Sanford Health Weber Shandwick Design Capabilities

8/7/2019 Sanford Health Weber Shandwick Design Capabilities

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Design capabilities presented to Sanford

Health for creative development and

branding of the new national breast institute.

MARCH 23, 2011

design



OverviewFrom message development to logo and visual identity, Weber Shandwick has

helped a wide range of clients with creating a unique and distinct brand. In

addition, we have produced successful designs and brands for many

organizations in the health care arena. We feel certain that our capabilities are

a perfect match for helping Sanford Health develop a visual identity which will

become immediately identied with the highest quality of national breasthealth and research. The following pages provide examples of our experience

developing brand-building and visual identity programs for a variety of clients.



Amy LeonardiCREATIVE DIRECTION

Amy Leonardi heads up the Creative

Studio in Washington, D.C. She has more

than 20 years of experience in design at

nonprots, retail and communications

rms. Since joining the agency in 1997,

she has managed the visual creative com-

ponent of communications campaigns for

major national and international corpora-

tions, as well as nonprot organizations.

She provides clients with sound strategic

and tactical advice in the design and de-

velopment of materials for both print and

digital. She has enjoyed providing a visual

identity and personality to numerous

clients over the years through successful

branding assignments. Amy has a bache-

lor’s degree in Advertising Design from the

University of Maryland.

(Senior VP)

Juana MerloART DIRECTION

Juana Merlo serves as the art director at

the Creative Studio in Washington, DC.

Before joining Weber Shandwick, Juana

served as art director at American Univer-

sity and worked with its marketing team

to develop strategies and implement a

new university-wide marketing and com-

munications plan called the Wonk Cam-

paign. She is currently working on the Na-

tional Education Association’s branding

campaign as well as KnowHow2Go’s

new, 2011 creative. Juana is a graduate

of the Maryland Institute College of Art,

where she earned a bachelor of ne arts

in graphic design. She completed her

graduate studies at American University

where she earned a master of arts in pub-

lic communication. Juana is fluent in

Portuguese and Spanish.(Director)

David HaferaSENIOR DESIGN

David has extensive experience in

designing brochures, brand identity,

information kits, information graphics and

display graphics. He has done work for

a broad range of clients including Your

Credit Card Companies, the American

Council on Education, the U.S. Army Re-

serve, CSL Biotherapies, the Corporation

for Public Broadcasting and the Federal

Deposit Insurance Corporation. Before

joining Powell Tate, David worked as a

graphic designer at a printing rm, a

nancial industry trade association, and

for consulting rms in the elds of health-

care, social services and technology.

(Account Supervisor)

Our TeamThe Powell Tate team fosters an environment that is intensely team motivated and

collaborative, enabling us to develop unique approaches that are most valuable to clients.

Below are the team members in our Washington, DC ofce.

Seth LevinSTRATEGIC MESSAGING

Seth develops strategic messaging and

branding platforms to visually and verbally

communicate an organization’s mission and

value proposition to internal and external stake-

holders as well as general market audiences.

For the last three years, Seth has worked with

the Centers for Medicare & Medicaid Services

(CMS) to develop branded campaigns on the

issues of health prevention and healthcare

quality. For CMS, he has crafted messaging

and campaign names; worked with designers

on developing a logo, web pages, and overall

look and feel; and overseen focus groups to

test concepts. Recently, Seth nished a brand-

ing assignment with the Centers for Disease

Control and Prevention to develop a visual

identity and craft messaging and materials for

the Prevention Research Centers. He also

worked with several human rights organizations(DIRECTOR)



DESIGN CAPABILITIES | WEBER SHANDWICK

GENZYME asked us to design materials to

distribute at various trade shows and events,

directed at healthcare professionals to convey

their continued commitment in the research

and development of rare disease pharmaceuti-

cals. These pieces captured the people who

they help and the lives they’re able to lead

because of the work done by genzyme. In

addition to a brochure and yer, we designed

the display graphics to be used at their booth.

