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Design capabilities presented to Sanford
Health for creative development and
branding of the new national breast institute.
MARCH 23, 2011
design
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OverviewFrom message development to logo and visual identity, Weber Shandwick has
helped a wide range of clients with creating a unique and distinct brand. In
addition, we have produced successful designs and brands for many
organizations in the health care arena. We feel certain that our capabilities are
a perfect match for helping Sanford Health develop a visual identity which will
become immediately identied with the highest quality of national breasthealth and research. The following pages provide examples of our experience
developing brand-building and visual identity programs for a variety of clients.
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Amy LeonardiCREATIVE DIRECTION
Amy Leonardi heads up the Creative
Studio in Washington, D.C. She has more
than 20 years of experience in design at
nonprots, retail and communications
rms. Since joining the agency in 1997,
she has managed the visual creative com-
ponent of communications campaigns for
major national and international corpora-
tions, as well as nonprot organizations.
She provides clients with sound strategic
and tactical advice in the design and de-
velopment of materials for both print and
digital. She has enjoyed providing a visual
identity and personality to numerous
clients over the years through successful
branding assignments. Amy has a bache-
lor’s degree in Advertising Design from the
University of Maryland.
(Senior VP)
Juana MerloART DIRECTION
Juana Merlo serves as the art director at
the Creative Studio in Washington, DC.
Before joining Weber Shandwick, Juana
served as art director at American Univer-
sity and worked with its marketing team
to develop strategies and implement a
new university-wide marketing and com-
munications plan called the Wonk Cam-
paign. She is currently working on the Na-
tional Education Association’s branding
campaign as well as KnowHow2Go’s
new, 2011 creative. Juana is a graduate
of the Maryland Institute College of Art,
where she earned a bachelor of ne arts
in graphic design. She completed her
graduate studies at American University
where she earned a master of arts in pub-
lic communication. Juana is fluent in
Portuguese and Spanish.(Director)
David HaferaSENIOR DESIGN
David has extensive experience in
designing brochures, brand identity,
information kits, information graphics and
display graphics. He has done work for
a broad range of clients including Your
Credit Card Companies, the American
Council on Education, the U.S. Army Re-
serve, CSL Biotherapies, the Corporation
for Public Broadcasting and the Federal
Deposit Insurance Corporation. Before
joining Powell Tate, David worked as a
graphic designer at a printing rm, a
nancial industry trade association, and
for consulting rms in the elds of health-
care, social services and technology.
(Account Supervisor)
Our TeamThe Powell Tate team fosters an environment that is intensely team motivated and
collaborative, enabling us to develop unique approaches that are most valuable to clients.
Below are the team members in our Washington, DC ofce.
Seth LevinSTRATEGIC MESSAGING
Seth develops strategic messaging and
branding platforms to visually and verbally
communicate an organization’s mission and
value proposition to internal and external stake-
holders as well as general market audiences.
For the last three years, Seth has worked with
the Centers for Medicare & Medicaid Services
(CMS) to develop branded campaigns on the
issues of health prevention and healthcare
quality. For CMS, he has crafted messaging
and campaign names; worked with designers
on developing a logo, web pages, and overall
look and feel; and overseen focus groups to
test concepts. Recently, Seth nished a brand-
ing assignment with the Centers for Disease
Control and Prevention to develop a visual
identity and craft messaging and materials for
the Prevention Research Centers. He also
worked with several human rights organizations(DIRECTOR)
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DESIGN CAPABILITIES | WEBER SHANDWICK
GENZYME asked us to design materials to
distribute at various trade shows and events,
directed at healthcare professionals to convey
their continued commitment in the research
and development of rare disease pharmaceuti-
cals. These pieces captured the people who
they help and the lives they’re able to lead
because of the work done by genzyme. In
addition to a brochure and yer, we designed
the display graphics to be used at their booth.
