E2: Case Studies

(RED)'s process and strategy: harnessing the private sector and partnering with successful global brands to eliminate AIDS in Africa was the big idea conceived by B____ and B____ Shriver. Bono calls it "conscious consumerism." Their new business model had three overarching principles: deliver a source of sustainable private sector income to the Global Fund, the acknowledged leader and expert in financing the fight against AIDS; provide consumers with a choice that made giving e____ at no extra c____; and generate profits and a sense of p____ for partner companies. Brand partners pay a licensing fee for use of the (RED) brand, which they then use to m____ and market their (RED) products. The fee does not infringe on the amount of money sent to the Global Fund.

Bono, Bobby, effortless, cost, purpose, manage

Global Handwashing Day (October 15) was created by the Global Public-Private Partnership for Handwashing (PPPHW) to motivate and mobilize millions of people around the world to wash their hands with soap. PPPHW is a coalition of international handwashing stakeholders established in 2001.

October 15

Local Projects working with Diller Scofidio + Renfro envisioned an interactive tool, "the P____." Visitors use the tool to collect any museum object or to design and draw. Visitors receive the Pen with their admission ticket, which contains a dedicated URL to access their present and future curated collection. To convert the concept into a robust piece of consumer hardware, Cooper Hewitt worked with Bloomberg Philanthropies and a global team of technologists and experts.

Pen

Vueling Airlines SA serves over one hundred destinations in Africa, Asia, and Europe, and is currently the second-largest airline in S____. The company was founded in 2002 and is headquartered in Barcelona, Spain.

Spain

Credit Suisse: we are built on a strong 160-year S____ heritage of entrepreneurial spirit and innovation. We strive to anticipate client's needs and to offer them tailored solutions and insights.

Swiss

Founded in 1900, Mack Trucks is one of North America's largest public manufacturers of heavy-duty trucks, engines, and transmissions. Mack trucks are sold and serviced in more than forty-five countries worldwide. Mack is part of the V____ Group, one of the world's leading manufacturers of trucks, buses, construction equipment, and marine and industrial engines.

Volvo

CSA cocreated a suite of visual assets that could work a____ channels and devices, including motion tools and infographics. CSA partnered with Reza Ali, a digital media artist who uses algorithms and key codes to create parametric art, to distinguish practice areas on the website. Instead of using stock photography, BCG partnered with EyeEm, a global community of photographers, to source other thought-provoking i____. They brought in photojournalist Paolo Pellegrin to capture moments in the global consultants' lives. CSA also designed social asset templates to make posting on social media easier, and introduced a simple navigational structure for BCG.com.

across, images

Boston Consulting Group: in an increasingly complex world, we go deep to unlock insight and have the courage to a____. We genuinely want to help our clients and each other succeed. We are shaping the future. Together.

act

Credit Suisse's results: by developing a system of foundational elements for the Credit Suisse brand, the global marketing team is able to deploy a robust system of marketing tools to put the brand in a____. There is more confidence in the brand system, and during eighty-four global training workshops in thirteen worldwide locations, employees embraced the r____ as "vibrant, dynamic, and global." The Future at Work recruiting video garnered a 72 percent positive response in testing. The Financialist, a daily online newsletter, increased high-net-worth customer engagement by 54 percent and social media penetration by 22 percent

action, refresh

Peru's results: Peru's new image was launched nationally in March 2011 by means of an advertising campaign created by Young & Rubicam. Today the new identity is visible throughout the country. Tourists are greeted with it in a____ and train stations, and citizens of all ages and means wear Peru-brand T-shirts. The campaign has engendered a widespread sentiment: "I am proud to be Peruvian." Working together, the public and private sectors continue to build tourism and exports and position Peru in the global marketplace

airports

Smithsonian Natl. Air & Space Museum's results: the museum opened its newly renovated Boeing Milestones of Flight Hall to the public during its fortieth-a____ celebration event, and thousands of visitors experienced the huge interactive touchscreen on opening day. The digital ecosystem strategy was launched in concert, facilitating better workflow and content management. In the first two months, the wall was touched over a million times. Half a million of those touches were different objects, in 200,000 categories. The new website has had over three million page views

anniversary

In 2010, Lab'Bel was created to be the a____ laboratory of the Bel Group. Lab'Bel was born out of a keen desire to engage the parent company in a broad policy of support for contemporary art. Lab'Bel works with visual artists and actors from the world of contemporary art that combine humor, impertinence, and the unconventional, and has begun to build a unique position in the world of French cultural patronage.

artistic

Wolff Olins was engaged to work with Bobby Shriver and his team to paint a vision of the new brand and develop a strategy to a____ founding partners, and to create a unique brand expression that allows (RED) to i____ with iconic brands in a way that allows them to be themselves, but also to be (RED).

