Branding & Design Archives | CEL Marketing | PR | Design

Rebranding Starts Within

Ashley Winter — Fri, 13 Feb 2026 16:40:52 +0000

Rebranding rarely starts with a logo, a color palette, or even a strategy session.

It starts with a feeling. A sense that something has shifted. That the business has grown, evolved, or outpaced how it’s currently showing up. That feeling can be hard to articulate.

From a neuroscience perspective, that feeling matters more than we tend to realize.

When we start a rebrand from a place of hesitation, urgency, or pressure, that state doesn’t stay contained. It shows up in the process. Decisions feel harder. Feedback loops get longer. The work can become reactive instead of intentional.

“It’s natural to feel some uncertainty at the start of a brand refresh or overhaul,” said Cindy Leines, CEO and Founder of CEL Marketing PR Design. “But when that uncertainty isn’t acknowledged early, it can shape the entire experience.”

The opposite is also true.

When leaders take time to understand what’s driving the desire to rebrand—whether it’s growth, misalignment, or a need for clarity—the process becomes more grounded. There’s more trust in the decisions being made. More alignment across the team. And more space for the work to actually work.

Rebranding doesn’t require perfect certainty.

But it does benefit from awareness.

The Nervous System Behind Your Brand

To explore this idea more deeply, we invited Ursula Pottinga to share her perspective.

Ursula bring years of study and experience as a leadership coach whose work sits at the intersection of brand, nervous system regulation, and sustainable leadership. She helps business owners and organizational leaders understand how internal states shape external decisions — especially during moments of growth, change, or reinvention.

Ursula reframes rebranding as something that begins well before strategy decks or visual concepts. Instead, she asks leaders to look inward first — at the state they’re leading from — and consider how that internal clarity (or lack of it) shows up in the brands they build.

Rebranding Starts Inside the Business Leader

Ursula Pottinga, CPCC, PCC (ICF), CNTC, Leadership Coach
Cindy Leines, BSW, Founder & CEO, CEL Marketing PR Design

When business owners and leaders talk about rebranding, the conversation usually centers on visuals, messaging, positioning, or market differentiation.

But lasting rebrands don’t begin with a logo or a tagline.

They begin with the state of the people leading the business.

Why nervous system regulation matters in rebranding

A brand is not just what you say—it’s what people feel when they encounter your business.

And what they feel is strongly influenced by the nervous system of the founder or leadership team.

When the nervous system is regulated, rebranding decisions tend to be:

Clear and coherent
Strategic rather than reactive
Aligned with long-term vision instead of short-term pressure

When the nervous system is dysregulated, rebranding often comes from:

Fear of being left behind
Overwhelm or urgency to “fix” something
Comparison with competitors
A desire to please everyone

This is when brands become confusing, overcomplicated, or constantly changing—because the internal state driving decisions keeps shifting.

Your brand mirrors your internal state

Every brand tells a story, whether intentionally or not.

The key question in any rebranding process is:

What state is this brand being built from?

Under stress, brand communication can become:

Overly complex or wordy
Inconsistent across platforms
Emotionally charged or vague
Too safe—or too aggressive

These signals are felt by clients, teams, and partners, even if they can’t articulate why something feels “off.”

Brand clarity follows nervous system clarity.

Rebranding is a relational process, not just a visual one

Neuroscience shows us that people unconsciously attune to the emotional state of those they engage with.

Through mirror neurons:

Confidence is felt
Stability is felt
Anxiety is felt
Grounded leadership is felt

As a business owner, your nervous system becomes the emotional reference point of the brand.

You cannot brand calm, confidence, or trust if you are operating from pressure, fear, or constant crisis.

People don’t connect to polished messaging alone—they connect to the state behind it.

“It’s very easy to second-guess yourself, your decision-making, even the purpose of the rebrand itself—if you haven’t solidified the reasoning in your mind and with leaders beforehand,” says Ursula Pottinga. “Sit with your decision, and ask yourself the most important question before making changes. ‘Why are we doing this?’ When you can articulate your reasoning, you become more confident and more able to interpret negative feedback, without letting it overwhelm you.”

Step 1: Pause before you reposition

Before changing language, visuals, or strategy, ask:

Are we rebranding because I’m clear—or because I’m uncomfortable?
Am I responding to growth—or reacting to pressure?
Does this brand reflect who we are as a company, or who we think we should be?

There is no judgment here.
Rebranding driven by awareness creates alignment.
Rebranding driven by avoidance creates more noise.

Step 2: Regulate before you redefine

Practical ways to ground the rebranding process:

Slow the decision-making
Rebranding made in urgency often leads to regret.
A regulated nervous system allows space for discernment rather than impulse.
Name what’s underneath the rebrand
Is it expansion? Fatigue? Loss of relevance? A desire for more consistency? Naming what’s true reduces internal tension—and clarifies brand direction.
Identify the quality your brand needs to embody
Ask: What nervous system state do I want my brand to evoke?Trust? Authority? Warmth? Simplicity? Spaciousness?
Brand strategy becomes far clearer when it’s anchored in felt experience, not just market data.
Externalize the brand
Get it out of your head.
Map it.
Visualize it.
Use words, images, metaphors, or physical objects.Once the brand lives outside of you, your nervous system can relax—and coherence emerges.
Remember: your brand is a living system
Your business includes:

- Your team
- Your service
- Your clients
- Your market
  A rebrand isn’t just a message shift—it’s a systemic recalibration.
  When the leader regulates, the brand stabilizes.

Final reflection

Rebranding is not about becoming something new.

It’s about allowing the outside to accurately reflect what has already shifted inside.

When business owners tend to their nervous systems first, rebranding becomes simpler, truer, and more sustainable—and the brand naturally communicates clarity, confidence, and trust.

Coaching question:
If your brand reflected your most regulated, grounded leadership state, what would need to change—and what could be let go?

Why Alignment Starts on the Inside

One of the reasons this perspective resonates so deeply with our work at CEL is because we see it play out again and again. When leaders approach rebranding with clarity and grounded intention, the process feels collaborative, focused, and ultimately rewarding. When they’re feeling pressured or rushed, the work becomes harder–not because the brand is wrong but because the starting place is unsettled.

Rebranding isn’t meant to be about forcing transition. It’s about creating alignment between who you are, how you lead, and what your organization communicates to the world.

That’s the work we believe in: thoughtful processes, honest reflection, and brand decisions rooted in clarity, not anxiety.

Design Fails We Can Forgive (and the One We Can’t)

Ashley Winter — Thu, 29 Jan 2026 09:00:26 +0000

Not all design mistakes are created equal. We’ve all made them—especially when you’re juggling four flyers, two newsletters, and a superintendent who insists on using clip art in his graduation slides.

Some mistakes? Totally forgivable. A rogue shade of red in the holiday concert flyer? That’s fine. Stretching the font a little too far in Canva? Happens to the best of us.

But then there are the ones we never forget.

So, in the spirit of growth (and group therapy), here’s our unofficial list of design mistakes that quietly haunt our creative team—but hey, we’ll help you fix them.

Using the wrong brand color

Hey, it was close. We see you trying. And honestly, most of your audience won’t notice that you picked a slightly different shade. We’ll remind you to review the style guide, but we’ll wait until after you’ve had your coffee.

Too many fonts in one document

You were going for emphasis! We get it. It’s a little chaotic and maybe a teensy bit hard to read. We’ll help you rein it in and give you two solid (dyslexia-safe) fonts that always work.
Yes, you can still use your fun font. Sometimes.

Sending the print file in RGB instead of CMYK

Colors may come out a little weird, but you were trying your best. Also, color settings are secretly complicated.

Sending a print file in RGB instead of CMYK is like cooking a meal on a stovetop and expecting it to turn out the same in a microwave. You followed a recipe, you used the right ingredients, but the tool changes the result.

Naming your final file “FINALfinal_USETHISv2_revised"

We’ve all been there. It’s not elegant, but it got the job done. Next time, we’ll show you a versioning system that doesn’t feel like a cry for help—if you can even find your own file again.

That time you stretched the logo

What’s that? You hear sobbing from the CEL office? No you don’t.
You needed the logo to fit. You were in Canva at 11:30 p.m. No judgment. But next time you need a stacked logo for a vertical placement, call us. We promise we’re nicer than Canva’s resize handles.

Pasting your logos into a Word doc and calling it a brand kit

No.
Absolutely not.
This is why designers cry.

Your logo is not a sticker. Word is not a design tool. And a “brand colors” section that just says blue and gold? That helps no one.

We will stage an intervention. We will bring snacks. But we cannot pretend this is okay.

You deserve a real brand kit:

Horizontal and vertical logos
With and without the tagline
Full color, black and white, transparent, reversed (holographic foil optional)
File formats that actually work

You deserve color codes in RGB and CMYK. Hex. Pantone. Best office paint colors. Hair dye recommendations to match your color season. Aesthetic snacks for your next half-day meeting.

You deserve an accessibility cheat sheet that says:
“Nope. You still can’t pair yellow text on white.”

That’s a brand kit.

Bonus Round: What Really Matters to Your Designers

We asked CEL’s Design Director and Senior Designer—aka the calm creative forces behind the scenes—what quietly makes or breaks a project handoff.

Their answers?

“Messy design files slow everything down. Name your layers. Group them. Delete what you’re not using. Someone may need to use this same file in a year, or two, or five. Don’t take shortcuts now…because fixing these files later can be a nightmare. — Kelly May, Design Director

“Not outlining your fonts and not packaging your file? That’s how print shops cry. And no one wants that.” — Trari Spelorzi, Senior Designer

We’re not all graphic designers, so we’re not exactly sure what they mean, but it sounds like great advice. If you have more questions for them, give them a call. They’re experts in forgiving design fails (but they never forget). Asking questions now saves the project later.

K–12 Accessibility Basics: Color Contrast for Print and Digital Materials

Ashley Winter — Thu, 08 Jan 2026 16:32:26 +0000

We love a fun newsletter or flyer. We love swirly fonts, rainbow colors, and splashy backgrounds. What we don’t love? When cute takes over, and usability goes out the window.

