design thoughts

BANG! creative wins Applied Arts Community Award

David O'Connell design thoughts, marketing thoughts, thought you should know

BANG! creative wins National Award for work in our community

March 6th, 2017 – BANG! creative is humbled, honoured and excited to announce we have won a 2017 Applied Arts Magazine Community Awards for our work with Norris Electrical, a Milton-based company. BANG! creative developed a new brand package, from a new look and style, website and printed material, we developed a strategy and story for Norris Electrical.

The Norris Electrical logo was developed to subtly create a positive / negative while the design uniquely incorporates a lightning bolt within the design as the E and the bolt are integrated to become one, it also creates the impression of a two-pronged plug. Capturing common elements used by almost every electric company out there, we were still able to create something completely unique and memorable in its simplicity and overall balance.

You can see our work and all the other winners in the March Issue of Applied Arts Magazine and online.

BANG! creative wins Applied Arts Community Award

Applied Arts Magazine

Applied Arts Magazine Winners Community
Applied Arts Magazine Winners BANG! creative – Norris Electrical
Applied Arts Magazine Community Awards

About Norris Electrical

Locally owned & operated, Norris Electrical has been serving Southern Ontario, as a full service commercial and residential electrical contractor for over nineteen years. Offering services in ASL for the deaf community, and is a proud supporter of Women in the Trades, Norris Electrical is committed to raising the quality of customer service provided in construction projects. Every step of every project Norris Electrical works on is analyzed, documented, and executed in a timely fashion.

About the Applied Arts Awards

Launched in 1992, the Applied Arts Awards are the only competition in Canada that recognizes the creative work of professionals across the visual communications sector, from image makers to advertising executives to designers. These awards are your best opportunity to promote your work to an audience of the best and brightest of the industry as well as to potential clients. Over the past 25 years, the Applied Arts Awards have become an international recognition of creative excellence.

About BANG! creative – Strategy by design

BANG! creative®, a multi-disciplined, award winning brand marketing and corporate communications design studio. BANG! creative specializes in the development and complete execution of brand strategies for local, national and international clients. Since 2005, the team at BANG! creative have successfully developed thoughtful, well-designed solutions from healthcare to manufacturing to consumer goods, within the public and private sector. BANG! creative has successfully established brand awareness, driving customer engagement and sales through a full range of creative & strategic services on-line, in-hand and in-mind utilizing traditional and new media. Our goal? Make it meaningful. Make it memorable. Make it simple. It’s what we do.

Executive Creative Director: David O\’Connell
Creative Director: Greg Sanford
Project Coordinator: Kyle Percy
VP: Athena O\’Connell

For more information contact:

BANG! creative
16 Hugh Street
Milton, ON L9T 2C6
Canada
+1.905.636.9393
learnmore@creativitygoesbang.com
www.creativitygoesbang.com

Connect with us on:

Facebook: facebook.com/BangCreativeCommunications
Twitter: @BangCreativeCom
Instagram: @bangcreative

Marketing Booklet Town of Milton Economic Development Campaign by BANG! creative strategy by design

BANG! creative® creates awareness campaign for Canada’s fastest growing community.

David O'Connell design thoughts, marketing thoughts

BANG! creative creates awareness campaign in support of one of Canada\’s fastest growing urban communities

This project was selected as winner in EDAC\’s Marketing Canada Awards, (2) EDCO Marketing Awards and (2) Summit International Creative Awards.
The Town of Milton had already been in the midst of considerable population growth and economic activity when the need to better promote the unique aspects of the community became the focus of their Economic Development Office. There was a story to be told and it had to position the town as an obvious choice of companies looking for regional, provincial or national expansion of manufacturing and logistics facilities, as well as corporate offices. At the same time, there was a request from the Economic Development team to dovetail the initiative into a feel good public awareness campaign to enlighten residents about the activities and programs being undertaken to maintain the strength of the community well into the foreseeable future.