attract, interface

Global Handwashing Day's goals: raise a____ of the benefits of handwashing with soap; foster a global culture of handwashing with soap; develop a unique visual identity without t____; appeal to adults and children around the world; create g____ for future stakeholders.

awareness, text, guidelines

Cooper Hewitt Smithsonian Design Museum's creative solution: the new name, visual identity system, and website needed to be launched b____ the museum reopened. Pentagram designed a bold new w____ and brand architecture system for all physical and digital communications. A new collaborator, the type foundry collective Village, was engaged to develop a proprietary Cooper Hewitt typeface family inspired by the wordmark. Pentagram also began to address wayfinding. The signage and environmental graphics program needed to creatively address historical landmark constraints. Cooper Hewitt wanted to develop a unique visitor innovation that would emphasize play and make the design process come a____.

before, wordmark, alive

Laughing Cow's results: during the 2016 international art fair in Paris (FIAC), Lab'Bel unveiled Jonathan Monk's collector's edition box in a space designed in collaboration with the artist to resemble a mini-supermarket. By bringing contemporary art to the broadest audience possible in a way that's original, offbeat, and frequently irreverent, the collector's edition box project epitomizes the philosophy of Lab'Bel, and continues to blur the b____ between consumers, collectors, and art lovers.

boundaries

(RED) embraces b____ and empowers the consumer to choose products that raise money for the Global Fund to help eliminate A____ in Africa.

brands, AIDS

The brand's primary colors of shell and black are inspired by the stark exterior of the b____. The brand's secondary color palette celebrates the vibrancy and energy found i____ the Sydney Opera House. Bright and diverse, the palette allows communications linked to specific performances to take on the color and mood of the performance itself. Jørn Utzon, the architect, had v____ of a building filled with color.

building, inside, visions

GLobal Handwashing Day: we encourage c____ to be agents of change in their homes, schools, and communities around the world. Clean hands save lives—more than any single vaccine or medical intervention.

children

Ansible's internal core beliefs: simply c____, simply fast, simply complete, simply e____, simply secure

clear, efficient

More than thirteen leading design firms would begin work with the Board of Trustees, the director, and all staff to envision a new future. While the museum was c____ for three years, it continued to curate traveling exhibitions to reinforce its position as the preeminent museum and educational authority for the study of design. Pentagram began the identity process by working on the name. By r____ "National" with "Smithsonian" and eliminating the hyphen in Cooper-Hewitt, the identity would be strengthened and simplified.

closed, replacing

(RED)'s goals: harness the power of the world's greatest c____ to eliminate AIDS in Africa, develop a new business and brand m____, develop a source of sustainable private sector income for the Global Fund, make it easy for consumers to p____, inspire partner companies to participate.

companies, model, participate

Ansible believes that c____ kills i____

complexity, innovation

The Boston Consulting Group (BCG) is an American worldwide management c____ firm and privately owned company with more than eighty offices in forty-eight countries. The firm advises clients in the private, public, and not-for-profit sectors around the world, including more than two-thirds of the Fortune 500

consulting

Shifting Perspectives, the new c____ brand idea, encourages the brand to offer thoughtful comparisons. Make provocative statements. Pose what if's, ask why not's, and come at everyday messages from creative and surprising angles. It welcomes the visitor in, all-inclusive and warm, before inviting them to try something new, think again, and get involved with performing arts culture.

core

Laughing Cow's goals: continue the tradition of innovation and c____; bring contemporary art to the b____ audience; epitomize the Lab'Bel, the artistic laboratory of the Bel Group; mark the brand's 2021 100th anniversary.

creativity, broadest

Global Handwashing Day's process and strategy: handwashing with soap is among the most effective and inexpensive ways to prevent diarrheal diseases and pneumonia, which together are responsible for the majority of child deaths around the world. Global Handwashing Day was established in 2008 by PPPHW to motivate people around the world to adopt handwashing with soap. Once October 15 was designated as Global Handwashing Day, PPPHW decided that a unique and ownable visual identity was needed for the global campaign. The identity had to translate easily across multiple c____ and languages to communicate its powerful, life-saving message. Procter & Gamble (part of PPPHW's international coalition of stakeholders) and its Safeguard brand team asked Landor to create an identity for an a____ campaign that would help transform handwashing with soap from an abstract good idea into an automatic behavior performed in homes, schools, and communities worldwide. The firm began its process by auditing other successful behavior-changing global campaigns to establish design criteria.

cultures, annual

Peru's process and strategy: a task force initiated by Promperu (Peru's exports and tourism promotion commission), the Ministry of Foreign Affairs, and Proinversión (the private investment promotion agency) was tasked with building the nation's brand and communicating a d____ brand promise. FutureBrand was engaged to provide positioning, brand strategy, and design services for the country with the long-term goal of building tourism, exports, and investments. The research process included multidisciplinary global, national, and local p____ from a broad team of experts. Tours of archeological districts, tourism sites, museums, and various manufacturing areas included interviews with different stakeholder groups. FutureBrand developed various positioning platforms that were evaluated in eight Peruvian regions and seven cities in prioritized external markets.

