SAIF
SAIF Corporation is Oregon’s not-for-profit, state-chartered workers’ compensation insurance company. It’s played a vital role in the Oregon economy since 1914. A few years ago, the SAIF brand stumbled, and they came to ID Branding for help.
Project: A Brand Revitalization
Since 1914, SAIF Corporation has been providing workers’ compensation insurance to the people and businesses of Oregon. Due to a public controversy, SAIF’s internal morale was low and the brand was tarnished in the minds of Oregonians. SAIF had let others tell its story, and they recognized it was time to tell their own story. ID Branding was engaged to revitalize the brand, starting with a new logo and identity system—the first in over 35 years.
Project: A Brand Revitalization
ID Branding conducted research and developed a brand platform with a new brand position, personality traits, and brand persona. We concepted a multi-stage program launching the revitalized brand within the organization, leading up to a live unveiling of the new identity system. As part of this program, ID Branding created a series of three booklets, which were given sequentially to the employees over three weeks. 1) What Branding Is and Why It Matters. 2) What We Stand For. 3) It Starts Here. The last booklet was the brand manifesto and call to action, handed out on launch day.
Project: A Brand Revitalization
On July 28, 2006, over 800 SAIF employees gathered at the Salem Convention Center for the brand re-launch. The theme of the event was two-fold. First, “Together” told the story of SAIF as part of an ecosystem that connects all Oregonians. Second, “It Starts Here” made the theme personal by showing that the ecosystems starts with each SAIF employee. The unveiled SAIF logo told the story of SAIF’s commitment to the people, the businesses, and the state of Oregon.
Project: A Brand Revitalization
As part of the brand revitalization, ID Branding redesigned all SAIF’s major brand elements and tools, from external signage and advertising to PowerPoint™ templates and sales packets. We even redesigned their quarterly news magazine, Comp News, and worked with their in-house creatives to guide the execution of all communication pieces.
OEN
The Oregon Entrepreneurs Network is a not-for-profit organization that brings entrepreneurs together with angel investors, mentors, venture capitalists and vital service providers. Its purpose is to educate, inspire, and connect people.
Project: A New Logo
The Oregon Entrepreneurs Forum decided to change their name. They were not so much a forum as they were a network, and so they became the Oregon Entrepreneurs Network. But that meant they needed a new logo. Inspired by the noble cause of OEN, ID Branding agreed to work with them to create a new logo and identity system. Of course, as with so many noble causes, they had no money. We created a guerilla, fast-track approach to the discovery process, and landed on the brand position of Entrepreneurial Tribe—which they believed accurately described their brand. Of the many concepts we showed them, one jumped out.
Project: A New Logo
The Oregon Entrepreneurs Forum decided to change their name. They were not so much a forum as they were a network, and so they became the Oregon Entrepreneurs Network. But that meant they needed a new logo. Inspired by the noble cause of OEN, ID Branding agreed to work with them to create a new logo and identity system. Of course, as with so many noble causes, they had no money. We created a guerilla, fast-track approach to the discovery process, and landed on the brand position of Entrepreneurial Tribe—which they believed accurately described their brand. Of the many concepts we showed them, one jumped out.
Project: A New Logo
We then found out that OEN had secured nine insertions of a full-page ad in a local business publication. And they needed something to put in those insertions. Again, they had no money. So we recommended that they fully leverage each insertion by running a different ad each time—all part of the same campaign, of course. To keep costs to nothing, we created the ads and shot the images in-house. The campaign tells entrepreneurs that there is one resource for finding out if their ideas are good or not. And that, of course, is OEN.
INTEGRITY SPIRITS
There is so much to love about our client Integrity Spirits. First, it’s a Portland distillery that makes small batch, hand-crafted spirits. Second, it’s run by two passionate and talented young guys who happen to be best friends. Third, there’s the taste-testing.
Project: Logo Design
Our logo for Integrity Spirits is an instance of channeling the personal mythos of the two founders, Rich and Kieran, into visual design. The two founders are long time best friends. They are yin and yang. They are entwined in a passionate commitment to the distillation of spirits. And they’re into dragons. Celtic dragons, Asian dragons. You should see Kieran’s tattoos. While the naming, labels, bottles, and strategic concepts for their products are highly calculated branding efforts, this logo is really Rich and Kieran’s album cover. It’s what they’re about. It’s them.