Color contrast is an accessibility requirement that’s often misunderstood or overlooked, but it’s essential when designing print and digital materials—newsletters, flyers, websites, social graphics, you name it.

What is color contrast?

Put simply, color contrast is the difference in brightness between foreground colors and background colors.

It’s easy to remember contrast when you’re thinking about text on a colored background… but it’s not just for text. Think about:

- Buttons on your website
- Being able to tell the difference between an open tab and a closed one
- Linked text (can people tell what’s clickable?)
- Icons, labels, and other visual cues people rely on to navigate

High contrast = easy to read
Low contrast = squint city

This isn’t just for people with vision loss

Low contrast makes reading harder for:

- people on phones in bright light
- people with migraines or eye strain
- people who are reading in their non-native language
- people who prefer clean visual structure
- tired parents reading your newsletter at 9:47 p.m. (respect)

What color contrast requirements do I need to meet?

It’s not as easy as saying a color is or is not accessible. It’s all in how you use it.

Most schools aim for WCAG 2.1, Level AA as the baseline standard. Here’s what that usually means for contrast:

- Normal text: 4.5:1
- Large text: 3:1 (typically 18pt+ or 14pt bold+)
- Non-text elements (icons, form fields, UI components/states): 3:1

A note from the real world: not every website uses pure white (#FFFFFF) as a background, and some developers (or platforms) set stricter internal rules. In practice, you may need to meet more stringent requirements.

How do I check color contrast?

Many design programs include a contrast checker. But if you want a simple, quick tool, WebAIM’s Contrast Checker is our favorite for a reason: it’s simple. Here’s the link: WebAIM Contrast Checker

What’s that? You want to know if you can use CEL’s peach color as text on a white background? Great question. The answer is: no. Not if you want people to be able to read it, anyway. Even if you can read the text (being mindful that many people wouldn’t be able to), it doesn’t make for a pleasant reading experience. Meeting color contrast ratios improves the reading experience for everyone.

Don’t check your color contrast more than once

If your brand guidelines don’t have an accessibility cheat sheet, now’s the time to create one. Make a one-page “safe use” guide that shows:

- which brand colors can be used as text (and at what sizes)
- which colors should stay as accents only
- good background + text pairings

This one page saves hours later—and makes templates way easier to build and reuse.

It turns out our brand isn’t accessible! What do I do?

First: you’re not alone. This happens constantly.

Many organizations use brand colors as accents and use simple combinations (such as dark text on a light background) for most content. That’s totally okay.

But if you’re feeling boxed in, a school brand refresh doesn’t have to be dramatic. It can be as simple as:

- adding 1–2 complementary colors that do meet contrast ratios
- adjusting a few shades slightly (darker or lighter)
- defining “digital-safe” versions of brand colors for text and buttons

And yes—contrast applies in both printed and digital spaces. (Print can feel forgiving, but if your flyer gets posted as a PDF, emailed, or viewed on a phone, those issues come right back.)

Does our logo have to be accessible?

Aha, so you found the gray area (no color puns intended).

No—your logo itself does not have to meet WCAG contrast requirements. Logos are generally treated differently than body text. Though you will want to ensure that they always have alt text associated with them.

That said, here’s the practical tip: if you’re placing your logo on backgrounds where it’s hard to see, you’re still creating a usability problem. Consider creating:

- a light-background version
- a dark-background version
- and a one-color option

Not required. Just smart. And if you decide to do a brand refresh or logo design? Consider accessibility from the very beginning, so your brand designs are usable, not restricting.

Before you hit send: the 60-second check

Here’s the quick “are we being kind to eyeballs?” checklist:

- Can I read this on my phone without pinching/zooming?
- Are links obvious (not color-only)?
- Any text on images? If yes, does it have an overlay or text box?
- Do buttons have clear, readable text?
- Is anything “important” communicated only by color?

If you pass this, you’re already ahead of the game. (Note, these aren’t the only accessibility requirements in a document, but for visuals, this is a great starting point).

The bottom line

Color contrast isn’t about making everything black-and-white and boring. It’s about making sure your message actually lands. Your websites, your newsletters, your social media aren’t just “content,” they’re how families find dates, deadlines, resources, and help.

And the goal is simple: less squinting, more understanding.

5 Trends Shaping the Future of School Mascot Design

Ashley Winter — Tue, 08 Jul 2025 14:54:35 +0000

A great school mascot is more than a costume—it’s a rally cry, a walking selfie station, and a symbol that unites your community. But let’s face it: many mascots were born in a different era, long before social media, scalable logos, or deep conversations about inclusivity.

Does your school mascot still make the grade? If not, here are five trends shaping the future of mascot design.

1. Mascots Made for the Digital Age

Your detailed mascot logo might look great on a jersey, but how does it look as a Facebook profile picture? Embroidered on a polo shirt? Screenprinted on a water bottle?

Modern mascots are built for digital-first versatility. They look sharp at any size and hold up across platforms. If your mascot is overly detailed, pixelated, or awkward online, it might be time for a school mascot redesign.

Not ready for a complete overhaul? A digital-friendly mascot refresh might be enough. A skilled graphic designer can update your existing artwork into scalable formats so you can actually use it.

2. Culturally Sensitive and Inclusive Mascots

Schools across the country are retiring mascots that no longer reflect their values—especially those with Native American imagery or aggressive, outdated symbolism. The goal? To create a welcoming, respectful environment for every student.

Of course, change is rarely simple. Long-time fans may love the tradition and history of your mascot, while others see an opportunity for progress. Our advice: listen deeply. What do people love about the current design? Where are they open to evolution?

Inclusive mascot design starts with inclusive conversations. Engaging students, families, alums, and staff in the process builds buy-in and ensures your new mascot feels like yours, not just a branding update. A culturally sensitive school mascot demonstrates to students that all identities are valued.

3. School Mascots with Personality and Purpose

Not every school wants a snarling beast. More schools are choosing mascots with charm—characters that reflect friendliness, humor, or creativity. Think beyond high school sports and warrior tropes: what makes your school truly unique?

Whether it’s a friendly fox or a shining lightbulb, alignment with school identity and branding turns your mascot into a living brand ambassador.

Many schools are now creating mascots with full personalities—names, backstories, even ties to school history or local landmarks. A mascot isn’t just a logo anymore—it’s a character students can relate to, rally behind, and maybe even write about in English class.

The costume? Just one part of the puzzle. The real power is in the personality. Mascot design is now more about the brand identity than just the suit. The logo, the voice, the tone—how will your mascot show up in digital spaces and school communications?

4. Motion-Ready Mascots

Mascots are being built to move—literally and digitally. Whether it’s a costume that’s easier to wear and dance in (and doesn’t smell like 20 years of stale nacho cheese) or a character that works as an animated GIF or app avatar, movement matters.

Think about your favorite team mascots: you’re not picturing a logo—you’re picturing a character. Mascots that come to life in video, reels, and halftime shows amplify energy and engagement across platforms.

5. School Mascot Design That Stands Out (and Sticks Around)

In 2025, school mascots are moving to cleaner, bolder designs. Think memorable and usable—on everything from spirit wear to Instagram stickers.

That means:

Bold shapes
Clean lines
A look that’s instantly recognizable at a glance

Simple doesn’t have to mean boring. It means timeless, flexible, and ready for action.

What’s out in 2025?

For years, schools and teams lovingly borrowed from their favorite pro sports brands — a tweak here, a color swap there. But now? It’s time to put down the tracing paper and pick up a fresh brush.

Not only is it the right thing to do, it’s what we’re trying to teach our students: creativity over copycats, and integrity over imitation.

Let’s lead by example — with logos that are original, meaningful, and 100% ours.

A Note on AI in School Mascot Design: Use with Care, Not for Keeps

AI can be a fun, creative jumpstart, offering quick sketches and design iterations. But when it comes to your final mascot design, be careful.

Most AI-generated images can’t be trademarked, which means you can’t truly own them. You may not be able to sell your mascot as merchandise, use it in your school’s branding system, or protect it from lookalikes. Worse, you could be hit with a trademark claim down the line.

Use AI for brainstorming. Play, explore, imagine. But when it’s time to commit, bring in a human designer who can create something original, adaptable, and legally yours.

Additionally, pause before you use AI to add brand elements to your mascot.

You’re the East High Eagles? AI will absolutely give you an eagle in a jersey playing hockey, or cheering and holding pom-poms.

But here’s the thing: AI doesn’t care about brand consistency.

It won’t follow your style guide, your color palette, or your district’s tone of voice. What you’ll get is a quick visual, not a cohesive brand asset.

If you’re building a mascot to lead your brand—not just decorate it—let a real designer translate your identity into something consistent and on-brand.

Bringing Your Team Along For the Ride

School mascot redesigns can stir up big feelings. Some communities cling tightly to the design they’ve known for decades. That resistance might sound like:
“Why are we spending money on this?”
“I don’t see what’s wrong with what we have.”
“But we just updated all our jerseys!”

And those feelings are valid. For many staff, students, and alums, a mascot isn’t just a graphic—it’s a memory. A tradition. A presence in pep rallies, posters, and brand templates they’ve helped shape.

The key? Invite your people into the process.

From kickoff to rollout, build trust through clear and transparent communication. Acknowledge what’s being left behind—and paint a compelling picture of what’s ahead. Explain why a strong brand is important, and that all brands make updates throughout the years.

When people feel heard and included, even reluctant voices can become proud advocates of your new, modern school branding. It’s about giving people a voice throughout the process, not waiting for them to be upset after the fact.

School Mascots: More Than a Makeover

A school mascot redesign isn’t just about changing a costume or updating a logo. It’s about aligning your brand and visual identity with your values, your mission, and the community you serve.

Whether you’re embracing inclusive mascot design, adapting for digital platforms, or retiring outdated imagery, one thing is clear: a thoughtful mascot redesign can boost school spirit, foster a sense of belonging, and unify your school brand across every platform and generation.