At Genzyme, we’re united in ourcommitment to the treatment of rare genetic diseases.

a rarecommitment

PAGE 2

Healthcare Design Work



DESIGN CAPABILITIES | WEBER SHANDWICK PAGE 3

THE WELLNESS COMMUNITY asked us to help brand and

produce materials for a new program for cancer survivors which

they were launching in conjunction wih the Lance Armstrong

Foundation. The Campaign started as LiveWell (a combination of

LiveStrong and Wellness Community logos and branding), and

then later changed the program name to Cancer Transitions. The

program started as a test program and has sinced launched to anationwide resource for helping individuals in the difcult stages of

returning to a non-treatment, post-cancer phase of theri life. The

bright colors reected both organizations and provided a distinct

backdrop for their workbooks and other materials.



PAGE 4 DESIGN CAPABILITIES | WEBER SHANDWICK

We worked with BLUE CROSS BLUE SHIELD to develop a

coalition for consumer healthcare empowerment. The displayon the left was created for various events and tradeshows.

The banners presented general information about the coalition

as well specic information to key audiences—encouraging

them to take charge of their own healthcare. Above are

sample materials created for an information kit designed to

provide information to consumers on specic types of

healthcare environments and situations.

Healthcare Design Work

The time you have with your doctor is very important to your health. Sometimesthe visit is short and you only have a few minutes to explain your symptoms or

concerns. Later that day, you might remember something you forgot to ask, orwish that you had told your doctor about a sy mptom you are experiencing.

Whether you are seeing your doctor for your annual physical, or because you are experiencing a health prob-lem and are seeking treatment, it’s important that you take the time to be prepared so that you can make themost of your visit.

Here are some tips that will help you prepare for your next appointment:

What you cando to prepare foryour doctorappointment.

Before the appointment

• List your questions and concerns. Before your appointment, make a list of what you want to ask.Make sure you put your most important questions first.

• Prepare a list of all the medications you are taking. Your doctor should always know whatprescription drugs and over-the-counter medicines, vitamins,he rbal products,and other supplementsyou’re taking,as well as any allergies you may have.

• Call before your visit to tell the office if you have special needs. If you don’t speak orunderstand English well, the office may need to find an interpreter.If you have any special needs,calland make sure they can accommodate you.

• If appropriate, consider bringing a family member or trusted friend with you. If you arediscussing a serious health matter that you are concerned about,it is often helpful to have someonewho can take notes and offer moral support.You can have that person ask questions,too.

Talking with your doctor or nurse

• Go over your list of questions with your doctor. Again,ma ke sure you ask your most importantquestions first.

• Take notes. Since it’s hard to remember everythin g your doctor says,it’s often helpful to take notes soyou can be sure to follow your doctor’s instructions.

• Describe your symptoms. If you are experiencing a hea lth problem,let your doctor know when itstarted,how you feel when you experience the symptoms,an d if you have any idea what triggers them.

Each year, millions of Americans are admitted to the hospital to have surgery.Because most operations are not emergencies, you have the time to learn aboutyour procedure and plan for your hospital stay.

Preparing for surgery can be a stressful experience, so remember it’s a team effort and you are not alone.

Take the time to talk with your doctor to learn about why the operation is being recommended and aboutthe potential risks and positive benefits of your surgery. Consider bringing a health care advocate—a family member or someone else you know and trust—who can talk to your doctor and health care team about your

progress while you are in the hospital.

It is also important to research and find the right hospital for your procedure and to learn how to promotequality care and avoid infection during your hospital stay.

The following is a four step guide to receiving quality hospital care.

1.Be Informed Aboutthe Procedure

What you should ask

your doctor before

deciding to have surgery

–What operation are you recommending?

Have the surgeon explain the procedure and askif there are different ways of doing the operation.

–Why do I need the operation? What is thepurpose of the surgery: is it to relieve or preventpain,imp rove a body function,or diagnose aproblem?