Project: Lovejoy Vodka
Integrity Spirits announced its presence to the world in November of 2007 with two inaugural products, Lovejoy Vodka and Lovejoy Hazelnut. Several months prior, ID Branding developed the strategic positioning, created the name, chose the bottle, concepted and designed the labels, and managed the production and delivery of the entire Lovejoy packaging system. Read on if you’d like to know more.
Project: Lovejoy Vodka
We recommended the name “Lovejoy” because of its very Portland-ness. While other Oregon distillers are referencing nature, we decided to go urban. Lovejoy is a well-traveled street that passes through Northwest Portland. It’s also the name of a beloved fountain, designed by the world-famous landscape architect Lawrence Halpren. Originally it comes to us from Asa Lovejoy, a Portland pioneer who lost the famous coin toss that named our city. For so many reasons it’s the right name for a small batch, hand-crafted vodka made in Portland. Even if you just think of the words “love” and “joy”—doesn’t it seem like that’s what vodka’s all about?
Project: Lovejoy Vodka
Lovejoy Vodka has a smooth flavor with a unique depth and character. But this small batch, hand-crafted Portland vodka also stands out from the crowded liquor shelves because of its design concept. Lovejoy Vodka comes with four different labels, allowing customers to choose the design that fits their mood, décor, or gift situation. It’s the same fine vodka but with different label designs. Each label features a different pattern and color scheme. New designs will be released over time, and old designs will be retired. Who knows? Eventually customers might be asked to vote for new labels and bring back old ones.
Project: Lovejoy Vodka
Lovejoy Hazelnut is the same fine vodka with the same smooth experience as regular Lovejoy. But in this case the vodka has been passed through real fresh-roasted, cracked Oregon hazelnuts. The bottle and label signal through color and typography that this is a special variation on the traditional Lovejoy Vodka. The whole concept behind the overall Lovejoy packaging is to generate interest, deepen engagement, and spark conversation for a start-up brand that can’t afford to buy its awareness through advertising. The concept also answers the question, “If Portland made a vodka, what would it look like?” Different, that’s for sure.
ROCKWOOD
Rockwood is an urban neighborhood in Gresham, Oregon, in serious need of revitalization. The City of Gresham purchased a central plot within the neighborhood and was courting developers to propose plans for a mixed residential and retail development.
Project: Brand Identity
The Rockwood neighborhood needed an identity. The neigbhborhood has an ethnic diversity that gives it a vibrant, authentic energy. Yet it faces problems of high crime and gang activities. ID Branding created a brand position, identity, and tools for attracting developers to attract residents and businesses with a visionary urban development program.
Project: Brand Identity
We created a brand position for the neighborhood, which is “Cultural Marketplace,” and presented the strategy to the Gresham City Council. We then developed a logo and identity system which involved a flexible design system to reflect the diversity of the neighborhood. At the same time we designed and wrote a promotional book to inspire potential developers to look past Rockwood’s problems and see its potential.
Project: Brand Identity
With several other neighborhoods competing for interest, Rockwood needed to stand out. Our client at the City of Gresham credits our efforts, especially our promotional book, with eliciting six separate proposals from six developers, which far exceeded their hopes, including proposals from some of the most exciting and accomplished developers in the city.
DOSSIA
Dossia is a non-profit organization that provides a personal and private health record controlled by the patient. Dossia was created to reduce the cost of healthcare by a consortium that includes AT&T, BP, Intel, Pitney Bowes, and Wal-Mart.
Project: Brand Identity
Dossia came to us before they were Dossia. They were looking for a brand platform, a name, a logo, and everything they would need to communicate their brand at a fundamental level. There was a lot at stake. It wouldn’t be long before the CEOs of the founding consortium would be standing in front of the press and the world in Washington D.C. announcing this new venture. ID Branding started with interviews and research, built a strategy for them, named the organization, and created their identity.
Project: Brand Identity
After the initial launch of Dossia, we developed an identity system that included business papers, a sales brochure, PowerPoint™ templates, and templates for building their web site. The brand needed to reassure individuals that they would be in control of their health record, and could share it with their health professionals as they chose to. Hence the simple logo of two people seen from above—a patient and a physician—face to face with each other.
Project: Brand Identity
After the initial launch of Dossia, we developed an identity system that included business papers, a sales brochure, PowerPoint™ templates, and templates for building their web site. The brand needed to reassure individuals that they would be in control of their health record, and could share it with their health professionals as they chose to. Hence the simple logo of two people seen from above—a patient and a physician—face to face with each other.