And when it’s done right?
Your mascot won’t just represent your school.
It’ll help lead it.

Need Help With Your School Mascot?

At CEL Marketing, we’ve helped schools and organizations across Minnesota and beyond take their mascots from outdated to outstanding. Whether you’re looking for a digital-friendly mascot refresh, a full school mascot redesign, or just a second opinion, we’ve got you.

Need a complete rebrand? We’re in.
Just want a brand audit? We’ll be the ones (gently) telling your team, “Yep… it’s time.”

Let’s create a mascot that reflects your values, inspires your community, and looks great on everything from hoodies to highlight reels.

Elevate Your School Logo and Mascot

Expand Your Brand

The Art of Memorable Swag

Andrew Hagen — Fri, 24 Jan 2025 08:00:25 +0000

Swag—short for “stuff we all get”—is much more than freebies. Done right, it’s a tangible way to say, “We see you, we value you, and we want to celebrate what makes our community special.” Whether it’s a cozy branded hoodie, a sleek reusable water bottle, or a fun rally towel, great swag can spark joy, build connections, and strengthen your brand’s identity.

But what makes swag genuinely memorable? It’s all about thoughtfulness. Thoughtful swag reflects your values, connects with your audience, and leaves a lasting impression.

Let’s dive into how you can make your swag thoughtful, memorable, and impactful.

Match the Occasion

Choosing the right swag starts with knowing its purpose. Is it for daily use, a celebratory moment, or an event brimming with school pride? Think about the story your swag will tell.

- Everyday Swag: Simple, practical items like branded notepads, sticky pads, or pens go a long way in showing appreciation. Plus, they’re functional tools that keep your brand at the forefront of your mind during daily tasks. Imagine how often someone will reach for that pen or jot a note on a branded pad—it’s a daily reminder of your organization’s presence.
- Celebratory Events: Retirement parties, milestone achievements, or team wins call for keepsakes—think enamel pins, padfolios, or engraved coasters. A personal touch, like a name or date, can make all the difference, turning an ordinary gift into a cherished memory. A beautifully engraved coaster, for instance, can spark warm memories of a career well-spent every time it’s used.
- School Spirit: For rallies, spirit weeks, or sports events, nothing beats rally towels, drawstring bags, or sunglasses to energize and unite the team. These items aren’t just functional—they become symbols of shared pride and enthusiasm. The more you can connect swag to your school, the better (Alabama Roll Tide, anyone?)

Pro Tip: Adding a personal touch—like engraving or a custom message—makes celebratory swag unforgettable.

Focus on Practicality

The best swag isn’t just cool—it’s useful. People love items they can incorporate into their daily routines, and practical swag ensures your gift won’t end up forgotten in a drawer.

Here are a few crowd-pleasers:

- Reusable Products: Think branded shopping bags, insulated water bottles, or metal straws. These items align with sustainability trends and appeal to modern values. They also show your organization’s forward-thinking approach to environmental impact.
- Everyday Essentials: Umbrellas, lunch bags, and tote bags are universally appreciated. Picture someone using a branded lunch tote every day at work—that’s a constant, positive reinforcement of your brand.
- Tech Accessories: Screen cleaning cloths, cord organizers, or portable device stands aren’t just practical—they’re lifesavers for both the tech-savvy and the tech-clueless. A well-made cord organizer can save someone from endless desk clutter, making them appreciate your gift daily.

Practical swag keeps your brand in use—and in mind—for years.

Quality Over Quantity

Let’s be honest—no one gets excited about flimsy, forgettable swag. When budgets are tight, prioritizing quality over quantity can make all the difference.

A well-made, thoughtfully chosen item says, “We don’t just value your contribution—we want you to have something meaningful to remember it by.” High-quality swag also sends a subtle but powerful message of professionalism and attention to detail.

Think of it this way: Would you rather have 100 cheap pens that break after a few uses or 50 sleek, long-lasting pens that recipients rave about? Investing in quality shows care and leaves a stronger impression.

High quality doesn’t necessarily mean expensive—it means thoughtfully selecting swag that meets your budget while still aligning with your brand and audience’s needs.

“I’ve attended countless conferences, and let’s be honest—most swag is forgettable. But every once in a while, you see something like Peachjar’s individually wrapped peach gummies, and it clicks. It’s a perfect example of how swag doesn’t have to be expensive to make an impression; it just needs to match your brand and feel thoughtful. Whether it’s candy, notebooks, or a giant foam finger, when the gift reflects who you are as an organization, it leaves a lasting impression.”

~Chelsea Janke, Vice President Integrated Marketing, CEL Marketing PR Design

Prioritize Sustainability

Swag with sustainability in mind sends a message: your organization is future-focused and committed to doing the right thing for our planet. With so many options now available, it’s easier than ever to prioritize eco-conscious choices:

- Bamboo notebooks or pens made from recycled materials.
- Reusable lunch totes or shopping bags.
- Insulated water bottles for both convenience and environmental impact.

Sustainability resonates with today’s audiences—staff, students, and families alike. Eco-friendly swag isn’t just about practicality; it’s about aligning with shared values.

Pro Tip: When sourcing swag, look for vendors who emphasize eco-friendly materials and production practices. Supporting local businesses that prioritize sustainability can add even more impact.

Showcase Your Brand

Swag is more than a gift—it’s a branding opportunity. But great branding doesn’t mean slapping your logo on everything. It’s about being intentional, cohesive, and polished.

Here’s how to make your swag shine:

- Stick to tasteful, minimalist designs that highlight your logo without overwhelming the product.
- Use durable, high-quality items to ensure your branding lasts over time.
- Choose school colors and themes to create a sense of pride and connection.

Remember, your swag should reflect who you are as an organization—your professionalism, pride, and values. Well-designed swag is a conversation starter, a daily reminder, and a token of trust, all in one.

When Gifts Go Wrong

You can’t please everyone. Even the most carefully chosen gift can leave someone unimpressed. Maybe the fit isn’t right, the color isn’t their style, or they don’t want yet another tote bag. And that’s okay. The goal isn’t to make everyone ecstatic—it’s to leave a lasting impression on most of your audience while reinforcing your brand. The key is to focus on thoughtfulness and relevance. If your gift connects with the majority, you’re doing it right.

The Danger of the “Token” Gift

When it comes to gifts for significant milestones, like years of service, the stakes are higher. A small or seemingly thoughtless gift can feel more like a blow-off than a celebration. A coffee mug or a generic pen may be practical, but it can come across as impersonal or even dismissive of the recipient’s dedication. Instead of a token gift, focus on items that feel meaningful or allow people to showcase their achievements with pride. Here are some ideas:

- Recognition wearables: Consider high-quality lanyards, pins, or badge holders they can proudly display at work.
- Practical but prestigious: Gifts like custom notebooks, leather portfolios, or upgraded work essentials with subtle branding balance functionality with thoughtfulness.
- Shared experiences: Pair swag with something experiential, like a special lunch or a personalized note from leadership, to add a personal touch and an extra “thank you.”

Ask for Input

Want to know what swag will make your staff or students smile? Just ask! Whether it’s a quick survey or an informal chat, gathering feedback ensures your choices resonate. Plus, it makes recipients feel heard and valued.

You might discover your team has a love for insulated mugs or that your students are all about trendy totes. Gathering input turns swag selection into a collaborative effort, making the final result more meaningful.

By blending practicality, quality, and thoughtfulness, your swag can create lasting impressions, build community, and strengthen your brand. Ready to level up your swag strategy? Let’s connect and bring your ideas to life!

Quiz: What Pantone Color Is Your Vibe?

Ashley Winter — Tue, 02 Jan 2024 15:41:50 +0000

Pantone has bestowed upon us the color of the year for 2024, and it’s radiant, warm, and as comforting as peach pie. If this color doesn’t resonate with you, fear not, we’ve got the ultimate quiz to reveal the Pantone color of the year shade that better mirrors your essence and predicts your future for the thrilling year ahead.

Whether you’re navigating the professional landscape with precision or prefer to let your creativity run wild amidst a (controlled!) chaos of Post-it notes, this quiz is designed just for you. Jot down your answers for this 10-question quiz.

Question 1: Describe your desk space at work:

A. Immaculately organized, with everything in its designated place.
B. Mostly clutter-free. You prefer a focused and serene workspace.
C. A balance between order and creativity, accommodating both structure and spontaneity.
D. A dynamic and inspiring space where creative chaos fuels innovation and ideas. Others might call it messy. We call it a vibe.

Question 2: In a work crisis, your approach is most likely to be:

A. Facing it head-on with assertiveness and confidence. You’ve prepared for this. Extensively.
B. Taking a methodical and calm approach to find a solution. First stop – you’re checking with your counterparts for advice.
C. You go with the flow and adapt to the situation. Whatever comes your way, you can handle it.
D. Let’s go! You have your finger on the publish button, ready to communicate immediately.

Question 3: Your favorite type of professional development involves:

A. High-energy speakers or networking events.
B. One-on-one mentorship.
C. Online courses and flexible learning options.
D. Hands-on experiences.

Question 4: In collaborative work with teammates, you most value:

A. Passion.
B. Harmony.
C. Adaptability.
D. Innovation.

Question 5: You prefer to get information from others:

A. In a face-to-face conversation.
B. Through email, so you have a record of the conversation.
C. It doesn’t matter as long as people pick a communication method and stick to it. You can’t keep track of 10 different systems!
D. Text, email, phone call, it doesn’t matter as long as you get the information you need.

Question 6: During a busy workday, your preferred break activity is:

A. A walk or drive. You just need a minute away from screens.
B. Switching to a personal task for a few minutes – a different inbox counts as a break, right?
C. More coffee. More tea.
D. Chatting with others…about anything but work.

Question 7: Your approach to team leadership involves:

A. You believe in the power of mentorship.
B. Inspiring and recognizing others.
C. Recognizing individuality to foster an inclusive and adaptable work environment.
D. Embracing new perspectives and encouraging out-of-the-box thinking.