At Genzyme, we’re united in ourcommitment to the treatment of rare genetic diseases.
a rarecommitment
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Healthcare Design Work
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DESIGN CAPABILITIES | WEBER SHANDWICK PAGE 3
THE WELLNESS COMMUNITY asked us to help brand and
produce materials for a new program for cancer survivors which
they were launching in conjunction wih the Lance Armstrong
Foundation. The Campaign started as LiveWell (a combination of
LiveStrong and Wellness Community logos and branding), and
then later changed the program name to Cancer Transitions. The
program started as a test program and has sinced launched to anationwide resource for helping individuals in the difcult stages of
returning to a non-treatment, post-cancer phase of theri life. The
bright colors reected both organizations and provided a distinct
backdrop for their workbooks and other materials.
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PAGE 4 DESIGN CAPABILITIES | WEBER SHANDWICK
We worked with BLUE CROSS BLUE SHIELD to develop a
coalition for consumer healthcare empowerment. The displayon the left was created for various events and tradeshows.
The banners presented general information about the coalition
as well specic information to key audiences—encouraging
them to take charge of their own healthcare. Above are
sample materials created for an information kit designed to
provide information to consumers on specic types of
healthcare environments and situations.
Healthcare Design Work
The time you have with your doctor is very important to your health. Sometimesthe visit is short and you only have a few minutes to explain your symptoms or
concerns. Later that day, you might remember something you forgot to ask, orwish that you had told your doctor about a sy mptom you are experiencing.
Whether you are seeing your doctor for your annual physical, or because you are experiencing a health prob-lem and are seeking treatment, it’s important that you take the time to be prepared so that you can make themost of your visit.
Here are some tips that will help you prepare for your next appointment:
What you cando to prepare foryour doctorappointment.
Before the appointment
• List your questions and concerns. Before your appointment, make a list of what you want to ask.Make sure you put your most important questions first.
• Prepare a list of all the medications you are taking. Your doctor should always know whatprescription drugs and over-the-counter medicines, vitamins,he rbal products,and other supplementsyou’re taking,as well as any allergies you may have.
• Call before your visit to tell the office if you have special needs. If you don’t speak orunderstand English well, the office may need to find an interpreter.If you have any special needs,calland make sure they can accommodate you.
• If appropriate, consider bringing a family member or trusted friend with you. If you arediscussing a serious health matter that you are concerned about,it is often helpful to have someonewho can take notes and offer moral support.You can have that person ask questions,too.
Talking with your doctor or nurse
• Go over your list of questions with your doctor. Again,ma ke sure you ask your most importantquestions first.
• Take notes. Since it’s hard to remember everythin g your doctor says,it’s often helpful to take notes soyou can be sure to follow your doctor’s instructions.
• Describe your symptoms. If you are experiencing a hea lth problem,let your doctor know when itstarted,how you feel when you experience the symptoms,an d if you have any idea what triggers them.
Each year, millions of Americans are admitted to the hospital to have surgery.Because most operations are not emergencies, you have the time to learn aboutyour procedure and plan for your hospital stay.
Preparing for surgery can be a stressful experience, so remember it’s a team effort and you are not alone.
Take the time to talk with your doctor to learn about why the operation is being recommended and aboutthe potential risks and positive benefits of your surgery. Consider bringing a health care advocate—a family member or someone else you know and trust—who can talk to your doctor and health care team about your
progress while you are in the hospital.
It is also important to research and find the right hospital for your procedure and to learn how to promotequality care and avoid infection during your hospital stay.
The following is a four step guide to receiving quality hospital care.
1.Be Informed Aboutthe Procedure
What you should ask
your doctor before
deciding to have surgery
–What operation are you recommending?
Have the surgeon explain the procedure and askif there are different ways of doing the operation.
–Why do I need the operation? What is thepurpose of the surgery: is it to relieve or preventpain,imp rove a body function,or diagnose aproblem?
–Are their alternatives to surgery? Sometimesnon-surgical treatments work. Ask about thebenefits and risks of the surgery and the meritsof other choices.
–What are the benefits of the operation and
how long will they last? Ask if there ispublished information about the procedure andlikely outcomes.
