The Association of Washington Business (AWB)
Copy to come ...
Project began with creating an umbrella brand that supported service-oriented sub-brands. In doing so, the original logo (which held some equity) was refreshed to become modernized and include a "tabbed" system that would lead to color coding of sub-brands over time. Each mark was then tagged with a descriptor of services offered—allowing membership to easily direct needs to the appropriate area of the association.
(Inspired by old logo and OfficeMax tabs)
Each sub-brand, and the mother brand, received a coordinated and customized set of business materials. This corporate identification system contained: letterhead, e-letterhead, envelopes, business cards, correspondence cards, name tags, memo pads and more.
(Inspired by new AWB brand standards and Vera Wang stationery)
A member outreach brochure followed. It detailed the many attributes of the organization, featured member profiles as examples of best-practice outcomes,contained the color tabs for branding outcomes to departmental efforts and made use of two separate cover options—one for general business and the other for manufacturers. The piece was hardworking, as it also served membership in new member acquisition by allowing a business card to be inserted in the back cover.
(Inspired by new AWB brand standards and Battlestar Galactica-esque rounded corners)
The annual report was perhaps the funniest piece to concept and direct. It made use of infographics to communicate key points. Though it appears to be sparse in color, it was designed to make the most of 4-color process while appearing conservative in design. Our enthusiasm for the project showed—we won a Magnum Opus Award for Best Annual Report.
(Inspired by the 2007 Feltron Annual Report by Nicholas Felton)
The Association of Washington Business is also Washington State's Manufacturing & Technology Association. In 2008, a tax study was done and the results were promoted by the association to manufacturers statewide. The challenge of the project was condensing the copious information into quick proof points, under a tight deadline. Though it cannot be seen here, the paper choice made a big difference. A toothy and thick stock allowed for a warmth that connected to our real people concept.
(Inspired by the paper and the group of imagery that hung together)