Question 8: When facing a tight deadline, you are more likely to:

A. Thrive under pressure and deliver with flair.
B. Plan strategically and manage your time effectively.
C. Adapt your approach and find creative solutions to fit in the time allotted.
D. Wing it—somehow, you always get it done.

Question 9: Your least favorite part of work is often related to:

A. Meetings that don’t move the needle forward. Waste. Of. Time.
B. Navigating conflict. Just the idea of checking social media comments gives you hives.
C. Always doing more more more more more.
D. Maintaining traditions or rigid structures that no longer make sense.

Question 10: In your downtime, you unwind by:

A. Going out—dinners, theatre, concerts, you name it.
B. You have regularly scheduled downtime on your calendar. Family nights, movie nights, a standing massage appointment—whatever it is, you always have something to look forward to.
C. Relaxing. Whether it’s with family, a glass of wine, or reading a book, you need your downtime.
D. Hobbies. You have so many you’ve lost track. You’re never bored.

Quiz Scoring:

A Note For Those Who Skip to Scoring:

Caught you trying to fast-track to your color, huh? If you’re ready to jump straight to the finish line, you might just be the go-getter we all need on our team. Now, let’s backtrack and discover the nuances of your vibrant work personality – it’s worth the journey!

Mostly A’s: Viva Magenta– The Bold Strategist
Bold, energetic, and full of strength, you thrive in high-stakes situations and are always prepared to face challenges head-on. Your assertiveness and confidence make you a natural leader, inspiring those around you with your positive mindset and approach to work.

Fortune for 2024: Your year will be a journey filled with bold moves and exciting opportunities for growth. Avoid moving too quickly – sometimes, a step back or thoughtful response can make all the difference.

Mostly B’s: Classic Blue – The Calm Conductor
You’ve earned the title of ‘Classic.’ Calm and confident, your methodical approach brings harmony to any situation. You are known for providing a steady and reliable foundation for your team.

Fortune for 2024: You’ll find success when you prioritize connection—anchoring growth from a stable foundation. Avoid overanalyzing – sometimes, simplicity holds the key to brilliance.

Mostly C’s: Greenery – The Adaptable Innovator
Drumroll, please! You’re a refreshing, revitalizing yellow-green that evokes thoughts of renewal. Adaptable, flexible, and poised for a year of positive changes, your ability to balance order and creativity makes you an invaluable asset. Your versatility fosters a work environment that welcomes change and innovation, setting the stage for a year of positive transformation.

Fortune for 2024: 2024 is your canvas for positive transformations and innovation. Embrace change, but watch out for your tendency to spread yourself too thin – focus on the impactful changes.

Mostly D’s: Tangerine Tango – The Creative Pioneer
Bravo, you’ve earned a vivacious shade of orange. Creative, forward-thinking, and set to explore new horizons, your commitment to innovation propels you into uncharted territories. Embracing new perspectives and encouraging out-of-the-box thinking, you’re a creative pioneer charting the course for the future.

Fortune for 2024: Your creative spirit can lead you to new heights in 2024. Keep your innovations grounded for practical success to avoid getting lost in the clouds.

Mix of Scores: Marsala – The Multifaceted Achiever
With a blend of characteristics from various personalities, you are a dynamic fusion. Your unique mix of boldness, composure, adaptability, and innovation makes you a multifaceted achiever. Embrace the diversity within yourself, as it equips you to tackle a wide range of challenges and navigate the complexities of the professional landscape with finesse. Your sense of individuality is your greatest asset!

Fortune for 2024: Your versatility will be your greatest strength in the year ahead. The word ‘no’ will be an important tool in your toolbox this year—just because you can do it all doesn’t mean you should.

Type Tales: Navigating Font Frontiers

Ashley Winter — Tue, 21 Nov 2023 15:31:17 +0000

What Does Your Font Say About Your Organization?

Font selection may seem like a minor decision in the grand scheme of your designs, but the truth is, it’s like choosing the perfect outfit for your brand. CEL graphic designer Anna Ingemann shares her insights on font selection, revealing they’re more than just pretty letters — they can make or break your brand personality.

Serif vs. Sans Serif

Anna breaks it down: serifs are the classy, traditional folks who enunciate every word, like Times New Roman. On the flip side, sans serifs like Helvetica are more laid-back and modern buddies. So, are you more Shakespearean or Zuckerberg? Your font knows.

Takeaway: Choose wisely – are you a classic novel or a tech startup?

Serifs are the small lines attached to letters, almost like a brush stroke at the ends.

Readability

Imagine your font as a public speaker – if it’s all over the place, no one’s getting the message. Anna’s tip: keep letter shapes consistent for a smooth reading experience. And watch out for those x-heights – too tall, and it’s like shouting in ALL CAPS. Too short, and legibility decreases. For example, the height of the letter x in the Impact font family is taller than the x-height of New Times Roman and might be best used in a headline instead of the body.

Takeaway: Don’t be the font equivalent of a mumble – aim for clear and confident.

X-height is the space between the baseline and mean line of lowercase letters in your font.

Mix and Match

Is there a Tinder for fonts? There should be. Font combinations are like the perfect power couple. Anna suggests pairing a headline hottie with a body text sweetheart. But beware, don’t go overboard – too many fonts are like a bad Tinder date (you can’t wait to get away).

Choose a headline font that’s bold (maybe even a little playful), but stick with body text fonts that are easy to read. For accessibility, choose simple, distinctive letterforms over highly stylized scripts. There are even readily available dyslexia-friendly fonts like OpenDyslexic to optimize recognition.

Takeaway: Your headline and body fonts don’t have to match (you can even mix serif and sans-serif), but aim for legibility over style.

Consistency is Key

Your font needs to look good everywhere. Whether it’s on a business card, website, or packaging, your font should be consistent, no matter the size or color.

Takeaway: Be the Beyoncé of fonts – flawless and consistent across all stages.

Lost In Translation

Fonts have cultural passports. A font that’s a hit in Germany might be the odd one out in the USA. So, when picking fonts, think globally.

“When creating a recognition graphic, be aware of stereotypical fonts,” says Anna. “A great example is Hispanic Heritage Month. There are certain fonts you’ll see commonly used in advertising every September. Rather than choosing a font that “feels Hispanic,” select a font that was created by a member of the group you’re celebrating. It’s much more authentic and honors the creators versus perpetuating a stereotype.”

Takeaway: Be the multilingual font whisperer – embrace diversity and avoid cultural faux pas.

Cliché Alert

Some fonts are like bad habits – overused, outdated, and cringe-worthy. Anna advises steering clear of fonts that stylistically don’t match your purpose. Sorry folks, but step away from Papyrus, Impact, and Comic Sans.

To be clear, we’re talking about your official organizational fonts. We know you’ll never pry Comic Sans out of the hands of your office workers…and that’s okay. Friday refrigerator cleanout fonts can be anything their hearts desire.

Takeaway: Avoid the font walk of shame – choose something unique but not too flashy. It will ensure your font has some longevity versus looking outdated.

Expertise Counts

Font design is its own discipline. Type foundries devote immense care and craft to creating versatile, readable, authoritative fonts. Top brands consult typographers to make custom fonts that perfectly express their vision.

But if you’re not Chick-Fil-A, creating a custom font may not make as much sense. Thankfully, thousands of high-quality fonts are available today. Chances are, your best font choices are available free in Google or Microsoft products.

There are plenty of fun free fonts available online, but they’re often created by individuals, and the quality varies. Use DaFont when designing your next music lyric tattoo, but avoid choosing a narrow-use font when designing the homepage for your organization.

Takeaway: Collaborate with your tech team and select fonts that can be deployed across your network without breaking the bank.

What’s Trending?

Spandex is coming back, and you heard it here first!!

Okay, maybe not, but other 80’s trends are having a revival. “The 80s are definitely coming back in fonts,” observes Anna. “Using thin and narrow serif fonts with muted colors and grainy backgrounds is popular.” The good news? If you haven’t updated your website since the 80’s, you’re back in style, baby!

In reality, following design trends depends on your organization. For those heavily into consumer sales, knowing and following trends is often high on the priority list. For others, showing steadfast reliability is in order.

Takeaway: Turning your homepage Barbie pink is fun, but it’s not a long-term trend. If your organization prides itself on remaining on the cutting edge of viral marketing, we recommend this time-consuming approach to following trends. But for most organizations, we recommend choosing fonts and brand designs that reflect your brand’s ethos and offer much more longevity.

In the end, typography is like the wizard behind the curtain – you might not notice it, but it’s shaping your brand’s destiny. So, next time you pick a font, remember: it’s not just letters; it’s your brand’s silent spokesperson. Choose wisely, and let your font do the talking!

Skeuomorphic Website Design

Ashley Winter — Sat, 21 Oct 2023 19:25:28 +0000

Balancing Nostalig and Innovation

Are you familiar with pull-to-refresh on your mobile device? What about the meaning of “swipe right?” In the early days of digital design, developers often prioritized skeuomorphic design to ensure users could interact with their programming. But as comfort and experience with technology increases, many companies are moving away from skeuomorphic design to rethink the digital experience.

A skeuomorph is a design feature that mimics the appearance or function of something from the past, even if it’s no longer used in the current context. It’s like the digital camera on your smartphone that still has a “click” when you snap a photo. It’s those icons on your computer screen that mimic real-life objects – the floppy disk save icon or recycling bin. Even your digital calendar or newsletter may sport spiral bindings, torn paper edges, or a page-turning animation — all in an attempt to evoke familiarity with a paper copy. These elements might be unnecessary in today’s context, but they make us feel at home in the digital realm.

Skeuomorphism is like a bridge between the past and the future. It keeps the old in sync with the new, ensuring we don’t feel lost in a sea of innovation. However, this design approach also comes with its own set of challenges. What was once familiar and accessible may no longer resonate with a tech-savvy generation. Ask a student today about floppy disks, and you might get a puzzled look. But say swipe right—a concept not based on a real-world counterpart—and many people know exactly what you mean, even outside of its original context.