–What are the risks of the operation? Weighthe benefits against possible complications andside effects.
–What if I don’t have the operation? Whatwill you gain or lose if you don’t have theoperation?
–Where can I get a second opinion? Many health insurance plans require second opinionsbefore non-emergency operations.Call yourplan for their policy and bring your records andany test results from the first doctor to the sec-ond so those tests are not unnecessarily repeated.
–How much experience do you have doing
this operation? Ask how many of theseprocedures the surgeon has performed andwhat successes and complications the surgeonhas had.
–What kind of anesthesia will I need? Findout the qualifications of the anesthesiologist ornurse anesthetist and ask your doctor what theside effects and risks of having anesthesia are in
your case.–How long will it take to recover? Establish aplan for post-procedural care.F ind out if youwill need supplies or equipment at home and getthese in advance to make the recovery easier.Askabout when you may resume work and exerciseand what you can proactively do to speed therecovery process.
What you cando to stay safe inthe hospital.
What youcan do to choosethe right doctorfor you.
Choosing a doctor is probably the most important decision you can make
when it comes to your health care.You want to find a doctor you can rely on to give you the best medical care and advice.
So before you choose a doctor, do some homework. Spend some time looking into credentials andtraining, as well as thinking about the qualities in a physician that are most important to you.Choosing a doctor you have confidence in and feel comfortable with is good for your health.
Here are some tips to keep in mind when you are choosing a doctor:
Research credentials and training
• Check credentials and professional training.A little homework can go a long way when choosing adoctor.Whether you are thinking about seeing a doctor who has been recommended by frien ds,or whetheryou are consulting a list from your insurance company,ma ke sure you learn as much as you can about thedoctor you are considering.
One good place to go for information is the Massachusetts Board of Medicine website. There you can findimportant information about the education, training and board certifications of the doctor,a s well as whathospital they are affiliated with.You can also find out whether the doctor has had a disciplinary actiontaken against them,or if they have made payments on a malpractice claim. You can also call the Board of Medicine at 617-654-9800.
• Check quality and care reports.More data is now available on doctors’qu ality and care rates.You can comparethe quality of care at 150 different Massachusetts health practices and groups providing preventive and chronicdisease services at the Massachusetts Health Quality Partners website.
Think about some practical matters that will affect your relationshipwith your doctor
• Find out long it takes to get an appointment. Some doctors are very busy so make sure you know if they can accommodate you in a timely way.
• Ask if the office is open in the evening or on weekends.Extended office hours may be moreconvenient for you.
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PAGE 5DESIGN CAPABILITIES | WEBER SHANDWICK
We also designed and developed a comprehensive
website fot the Partnership for Healthcare Excellence
which provided patients with the tools and resources
needed to become educated healthcare consumers.
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Alliance for aGreenRevolution inAfrica (AGRA)POWELL TATE IS WORKING WITH THE ALLIANCE for a
Green Revolution in Africa (AGRA) to coordinate
communications and advocacy efforts in the United
States, Canada, Europe and on the African continent.AGRA is focused on food security issues in Africa and is
providing smallholder farmers in 13 nations with improved
seeds and soil inputs, research, training, markets policies,
and innovative nancing to increase their agricultural
productivity and income. AGRA is based in Nairobi, Kenya
and is chaired by former UN Secretary General Ko Annan.
Powell Tate’s work with AGRA includes providing
strategic guidance and support across several
communications disciplines, including message
development, branding, print and digital communications,
media relations, advertising, speechwriting, and
coordinating visits by AGRA ofcials in the United States,Europe and Africa. We are also working to educate
governments, NGOs, corporations and foundations about
AGRA and secure their interest in supporting its innovative
programs in Africa. In addition, we are elevating AGRA’s
prole and reputation within important multilateral
development institutions, and its presence at
development-related summit meetings and conferences.
Growing prosperityinAfrica.
