OUR WORK: A VIDEO MONTAGE

SHOWCASE: STLCC RADIO SPOTS

While in the midst of developing a new brand for one of the nation’s leading community college systems, they asked us to generate interest in some specific programs. We created these fun “theatre of the mind” style radio spots. Who doesn’t love channeling The Big Lebowski’s “Dude” every now and then? What’s even better, these messages broke through all that typical radio clutter and were noticed.

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STLCC > “I’m a Compound!”

STLCC > “Hey… Take It Easy!”

SHOWCASE: THE GODDARD SCHOOL BRAND RELAUNCH

Voted as the number one franchise company in the country by a leading trade magazine, The Goddard School brand has long enjoyed a positive reputation as a leader in franchising and in providing premium childhood development.

Yet, as with any great brand, necessary refinement to stay ahead of changing markets and customer expectations became a priority. Moving into Goddard’s 25th year, UPBrand was asked to help this leading national brand refresh its approach – leveraging its strengths while helping to propel it forward in terms of image and school enrollment.

The new approach includes a message platform that clarifies the brand promise and attributes, a tagline and key message points that help deliver on the expectations of their customer base.

UPBrand refreshed the logo and iconography and developed a powerful new signature style for the brand.

Our first implementations of the new branded approach includes national television commercials, responsive designed website and supporting sales collateral.

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THREE LEGS TO THE UPBRAND PLATFORM: INTERPRETED

We created this poster series to drive home the three areas of focus at UPBrand in a visceral, fun way. Our three-pronged approach is essential to the success of the brands we have the privilege of servicing every day, wrapping them in the highest quality touch.

From top to bottom, the posters address our manifold commitment to:

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STRATEGY >> Strategic brand elevation built on active listening.

SERVICE >> Delivery that makes you look like a rockstar.

CREATIVE >> Solutions that are as beautiful as they are effective.

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SHOWCASE: STL SYMPHONY SAVE POWELL HALL CAMPAIGN

UPBrand was given the challenge of bringing Prokofiev’s little known Scythian Suite to potential patrons in a way that would create interest and excitement in the performance and result in an increase in ticket sales.

Our approach was designed to embrace the progressive nature of this piece by raising awareness for the performance using a tone, style and methods atypical of traditional symphony marketing.

UPBrand created a tongue-in-cheek campaign meant to capture attention in an unexpected, irreverent yet fun manner… inspired by the pure power of the music and its possible impact on Powell Hall (and concertgoers).

We delivered the message to audiences through a spoof video showing the doors being blown off of Powell Hall during rehearsal as well as digital and traditional billboards, radio, wheat paste posters, bus shelter posters, social media promotion, and direct mail.

All campaign elements drove back to a central campaign microsite designed to generate interest in Scythian Suite and ultimately drive ticket sales.

The campaign was a huge success. Many more tickets sold than what would have otherwise been possible. And, the campaign caught fire online – reported on by several regional and national news outlets.

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Coverage…

The Riverfront Times says:

“Save Powell Hall: Concert Marketing Doesn’t Get Any Better Than This”

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The Boston Symphony tweets: “Ha. Ha. Amazing.“

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An LA arts and music blog crows: “…By far, the best orchestral marketing and advertising effort I’ve seen lately — probably ever — is St. Louis Symphony’s “Save Powell Hall” campaign.”

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STLMag.com states: “If we don’t take action now, Powell Hall is going to explode.”

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St. Louis Business Journal says: “St. Louis Symphony uses surprise, humor to promote concerts”

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SHOWCASE: KENT PRECISION FOODS REBRAND

Over the course of twenty years, Kent Precision Foods Group quietly grew into a leading provider of specialty food products to all segments of the foodservice industry. Their brands became household names in the segments they served. However, the sum of those parts didn’t add up to the combined equity needed to move KPFG towards its aggressive growth objectives.

UPBrand was brought in to formulate a new strategy. Our discovery process led to recommendations for a streamlined brand architecture and positioning strategy designed to create crossover equity of branded products, and to create a more evident synergy between KPFG divisions.

This new approach inspired a reconceived visual approach for the company and its flagship product brand, Foothill Farms.

The company’s visual identity now represents a new level of cohesiveness. Using a branded color approach to the signature style, the identity is brought together with a geometric icon that symbolizes the synergy of the divisions working together.

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SHOWCASE: FOOTHILL FARMS BRAND RELAUNCH

As part of the brand refresh program for Kent Precision Foods Group, one of the company’s leading brands, Foothill Farms, also underwent an overhaul. All of the brand’s cues are designed to convey the great tasting fresh quality of FHF products while highlighting one of the brand’s differentiating characteristics – the ease of use for chefs and other kitchen staff. Hence, “Versatility is Delicious”.