Give this a try. Show this symbol # around your office and ask people what they call it. In our office, we heard: the hashtag symbol, the number symbol, the pound sign, and (our favorite) the octothorpe. Copy editors and musicians would likely add to our growing list of definitions.

With so many possible interpretations, it becomes evident that symbols like “#” can vary greatly in meaning depending on one’s background, profession, or generational context. This simple example highlights the challenge of skeuomorphic design – what might be familiar and meaningful to one group can be entirely foreign or even confusing to another.

As technology continues to evolve and become more integrated into our daily lives, the digital experience needs to be inclusive and user-friendly for diverse audiences. This requires a shift away from relying solely on skeuomorphic design, which may inadvertently exclude or confuse users who don’t share the same cultural or generational references. Instead, designers are embracing more universal and intuitive design principles to create digital interfaces that can be easily understood and enjoyed by a broader spectrum of users.

Here are some key principles to consider:

Accessibility Matters: While skeuomorphic elements can add a touch of nostalgia, they must not compromise accessibility. Ensure that your design choices are inclusive and considerate of users with disabilities. Test your website with screen readers and other assistive technologies to ensure a seamless experience for all. Avoid the common pitfall of uploading PDFs or images of paper copies to your website. A virtual bookshelf can be a fun way to display content, but it rarely meets accessibility and searchability requirements.

Searchability is Key: Skeuomorphic design elements can be visually appealing, but they should not hinder the searchability of your content. Users should be able to find the information they need quickly and easily. Optimize your content for search engines and use clear navigation. Most importantly, be certain to offer a search bar that is easy to spot on your home page.

Think Globally: Remember that some skeuomorphic elements may have cultural or generational connotations. What is familiar to one group might be entirely foreign to another. When designing for diverse audiences, strive for universal design principles that resonate across cultures and age groups. Don’t assume all users have the same level of tech expertise—design should be user-friendly for all, from tech novices to digital experts.

Be Consistent: “Do you have a weather app on your mobile device?” asks Ashley Winter, CEL Content Marketing Coordinator. “At a glance, you can see from the graphic if it’s going to be sunny, rainy, snowy. But there are examples when there’s no easy skeuomorphic option—the symbol for fog, for example, is often a cloud with two lines below it. That may not be universally understood. But with consistency, users will learn and adopt the meaning into their own digital lexicons. As you develop your own website terminology and navigation, be consistent so users can develop a level of understanding and comfort with your site.” This includes things like using links and button styles consistently and using clear navigation so people know where they’re going before they click.

Aesthetic Balance: While skeuomorphism can add a touch of charm, be cautious not to overdo it. Strive for a balance between aesthetics and functionality. The design should enhance the user experience without overwhelming it with unnecessary ornamentation.

“It’s important to design with the audience in mind,” says Kelly May, CEL Designer Director. “A flipbook or animated experience can be fun, but sometimes busy readers want to skim information. If your design slows down the user experience too much, you may find people won’t engage with your content at all.”

Video content, podcasts, and long-form writing all have their place in your marketing mix, but it’s important to think about the expectations of a modern audience. If someone comes to your website looking for an important event date, ensure that information is readily available and not buried inside animated books or in the middle of a video.

Stay Open to Innovation: While skeuomorphism can provide comfort, it should not stifle innovation. Encourage your team to explore fresh, user-centric approaches that align with the evolving needs and expectations of your audience. This applies to navigation and site mapping especially—are you designing strategically or thinking in terms of a filing cabinet?

“It’s easy to draft your sitemap in the same way you might fill a filing cabinet,” says Andrew A. Hagen, CEL Integrated Communications Coordinator. “A page for each department with subpages for specific content. But that’s not necessarily how your end-user experiences content or searches for information. We have to move beyond how we’ve always done things to really think through your website in a strategic, personalized way.”

Tailor to Your Unique Needs: Your website is a unique digital space with its own objectives and user base. Don’t assume that design decisions made for one website will apply seamlessly to yours. Customize your design choices to align with your specific goals and brand identity. Is your audience more comfortable with familiar design, or are they ready for a new experience? If your organization prides itself on technological innovation, that should be obvious from the first click on your website.

“Your values and differentiators should shine through no matter how people gain entry to your website,” advises Ashley. “Whether it’s through the welcoming doorway of your homepage, a direct entry into your careers section, or a digital advertisement leading the way, the design journey matters. That’s why it’s important to thoughtfully design your website and your branding to convey your values, no matter how someone gets to you. Crafting the aesthetics and navigation isn’t just a mundane decision; it’s a pivotal part of the user experience.”

User-Centric Design: Keep the focus on the user. Understand their preferences, behaviors, and needs. Conduct user testing and gather feedback to refine your design choices continually. Prioritize a seamless and enjoyable user experience.

“The Millennial generation is known to be tech-savvy,” shares Ashley, “but technological acumen can’t be defined by any specific generation. What we know is that websites and digital experiences need to evolve as users do—it’s no longer optional to have a website. Whether you’re a business, a non-profit, a school, or an art experience—you need a website. And just having a presence is no longer enough. It needs to be a tailored digital experience that speaks to who you are. User expectations are growing at the speed of technological evolution. Things that are cutting-edge today may be an expected feature in a few years.”

Blending Nostalgia with Futurism

Skeuomorphism in design is like a comforting hug from the past, where the digital world pays homage to its analog ancestors. But in today’s fast-paced world of design and technology, striking a balance between skeuomorphism and innovation matters. As we continue our journey into a digital era, designers who find that sweet spot will blend the comforting embrace of the past with the exciting possibilities of the future.

“As a designer, my goal is to craft digital experiences that resonate with users,” says Sam. “This means a fine line between evoking a sense of familiarity (skeuomorphic design) while embracing modern design and technology. Skeuomorphic elements provide that comforting bridge to the past, but don’t let them overshadow innovation. Balancing the two is an art – one that ensures our designs feel like home while also propelling users into the future.”

So, as you embark on designing or revamping your website, we’re here to help you think carefully about your choices. Do skeuomorphic elements strategically enhance user experience, or are they inadvertently holding you back from creating a modern and inclusive digital space?

Does Your Website Say It All?

Chelsea Janke — Wed, 07 Jun 2023 04:00:35 +0000

When you meet a new business prospect or a potential client who shows interest in your business/services, how do you react? Are you able to effectively give that prospect more information without overwhelming them with a sales-y lecture? After giving your simple elevator speech, let your website and strong branding do the talking.

“Make sure your website is attention-getting, informational, and in line with your brand standards,” said Chelsea Janke, Vice President, Integrated Marketing at CEL. “You shouldn’t have to click more than three times from your homepage to find desired information. Use your website as a snapshot or representation of your business and what it has to offer, while making sure that it is also user-friendly for your clients and prospects.”

Attention-getting. The average visitor spends 53 seconds on a website. So you have less than a minute to make an impression before your prospect might click away from your site. If you’re providing what they’re looking for, make sure they recognize it right away by using quality web design features.
Consistent with your brand. Brand consistency means you use the same visuals, voice, and messaging across all channels of communication, including your website, social media and print. When your brand is consistent, you’re easily recognizable by your prospects.
Informational content. When someone comes to your website, they should be able to find all the information they need to move forward with your service. Yet, your website doesn’t need to have every detail. The content on your website should represent what you and your company has to offer
User-friendly. If your website is hard to navigate, your visitors will leave. No one has the patience to dig for information or problem-solve through confusing links. A user-friendly, responsibly-designed website is accessible for all, easy to navigate, and clearly displays all important information.

The Power of Brand Consistency

Ashley Winter — Thu, 30 Mar 2023 20:45:56 +0000

Your brand is more than your logo – it’s the sum of how your internal and external audiences perceive your organization. It’s how others describe you. Brands must evolve to fit changing expectations, at the same time staying true to core values. So, as you develop, evolve, and maintain your brand, how do you ensure brand consistency to solidify your identity?

WHAT IS BRAND CONSISTENCY?

Brand consistency includes using the same visual elements, voice, and messaging across all communication channels, from your website to print materials to social media posts. Brand elements help build recognition and trust with your audience, whether prospective families, current students and parents, alums, or even internal staff.

Brand consistency helps establish a recognizable identity that resonates with your audience and the wider community. If you control your brand, you can tell the story you want to tell. “If you don’t define your brand, the internet may do it for you.” says CEL designer Anna Ingemann “And in a weird way.”

Pro Tip — Go Incognito or use DuckDuckGo. Search your organization, and click images. Do you see a consistent brand?

HOW DO WE MAINTAIN CONSISTENCY WITH SO MANY PEOPLE INVOLVED?

Did you flinch when we said brand consistency? We saw that. Decentralized decision-making, lack of buy-in from stakeholders, and inconsistent implementation are common obstacles to brand consistency.

Decentralized Decision-Making

Your communications team (if you have one!) probably doesn’t have the time or inclination to approve every email or newsletter that goes out. That means, over time, your brand messaging and visuals can become scattered or diluted. There are too many different users sending communications, usually with daily loose guidelines.

Do your high schools use district messaging or have their own taglines? Do your elementary schools apply the same communication styles or schedules? How many unique logos, fonts, and email signature lines are floating around? Every school develops its own culture and voice. How does the district brand fit in or vice versa?

“Auditing and revamping school or district communications is a fun challenge,” said CEL Content Marketing Coordinator Ashley Winter. “It allows everyone the opportunity to think through the blend of individual school personas and how they fit together to form the greater district organization. Every school is different and has a unique story, but you also need your stakeholders to view each school as a part of a cohesive whole.”

If we step outside of schools, look at Google, which has masterfully branded its individual tools — Gmail. Chrome. Drive. Analytics. etc — consistently with the corporate brand. General Mills has hundreds of cereal brands under the umbrella of the corporate brand. School districts should work to build the same easily recognizable brand.

“It’s possible to infuse your communications with creativity and personality AND maintain brand consistency that builds stakeholder loyalty and trust,” said Ashley, who has seen it done across different industries.