–Are their alternatives to surgery? Sometimesnon-surgical treatments work. Ask about thebenefits and risks of the surgery and the meritsof other choices.

–What are the benefits of the operation and

how long will they last? Ask if there ispublished information about the procedure andlikely outcomes.

–What are the risks of the operation? Weighthe benefits against possible complications andside effects.

–What if I don’t have the operation? Whatwill you gain or lose if you don’t have theoperation?

–Where can I get a second opinion? Many health insurance plans require second opinionsbefore non-emergency operations.Call yourplan for their policy and bring your records andany test results from the first doctor to the sec-ond so those tests are not unnecessarily repeated.

–How much experience do you have doing

this operation? Ask how many of theseprocedures the surgeon has performed andwhat successes and complications the surgeonhas had.

–What kind of anesthesia will I need? Findout the qualifications of the anesthesiologist ornurse anesthetist and ask your doctor what theside effects and risks of having anesthesia are in

your case.–How long will it take to recover? Establish aplan for post-procedural care.F ind out if youwill need supplies or equipment at home and getthese in advance to make the recovery easier.Askabout when you may resume work and exerciseand what you can proactively do to speed therecovery process.

What you cando to stay safe inthe hospital.

What youcan do to choosethe right doctorfor you.

Choosing a doctor is probably the most important decision you can make

when it comes to your health care.You want to find a doctor you can rely on to give you the best medical care and advice.

So before you choose a doctor, do some homework. Spend some time looking into credentials andtraining, as well as thinking about the qualities in a physician that are most important to you.Choosing a doctor you have confidence in and feel comfortable with is good for your health.

Here are some tips to keep in mind when you are choosing a doctor:

Research credentials and training

• Check credentials and professional training.A little homework can go a long way when choosing adoctor.Whether you are thinking about seeing a doctor who has been recommended by frien ds,or whetheryou are consulting a list from your insurance company,ma ke sure you learn as much as you can about thedoctor you are considering.

One good place to go for information is the Massachusetts Board of Medicine website. There you can findimportant information about the education, training and board certifications of the doctor,a s well as whathospital they are affiliated with.You can also find out whether the doctor has had a disciplinary actiontaken against them,or if they have made payments on a malpractice claim. You can also call the Board of Medicine at 617-654-9800.

• Check quality and care reports.More data is now available on doctors’qu ality and care rates.You can comparethe quality of care at 150 different Massachusetts health practices and groups providing preventive and chronicdisease services at the Massachusetts Health Quality Partners website.

Think about some practical matters that will affect your relationshipwith your doctor

• Find out long it takes to get an appointment. Some doctors are very busy so make sure you know if they can accommodate you in a timely way.

• Ask if the office is open in the evening or on weekends.Extended office hours may be moreconvenient for you.



PAGE 5DESIGN CAPABILITIES | WEBER SHANDWICK

We also designed and developed a comprehensive

website fot the Partnership for Healthcare Excellence

which provided patients with the tools and resources

needed to become educated healthcare consumers.



Alliance for aGreenRevolution inAfrica (AGRA)POWELL TATE IS WORKING WITH THE ALLIANCE for a

Green Revolution in Africa (AGRA) to coordinate

communications and advocacy efforts in the United

States, Canada, Europe and on the African continent.AGRA is focused on food security issues in Africa and is

providing smallholder farmers in 13 nations with improved

seeds and soil inputs, research, training, markets policies,

and innovative nancing to increase their agricultural

productivity and income. AGRA is based in Nairobi, Kenya

and is chaired by former UN Secretary General Ko Annan.

Powell Tate’s work with AGRA includes providing

strategic guidance and support across several

communications disciplines, including message

development, branding, print and digital communications,

media relations, advertising, speechwriting, and

coordinating visits by AGRA ofcials in the United States,Europe and Africa. We are also working to educate

governments, NGOs, corporations and foundations about

AGRA and secure their interest in supporting its innovative

programs in Africa. In addition, we are elevating AGRA’s

prole and reputation within important multilateral

development institutions, and its presence at

development-related summit meetings and conferences.