Growing prosperityin Africa.Alliance for a Green Revolution in Africa
Alliance for a Green Revolution in Africa Alliance for a Green Revolution in Africa
AGRA
AGRA
Growing prosperityin Africa.
Alliance for aGreen Revolution in Africa
GROWING PROSPERITY IN AFRICA
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Alliance for a Green Revolution in AfricaAlliance for aGreen Revolutionin Africa
Alliance for a Green Revolution in Africa
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AGRA
AGRAGROWING PROSPERITY IN AFRICA
AGRA
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Logo DesignWhen AGRA asked us todesign a new logo, they asked
us to use the map of Africa.Incorporating a map was not
our recommendation, however,in the end, they did select a
logo design which containedthe continent of Africa. Beloware other options which were
presented to the client. Thelogo works well in both 2-color,
1-color and reversed.
StyleguideAgra’s styleguide was done on a budget and quick
turnaround timeframe, so contained basic design
elements and examples of lay-out options.
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DESIGN CAPABILITIES | WEBER SHANDWICK
SMALLHOLDER FARMERS IN AFRICA:
CLIMATECASUALTIESOR PIONEERS?
INSIDE
THIS ISSUE
How can Africa cope
with climate change?Ask a seed breeder
P.4
Former U.S. Senator
George McGovern callson AGRA-supported
scientist
P.5
Africa’s Green
Revolution taking root:Reports from the eld
P.6
For hundreds of millions of people in Africa, climate change is not about lowering
smoke stack emissions or turning off electric lights. It is about whether or not they
will have enough to eat. P.3
ISSUE 4 JULY 2010
CLIMATE ISSUE
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Y 2010JULLY
CollateralWe have designed a wide array of collateral for AGRA for which they have receivedinternational accolades. They new ‘face’ of the organization has helped enhancetheir overall mission on a global scale. Despite the sparsity of imagery anddifferences in time zone (making communications difcult at time), we feel proud ofthe work we’ve done and are continuing to do for AGRA. Our next phase of workwill include development and design of a new website.
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AmericanCouncil onEducationTODAY’S GI BILL
IN 2009, THE AMERICAN COUNCIL ON EDUCATION charged us
with building a brand and launching a Web site that would serve
as a resource for service members and veterans eligible for
Post-9/11 educational benets. The site needed to reect the
seriousness of their service and reinforce the message that these
benets are earned, not a hand-out. Our design studio designed
a site beloved by the client and visiting veterans alike,
www.TodaysGIBill.org .
To increase trafc to the site, we developed a postcardfeaturing one veteran’s image and success story. The postcards
will be distributed at the American Council on Education’s Annual
Conference, which attracts university presidents from across the
country. We have also developed banner ads for a variety of
relevant sites.
KNOWHOW2GO
SINCE 2006, WE’VE PARTNERED with Lumina Foundation, the
American Council on Education and the Ad Council on their
signature college access campaign, KnowHow2GO. The
campaign features two rounds of television, radio, outdoor and
digital public service advertisements (PSAs) that providestudents in grades 8-10 with the information they need to
actively pursue higher education.
To help bring the PSA campaign to life, we designed a suite of
vibrant, student-friendly materials including a paper airplane
yer, postcard, brochure, t-shirt and activities kit. We also
created an On-the-Ground Playbook to guide partners
implementing the campaign at the state and local levels.
When KnowHow2GO launched its second round of creative,
which featured “tough” characters representing the “tough”
classes that colleges require, we developed life-sized cut-outs of
the characters and silicone bracelets, among other materials.
Our design studio also devised the look and feel for the
campaign’s Web site, www.KnowHow2GO.org, which more thanone million students and caring adults look to for college-going
information.
brand identityWe designed a logo and web site
for the ACE’s new program forhelping to explain the options and
details of the GI Bill, whichprovides tuition funding to U.S.
Veterans. We wanted to give thisprogram a distinct look as well as
convey a feeling of patriotismwithout looking cliche or
institutional. The logo wasdeveloped to work in both a
vertical and horizontal format.