differentiated, perspectives,

Smithsonian Natl. Air & Space Museum's process and strategy: the National Air and Space Museum hosts more than eight million visitors a year, and has thousands of the most iconic objects in air and space history. How do you excite and educate a new generation of visitors who weren't alive when these objects made history? How do you help visitors engage with the objects, both onsite in Boeing Milestones of Flight Hall, and before their actual visit? Bluecadet, a d____ experience firm, was retained to conceptualize a new memorable experience, and to develop a digital ecosystem that would allow for a range of dynamic content that could change quickly and be maintained across platforms and departments. Bluecadet worked closely with a cross-disciplinary, cross-departmental group of curators, space and aviation experts, and teams from digital, marketing, and exhibitions. The discovery phase included staff i____ across departments, content audits of current platforms, and a review of analytics.

digital, interviews

Action Against Hunger's process and strategy: for almost forty years, Action Against Hunger has led the global fight against hunger. Founded in 1979 by a group of French activists, it has been known as ACF (Action Contre la Faim). As with many multicountry NGOs, it had a complicated mixture of local country names. Johnson Banks was retained to "find common ground," so that no matter where one would see ACF, it would look and sound the same. Johnson Banks led many d____ and workshops about what needed to happen for the organization to represent itself as truly global: either everyone had to adopt the ACF name, or each country needed to adopt Action Against Hunger in its local language. Johnson Banks was looking for a rallying cry that could work in many languages, and realized there is a "for" and "against" in every language. In addition to being flexible, the new nomenclature and theme were more emotive, and clearly answered the question, "Why are we here?" For action against hunger.

discussions

Smithsonian Natl. Air & Space Museum's goals: create a digital e____; reimagine the v____ experience; celebrate the museum's f____ anniversary; surface stories connected to the collection; revitalize the website and ap

ecosystem, visitor, fortieth

Laughing Cow's creative solution: between now and the brand's 100th anniversary in 2021, Lab'Bel has planned a series of collaborations with major contemporary artists, each of whom will design a collector's e____ box. Each box is made available to thousands of consumers and collectors at the standard retail price in select stores in France and Germany. This unusual venture is a way of making art more accessible to a broader public, and offers the public a choice: to eat the content or to c____ them.

edition, collect

Boston Consulting Group's creative solution: to meet the challenge of "How do you get people interested in working at BCG?," CSA developed an integrated recruitment platform that included connection e____, compelling s____, tools for introducing BCG, conversation starters, an advertising campaign, and an interactive case library. After CSA completed the recruitment microsite, they began to tackle the e____ digital experience. In close collaboration with BCG, the firm led innovation workshops to bring other partners into the creative process.

events, stories, entire

Ansible's creative solution: working with the Ansible team, New Kind developed a brand messaging architecture and story, and began to imagine a visual identity for the brand that would strengthen the key story elements of simplicity. It was critical for the brand message to convey that e____ could use this powerful technology—not just a privileged few. A key strategy of the visual identity design was to e____ and excite the community that was already contributing to the technology. The brand had to appeal to a passionate community that would hopefully d____ it on laptop stickers, T-shirts, and social media feeds in order to grow the c____ and the brand organically.

everyone, engage, display, community

From its cities and towns to the Amazon River basin and the Andes Mountains, Peru is a multicultural nation in the midst of e____, change, and transformation. Located in western South America, Peru has a population of 31.7 million. The country's main industries include agriculture, fishing, mining, and manufacturing. Commonly spoken languages include Spanish and Quechua, among others.

evolution

Action Against Hunger, a global humanitarian organization committed to ending world hunger, was founded in 1979. Working in nearly f____ countries, the organization helps malnourished children while providing communities with access to safe water and sustainable solutions to hunger. In 2015, more than 6,500 field staff assisted more than 14.9 million people.

fifty

Credit Suisse is one of the world's leading f____ services providers. As an integrated bank, Credit Suisse offers clients its combined expertise in the areas of private banking, investment banking, and asset management. Founded in 1856, it has a global reach, with operations in over fifty countries and 48,000 employees from over 150 different nations.

financial

Laughing Cow's process and strategy: in 1921, Leon Bel, the son of the founder of Bel Group, formerly Fromageries Bel, trademarked the Laughing Cow. This patent was the very f____ branded cheese product registered in France. In 1923, a famous illustrator, Benjamin Rabier, created a drawing of a laughing cow that contains most of the characteristics that make the brand so recognizable to this day: humor, the color r____, the earrings, and the mischievous eyes.

first, red

(RED) was born from f____ and a____, ambition and heart, and the sheer will to make the i____ possible

friendship, anger, impossible

Action Against Hunger: we have led the g___ fight against world hunger, taking decisive action against the causes and effects of hunger, because the poor and malnourished are the victims of political and social turmoil, natural disasters, and inequality.