Growing prosperityinAfrica.

Growing prosperityin Africa.Alliance for a Green Revolution in Africa

Alliance for a Green Revolution in Africa Alliance for a Green Revolution in Africa

AGRA

AGRA

Growing prosperityin Africa.

Alliance for aGreen Revolution in Africa

GROWING PROSPERITY IN AFRICA

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Alliance for a Green Revolution in AfricaAlliance for aGreen Revolutionin Africa

Alliance for a Green Revolution in Africa

Alliance for aGreen Revolution in Africa

AGRA

AGRAGROWING PROSPERITY IN AFRICA

AGRA

Growing prosperity.Growing prosperityinAfrica.

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Logo DesignWhen AGRA asked us todesign a new logo, they asked

us to use the map of Africa.Incorporating a map was not

our recommendation, however,in the end, they did select a

logo design which containedthe continent of Africa. Beloware other options which were

presented to the client. Thelogo works well in both 2-color,

1-color and reversed.

StyleguideAgra’s styleguide was done on a budget and quick

turnaround timeframe, so contained basic design

elements and examples of lay-out options.

PAGE 6




SMALLHOLDER FARMERS IN AFRICA:

CLIMATECASUALTIESOR PIONEERS?

INSIDE

THIS ISSUE

How can Africa cope

with climate change?Ask a seed breeder

P.4

Former U.S. Senator

George McGovern callson AGRA-supported

scientist

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Africa’s Green

Revolution taking root:Reports from the eld

P.6

For hundreds of millions of people in Africa, climate change is not about lowering

smoke stack emissions or turning off electric lights. It is about whether or not they

will have enough to eat. P.3

ISSUE 4 JULY 2010

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CollateralWe have designed a wide array of collateral for AGRA for which they have receivedinternational accolades. They new ‘face’ of the organization has helped enhancetheir overall mission on a global scale. Despite the sparsity of imagery anddifferences in time zone (making communications difcult at time), we feel proud ofthe work we’ve done and are continuing to do for AGRA. Our next phase of workwill include development and design of a new website.

PAGE 7



AmericanCouncil onEducationTODAY’S GI BILL

IN 2009, THE AMERICAN COUNCIL ON EDUCATION charged us

with building a brand and launching a Web site that would serve

as a resource for service members and veterans eligible for

Post-9/11 educational benets. The site needed to reect the

seriousness of their service and reinforce the message that these

benets are earned, not a hand-out. Our design studio designed

a site beloved by the client and visiting veterans alike,

www.TodaysGIBill.org .

To increase trafc to the site, we developed a postcardfeaturing one veteran’s image and success story. The postcards

will be distributed at the American Council on Education’s Annual

Conference, which attracts university presidents from across the

country. We have also developed banner ads for a variety of

relevant sites.

KNOWHOW2GO

SINCE 2006, WE’VE PARTNERED with Lumina Foundation, the

American Council on Education and the Ad Council on their

signature college access campaign, KnowHow2GO. The

campaign features two rounds of television, radio, outdoor and

digital public service advertisements (PSAs) that providestudents in grades 8-10 with the information they need to

actively pursue higher education.

To help bring the PSA campaign to life, we designed a suite of

vibrant, student-friendly materials including a paper airplane

yer, postcard, brochure, t-shirt and activities kit. We also

created an On-the-Ground Playbook to guide partners

implementing the campaign at the state and local levels.

When KnowHow2GO launched its second round of creative,

which featured “tough” characters representing the “tough”

classes that colleges require, we developed life-sized cut-outs of

the characters and silicone bracelets, among other materials.

Our design studio also devised the look and feel for the

campaign’s Web site, www.KnowHow2GO.org, which more thanone million students and caring adults look to for college-going

information.

brand identityWe designed a logo and web site

for the ACE’s new program forhelping to explain the options and

details of the GI Bill, whichprovides tuition funding to U.S.