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DESIGN CAPABILITIES | WEBER SHANDWICK
material developmentWe’ve created a vast array of
materials for ACE’s KnowHow2Gocampaign, for both national and
local afliates, maintainingconsistent visual elements to create
a family of products.
toolkit We produced a ‘playbook’ for KnowHow2Go that provided all the tools necessary forpartners and local afliates to design advertising and other materials that alignseamlessly with the established standards. The kit included visual samples, messaging,instructions, and a CD that contained all of the electronic templates and artwork
needed for the creation of branded materials.
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RiversideResearchRIVERSIDE RESEARCH INSTITUTE ASKED Powell Tate to take abroad look at their organization in terms of overall brand identity
including design and development of a corporate narrative. A
little known organization, RRI was engaged in a variety of
projects for the government and intelligence community. As a
result of strong growth over the past decade, they had outgrown
their business model—and even their name. Based on extensive
research, we recommended a focus that was less on their
academic history and more on their solutions-oriented results
which were found to be most highly regarded by clients and
other stakeholders within the organization.
We provided them with internal communications—brand
development, mission, vision, staff restructuring and
organizational chart—as well as an overall new look and feel to
represent their new identity.
Samples on the right show the nal logo that was chosen by
RRI. The red was an important carry-over from their original
brand. Part of our challenge was to utilize a dark red, while
keeping their brand fresh and modern. The nal logo
incorporates a ‘lens’ element, symbolizing clarity and insight.
This lens element is used throughout materials. We created a
comprehensive style guide to help the organization and its
partners and vendors keep a strong, consistent voice and visual
identity across all platforms of the organization.
www.riversideresearch.org
15059 CONFERENCE CENTER DRIVE | SUITE 110 | CHANTILLY VA 20151
Melinda SmithBusiness Executive to President
PHONE: 937.427.7023
FAX: 937.431.3811
CELL: 937.545.8532
1400 KEY BLVD, STE 1200, ARLINGTON VA 22209
Identity and Style GuideRiverside Research’s new brand was outlined
carefully in the Brand Guidelines. The styleguidecontained logo and font usage, templates,
photography recommendations and corporatemessaging for tailored for key audiences
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DESIGN CAPABILITIES | WEBER SHANDWICK
Details of new brandingPages below represent some of the elements of Riverside Research’s new brand which were detailed in thebrand guideline, including written and visual examples.
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CDC
PreventionResearchCenter ProgramPOWELL TATE WORKED WITH the Prevention Research
Centers (PRC) Program to create visual and verbal
standards that support a unied approach to branding and
communication. Through its 37 centers housed at prestigiousmedical schools and schools of public health, the PRC
Program has made signicant contributions to public health
research and the health of the nation. Powell Tate created a
cohesive brand and style for PRC in order to increase use of
PRC products and services by state and local health
departments and increase visibility of the program among key
stakeholders. To inform creative development, Powell Tate
conducted a thorough audit of the PRC materials and
interviewed key stakeholders. We then developed
standardized messaging, visual marks, a photo library,
templates and a style guide to facilitate the easy adoption
and sustainability of these elements in each center. We also
created booklet and fact sheet about the PRC program itself,and developed a strategy to roll-out and encourage use of
the new branding by the PRCs.Visual Standards
A distinctive, yet exible look and feel wasdeveloped for the PRC. We needed to consider that
many different outlets would be utilizing thesestandards, many of whom had limited design skills.
Because of this, the styleguide was very clearlywritten, and contained samples of both correct and
incorrect usage of the brand style.
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PAGE 13DESIGN CAPABILITIES | WEBER SHANDWICK
PRC Program BrochureIn addition to providing the PRC with newdesign standards and templates for their variousprogram ofces, we designed and producedspecic collateral for the PRC Program Ofce.The example shown here is a national report andcontaining general information and statistics onthe program. Not only did this serve as an actualcommunications tool for the PRC, it was also anexample used within the styleguide.