global

Southwest's results: in 2014, Southwest announced the humble and bold heart as its brand symbol, crystallizing its business philosophy and showing the world that what started Southwest is exactly what will lead them into future—treating people more like people. Southwest was built on the idea that people come first; now they're showing the world that a little h____ goes a long way. More than ever, travelers know they're flying with people who care—no matter where they sit

heart

Southwest's creative solution: Lippincott identified the h____ as Southwest's most potent symbolic asset. They chose to use the heart to make a b____ statement—for the heart to become a truly iconic symbol. The heart—thoughtfully utilized at moments of connection—is the identity's e____ punctuation. In the customer experience, it signifies what makes the brand unique: a p____ touch. Surrounding it is a redesign of Southwest's livery, in flight materials, airports, and website. From planes to peanut packaging, the refresh is modern and true to Southwest's DNA—confident, authentic, and full of personality.

heart, bigger, emotional, personal

Vueling's results: at launch, Vueling achieved the h____ capitalization to date by a new airline in Europe. It reached its full-year revenue target of twenty-one million euros within the first s____ months. In less than a year, Vueling had carried more than 1.2 million passengers on twenty-two routes between fourteen cities. In 2008, Vueling announced it would merge with Clickair, another low-cost airline that is 80 percent owned by flag carrier Iberia. The decision to name the merged company Vueling was supported by s____ that confirmed the superior strength of the brand among customers and employees.

highest, six, surveys

Cooper Hewitt Smithsonian Design Museum: the only museum in the United States devoted exclusively to h____ and contemporary design, Cooper Hewitt is the steward of one of the most diverse and comprehensive design collections.

historical

Mack Trucks' results: launched to the leadership team and dealers at their biggest trade show in Las Vegas, the initiative has been lauded by management as instrumental in helping grow desired market share. It was met by rave reviews among the trucking community as illustrating key brand values, history, and culture. VSA's work with Mack Trucks represents the most comprehensive and strategic brand evolution in the company's h____.

history

Global Handwashing Day's results: Global Handwashing Day has become the centerpiece of a global campaign that has motivated over 200 million people in over one h____ countries. 2016 marked its eighth year. It has become a powerful platform for advocacy by policymakers and has inspired concrete public commitment to actions that will spur public change and shift behavior. The memorable and upbeat identity has worked effectively across initiatives and media platforms across cultures and countries.

hundred

Mack Trucks: MackTrucks stands for durability, courage, and toughness and has become an i____ brand synonymous with trucking itself. We make the machines that make men l____.

iconic, legendary

Vueling's process and strategy: Vueling began as an i____ for the first budget airline that would compete nationally in Spain and southern Europe from a hub in Barcelona. Public opinion of the low-cost airline category was characterized by d____, mistrust, and mixed feelings. Conceived jointly by founder Carlos Muñoz and Saffron Brand Consultants, the challenge was to r____ the category and prove that cheap flights didn't have to mean l____ standards of service, comfort, and style.

idea, disappointment, reinvent, lower

Global Handwashing Day's creative solution: in response to the brief from Safeguard, the flagship soap brand of Procter & Gamble, six Landor offices around the world collaborated to create an iconic, memorable i____ that would encourage the adoption of a lifesaving behavior. The identity had to be appealing and easily understood by adults and children in different cultures worldwide. It needed to be pictorial and not dependent on l____, and to work in a range of applications, media, and scales. Landor designed three friendly and appealing characters holding h____ to communicate that when water and hands are brought together with soap, health is the result—and health is worth smiling about. Landor developed identity guidelines, sample applications, and environmental standards that could be used by event planners and future stakeholders in their myriad efforts to build awareness across various communication channels. The firm also created multiple p____ materials for the inaugural event that included a planners guide for local teams in sixty countries, figurines, and cause bracelets.

identity, language, hands, promotional

Action Against Hunger's creative solution: for decades, the organization's identity was an i____ plant and its root. Although the symbol had longevity and familiarity with employees, for newcomers and outsiders, it was confusing. Was it a symbol for a farming organization? Or, in some people's eyes, a marijuana leaf? After extensive discussions, and one false start, all agreed that a visual mark was imperative to glue the organization together; it needed to evolve from the old symbol in some way. Johnson Banks designed a new symbol by simply representing t____ key elements of the organization's work—food and water—and adapting their colors. Another way to bring the organization together was establishing one weight of one typeface (Futura Bold), along with a set of photographic and illustrative guidelines.