Veterans. We wanted to give thisprogram a distinct look as well as

convey a feeling of patriotismwithout looking cliche or

institutional. The logo wasdeveloped to work in both a

vertical and horizontal format.

PAGE 8




material developmentWe’ve created a vast array of

materials for ACE’s KnowHow2Gocampaign, for both national and

local afliates, maintainingconsistent visual elements to create

a family of products.

toolkit We produced a ‘playbook’ for KnowHow2Go that provided all the tools necessary forpartners and local afliates to design advertising and other materials that alignseamlessly with the established standards. The kit included visual samples, messaging,instructions, and a CD that contained all of the electronic templates and artwork

needed for the creation of branded materials.

PAGE 9



RiversideResearchRIVERSIDE RESEARCH INSTITUTE ASKED Powell Tate to take abroad look at their organization in terms of overall brand identity

including design and development of a corporate narrative. A

little known organization, RRI was engaged in a variety of

projects for the government and intelligence community. As a

result of strong growth over the past decade, they had outgrown

their business model—and even their name. Based on extensive

research, we recommended a focus that was less on their

academic history and more on their solutions-oriented results

which were found to be most highly regarded by clients and

other stakeholders within the organization.

We provided them with internal communications—brand

development, mission, vision, staff restructuring and

organizational chart—as well as an overall new look and feel to

represent their new identity.

Samples on the right show the nal logo that was chosen by

RRI. The red was an important carry-over from their original

brand. Part of our challenge was to utilize a dark red, while

keeping their brand fresh and modern. The nal logo

incorporates a ‘lens’ element, symbolizing clarity and insight.

This lens element is used throughout materials. We created a

comprehensive style guide to help the organization and its

partners and vendors keep a strong, consistent voice and visual

identity across all platforms of the organization.

www.riversideresearch.org

15059 CONFERENCE CENTER DRIVE | SUITE 110 | CHANTILLY VA 20151

Melinda SmithBusiness Executive to President

[email protected]

PHONE: 937.427.7023

FAX: 937.431.3811

CELL: 937.545.8532

1400 KEY BLVD, STE 1200, ARLINGTON VA 22209

Identity and Style GuideRiverside Research’s new brand was outlined

carefully in the Brand Guidelines. The styleguidecontained logo and font usage, templates,

photography recommendations and corporatemessaging for tailored for key audiences

PAGE 10




Details of new brandingPages below represent some of the elements of Riverside Research’s new brand which were detailed in thebrand guideline, including written and visual examples.

PAGE 11



CDC

PreventionResearchCenter ProgramPOWELL TATE WORKED WITH the Prevention Research

Centers (PRC) Program to create visual and verbal

standards that support a unied approach to branding and

communication. Through its 37 centers housed at prestigiousmedical schools and schools of public health, the PRC

Program has made signicant contributions to public health

research and the health of the nation. Powell Tate created a

cohesive brand and style for PRC in order to increase use of

PRC products and services by state and local health

departments and increase visibility of the program among key

stakeholders. To inform creative development, Powell Tate

conducted a thorough audit of the PRC materials and

interviewed key stakeholders. We then developed

standardized messaging, visual marks, a photo library,

templates and a style guide to facilitate the easy adoption

and sustainability of these elements in each center. We also

created booklet and fact sheet about the PRC program itself,and developed a strategy to roll-out and encourage use of

the new branding by the PRCs.Visual Standards

A distinctive, yet exible look and feel wasdeveloped for the PRC. We needed to consider that

many different outlets would be utilizing thesestandards, many of whom had limited design skills.

Because of this, the styleguide was very clearlywritten, and contained samples of both correct and

incorrect usage of the brand style.

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PRC Program BrochureIn addition to providing the PRC with newdesign standards and templates for their variousprogram ofces, we designed and producedspecic collateral for the PRC Program Ofce.The example shown here is a national report andcontaining general information and statistics onthe program. Not only did this serve as an actualcommunications tool for the PRC, it was also anexample used within the styleguide.



