Hal Measley, the Founder and President, had a smart idea for an in-browser audio class (the previous version relied on CPU-based players). Our initial assignment was to re-design and incorporate the new player. But we had some additional ideas we thought NLF would like.

For instance, we created a new product page design that uses best-in-class eCommerce tactics for easy purchase and sharing. We also refined the checkout process to make it more seamless. You’ll note a refined brand presence, too.

Our new design focuses on benefits first and includes an incredible amount of keywords for effective SEO.

The previous design worked hard but appeared dated.

We’d like to give special thanks to our everyday client contacts, Marcia Sholl and Sue Odenburg, for making the wesbite a true collaboration.

Around 240,000 people will benefit from the most recent Annual Appeal from World Bicycle Relief. If you don’t know them, WBR is a smart and well-run non-profit that provides sustainable transportation to help people go farther, carry more and cut their travel time considerably.

You can see our full case study here.

A lot of hard work and strategy went into this endeavor – a true team effort between Stalelife and the Communications and Development groups at WBR. Our approach was integrated with old and new tactics, and the results will make us stronger for years to come.

In the end, we surpassed initial goals by 25%, raised the total donation amount and nearly doubled the amount of advocates on the WBR lists. But most important, we helped the group that helps so many. And that feels good.

Joe Doyle (the author and VP of the Intelligence Division):
“No way. Wine? What a dream.”

JU: “You don’t like marketing credit cards anymore?”

JD: “Sure, but wine is something we all believe in.”

We’re grateful for our friends and business partners, and it’s because of them that we can introduce you to a cool new company, Vinaire.

It’s the start up of Gary and Cindy Crowell, two accomplished businesspeople with the right drive and plenty of ideas. Soon they’ll lead an under-served market by offering life’s simple pleasures. It’s exciting to be part of their growth – to date we’ve developed brand messaging, their logo, tagline, business cards and letterhead.

The logo features a wax seal that embodies the heritage of wine. In contrast, the modern font is representative of Vinaire’s advances in construction. The tagline is apropos for Gary and Cindy and their customers, all of whom are friends of the grape.

The wood design draws upon the medium in which Vinaire creates. The wrap around wine bottle promotes user involvement and has drawn great initial impressions.

If you’ve ever considered a custom cellar or wine storage, please visit their soon-to-be-created website or Tweet @grcrowell. He’d love to chat with you.

Welcome to the world, Vinaire.

What is branding?
It’s more than a logo and a tagline for letterhead and business cards. Your brand is the foundation of your company’s identity – the service you provide combined with the consistent look and feel that give customers – at a glance – a sense of ease and confidence.

Consider Amazon.com. Their reputation and following is very positive, and their unchanged logo and design structure are part of the reason they are the world’s largest online retailer (with record profits last year). Their brand screams “easy to use”, and it ultimately benefits from a high degree of trust.

How strong is your brand?
It’s easy to find out, just ask around – ask your employees, your friends, vendors… anyone who will give you an honest answer. Be sure to ask people who are not emotionally tied to your brand. And if they answer no to three or more of these questions, it’s time to consider change:
- Does your company participate in positive community relations?
- Do customers view your service in a positive light?
- Is your logo easy to recognize?
- Does your brand look consistent throughout all of your collateral and media?
- Is your physical presence modern and up-to-date?
- Is your brand stronger than your competitors?
- Is there a defined leader in your industry?
- Does your brand communicate your company’s message and abilities?

Plan your changes
Top-notch service and products should be at the forefront of all company activities, all the time. But if you’re set on that front and you want to update your physical presence, it’s easiest for your customers to recognize when the modifications occur simultaneously with other important marketing activities (like a website redesign, a new ad campaign or an annual report.)

Hire the pros
You file taxes through an accountant. You review contracts through your lawyer. The same is true for your brand. To design a positive presence will require pros who are well versed in color theory, typography, illustration and original brand creation.

Some companies use brand guidelines for various agencies, employees and developers to follow. This helps the initial design process, maintains consistency, and should always be part of your final deliverables.

For more information from Stalelife, or to have your brand reviewed for no-cost, please send us an email.