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GREAT STORYTELLING MEANS BRAND ADVOCACY

We align your brand touchpoints through meaningful storytelling. That means a real and truly authentic brand.

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Generating engagement with a brand relies on its relevance. Relevance is driven by authenticity. Authenticity is best delivered through powerful storytelling across media and experiences.

SHOWCASE: PROPPER TACTICAL BRAND LAUNCH

Founded in 1967, Propper International is one of the largest official suppliers of apparel to the United States armed forces, manufacturing 120 million garments for the U.S. Department of Defense – Army, Air Force, Navy, Marines, Coast Guard and Special Forces. It’s that focus on intelligent garments that perform in real-world situations that also makes Propper a perfect fit for the law enforcement community.

This brand launch represents an exciting new tactical focus for Propper specifically catering to that community. The approach shown here is rich, textural and “engineered” with a clear lifestyle focus. Propper was looking for something genuinely different with this; something real for a real, savvy consumer target audience. The iconography and brand elements here speak to the concept of a “tactical system” with integrated imagery and clarity of purpose. Sleek, tactile textures bring touch and a decided sense of quality to the piece while the white graphic bar overlays underscore the central concept of the rank of “officer.” This is a bold, smart brand for well-engineered gear built to serve today’s intelligent tactical law enforcement professionals.

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SHOWCASE: STL SYMPHONY BRAND RELAUNCH

This 130-year-old world-class organization needed to reposition and rebrand. Our research led to several critical recommendations including a re-composition of the brand architecture, creating a new visual identity and supporting message platform.

To warm up the brand’s personality, the word “orchestra” was dropped and “Saint Louis” abbreviated. We amped up the energy level by adding “Live at Powell Hall” to the master brand identity… tapping into the emotional connection so many members of the audience feel for this amazing venue.

Our roll out effort included direct mail, a new web presence, brandumentary film and TV spots.

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STL Symphony Brandumentary

SHOWCASE: PARIC CORPORATION BRAND RELAUNCH

Despite the dark days in the real estate and construction markets post 9/11 and the crash of 2008, Paric Corporation continued to build their reputation as a regional construction leader. In 2011, Paric leadership looked to UPBrand to help position the Paric brand for future growth.

This effort led to the development of a new strategic message platform, tagline, logo & iconic mark, signature style and “brandumentary” video.

We developed a unique “A” letter form in this approach as a storytelling device – through three intended visual metaphors: the cupola of a building, a pencil and an ascending arrow. Each one meant to represent a different dimension of the Paric experience from the literal to symbolic.

The icon uses design cues from the art deco and machine age visual traditions to create an icon that is at once classic and interesting. This icon is also a “badge,” creating something that is visually very “tight.”

The brandumentary tells the story of the new brand through the voices of key clients as well as members of the Paric team from across the company.

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WE’RE ORGANIZED AROUND YOUR BRAND LIKE A SLEEK 3 PISTON ENGINE

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Our core competencies address every touchpoint to drive authenticity and true relevance.

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01 BRAND STRATEGY AND PLANNING:

Market Research, Target Audience Profiling, Brand Positioning, Cohesive, Message Platforms, Brand Experiences, Advertising & Marketing Planning

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02 BRANDING IDENTITY AND EXPERIENCE:

Design, Digital, Interactive, Broadcast, Video & Motion Graphics, Print, Social, Out-of-home, Direct, Viral/Guerrilla

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03 SERVICE AND PRODUCTION:

Expectations Gathering and Dissemination, Estimating, Budgeting & Reconciliation, Production Planning, Resource Allocation & Management, Administration & Coordination, Shoulders to Cry On

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SHOWCASE: ONSHORE OUTSOURCING BRAND LAUNCH

This innovative little company based in rural Missouri developed a completely unique model for providing outsourced technology services to major organizations.

After totally disrupting the market and garnering positive attention from major industry players and officials in the White House, Onshore had created a new industry segment that was becoming filled with imitators. As the trailblazer, it was time to refresh and reposition the brand to confidently grow.

As many entrepreneurial enterprises go, Onshore started out with a powerful vision and grew without the benefit of a cohesive brand strategy.

We developed a new strategic message platform, tagline and revised naming strategy that would help Onshore better position itself and deliver a consistent, cohesive and compelling story.

Using the new strategy as a launching platform, UPBrand developed a completely fresh visual approach including a new logo and signature style that set the tone for our redesign of the website and a range of brand roll-out, advertising and sales materials.

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OUR CORE BELIEFS

INVENTION:

We create relevant storytelling with intelligent new visual and verbal concepts that truly engage.

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FLAWLESS EXECUTION:

We deliver design, copy and production of the highest quality: on time, on budget, error-free and on target.

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INTEGRITY:

Honesty in our dealings, honesty in our work is our only policy.

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COLLABORATION:

Working together amongst ourselves, with partners and with our clients is more effective and fulfilling than working alone.