Marketing Materials Town of Milton Economic Development Campaign by BANG! creative strategy by designa

Challenges

The messaging had to be clear, factual and simple. The strategy had to be broad and flexible enough to resonate with external and internal stakeholders. In addition to building awareness through various advertising channels, collateral pieces would be developed as marketing tools and used to support a strategic alliance program and as a statistical, financial and demographic investment profile.

While the new program would be developed with its own design footprint, the Economic Development Office had already established a basic brand identity in \’Milton This Way Up\’. Upon review of past initiatives tied to \’Milton This Way Up\’, we found the brand equity served primarily to extend general information and as a point of contact with Economic Development staff. The use of the office\’s brand identity would be limited to a \’signature\’, rather than making \’Milton This Way Up\’ the core message behind the campaign itself.

Process

In response to a tender tabled by the Town of Milton, BANG! creative submitted an extensive written proposal introducing the service, team members and professional expertise, along with a breakout of the process we would undertake and an overview of suggested deliverables. We were then short-listed to present our proposal in person to a review panel.

As the winning proponent, and armed with a better understanding of the scope of the challenge, we knew we could put aside a substantial block of time for research, development and exploration, which became our primary focus. As a group, we delved into every aspect of the competitive landscape; reviewing trends and demographics sourced through municipal, regional, provincial and national statistics, which were further substantiated through economic development white papers researched online and sourced through recognized universities and government agencies. This process allowed us to consider the challenge from different perspectives and refine options to arrive at the best solution. In short, this stage of the process allowed us to develop a much deeper understanding of our client\’s marketplace.

As we do for all of our clients, we continued to ask questions and listen intently, in the interest of honing our strategy. In this case, the sheer scale of the project dictated a much more in-depth application of our methodology. Our first task was to organize focus groups consisting of developers, site selection consultants, local business / financial leaders, municipal staff and executive members of Chamber of Commerce, through both an online survey and in-person sessions. This helped us capture a broader sense of the town\’s value proposition(s) and competitive advantage(s), along with varied views on where the growth of the community should be directed. The focus then shifted to an equally involved process of distilling and refining our market research.

As the program evolved through every stage of creative development and execution, a close working relationship between BANG! Creative Communications and the team from the Economic Development Office allowed us to continually discuss ideas amongst the group, while sharing insights and competitive analysis.

Concept

At the core of the concept was a simple positioning statement: Milton Delivers. The campaign would emphasize how the municipal office and its departments would work alongside external interests to provide incentives for businesses to develop in or relocate to Milton, and find solutions to make that decision much easier. Five central themes were added to the core message:

Knowledge Lives Here – reflecting the strength of a highly educated demographic of young professionals.
Milton Makes It Happen – reinforcing the efforts of municipal staff to provide direction and service.

Central to Your Success – positioning Milton in the heart of North America\’s most active transportation corridor and central to major Canadian / US markets.

The Art of Better Living – a nod to the initiatives undertaken by the Town of Milton to grow Milton\’s cultural, as well as multicultural community and amenities.

Live. Learn. Work. Grow. – a testament to the quality of family, as well as professional life industrial / commercial real estate professionals and site selection consultants could expect (on behalf of their clients) in moving their business to Milton.

Campaign strategy and scheduling

Tagged as a three year program, year one was actually quite condensed, (mid-July to year end), focusing on research and the development of a marketing strategy which would guide the creative. Year two focused on communicating through key print components and trade publications, while year three addressed the development of a strategic (business) alliance and execution of new media elements including a micro-site and online video testimonials. Throughout the entire program new material and \’tools\’ were continually introduced, which were developed for specific use by the Economic Development team.

As a broad sweeping program, we knew there would be adequate funds and plenty of opportunity to develop the message through various communication channels, thus BANG! creative along with team members from the Economic Development Office conducted an immediate needs assessment, identifying tools for specific use. Beyond this, it became our role to develop vehicles which would extend the campaign\’s reach. The introduction of the micro-site and testimonial videos reinforced the core message by presenting case studies and endorsements from businesses who had already chosen to relocate to Milton. Print components continually positioned and reinforced the message while providing contact information and directives leading to the micro-site and online videos.