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PAGE 14
Elizabeth Glaser
Pediatric AIDSFoundationTHE ELIZABETH GLASER PEDIATRIC AIDS FOUNDATION is a
nonprot that seeks to eradicate pediatric AIDS through
research, advocacy, and prevention and treatment programs.
Weber Shandwick collaborated with the Foundation to design
Join the Moment, a campaign with a call to action to create a
generation free of HIV. Through Join the Moment, the
Foundation is re-engaging past supporters and inviting new
audiences to hear the story of its founder, Elizabeth Glaser, and
join the Foundation’s efforts.Weber Shandwick designed the campaign brand and
developed key messages, event signage and brochures to
share the story of the Foundation and the lives it has touched.
The Join the Moment campaign was rolled out at the
Foundation’s annual signature event in Los Angeles, featuring
top-tier celebrities such as Miley Cyrus and Mark Wahlberg.
Weber Shandwick also built a partnership between the
Foundation and thisMoment.com, a new online photo-sharing
platform, to integrate a dynamic photo timeline into the
Foundation’s Web site. There, supporters can digitally join the
moment by submitting a personal life-changing moment to be
featured alongside the Foundation’s key moments in its 20-
year history.
campaign logodevelopment
Strong brands are characterizedby distinctive and memorablelogos. Join the Moment is a
campaign to ght againstmother-to-child HIV
transmission. The logo wasdesigned to appeal to a target
audience (mothers aged 35-50)to be reective of the issue, towork effectively in conjunction
with the The Elizabeth GlaserFoundation (echoing oral
organic shapes and colors usedin the EGPAF logo). The success
in this logo is that it goes beyondgood aesthetics to be adistinctive mark based on the
campaign’s key objectives.
brand integrityA brand standard guide was created for the foundation to use to insure the integrity of the brand in itsvarious uses. The guide included specics for colors, fonts, and the relationship to be maintainedbetween the Join the Moment logo and the Foundation’s logo.
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PAGE 15DESIGN CAPABILITIES | WEBER SHANDWICK
telling your storyThe Join The Moment brochure illustrates the overall brand that wascreated for this campaign. Beyond the logo, the brand consists of aconsistent use of messaging, colors, shapes, and compellingphotography. This brochure was a call to action to help people makethe choice to contribute to improving human well being. Designmakes this choice clear and compelling.
supporting materialsThe Join The Moment vertical
banners (left) and web presence
(right) are examples of some of the
visual materials that we created in
support of the campaign brand.
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Council for BiotechnologyInformation(CBI)CBI ASKED US TO PROVIDE their organization with a new
brand identity. They wanted their new brand to reect the
three key areas of sustainability on which they were
focusing their outreach efforts: water, fuel and food. Theyalso wanted to capitalize on the brand equity established
over the past years of the organization, so they asked that
we keep the typographical portion of their logo consistent
with their old logo. The new CBI mark would need to
represent the key areas of sustainability, convey a sense of
environmental stewardship, and maintain an existing
element of their old logo.
Objectives for the new logo:
• Needed to be representative of the three key areas
• Needed to convey the concept of environment andsustainability
• Needed to maintain typography from existing brand
• Needed to be distinctive and easy to reproduce
• Needed to be clean, modern, but not too high tech
(people need to feel comfortable with the idea of
genetically engineered foods, etc., and anything too
high-tech would be counter to their messages)
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logo developmentAs is typical for logo design, we offer
numerous options for consideration,purposes of discussion and
feedback from our client. These areexamples of just a few of the design
options that were presented forconsideration before a nal logo
(below) was developed.
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DESIGN CAPABILITIES | WEBER SHANDWICK
press kit and fact sheetsUsing the established brand, wedesigned a folder, fact sheets, tip cards,CD and other materials to provide tomedia and other key stakeholders. Thissuite of materials also established astrong visual brand from which theCouncil was able to build.
trade show displayWe designed a trade show display that could be used by CBI or CBI partners.
The visual identity was maintained, although the logo was purposefully left off.
websiteWe designed andmaintained CBI’smulti-functional,
interactive website.
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