Fostering Buy-In from Stakeholders

When your district brand evolves, including stakeholder input in a refresh will foster trust and brand loyalty. Without that trust, stakeholders may ignore your efforts — or worse yet, refuse to use your new brand elements. Incorporating community feedback into your process ensures that everyone feels included and has a sense of pride in the evolution of your brand.

Fountain-Fort Carson School District 8 (Colorado) used community feedback in their brand enhancement, ensuring their school district stood out in a recognizable, memorable way. The brand incorporated familiar outlines of the local mountain range in graphics. Additionally, FFC8 used light military-themed keywords in messages to create familiarity for their community, which is 70% military-connected. By building an association with community values, their school district cemented its place as the premier option for families in Fountain, Colorado, and surrounding areas.

South Washington County Schools (Minnesota) knew its former brand didn’t connect with students and no longer communicated its values. The district wanted something memorable, meaningful and equitable. Student voices inspired a complete rebrand. SoWashCo Schools: Be Seen. Be Heard. Be Bold. The colorful brand unified four strong high school brands and all 24 schools with common district language and values embraced by staff, students and families.

Salina Public Schools (Kansas) believes relationships are key to enrollment, retention and family satisfaction. Like many school districts, pandemic upsets and declining birth rates meant their projected enrollment numbers dropped. District surveys identified important district differentiators and opportunities, which became key messages. Using a multi-channel aspirational campaign — Greatness Grows Here — school staff prioritized relationships and personal outreach made all the difference. What started as an enrollment campaign evolved into a brand expansion, with new messaging to inspire pride, engage new families, and reattract lost enrollment.

Inconsistent Implementation

It can be hard to maintain brand consistency when your organization has many content creators. Emails from teachers, updates from the school nurse, newsletters from each principal, Superintendent letters, district podcasts and radio shows, internal staff newsletters and emails. And how many people are updating your website? To help your organization maintain brand consistency (without having to do it all yourself), deploy brand guidelines and create templates. Make them easy to use and customizable for each school.

“Brand guidelines are the first place to start,” recommends Kelly May, CEL design director. “Your brand guidelines are your foundation. They define your visual and verbal communication styles.” Comprehensive brand guidelines include brand goals and values, logos, patterns and other graphic assets, color palette, typography, image guidelines, taglines and often the tone of voice or persona.

“Accessibility is also a key component of our brand guidelines,” said Kelly. “Not only does accessible design ensure everyone can access and interact with your content, but it also reduces confusion and cognitive strain for everyone. For example, using accessible fonts and colors and adding alt-text—it’s not difficult to do, but it’s also very easy to get wrong. Help those within your organization understand why brand guidelines are important and how to easily comply using pre-designed templates.”

WHY SHOULD I ENROLL MY KID IN YOUR SCHOOL?

Families have more choices than ever regarding education options for their children, which means branding, messaging, marketing and design are more important than ever. So what makes you stand out from your competition?

Chances are you have rockstar staff members who can charm anyone with a phone call or school tour, but not all of your potential families are reaching out for information. Your brand is shouldering the work on its own for those people. What story is your brand telling?

A strong brand includes:

A visual identity that showcases who you are
Versatility to meet the needs of different tactics and audiences
Messaging that communicates the values of your organization
Storytelling that honors the people inside and shines a light on the students you serve
Enrollment marketing that helps prospective families understand who you are and how to be successful in your schools
Internal communications that empower staff to be ambassadors of your brand

Pro Tip —Download our Brand Checklist to kickstart your brand audit.

WHO IS IN CHARGE OF BRANDING?

It’s a trick question: no matter what job titles your organization includes, the answer is everyone. Everyone in your school system is responsible for communicating and representing your brand.

Imagine you’re a family new to the area, and you call to inquire about school enrollment. The person who answers the phone tells you to go to the website to find what you need—and hangs up. What impression of your brand does that leave?
You’re a community member without kids and only hear from the school system when they ask for money. What impression might you have of the school system?
Helping your internal stakeholders understand and communicate your district brand means that no matter how someone enters your organization—through a phone call, a mailer, as a new family or as a new hire—they’re being met with your brand values and messaging. Ensuring brand consistency means building familiarity and, ultimately, trust and loyalty within your community, clarifying who you are and what sets you apart from the competition, and reaching families that will find success within your organization.

Need a school marketing agency to help you with your school branding project? Contact the CEL team and we can help!

Design the User Experience

Ashley Winter — Mon, 20 Mar 2023 20:38:20 +0000

Our favorite projects are the ones that go through revisions. That may sound strange, but we love feedback and looking back through iterations, changes, and improvements. It’s the process of design—working with the client to ensure that everything is on-brand, on-message and focused on the user experience—that inspires great work. We can dream up so many options!

Through design, we learn about many different industries and subjects. From asphalt to interior design to the science of learning, design is everywhere. Working on different projects in a branding agency, designers encounter obscure knowledge that never would have come across our newsfeeds. It’s what makes working in an agency so interesting.

The breadth of work is impressive, spanning both physical and digital mediums. Projects have included website design elements, branded event packages—flyers, nametags, business cards, pop-up signs, social media posts, billboards—you name it. We recently created an animated video for a school marketing campaign, which was a unique challenge and so much easier with modern tech tools than a decade ago. We have so much more to offer clients. Of course there are also old stand-bys: catering van logos and t-shirt logos.

PROBLEM-SOLVING TO BUILD TRUST

At CEL, we pride ourselves on being strong interpreters and consummate problem-solvers. “I’m always impressed by our ability to problem-solve for clients,” said Kelly May, CEL Design Director. “Every project will inevitably have some sort of roadblock as we work through the process, and we’re always able to find creative, functional solutions.”

Striving to be a good interpreter means understanding what a client needs and what they’re asking. Sometimes there’s a gap between designers and clients; we may use different terminology or want to prioritize different things. We believe it important to listen carefully and anticipate questions or challenges throughout the entire design and branding process. Problems might be small, like a lack of compelling photos or having too much copy, to a larger problem, like a single graphic being asked to meet the needs of too many audiences at once. We can work through any problem with creative solutions by keeping goals in mind. Does the design meet the needs of the audience and the goals of the client? Does it work within the brand? There’s always a solution.

Building client trust is also important to everyone at CEL. It’s easy to take an existing brand and create items that work. Once we get to know each other, understand the brand and develop goals together, that’s when we can break out of the box. When we get permission to stretch or enhance brands, that’s an indication we have a good trust level with a client. We understand what clients want, and they know we have their brand’s best interest at heart.

Design Challenge: 5K Hand-drawn custom design

Cultivating trust is vital to expanding or refreshing a brand. Working with a client like Christy McGee (Director of Communications, Fountain-Fort Carson School District 8), we’ve built a level of mutual respect and trust. We’re able to use their brand elements in creative ways, expanding color palettes and graphic assets for new uses. Most importantly, we know Christy will share honest, thoughtful feedback — and feedback is critical to the process.

Trust allowed us to create a hand-drawn, custom design for an annual community 5k run/walk, which incorporated school district colors and incorporated the mountain range from within the district logo.

Keeping the user experience in mind is always a primary goal. Designing for the community 5k was a great experience. They wanted something fresh and new, that would build excitement over the event but also communicate that it’s a part of Fountain-Fort Carson School District 8. We ended up with a design that is both functional and fun, and can be used for years to come.

BALANCING UTILITARIAN AND CREATIVE

People often imagine graphic design as abstract creativity and non-stop out-of-the-box thinking, but there is also a place for organization and hierarchy. In document design, useability and user experience need hierarchy. On a small scale, it’s how people move through a document to understand and interact with the content. On a larger scale, it’s how users experience a website or an event.

Even with constraints, we like to flex our creative muscles—including developing unique, hand-drawn art. Sometimes, we need cutting-edge technology, and sometimes, we start by sketching on paper. There are times when something needs the extra touch—and the extra time. Hand-drawn and unique is not easily replicable or edited. It’s better for single-use or single-purpose projects. And we love the chance to break out and create eye-catching work and push the boundaries.

Our CEL design team brings different perspectives to a project. Anna helps push us toward more abstract thinking when I need support. She excels at brainstorming and seeing things in a completely new way. Kelly knows every brand inside and out. She can pick up on small details and see how things fit into the larger body of work. She has the ability to see a brand from the thousand-foot view and then narrow in on details to ensure everything aligns with the brand. Together, different perspectives strengthen our work.

Design Within Your Brand with Anna Ingemann

Ashley Winter — Wed, 16 Nov 2022 21:53:13 +0000

“If you don’t define your brand, the internet will do it for you. And in a weird way.” Anna Ingemann, CEL integrated marketing specialist and graphic designer, shares her insights on brand expansion, design, and usability.

A recent University of Minnesota graduate and former design intern turned graphic designer, Anna is no stranger to design trends and cutting-edge technology. Still, her passion is keeping designs functional and useable.

“I can make something beautiful and trendy, very exclusive. And there’s a time and place for that, but when clients need something they can easily replicate and edit themselves, they need functional design. It’s important to marry usability with artistic expression.”

CEL designers explain the technical words of design can be intimidating for people outside the design world, and the brand expansion process may seem overwhelming. Their goal is to make the process friendly and welcoming for every client—whether they’re design-savvy or still learning.

Anna describes the process as setting up a workbench for a client. “If you go to your workbench and don’t understand the tools, you don’t have the right pieces, you don’t know what to do—that’s frustrating. We want everyone to feel like they can use our designs. The usability part is so important. Just dropping files onto someone feels very cold. It’s important to me that when we deliver a brand to someone, it’s their brand. I want them to feel really comfortable and able to use the assets we give them. We make sure they have all the tools they need, organized in a way they understand, to take ownership over their brand.”

What is a brand, anyway?

“Your brand carries your story. It’s a supporting actor. The unspoken way you present yourself,” Anna explains. “There are unspoken nuances in how you present yourself to the world, and people pick up on those nuances, whether consciously or unconsciously. We understand many personal nuances, like the clothes you wear to an interview or if you make eye contact when meeting a new person.