illustrated, two

Credit Suisse's process and strategy: Credit Suisse engaged Carbone Smolan Agency (CSA) to enhance the bank's i____ and to develop a client-focused approach to content management. CSA worked closely with the chief marketing and talent officer, and the global head of branding and marketing. The bank wanted to streamline how component communications work together across divisions and regions, and demonstrate the global bank's attentiveness and inventiveness across marketing channels. The design-driven agency conducted an in-depth audit of all communications by c____ and audience, and developed a master matrix organized by brand awareness, capabilities, products and programs, thought leadership, events, and sponsorship. In addition, the various divisions and global regions were analyzed to further understand what content was n____ by whom and for what purpose. While the extensive audit was being conducted, CSA began to rethink a global recruiting campaign.

image, content, needed

Action Against Hunger's results: Johnson Banks created a straight- forward design toolkit. In the interim, a set of PDFs was distributed that will become part of a global hub of design assets. Clear rules will make it easier for local communications and fundraising teams to advance emergency appeals and initiatives. Action Against Hunger believes that its new identity more clearly and powerfully explains who it is and what it stands for. More effective and clear communications will enable the organization to have a bigger i____ on the lives of vulnerable people, and bring us ever closer to a world without hunger

impact

Boston Consulting Group's results: the design transformation has touched all aspects of the brand. Firm recruitment has resulted in increased applications and offers accepted. Engagement on BCG.com has doubled, and CSA was able to reduce and simplify web content from 4,000 pages to 1,700 pages, a 68 percent reduction. In addition, social traffic and the numbers of contributors have both i____ by 400 percent on redesigned microsites

increased

(RED)'s creative solution: Wolff Olins built the brand around the idea that (RED) i____, connects, and gives consumers p____. The design team needed to create a brand architecture that showcases the participating brand and, at the same time, links that brand to the power of (RED). The identity system needed to be immediately recognizable and work across media, in marketing and on product. Although making the products the color red was not a requirement, many of the participating businesses extended the idea of (RED) to the p____. Apple created red iPod Shuffles and iPod Nanos. In the UK, there was a (RED) American Express card that gave money to the Global Fund each time a consumer made a purchase. All bear the (product/brand) (RED) lockup.

inspires, power, product

Founded in 1897 by Sarah and Eleanor Hewitt, granddaughters of industrialist Peter Cooper, Cooper Hewitt, Smithsonian Design Museum advances the public understanding of design through i____ exhibitions, programming, and online learning resources. The permanent collection includes more than 210,000 design objects, telling the story of design's paramount importance in improving our world.

interactive

The agency began by conducting in-depth i____ to gain the best qualitative insight, surveyed more than 1,800 global consulting staff, and reviewed thousands of pages of BCG's research. An understanding of what was uniquely true about BCG was synthesized in a brief, focusing on t____ brand pillars and their supporting messages: building impact, connecting aspirations, and growing leaders.

interviews, three

Sydney Opera House's creative solution: shifting perspectives informed a refined approach to l____, and a more evocative approach to communications and visual design. Interbrand designed a proprietary s____ typeface, that embodies the form and movement of the b____ itself. It was developed using engineering software to ensure it had the structural integrity necessary to be replicated in physical form with cast letters or 3‐D printing.

language, sculptural, building

Smithsonian Natl. Air & Space Museum: in 1976, the National Air and Space Museum in Washington, DC opened to the public as a gift to the nation during the United States' bicentennial year. Since then, more than 320 million visitors have seen the milestones of modern aviation and spaceflight firsthand. The museum is the l____ of the Smithsonian's nineteen museums, and its Center for Earth and Planetary Studies is one of the institution's nine research centers.

largest

Southwest's goals: create a new, impactful l____, express the hallmarks of Southwest's c____, unite a f____ system, attract m____ and business t____

look, culture, fragmented, millennials, traveler

Mack Trucks' process and strategy: Mack Trucks wanted to send a strong message to its key stakeholders about the significant changes in the organization, its products, and customer support solutions. Leadership wanted to regain the emotional core of the Mack Trucks brand, drive customer l____, and increase new relationships and truck sales. They embarked on a brand revitalization process with VSA Partners, who examined all aspects of the brand, balancing the perspectives of various stakeholders. VSA engaged with global executives and brand historians, along with conducting a thorough competitive market analysis and field r____ with dealers, sales teams, fleet owners, drivers, customers, and Mack employees. Key was VSA looking internally, externally, and at marketing conditions—an end-to-end view. From there, VSA developed a new, differentiated strategic position, authentic purpose, and emotional persona centered around the importance of the relationship between man and machine.

loyalty, research

(RED) is a global licensed brand created in 2006 to raise m____ and a____ of AIDS in Africa. (RED) works with partners to create and market exclusive (RED) products; a portion of the profits goes directly to the Global Fund to invest in HIV and AIDS programs

money, awareness

Since the brand idea was inspired by the different sights experienced as one m____ around the building, it was imperative that the brand captured a sense of movement and shifting light in a motion t____. Interbrand worked with animation specialists Collider to create a suite of animated elements that allow the brand to come to life in f____, digital, and signage.