PAGE 14

Elizabeth Glaser

Pediatric AIDSFoundationTHE ELIZABETH GLASER PEDIATRIC AIDS FOUNDATION is a

nonprot that seeks to eradicate pediatric AIDS through

research, advocacy, and prevention and treatment programs.

Weber Shandwick collaborated with the Foundation to design

Join the Moment, a campaign with a call to action to create a

generation free of HIV. Through Join the Moment, the

Foundation is re-engaging past supporters and inviting new

audiences to hear the story of its founder, Elizabeth Glaser, and

join the Foundation’s efforts.Weber Shandwick designed the campaign brand and

developed key messages, event signage and brochures to

share the story of the Foundation and the lives it has touched.

The Join the Moment campaign was rolled out at the

Foundation’s annual signature event in Los Angeles, featuring

top-tier celebrities such as Miley Cyrus and Mark Wahlberg.

Weber Shandwick also built a partnership between the

Foundation and thisMoment.com, a new online photo-sharing

platform, to integrate a dynamic photo timeline into the

Foundation’s Web site. There, supporters can digitally join the

moment by submitting a personal life-changing moment to be

featured alongside the Foundation’s key moments in its 20-

year history.

campaign logodevelopment

Strong brands are characterizedby distinctive and memorablelogos. Join the Moment is a

campaign to ght againstmother-to-child HIV

transmission. The logo wasdesigned to appeal to a target

audience (mothers aged 35-50)to be reective of the issue, towork effectively in conjunction

with the The Elizabeth GlaserFoundation (echoing oral

organic shapes and colors usedin the EGPAF logo). The success

in this logo is that it goes beyondgood aesthetics to be adistinctive mark based on the

campaign’s key objectives.

brand integrityA brand standard guide was created for the foundation to use to insure the integrity of the brand in itsvarious uses. The guide included specics for colors, fonts, and the relationship to be maintainedbetween the Join the Moment logo and the Foundation’s logo.




telling your storyThe Join The Moment brochure illustrates the overall brand that wascreated for this campaign. Beyond the logo, the brand consists of aconsistent use of messaging, colors, shapes, and compellingphotography. This brochure was a call to action to help people makethe choice to contribute to improving human well being. Designmakes this choice clear and compelling.

supporting materialsThe Join The Moment vertical

banners (left) and web presence

(right) are examples of some of the

visual materials that we created in

support of the campaign brand.



Council for BiotechnologyInformation(CBI)CBI ASKED US TO PROVIDE their organization with a new

brand identity. They wanted their new brand to reect the

three key areas of sustainability on which they were

focusing their outreach efforts: water, fuel and food. Theyalso wanted to capitalize on the brand equity established

over the past years of the organization, so they asked that

we keep the typographical portion of their logo consistent

with their old logo. The new CBI mark would need to

represent the key areas of sustainability, convey a sense of

environmental stewardship, and maintain an existing

element of their old logo.

Objectives for the new logo:

• Needed to be representative of the three key areas

• Needed to convey the concept of environment andsustainability

• Needed to maintain typography from existing brand

• Needed to be distinctive and easy to reproduce

• Needed to be clean, modern, but not too high tech

(people need to feel comfortable with the idea of

genetically engineered foods, etc., and anything too

high-tech would be counter to their messages)

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logo developmentAs is typical for logo design, we offer

numerous options for consideration,purposes of discussion and

feedback from our client. These areexamples of just a few of the design

options that were presented forconsideration before a nal logo

(below) was developed.

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press kit and fact sheetsUsing the established brand, wedesigned a folder, fact sheets, tip cards,CD and other materials to provide tomedia and other key stakeholders. Thissuite of materials also established astrong visual brand from which theCouncil was able to build.

trade show displayWe designed a trade show display that could be used by CBI or CBI partners.

The visual identity was maintained, although the logo was purposefully left off.

websiteWe designed andmaintained CBI’smulti-functional,

interactive website.

PAGE 17

Sanford Health Weber Shandwick Design Capabilities

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