But it can be hard to put your finger on what energy your brand is putting into the world. Most people can identify “good design” or “bad design”— cramped typography, a stretched or blurry design. But your brand tells so much more about you, from the words you use to your website design, your color palette, and your logos. Together they’re telling a story. Is it the story you want to be telling?”

Creating a new brand is daunting, but Anna shares that clients rarely want to throw out what they have and start over. “We help clients identify what’s working and what’s not. We can perform an audit on your communications, messaging, and visuals to be certain your brand shares the values you have. And often it’s adding aspects to your brand, refining or evolving your messaging, getting at the core of who you are.”

Can a brand be expanded without starting from scratch?

It’s the brand expansions that delight Anna the most. “I don’t always start on pure branding and design from scratch. Sometimes, I come in after, looking for ways to expand the brand while still using existing assets. It’s a fun, creative challenge for me.”

“We want all design assets to have the same voice and feel—but not identical design. It’s easy to use the same design over and over and over, but instead, we want to provide unique items that share the same values. A flyer, social media templates, posters, website banners, business cards, letterhead, thank you notes—they’re all different. We don’t just resize the logo and slap it on, we thoughtfully design each piece.”

“Think about your brand assets like this,” said Anna. “There’s not a single person on your team; there are many individuals. They’re all unique people. But you present as a team, as the same organization. And just like your team, you should be able to present yourself in different ways. It’s the same thing with visuals and messaging. You don’t say or show the same things over and over and over. Unique, but a united front.”

Anna recommends your brand consistently convey the messages and values you intend. “If you haven’t spent time considering your brand, it could be saying things you didn’t plan, or it may not be keeping pace in this world. And of course, if you don’t know what your brand is saying about you—the internet will say it for you.”

If you’d like to learn more about designing within your brand, reach out for a chat with Anna.

Bad Photos? Six Tips for Rescue and Renewal

Chelsea Janke — Mon, 21 Jun 2021 21:55:56 +0000

You would think, given the billions of photos taken every day by the 85 percent of Americans who own a smartphone, that some images — just a few — would be exactly what you need for engaging, visually appealing communications. After all, you don’t always have the budget for a professional photoshoot. Surely, there’s a snapshot that captures the moment perfectly and is destined for viral fame and fortune. Maybe?

So You’re Telling Me There’s a Chance

Obtaining that perfect snapshot (for free) through crowdsourcing or even your own camera is a long shot. Rather than play the odds, there’s a better alternative. Learn how to fix bad photos. Here are six suggestions to give you a good start.

1. Too Dark? Too Light? Now What?

In photography terms, an image that’s too dark is underexposed. If it’s too light, it’s overexposed. These terms are holdovers from earlier eras of photography when the camera shutter opened to expose the capture medium — let’s say 35mm film — to light for a certain duration of time. Underexposed meant too little light. Overexposed meant too much.

In today’s world of digital photography, many underexposed images can be salvaged. Yes, they’re darker at first than you’d like, but there’s digital information there that your camera’s sensor captured. In contrast, if an overexposed image starts a little bright and then parts of the image transition to white (for instance, the sky in the background), there may be no information at all in the pure white areas to work with. The only way to make that white sky blue is to retouch it by introducing a non-original color (a much bigger topic for another day).

To correct underexposed images, your go-to tool in an image processing app such as Snapseed or Pixelmator will probably be called something like “Light and Dark” or “Shadows.” You’ll probably have options to lighten shadows and darken highlights. Experiment. You can always revert or reset back to the original image. But you should be able to open up the darkest shadows and start seeing what you have to work with.

2. Crop for Creative Effect

Get to know the cropping tool on whatever image editing platform you prefer, whether it’s the photo app on your phone or something as advanced as Photoshop. Removing excessive and potentially distracting elements from a photo can really bring the image to life by focusing on what’s really important. Explore whether you get the best results by cropping to maintain the original width and height proportions or with something new, such as a square image or freeform. If you’re cropping on your phone, you’ll be working with the best quality image. If you email it to yourself or upload it to an online platform, always send the image at its maximum size and resolution. That way, when you crop down to a smaller image, you’ll still have plenty of digital data to avoid graininess and loss of detail.

3. Color Overlays for Consistency

Here are two scenarios. You’re promoting an upcoming panel discussion featuring a moderator and several guests, all of whom submitted selfies to accompany their bios. Or maybe you have headshots of team members located in several offices in different cities. You lightened the shadows and cropped the images, but it’s clear the photos came from multiple sources. They just don’t look the same.The solution? Try a color overlay to establish a level of consistency. You could even convert the images to black and white first, then apply a color for effect. Typically, this process involves adding a new layer on top of the photos that’s only the color, adjusted for the amount of opaqueness or transparency you desire (how easily you can see through the color). Usually, 75-90% opaqueness works well. Lower ranges can start to look faded.

4. Filters Are Your Friend, Too

In much the same way that color overlays establish consistency among photos from multiple sources, filters can even things out, too. If you want the focus to remain on the subjects in the images, use filters that don’t call attention to themselves. However, if the filtered effect also plays a primary role in the visual storytelling you want to achieve, by all means go big and bold. A key selling point on using filters is how they give you the ability to try one after another until you find the right effect.

5. Curves: The Original Multitool

The best way to get to know the options available in an image editing app is to experiment when you’re not facing a deadline. Try out the tools, read some how-to info from the help menu or watch a few videos. You’ll start discovering fast, easy image effects to address common needs. Don’t pass over a more advanced effect known as Curves.When you open Curves, you’re going to see a diagonal line that starts in the lower left corner and ends in the upper right. It runs over the top of a graphical representation of the image, depicting color and light values. Select and hold on the middle of the diagonal line, and start pushing or pulling it up or down. You’ll see many adjustments happening simultaneously — light and dark, color intensity, etc. A tiny shift can produce very good results. This tool takes some practice, so it may be something you use more often later on. And always remember, you can hit cancel or revert to the original image anytime.

6. Sharpen with Caution

As you explore the toolset in your image editor, you will probably see an effect called Sharpen. While you might think your blurry image problems are solved, some blurry images are just blurry images that can’t really be fixed. Like Curves, Sharpen is not an on-deadline tool. Rather, when you have a few free moments, open an image and experiment with the controls. You will probably see that a couple of small nudges are nearly imperceptible, but all of a sudden, the image gets too grainy. Hit cancel or revert to the original, and try a different photo. You’ll start to see how the tool works. There’s a limit to how much you can go with this effect, unless you’re going for a truly artistic effect.In the end, the beauty and value of modern digital photography is the combination of quantity and quality. You may not get the perfect photo every time, but since the quantity is so great, you should be able to find a few you can make work with a few tweaks. Faced with budget or timeline constraints, you may not always be able to hire a professional retoucher. But a few relatively simple tools and techniques can help you fix a bad photo for a wide range of communications needs

Looking for more tips to avoid bad photos? Check out Essential Photo Tips to Stand By.

Color Theory and Personal Perception

Chelsea Janke — Mon, 05 Apr 2021 07:02:43 +0000

Color, by definition, is a matter of perception. But there’s more to color than simply seeing. Our brains process what our eyes see. Perception, in regards to color, is personal.

This idea may come as a surprise in such a significant area of graphic design that seems so well standardized by HEX codes, RGB ratios, CMYK specifications and the Pantone Matching System (PMS). But as noted color experts Joann and Arielle Eckstut discuss in their master class How To Use Color Theory To Enhance Your Designs from the Interaction Design Foundation, color very much depends on who we are and where, when and how we’re seeing it, all of which influences decision-making during the design process.

Who

Human physiology plays a big part on this point in that each person’s eyes, brains and nervous systems are unique to the individual, but consider the way we interpret what a color is and how we respond to it. Does seeing a shade of red signal danger? Or does it remind you of one of your high school colors? Is it Danger Red? Or Go-Team Red?

Where

Colors can complement each other and contrast each other. A shade of blue paired with a tan color might look completely different next to an orange tone. The same CMYK specification of blue in a child’s picture book takes on a different meaning in a medical journal.

When

Color is entirely dependent on light, and light varies dramatically from morning to mid-day to evening, whether you’re indoors or outdoors, and according to what light sources you’re using throughout the day or night — incandescent, fluorescent, LED light bulbs and more. Evaluate color choices at different times of day in different settings.

How

As a follow-up to Where and When, we perceive color differently in print and digital or broadcast. That’s why HEX codes and RGB ratios exist — for screens. CMYK and PMS are used in print. And of course, painters and artists blend their own combinations. The medium makes a difference, and it takes care and consideration to maintain consistency across multiple environments.

Implications

Professional designers know full well the complexities, challenges and opportunities of choosing colors and developing an effective color palette. For business colleagues and partners without design training, start thinking about color choices first through the lens of your overall goals, knowing that what one person sees and how they react can be totally different from someone else’s.

Questions to ask include, is this color or color scheme meant to stand out or blend in? Is the intention to be high energy or calm and soothing? Are we expanding on an established color with brand equity or starting fresh?

Knowing what you want to achieve and recognizing personal differences in perception establish a solid foundation for taking to market strong, creative work.

And in case you’re wondering if entirely new colors can exist, yes! Get to know YInMN Blue.

Creating an Emotional Connection through Your School District’s Brand

Chelsea Janke — Mon, 15 Mar 2021 12:09:40 +0000

The COVID-19 coronavirus pandemic has turned our world upside down. As we move forward we need to think about the possibilities of what could be. Last year Janet Swiecichowski and Chelsea Janke presented at Finalsite’s District Communications Day #DistrictCommsDay on “Creating an Emotional Connection through Your District’s Brand” while being hosted by Mia Charette (Major). After the presentation, we received a lot of positive reviews and wanted to make it readily available to our community. Check it out!

Get A Copy of the Worksheet

Families are incredibly overwhelmed. We are in a new, unprecedented world that will not be back to normal. This is an opportunity to reimagine what your digital campus looks like, what learning looks like and as District Communicators, you play a critical role in sparking that innovative thinking. We can innocently ask questions that parents are asking, drive change in our district and schools to communicate proactively.

