Case Studies

The Challenge

Beveridge Seay began working with Pre-K Now when it was an early idea within The Pew Charitable Trusts. Pre-K Now wanted to distinguish its image from the overused clichés associated with children’s educational advocacy. Instead of using stereotypical crayon drawings and Comic Sans fonts, the organization wanted to present itself as a serious national advocacy group.

The Process

Beveridge Seay’s approach began with intensive discussions with Pre-K Now staff about long-term goals and communications strategies. From there, we moved into the development of the Pre-K Now logo, color set, typographical conventions, and blog.

The Implementation

This project spanned several years of brand development, starting with naming, brand positioning and messaging. Implementation followed across the website, signage, publications and broadcast media. Over the course of the project, Beveridge Seay has designed annual reports, blogs, brochures, posters, and even toys for Pre-K Now.

The Results

Pre-K Now has enjoyed a high level of success with states increasing funding for pre-k by more than $1.2 billion in the last two years alone. The Pre-K Now brand has shown its flexibility in numerous contexts, including a virtual conference hosted by George Stephanopolous. Three years after the launch, Pre-K Now continues to rely on Beveridge Seay for the implementation of the brand across all media.

Background

Beveridge Seay has been a key partner in the development and maintenance of the ExxonMobil family of brands since 1981. Our work with ExxonMobil encompasses a list of prominent global consumer brands, including Mobil 1, Mobil 1 Lube Express, On the Run, ExxonMobil Aviation, and Synergy.

The Implementation

From reviewing the implementation of brick-and-mortar retail outlets to unifying the color system for Exxon, Esso, Mobil, Imperial, and General, Beveridge Seay’s work has brought ExxonMobil the kind of brand consistency and brand power that one would expect from a Fortune 100 company.

The Results

Over the years, Beveridge Seay’s attention to detail and brand vision have helped ExxonMobil define, articulate, and communicate its core marketing brands: Exxon, Mobil, and Esso.

The Challenge

The scientific community utilized research from ILSI North America on a variety of issues, but it was often unaware that the Institute could also provide information on tangentially related subjects. Each ILSI program committee was operating in a silo, which made it difficult for one research area to connect with another. ILSI North America required a solution to tie together these focus areas and the research and reports they generated.

The Process

Beveridge Seay created a modular communication system to build a unified brand for ILSI North America.

The Implementation

The program included developing new identifiers, a literature program, an updated web presence, and comprehensive brand and identity implementation guidelines. The new system allows ILSI North America’s individual committees to maintain their own, yet interrelated, brands through a system of typography and color.

The Results

In an expanding effort of the Health and Wellness Program, Beveridge Seay is working on the development of consumer-focused books to educate consumers and health professionals on daily healthcare issues like oral and systemic health, skin care, and sleep health. Targeted for completion in the spring of 2007, these books will be a valuable touchpoint for self-care education.

The Challenge

Health e-Lunch Kids came to Beveridge Seay with an innovative concept and the beginnings of an online ordering system that had a long way to go.

The Process

As a start-up, Health e-Lunch Kids has a tough road to climb. Beveridge Seay has helped to focus efforts on the customer experience via surveys, customer interviews, and carefully adjusting the product road map to match business goals. In addition to customer-facing projects, Beveridge Seay is also working with Health e-Lunch Kids to develop good business process, software development process, and good design practice in general.

The Implementation

The technology behind the ordering system is impressive, leveraging the power of Adobe Flash and Web Services. Since the custom, nutritionist-developed snacks and lunches change monthly (with names like Terrific Tiny Turkey Dogs), the ordering system provides parents with a database-driven, up-to-date, standardized, nutrition facts label.

The Results

Within weeks, Health e-Lunch Kids was accepting orders online, and seeing business start to grow.

The Challenge

Georgetown University approached Beveridge Seay with the task of reinventing a static and ineffective website. Georgetown wanted an online destination that would connect the Office of the President with students, professors, media, and local, national and international dignitaries.

The Process

We were told to think big, and we did. We began by embarking on a series of extensive discovery meetings with students, faculty, staff, and anyone else at Georgetown who would sit down with us. We attended events to get a feel for the way the President interacted with the world around him.

The Implementation

As with every project, Beveridge Seay facilitated a detailed process at Georgetown that included the following process stages:

• discovery and research
• persona development
• concept and taxonomy development
• content mapping
• articulation of the brand position, promise, and statement
• articulation of brand assets such as photography, typography, and color
• development of a project blueprint

The Results

Our work at Georgetown led to a new awareness of the need for the 200-year-old university to talk about its involvement in the global community, where a complex network of nationalities work together on solutions to truly global problems.

The Challenge

NPRA, a 100-year-old trade association, needed help unifying a membership base with very different interests and priorities. Organization messages had grown stale, outreach was inconsistent and they had not updated their visual identity in over 50 years.

The Process

Beveridge Seay helped NPRA update its brand strategy and identity to more effectively represent the interests and goals of its membership.

The Implementation

Beveridge Seay employed creative ways to disseminate NPRA’s new message to its members and potential members. A Flash-generated “video” was engineered to launch the new campaign at its Annual Meeting. In addition, a new website was created, with Beveridge Seay guiding the information architecture and graphic presentation.

The Results

The updated meetings materials in particular were quite effective, enhancing the refreshed identity with cleaner messaging and a unified look and feel.