The Atmos Annual Report project began at a time when energy was at the center of Congressional policy debate. This timing presented the opportunity to position natural energy as the obvious choice for our nation’s future.
We met with the company’s top leaders and presented several theme ideas. During the discovery process, we hit upon a unique analogy: what the Internet is to the information superhighway, natural gas is to the energy superhighway.
We then interviewed company leadership, who informed us of natural gas success stories from across the country: in Louisiana abundant shale gas reserves could provide more than a century of natural gas supplies; in Texas, Dallas Area Rapid Transit uses natural gas to move people with a much lower carbon footprint. These and many other stories were shared, and a visual concept began to take shape.
The 2009 report takes the reader on a road trip. Photographically, we see how natural gas pipelines provide the invisible infrastructure to deliver sufficient energy. Each stop on the journey tells a story of the many benefits of natural gas—how clean and efficient it is and how it’s impacting the nation’s energy equation.
Together, these stories show investors, customers, legislators, and regulators that natural gas is the clear path to our country’s energy future.
A well-respected and highly ranked university, Seton Hall sought to increase enrollment through a new look for their marketing campaign. During the discovery process, we focused on the knowledge that when searching for a college, students want to feel like they’ll fit in, while parents want to be reassured about the quality of the school.
The current recruitment strategy was to use only one expensive, large, and costly-to-mail viewbook to inspire students to apply. We saw an opportunity to maximize the number of touchpoints in the campaign, while staying within their current budget.
We proposed a new solution: a series of mailers, brochures, and postcards to continually remind students of the opportunity to attend Seton Hall. The pieces would promote the excellence of the university program, as well as what Seton Hall has to offer students in terms of “community.”
Peterson Ray developed a new look for the campaign centered on the idea of belonging. The line, “Is SHU 4 You?” is used throughout the system, and once accepted, students receive a special mailing indicating that Seton Hall “has chosen you.” Instead of the standard congratulatory letter, this idea completes the message, “you belong here.”
As a result of the new campaign, SHU saw a 50% increase in applications, a 52% increase in campus visits, and a 47.5% increase in open house registrations.
Through customer research, HomeTeam determined that patrons were less concerned with the process of applying pest control and more interested in the benefits (“what’s in it for me?”). Peterson Ray proposed a new branding strategy and messaging platform that would meet the consumers’ newly identified needs.
Peterson Ray developed a new look-and-feel for the campaign around the line, “We’re serious about what bugs you.” Terms such as “sanctuary” and “relax” were used to convey home comfort, as well as the use of a product that was “easy.” The accompanying imagery focuses on key messages, such as a comfortable chair, rather than insects.
The new campaign focuses on the benefits of HomeTeam’s innovative pest control system, with emphasis on convenience, affordability, sensibility, and effectiveness. Our new program provided a cohesive look and message company wide, across the nation and in all local branches. As HomeTeam’s marketing needs have grown, the campaign has evolved to include a website, mobile website, digital ads, a tradeshow booth, signage, brochures, print ads, direct mailers, and more.
The Nolan Company has been a successful management consulting firm for four decades, solving clients’ complex operational and technological challenges to help them capitalize on opportunities. However, Nolan realized that longevity in the market was not enough to sustain their growth. It was time for a brand refresh.
The new look needed to create consistency and establish a benchmark to guide decision-making in all areas of marketing, including brand identity and copy tone of voice. However, since Nolan was already well established and successful, the new brand identity had to be recognizable to the company’s longtime clients.
Peterson Ray & Company did a refresh on Nolan’s original logo to go along with a fresh tone of voice, a brand-new website, print and e-newsletters, and other collateral. The project revitalized management enthusiasm and enhanced their brand awareness and messaging with both clients and prospects.
The Dallas Foundation is the oldest community foundation in Texas, serving as the link between donors and the causes they care about. The Foundation’s annual report updates donors and potential donors about the organization’s strategic initiatives and financial impact over the past year.
The Dallas Foundation had recently been involved in the construction of the Margaret Hunt Hill Bridge that now links downtown with West Dallas. It was just one example of the important connections made by the Foundation in the community.
The Margaret Hunt Hill Bridge was featured prominently in the report as a symbol of the Foundation’s ability to make connections. Stories of donor projects are woven throughout the book to illustrate the ways the Foundation has bridged isolation, economic gaps, culture, and community, by using donor dollars strategically and wisely.
LD Lowe Wealth Advisory is a financial planning firm that believes retirement is a time for pursuing dreams—and financial planning is the bridge toward the pursuit of those dreams. As a growing business, LD Lowe needed to update their brand and message platform to better reach their evolving target market.
The new materials would switch focus to the journey of financial planning, not the outcome, and would use the Life’s Bridges theme as an illustration of this process. Instead of a logo redesign, it was determined that the best solution was a simple logo refresh. Copy would be rewritten to incorporate the new focus, and a green color palette was chosen to indicate balance and harmony, as well as set LD Lowe apart from its competitors, who largely use blue.
This new look translated to new collateral, stationery system, and website for a cohesive cross-platform brand identity. Bridge photography is used throughout the brochure and website; black-and-white photos indicate an uncertain financial future, and vibrant full-color images represent the serenity that comes with secure retirement.