moves, toolbox, film

Vueling's goals: envision and n____ a new brand; create a category-bending, envelope-pushing, new g____ airline; design an integrated visual, verbal, and behavioral i____; delight the customer

name, generation, identity

Sydney Opera House's shifting perspectives: we're open to n____ ideas, new people, and new experiences; to daydreamers and free thinkers, to old friends, fresh faces, and those who find comfort in the unknown; so if you see things differently, if you're willing to consider more than one point of view, if you're open to challenge, to change, to who you can become— we're open to you.

new

Saffron began by creating the name. In Spain, Spanglish is hip. In Spanish, vuela means to fly, ergo, Vueling. The URL was available—vital for a service that sells mostly o____. Saffron proceeded to design a new experience for customers: direct, simple, unexpected, and down-to-earth with low prices and great service. All brand expressions would embody espíritu Vueling, doing things the Vueling way. Online transactions would be as easy as one, two, three. New planes, not old, would fly from m____, not secondary, airports.

online, major

Credit Suisse's creative solution: designing a wide range of functional tools from o____ communications to high-net-worth events, CSA began to demonstrate the impact of simplicity, color, images, and typography. A video for global recruiting, The Future at Work, has no spoken w____, just music—to appeal to a new generation of multilingual bankers. A unique p____ style was conceptualized to be personally relevant to Credit Suisse's audiences and uses simple graphic compositions with pops of color from a new corporate color palette. Subjects ranging from clients and lifestyle, to clients and business, to business sectors, global regions, investment solutions, and philanthropy, as well as metaphorical ideas and concepts such as achievement, networks, and innovation were organized into categories and a content architecture. The image library includes over 1,200 images, infographics, and icons, all designed to make them more d____ in the global financial marketplace.

online, words, photographic, differentiated

Ansible's goals: galvanize and energize an o____ community, communicate the s____ of the technology through the d____, d____ from a competitive crowd of legacy IT management software, establish a strong i____ system that is easy to love and share.

open, simplicity, design, differentiate, identity

Smithsonian Natl. Air & Space Museum: the most p____ museum in the US is filled with fascinating artifacts and stories: the Apollo 11 command module Columbia, the Spirit of St. Louis, the Space Shuttle Discovery, and the fastest jet airplane in the world.

popular

Peru's goals: transmit a clear brand p____; increase i____, tourism, and exports; increase d____ for products and services, create a brand i____ system.

promise, investments, demand, identity

Cooper Hewitt Smithsonian Design Museum's process and strategy: advancing the p____ understanding of design is Cooper Hewitt's mission. In 2011, the museum embarked on a three-year collaborative process to rethink the visitor experience, attract a broader audience, and create an immersive learning experience that would bring the design process to life. Integral to the need to increase exhibition space by 60 percent, and to r____ the landmark Andrew Carnegie Mansion, was an overarching goal to bring the museum into the twenty-first century.

public, restore

Action Against Hunger's goals: position the organization as global; clarify the organization's p___; develop a clear, g____ brand architecture; create a memorable n____; r____ the existing symbol, building on its equity

purpose, global, narrative, redesign

Mural Arts Philadelphia's goals: r____ Mural Arts on the national and global stage; simplify the brand s____; showcase the organization's impact; engage diverse artists and communities; inspire i____ in the organization

reposition, story, investment

Southwest's process and strategy: even with a very human reputation and more than forty consecutive years of profitability, Southwest was ready to r____ and refresh its look, and unite a fragmented visual system. Southwest wanted to express the hallmarks of its culture—humanity and a personal touch—in ways that would resonate more c____ in an increasingly jaded market. Lippincott's goals were to distill the airline's success and to help Southwest connect with two highly desirable segments: millennials and business travelers. Achieving a successful design solution required aligning the company's v___ with its tremendous h____. Lippincott conducted an investigation of a____, b____, and b____. Southwest had long stood for freedom. Findings pointed to a powerful accompaniment: from the start, Southwest has treated every passenger equally— they democratized air travel. From this came the insight to focus on what has always made Southwest great—its emphasis on people f____.

rethink, clearly, vision, history, assets, barriers, benchmarks, first

Sydney Opera House's process and strategy: the Sydney Opera House and Interbrand Australia partnered to r____ a brand that could prepare and preserve itself for the next generation. The project commenced with an extensive d____ phase, which included over 50 hours of immersion, over 30 on-site intercepts, over 20 hours of social listening, over 100 hours of desk research, 120 individual interviews, and numerous workshops. It became clear that the brand needed to inspire c____ around performance, art, and culture.

revitalize, discovery, conversation

Mack Trucks' goals: r____ what Mack Trucks stands for in a rapidly changing, global market; restore and unlock the brand's unique e____ purpose; rally the Mack Trucks organization and partners around an authentic and aspirational brand; amplify the best of Mack Trucks' legacy to pave the way for future g____.