Campaign deliverables:

a campaign / series of five ads
freestanding banners used in community and economic development presentations
transit advertising to increase public awareness
Strategic Alliance Program, funded and supported through key business stakeholders and corporate leaders
presentation folder with marketing collateral and leave-behinds
48-page Investment Profile (including local, provincial and national statistics and demographics)
12-page overview booklet, tying the brand messaging to infographics and lifestyle images
one overview video telling the story of how Milton delivers on key economic strategies
five videos, each dedicated to one of the key marketing messages
seven Strategic Alliance videos showcasing testimonials of key stakeholder partners
\’Milton Delivers\’ microsite integrating all aspects of the campaign online
PowerPoint presentation in support of the Economic Development Office

Website Design Town of Milton Economic Development Campaign by BANG! creative strategy by designa

Video Town of Milton Economic Development Campaign by BANG! creative strategy by designa

Results

Interestingly, the strength of the overall messaging permeated the community mindset and became a rallying cry for local politicians, town officials and community leaders. The campaign\’s reach has now extended into other municipal initiatives, including Milton\’s Education Village Innovation Centre (MEVic).

BANG! creative communications was commissioned to develop an identity program for MEVic. (The identity was successfully introduced as the cornerstone of MEVic\’s brand footprint and was awarded category winner in Designedge Canada\’s 2015 Redgee Awards.)

Designer Takeaways

Do your homework. Research is critical to finding the most appropriate solution. Do your best to unearth the smallest of details; often that is where answers reveal themselves.
Keep the process open and truly collaborative between studio and client. Carefully weigh the diversity of opinions and perspectives while asserting the professional expertise and vision for which you have been hired.
Focus on the clarity and simplicity of strategy, creative direction and execution. Never limit the breadth of the campaign, but ensure the brand footprint and messaging remain consistent.

Client Takeaways

Successfully meeting objectives depends on communication. The best results are achieved when clients provide clear insight and are willing to collaborate in an open and supportive manner.
Trust your design team. You know the subtleties of your marketplace and can provide informed direction, while the design team offers strategic and creative expertise to strengthen your brand / marketing communications.
Limit involvement to key decision makers within your organization. If consensus is to be reached through a multi-tiered approval process, decisions must be timely to ensure the process doesn\’t falter. This way, the full potential of the program can be realized.

(originally published in rgd.ca you can read the original post here)

RGD the Association of Registered Graphic Designers. Through RGD, Canadian designers exchange ideas, educate and inspire, set professional standards and build a strong, supportive community dedicated to advocating for the value of design.

Your Logo Is More Than Just A Logo.

David O'Connell design thoughts, thought you should know

“I just need a new logo” is a phrase we hear all the time from prospective small-business clients and start-ups. There is some truth to the statement…your brand may need a logo/word-mark in order to become the front line of your visual identity. But you don’t JUST need a logo.

Time and time again, our clients find success working with us on developing a marketing strategy and brand identity. We sit down for many hours and discuss where the brand is, where it needs/wants to be, and how to get there. Then and only then can you translate those thoughts into a long lasting visual asset.

Your brand is more than just a logo, it resonates who you are as a company and professional, and strengthens trust in your products and services. So why bother with a one-off, stand alone logo with no connection to your brand identity? Some people just don’t understand (thats why we’re writing this blog!), and some people are just looking for the least expensive option.

Spend the time. Spend the money. And get yourself more than JUST a logo.

Kerning Tips by BANG! creative strategy by design

A Beginners Guide to Kerning.

David O'Connell design thoughts, tips-n-tricks

Imagine the awful, awkward feeling that you get when you are riding the subway during rush hour. People have filled the subway car and are invading your personal space. A little too close for comfort. Well, we are not the only ones who need just the right amount of space around us to be comfortable. This also applies to the characters in the words we read everyday, and is much more important than you might think.

