b Home Remodels b Custom Sheet Metal b Geothermal b Radiant Heating b Indoor Air Quality b Engineering/Design b Preventive Service Agreements

plumBing serviCes b Repair Service b Home Remodels b Water Heaters/Replacements b Sump Pumps/Replacements b Battery Backup Sump Pump Installation b Sewer & Drain Cleaning b Engineering/Design

eleCtriCAl serviCes b Service Upgrades b Remodels & Additions b Ceiling & Exhaust Fans b Voice, TV, Data b Outlets, Switches, Lighting b Code Compliance b Landscape/Deck Lighting b Hot Tubs & Swimming Pools b Engineering/Design

Fire proteCtion serviCes b Repair Service b Sprinkler Systems b Fire Alarms b Emergency Lighting b Engineering/Design

24 Hour Emergency Service

union AFFiliAtions b Steamfitters Local 601 b Sheet Metal Workers Local 18 b Plumbers Local 75 b Sprinkler Fitters Local 183 b United Association b Racine/Kenosha Steamfitters/Plumbers Local 118 b Electrical Local 494 QuAliFiCAtions b Wisconsin Licensed b Professional Engineers b State Licensed Master Plumbers b State Designers License b LEED 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

THIEL DESIGN

|

Milwaukee

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414.271.0775

|

thiel.com


University of Wisconsin – Milwaukee

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

Brand Identity Program


direct mail

c h a n c e l l o r ’ s s tat i o n e r y

exterior signage, banners a n d m i l l e r pa r k a d v e r t i s i n g


m i l l e r pa r k o u t f i e l d b a n n e r


university identifiers

University of Wisconsin – Milwaukee Milwaukee, Wisconsin Brand Identity Program

creativity

®

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.

P u b l i c at i o n f o r m at t i n g

f o cused

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. 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

THIEL DESIGN

|

Milwaukee

|

414.271.0775

|

thiel.com



THIEL Design Case Study Porfolio Manufacturing