revive, emotional, growth

Southwest: we like to think of ourselves as a customer s____ company that happens to fly airplanes. Without a h____, our planes are just machines. Southwest Airlines Co. is a major US airline and the world's largest low-cost carrier, headquartered in Dallas, Texas. Southwest has more than 45,000 employees and serves more than 100 million customers annually. The airline was established by Herb Kelleher in 1967. Even on the b____ of the plane, the heart is a symbolic reminder that Southwest puts its heart into every flight.

service, heart, belly

Ansible was created to give everyone in IT a s____ way to automate the mundane tasks, so that they can focus on the more important work of i____.

simple, innovation

Laughing Cow: whether it's called La Vache qui rit in France, Die Lachende Kuh in Germany, or Con bo cuoi in Vietnam, Laughing Cow always brings s____ and eating pleasure to consumers. Laughing Cow is one of the Bel Group's global brands that include Babybel, Kiri, Leerdammer, and Boursin. With the single-serving portion, Bel invented a new way to eat cheese ____ years ago. An international business led by family members for five generations, Bel Group has 12,000 employees, and its brands are distributed in 130 countries.

smiles, 150

Ansible's simple, agentless, and powerful approach to automating IT workflows has made it one of the most popular open-source s____ projects in the world, with over 2,250 contributors and thousands of downloads each day. Ansible technology is used in the largest IT organizations around the world to accelerate technology innovation. Based in Durham, North Carolina, Ansible is part of Red Hat, the world's leading provider of open-source software solutions

software

Cooper Hewitt Smithsonian Design Museum's results: Cooper Hewitt's new interactive and immersive learning experiences have been the result of a collaborative, international design process, exemplifying how designers s____ real-world problems. Cooper Hewitt's transformation has begun to engage new and broader audiences—students, teachers, families, young children, designers, and the general public. Their digitized collection is online for everyone to enjoy. As of early 2017, more than twenty-five thousand people have downloaded Cooper Hewitt, the free-of-charge, open-source typeface for unrestricted public use

solve

The idea of s____ s____ became the core of the Ansible story.

sophisticated simplicity

Peru's creative solution: Peru is the birthplace of South American civilization, with both natural and man-made wonders, from the magic citadel of Machu Picchu to the Amazon rainforest. The juxtaposition of indigenous cultures such as Inca, Nazca, Moche, and Mochica with Spanish cultures inspired the FutureBrand team to design an iconic s____ form that emanates from the letterform P, reflecting e____ and transformation. The icon, like a f____, communicates that "there is a Peru for each individual." The design team also developed a proprietary image style to capture the wonders of the country. The iconic color is red, with a default to w____. TypeTogether created a proprietary font family to complement the brand identity system. FutureBrand created guidelines that are clearly explained in a brand b____.

spiral, evolution, fingerprint, white, book

Ansible's process and strategy: with roots in open source and a passionate community of users, Ansible had a solid platform for building a dynamic brand s____, but it's time had been spent on creating the technology—not the brand. New Kind was retained to conduct research with c____, partners, and employees to understand Ansible's strengths and opportunities. New Kind hosted a series of s____ and interviews, and took a detailed look at the c____. Preparing the brand for a clear new future e____ from studying the current community, customers, and company culture to better understand the possibilities for what it could become.

story, customers, surveys, competition, evolved

Vueling is s____ and fast-forward. It's not just about low price; it's about being down to earth and one step ahead—in e____ we do.

straightforward, everything

Mack Trucks' creative solution: VSA crafted a differentiated strategic position for Mack Trucks to reignite the brand. A new global t____, Born Ready, captures Mack's unshakable, bare-knuckle spirit and speaks to a legacy of customer-centricity. The brand work included the development of a new identity based on the iconic Mack hood ornament, patented in 1932. VSA also developed brand videos, a collateral system, packaging, and a comprehensive set of identity and retail guidelines. The 360 messaging framework addressed a new customer segmentation, and was supplemented by an advertising campaign, a new s____ system, and a completely overhauled Mack website.

tagline, signage

Boston Consulting Group's goals: attract top t____; unify all digital channels beyond the w____; drive deeper engagement; create an online equivalent of the offline e____; create a cost-effective collection of distinctive visual content.

talent, website, experience

Boston Consulting Group's process and strategy: BCG wanted to transform its digital presence and have a more robust marketing engine to attract and recruit top talent. BCG's partner in charge of the brand and the partner in charge of global recruitment worked closely with the Carbone Smolan Agency (CSA). Their process was fluid and focused on a number of key initiatives, prototyping and t____ throughout. With new technology companies competing for the top MBA students, management consultancies, like BCG, have to e____ to stay relevant. Global recruitment was the f____ priority.

testing, evolve, first

In 2014, the Bel Group initiated its first collector's edition box series by German conceptual artist Hans-Peter Feldmann. Thomas Bayrle, a pioneer of Pop Art in Europe who has used the Laughing Cow logo in his work since 1967, created the second collector's box. Jonathan Monk, a British conceptual artist, created the t____ in the series.