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CROSS EXPERIENCE:

Perceptions created, relevance elevated, objectives achieved… from brand essence across media. We think about every touchpoint of your brand.

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UPBRAND.COM

SHOWCASE: THE PEAR TREE IDENTITY AND PACKAGING

Nestled in the quaint Northern Missouri town of Bevier, The Pear Tree for decades has drawn crowds of people from around the country in search of its world class dining and service. At the urging of their long-time supporters, they decided to make some of their raved about sauces, seasonings, dressing and croutons available through retail. Our approach to packaging is meant to balance a rich elegance with a contemporary sensibility much like The Pear Tree and its fine creations. We have shown both final packaging designs here for both dressings and croutons as well as two conceptual approaches that were a part of the design discovery process.

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SHOWCASE: MONSANTO FUND REPORT

Improving lives around the world with a focus on critical needs and education, that’s exactly what the Monsanto Fund has been doing since 1964. It’s about strengthening the communities where they live and work and making a difference in meaningful ways for the members of those communities every day.

UPBrand was chosen to help tell that story in both the print and digital versions of the most recent Monsanto Fund Report. The report details stirring examples of the Fund’s philanthropic outreach. We captured the spirit of those projects through a strong central concept,  a new, more visually engaging style and directing high quality photography meant to depict the compelling nature of the individual stories being told throughout the report. This required orchestrating shoots in multiple locations worldwide, in multiple hemispheres simultaneously… all resulting in a consistent style and great storytelling around the good that the Fund is doing.

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SHOWCASE: PCL “HORIZONS” MAGAZINE

PCL Construction: the largest construction company in Canada, the 6th largest in North America and a $6 billion enterprise. This highly praised international construction giant asked us to help them further strengthen their brand position in the U.S. and abroad. This redesign of their flagship magazine generates awareness and interest in PCL’s expansion into new regions of the world marketplace as well as establishing their clear place as world-class thought leaders for the construction industry. The new look establishes a fresh, more contemporary and engaging outreach tool for them.

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GREAT STORYTELLING IS BUILT ON SMART STRATEGY AND SOLID DATA.

Data inspires strategy, which inspires and contextualizes creativity. Unite a range of perspectives and you’ll tell an accurate story.

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SEVEN BLIND MEN seated at a café in a far-eastern bazaar loudly lamented the fact that they had no idea what an elephant looks like.

“Being blind, we can never actually SEE an elephant, but if we could just touch one then we would know what it was like,” one man sighed.

Hearing their lament, a merchant approached the men and said, “I know a man nearby who has an elephant. I can take you there, if you would like.”The seven men were surprised and happy. Hand-in-hand the group followed the merchant to the elephant.

Forming a circle around the large animal, each man reached out a hand to touch the beast. One touched the ear, another the legs, still another the trunk; each man in turn, touching what was in front of him. All of them beamed thinking, “I now know just what an elephant is like.”

Back at the cafe, the blind men sat to discuss just what the large animal was like.

The man who touched the ear of the elephant started, “The elephant is like a broad, flat straw fan, thin and leathery.”

The man who was in front of the legs retorted, “Not so! The elephant is like the knotty trunks of two great trees.”

A third who held the elephant’s trunk corrected, “You are both wrong. The elephant is like the coils of a thick snake, winding and strong.” And so it went, the blind men never reaching any agreement on what the animal was like.

Truly, they needed to pool all of their perspectives.

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AT UPBRAND, WE UNITE A RANGE OF PERSPECTIVES TO GET YOUR BRAND STORY RIGHT.

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SHOWCASE: PARKWAY SCHOOLS REBRAND

Parkway School District has long been viewed as one of the top public districts in the country. As part of their on-going evolution, they embarked on an ambitious strategic planning process that led to the re-conception of the core elements and process of delivering a top-notch public education.

Having codified their new direction, it was time to generate excitement about the new approach among the community and their key constituents.

The opportunity we revealed for Parkway was that this new plan signified a new day… and an opportunity to create a whole new, fresh image for the district whose image, though still very positive, had become a bit stale.

In addition to a new message platform, we also developed a new tagline, logo & mark, along with a new signature style and brand standards for implementation.

UPBrand then created a powerful storytelling device in a brandumentary that used as part of roll-out events and meetings throughout the community (and posted on Parkway’s new site).

The new identity and strategic plan have been well received and Parkway’s internal team is now implementing the new brand standards across their entire enterprise.

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SHOWCASE: CONNEXIO MEDIA BRAND LAUNCH

Breaking down long-held assumptions and barriers to communication is often the work of good branding. That was exactly our assignment in helping this new digital signage company crack the education market. With the right story based on a smarter business plan and a compelling visual approach, we were able to help this start-up turn the skeptics among university decision
makers into believers… to help them improve communication – creating safer, more vibrant campuses.

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