January 2011

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ThoughtWorks by Thomas Mills

The Business of Applied ImaginationThoughtWorks

ThoughtWorks by Thomas Mills

Inspiration • Ideas • Innovation • Execution • Implementation = ROI

Where do designers look for inspiration? How do we continually achieve new and different creative solutions on behalf of our clients?

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

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

Inspiration • Ideas • Innovation • Execution • Implementation = ROI

Grip is an amlgamation of my youth – my inquisitorial, child-like

appreciation for all things and every new adventure – applied to

the innovative design solutions I offer every client. It’s also 56

years in the making. Here, I hope to show you what it means to

remain quintessentially Sam. “Sam I Am” (quoth Dr. Seuss).

Inside the MIND of Thomas Mills

Challenge:

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

Client:Kalamazoo Valley Community College

Historical Brief (Brand):

Identified for nearly 50 years as a leader in providing innovative, quality educational opportunities using a highly student-centric approach.

Target Audience:

Southwestern lower Michigan.

Approach:

Focus the brand reveal precisely on extensive data obtained through inde-pendent, third-party research.

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

Design Team (Positioning):

Many colleges and universities use a

similar marketing (and branding) approach

Ineffectual, platitudinal taglines abound.

Approach:

Build on the brand reveal (student-centricity).

Avoid using taglines and a traditional, two-dimensional,

static, representational logo.

Solution:

Design and recommend the adoption of a Graphic Identity

ToolKit, with primary emphasis on the use of a ThoughtMark,™

an evocative visuall graphic designed to remind students

and college employees of the brand promise...

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

.edyou™

Dialog bubble represents innovation, technology, a distinctive approach to education.It starts a dialog, personalizes the unique educational experience.

The break in the dialog bubble connotes opportunity, openness, approachability and comfort.

A simple, direct connection to the student voice.

Kalamazoo Valley is talking with students—not at them.

An entry point into higher education. It then turns its focus to you— what are you going to do with it?It’s your education, it’s all about you.Having an open mind and breaking the conventional community college mold.

Showcases our understanding of internet technologies + social media.

TM

A new concept, a ThoughtMark™

AMBASSADOR’S KITOctober 2009

ThoughtWorks by Thomas Mills