third

The strategic platforms led to positioning the Peru brand based on t____ pillars: multifaceted, specialized, and captivating, reflecting the country's uniqueness from a cultural and natural standpoint. A team of brand ambassadors from tourism, exports, and investments agreed that Peru's big idea was evolution, change, and t____.

three, transformation

Vueling's creative solution: Saffron created the name and an entire identity system—not only visual and verbal but also behavioral—from nose to tail, from staff-customer contact to online interface to music and menu planning. Straightforward and fast forward, espíritu Vueling inspired all customer t____ to feel fresh, cosmopolitan, and cool. Voice was first. Saffron engineered a cultural shift from formal to i____. All brand communications speak informally by using tú, not usted. Airbus even had to rewrite the onboard signage for Vueling's planes. From the beginning, Saffron and Vueling management agreed that as a service brand, the people are paramount. The identity work informed the airline's HR policies, and has been reinforced subsequently by leading many e____ training sessions. After the core brand engagement was complete, Saffron continued to keep espíritu Vueling alive through training, and working on the brand committee.

touchpoints, informal, employee

(RED)'s results: within weeks of the US launch, the (RED) brand registered 30 percent u____ awareness. (RED) is now a real phenomenon, with over four million fans on Facebook. Since its launch in 2006, (RED) has raised more than $465 million for the Global Fund, and has impacted more than n____ million lives.

unaided, ninety

Credit Suisse's goals: u____ the global voice and brand; energize our brand e____; make communications more client-centric; grow our client base; build an i____ system and streamline efficiency

unify, expressions, integrated

Mural Arts Philadelphia: we believe that art ignites change. We are the nation's largest public art program and u____ individuals and communities to transform public spaces and individual lives. The City of Philadelphia Mural Arts Program was first established in 1984 by Jane Golden as part of the Anti-Graffiti Network's effort to eradicate the city's graffiti crisis. Mural Arts engages communities in fifty to one hundred public art projects each year, and maintains its more than 3,500 murals through a restoration initiative. Art Education, Restorative Justice, and Porch Light core programs yield unique, project-based learning opportunities for thousands of youth and adults.

unites,

Sydney Opera House's goals: bring to life the v____ that drove the center's creation; position the performing arts center for its next h____ of growth; u____ all experiences, offerings, and communications; build brand equity; communicate that the m____ happens inside.

vision, horizon, unify, magic

With its iconic sails, the Sydney Opera House has long been Australia's most v____ destination and one of the world's most recognizable buildings. The Unesco World Heritage site is a place of immense pride for Australians, and for the 8.2 million people who visit annually, one of wonder and awe. It is a multi-venue performance art center and hosts more than two t____ performances a year

visited, thousand

Cooper Hewitt Smithsonian Design Museum's goals: redefine and transform the v____ experience; advance public u____ of design; reach a broader national and global a____; position the museum as the e_____ authority on design; r____ the visual brand, website, and exhibit and signage graphics.

visitor, understanding, audience, educational, redesign

Smithsonian Natl. Air & Space Museum's creative solution: Bluecadet's architects, strategists, and UX designers proposed a number of approaches during a quick concept phase. The museum approved a 200-square-foot interactive w____ experience, and Go Flight, an a____ and web digital experience designed to allow visitors to quickly access stories and related content about the objects near them or access a predefined tour based on their interest and location. For the app's in-gallery experience, Bluecadet developed a "near me" feed that r____ as you explore the museum—when you're standing in front of the Bell X-1 and want to see it being air-dropped from a B-52. Through motion, and a playful interface, the interactive wall rewards serendipitous exploration. Visitors can even favorite objects, sync them to the app or website, and take their own personalized tour. The suite of interconnected digital products and strategies, including a new website, tie into the existing content management system (CMS). The same CMS that drives the website and the mobile applications delivers content to the wall.

wall, app, refreshes

Our vision for the Sydney Opera House recognized that creativity and the arts could help inspire and support Australia's search to figure out who we were as a country and who we w____ to become.

wanted

Ansible's results: two years after the brand was introduced, Ansible's organic community and business growth exceeded expectations. w____ traffic continued to grow well over 100 percent per year, and the business was growing even faster. In 2015, Ansible was acquired by Red Hat and continues to be a vibrant and growing technology in the Red Hat portfolio

web

Sydney Opera House's results: having drawn directly from Utzon's vision and creative principles, as well as the opera house's iconic architecture, the brand conveys a sense of permanence. Yet at the same time, it has revolutionized the way the performing arts center approaches not only communications and customers, but also itself. With its ability to foster a w____ and collaborative company culture, drive community conversation, and visually represent a decade of renewal, the brand has become as bold and inspiring as the building it represents.

welcoming