When reading text, our eyes don’t actually process the shape of each character, but the negative space that surrounds it. This is why it is important for this space to be evenly distributed. Not only does this give the text a more polished look, but is more comfortable on the readers eyes, as it creates a consistent rhythm, increasing legibility. If this rhythm is broken, the readers’ eyes struggle to decipher the shapes, which now have an inconsistent structure, causing a negative experience for the reader. This is especially important in headlines, where bad spacing is that much more evident.

The practice of adjusting the space between the individual letterforms is referred to as kerning. Kerning can be a tricky task, due to the varying shapes of the characters, but can be successfully achieved by a professionally trained designer. In a well-kerned font, the spaces between each letterform will have a similar surface area. Most well-designed fonts have kerning that has been built in, to a certain degree, by the font designer. Additional kerning adjustments will need to be made, however, as all letterform combinations cannot be anticipated by the font designer.

Although subtle details, such as kerning, are not normally in the front of a client’s mind when having a project designed, it is these small details that separate good design from poor design. The objective of design is to communicate a message and create an experience for the viewer. Often, the less obvious elements are those that generate the most positive experience, and ensure the message resonates effectively with the audience. As in all good design, such as architecture, it is essential to begin with a strong structure, which will support the aesthetic.

This is the kind of quality you can always expect from the creative team at BANG! creative.

So remember… what is keming? bad kerning.

Wine Label Graphic Design ECO wines Peele Island Winery by BANG! creative strategy by design

Pelee Island Label Design by BANG! creative® Hits the Shelves at the LCBO!

David O'Connell design thoughts, marketing thoughts

The BANG! creative® team is pleased to have had the opportunity to work with Ontario Winery, Pelee Island, in developing a new look for their ECO wine bottles. The new labels hit shelves this month at the LCBO replacing the existing “Eco Trail” labels.

The primary focus when developing these labels was to develop a clean, simple, yet elegant design. The name has been condensed from Eco Trail, to simply ‘ECO’, which phonetically has strength, and is easy to remember. The word mark is a composite of flora and fauna silhouettes, with everything from birds, mammals and amphibians, to ferns, trees and berries. The (Pelee Island) cricket frog has been retained on the label, (as a die cut silhouette), linking back to the original design and the significance of the island as a special habitat for unique species.

Pelee Island is an award-winning winery, operated by one of Canada’s winemaking pioneers. Pelee Island currently has many delicious wines on the shelf at the LCBO, and the BANG! creative® team is excited to continue working together with Pelee in the future. Keep your eyes open for ECO and other Pelee Island wines next time you are at the LCBO!

Thompson House Milton Building BANG! creative strategy by design

BANG! creative® Adds a Little Flare to Downtown Milton with the Design of New ‘Live, Work, Play’ Banners.

David O'Connell design thoughts

Downtown Milton Banner Branding by BANG! creative strategy by design

The BANG! creative® team has designed a set a banners for the Milton Downtown Business Improvement Area (DBIA) that are displayed along Main Street to promote living, working and playing in Milton. The theme ‘Live, Work, Play’ reflects what Downtown Milton has to offer to residents.

The banners were developed by BANG! creative® pro-bono for the DBIA. “It is important to us to give back to our community and assist with the beautification process of the downtown core”, states David O’Connell, BANG! creative communications.

“The new banners promote downtown Milton as a preferred place to work, shop, dine and celebrate life with your friends, family and community,” says Donna Danielli, Executive Director of the Milton DBIA.

The banners also feature artwork by local resident and artist Ann Kornuta. “The three separate designs capture the character and historic charm of downtown Milton, while at the same time showcase local, Canadian art.” says Danielli.

The DBIA will display 36 banners along Main Street, which will contribute to the effort to revitalize the downtown area.