Set Goals

Capture the hearts and minds of stressed-out families. Schools are now indisputably “America’s Safety Net” for children and families. In the coming months, we must reclaim our position as advocates for learning and thought leaders in child development.

Establish the emotional connection
Build confidence and trust
Simplify and manage expectations

Messaging

We challenge you to identify 5 key message pillars for content and communication. A leader we are working with has exemplified this beautifully, he’s been very clear that while the economy and the world shuts down, our children’s brain doesn’t stop growing and developing. We need to be very intentional about the experiences we are designing during this period and not just doing what we’ve always done.

1. Basic needs: air, water, food, shelter, sleep, clothing, etc.

2. Safety needs: personal security, employment, resources, health, property

3. Love and belonging: friendship, intimacy, family, sense of connection

4. Esteem: respect, self-esteem, status, recognition, strength, freedom

5. Self-actualization: the desire to become the most that one can be

Communicate & Connect

We are #InThisTogether and we need to proactively communicate, connect and earn their confidence.

Make connections over pushing out content.
Bring empathy, emotion and unity
Become a place of confidence for your families and communities

Inspire & Support

We need to teach, inspire and support families who need hope and optimism now more than ever before.

Creative activities that promote learning while exercising.
Promote unity and community during this time of isolation.
Utilize your student voices to curate content.

Last but not least, remember:

Good branding is good storytelling.
Good storytelling is good marketing.
Good marketing will positively impact
the lives of your community.

Branding: 3 Key Elements for Going Beyond Your Logo

Chelsea Janke — Wed, 03 Mar 2021 22:19:18 +0000

Logos love the spotlight. They’re almost always in a place of prominence. They span the entire range of communications, from sales collateral to banner ads and ballcaps. And then of course, there’s the common question, can we make the logo bigger?

Well, we have news for your logo. Sharing the spotlight makes it even more powerful. And by sharing, we mean expanding the visual identity system of your brand to include a broader color palette, vibrant patterns and memorable imagery. Since March is Branding Month, let’s take a moment to take a fresh look at visual identity systems.

Download our Branding Checklist

Accent Colors Add Punch

Pop quiz — name the tractor brand identified by the color green. What about the delivery company built on brown? Or the technology company nicknamed Big Blue?

Many brands have a signature color and often a complementary tone, but the clear trend today is to include accent colors, which is what we did for the award-winning brand expansion of Richfield Public Schools. Red will always be the district’s primary color, but a broader palette allows for a more playful, friendly and diverse brand expression.

For Robbinsdale Area Schools, an updated color palette supported the district’s unified vision — enlisting each school’s colors — and bringing joy and energy for a more modern feel.

Note, too, that a distinctive color can help a brand stand out in a crowd. Our branding work for Mint Roofing introduced an eye-popping color that draws the eye to everything from truck wraps to apparel. The brand identity system also includes complementary colors, and it’s important to make sure they offer good contrast for accessibility.

Patterns With A Purpose

For Princeton Online MN, our design team added accent colors to the essential black and orange color scheme and established a consistent photo treatment using black and white photography and colored overlays. But we also created patterns to expand the visual identity system even further.

Patterns may come from a wide range of sources, including colors, geometric shapes or even lines or angles that echo and reinforce the main brand logo. Some patterns suggest movement, others a sense of stability. Each offers another tool for connecting with audiences and building a consistent brand identity.

Image is Everything

Photos and images range from the artistic and expressive to the concrete and real world. Making a conscious decision about the style is a critical consideration in successful visual branding.

After expanding the color palette for Southdale ObGyn, the photo style we incorporated humanizes the brand by showcasing faces, with permission of actual patients, to demonstrate the close, caring conversations among staff and patients. The “Not So Secret Life of the Southdale Team” included personal photos and stories to humanize the brand through a social media campaign.

A school system might choose a snapshot style to reflect the spontaneity and energy of its student body. A professional services firm might choose a more polished business look to communicate its expertise and thoroughness. Whatever the decision, a consistent approach to photography and imagery maintains brand integrity across all media.

Want even more insight for Brand Month? Here are some additional resources:

7 creative branding trends for 2023

Download our Branding Checklist

Checklist: Double Check Your Branding

Chelsea Janke — Tue, 14 Jul 2020 13:35:10 +0000

Your brand has seven seconds to make an impact. Engaging in a highly interactive branding process helps communications professionals share effective messaging and stories, as well as determine what stakeholders want from schools and businesses.

So what makes a good brand?

• Versatility
• Accessible color palette
• A logo that represents your community
• Elements that are creative, effective and lasting
• Flexibility – easy to use
• Tone of voice
• Consistency in fonts

Download our Brand Checklist to Get Started

"We love our brand. Your branding work with us and the process for gathering information made sense. People across the board felt heard – from staff to students to board members. Your process was a really nice way to engage and deliver to education. Everything about how we want our kids to learn, your team did an excellent job with us"

~Julie Nielsen, SUPRINTENDENT

VIEW THE SOWASHCO BRANDING PORTFOLIO

A brand is more than a logo.

The first step in our branding process is all about discovery. We are going to dig into data to find the strengths of your organization. We hold listening and engagement sessions to discover opportunities and momentum for the future.

We love engaging your leaders, your staff, your families and your students in storytelling about your district. When we uncover the heart, the personality, and the hopes and dreams your stakeholders have for your community, it really becomes a change management process. It might even lay the foundation for a future strategic plan.

For schools, branding is a community engagement and change management process.

Let’s think about positioning. Positioning is the intersection of what you want people to say about you and the stories your stakeholders will actually share. What is distinctive about your organization? How does that come forward in your brand assets?

Brand assets go beyond your logo. Brand assets include your brand voice, tone and messaging. Assets include graphics and images that support the values and personality of your community. We identify your key message pillars that will shape your editorial calendar.

A brand provides a consistent look, feel and voice that supports the goals of the organization. For many districts, each school has a different mascot and colors. Our branding process brings existing mascots under the umbrella of a district brand.

If you want to be an innovative, welcoming and inclusive school district, does your brand advance your goals?

MissionIgnition

At CEL Marketing PR Design, we use a process called MissionIgnition to engage your stakeholders in updating your brand. We think about a brand beyond the logo. We will help you uncover your brand promises and create a consistent voice that transcends the stories you tell.

Our MissionIgnition process helped Richfield Public Schools update its brand to reflect its real community, personalized learning, rich opportunities, and innovation in action. This NSPRA Award-winning campaign was featured at NSPRA Live2020.

Download our Brand Checklist, and give us a call if you’d like support implementing your brand process!

A complete rebrand is not always an option – try a brand refresh

When people think about rebranding, it can sound like an overwhelming and impossible task to achieve. But what we like to tell people is that you don’t have to do an entire overhaul to update your branding. Sometimes when stakeholders are very close to the branding and the logo, it can be difficult or emotional to suggest a change. In cases like Robbinsdale Area Schools, which is an award-winning project, all that was really needed to see the impact of a refresh was an expansion of the existing brand elements.

BEFORE

AFTER

Good Branding is Good Brand Storytelling

Chelsea Janke — Mon, 13 Jul 2020 23:33:31 +0000

Engaging in a highly interactive branding process means uncovering what your stakeholders want from your schools. What are people most proud of? What are your brand promises? What stories do you want to share? Branding is really about brand storytelling at its heart.

A brand is more than a logo.

For schools, branding is a community engagement and change management process.

If you want to be an innovative, welcoming and inclusive school district, does your brand advance your goals?

MissionIgnition

AT CEL Marketing | PR | Design, we use a process called MissionIgnition to engage your stakeholders in brand storytelling to update your brand. We think about a brand beyond the logo. We will help you uncover your brand promises, and create a consistent voice that transcends the stories you tell.

Download our Brand Checklist. We will help you develop a roll-out plan to ensure your new brand is embraced over time.

“As a school board, for the last three years, we had communications as a priority for the district and the superintendent. It was probably language we didn’t have at the time, but what we really needed was a cohesive brand and brand messaging. Now when communication comes from the district, it’s clear who we are and what we want to achieve.” — Crystal, School Board Chair

Download our Branding Checklist

Essential Photo Tips to Stand By

Chelsea Janke — Tue, 03 Mar 2020 20:50:17 +0000

You don’t have to be a professional photographer to follow a few essential photo tips and grab your audience’s attention. Consider these tips when taking a photo with your phone or even selecting a photo from stock images.

Best Practices for Taking Photos

Always take landscape orientation photos as they are easier to use on materials (landscape = horizontal rectangle)
Ensure your photos are in focus, well-lit and clear
Any person who can be identified in a photo should have a media release signed
Any people in photos should adhere to organization policies and style guidelines (watch clothes, casual or professional appearance, and looking into or away from the camera)
For optimal lighting, the photographer’s back should be to windows or the sun
Ensure that all photos highlight people embracing the organization’s values of inclusion, diversity and respect.

Best Practices for Smartphone Photography

If outside, take photos near shade instead of direct light. If you place your subject near the edge of shade, this creates a diffused, soft light that is more aesthetically pleasing.
Use your portrait mode to isolate your subject from the background. Portrait mode blurs the background and makes your subject pop in the photo.
Tap the screen to “tell your smartphone where to meter the light from so you end up with a clear shot.” This helps make sure that the sky isn’t overexposed or your subject is underexposed. The entire image will be more clear.

Best Practices for Image Usage

Keep it simple
Use fun, in-focus images of people (remember media releases) and use alt tags
Ensure the overall image selection on the website accurately displays the organization’s demographics — be inclusive and representative

Website and Social Media Photo Tips

Website Sizing

Take photos that have “negative space” around the focal point (i.e. allow plenty of extra area around the subject, in case the image crops when viewed on desktop or mobile devices). This will allow you to use the photo in more ways across multiple materials. Sizing is as follows:
- 512 x 288 px for mega menus (can go up to 1920 x 1080 px)
- 1920 x 1080 px for most featured images on a home page
- 818 x 430 px for page images and thumbnail in a news item

Social Media Sizing

Facebook profile photo: at least 180×180 pixels
Facebook shared image: Recommended upload size of 1,200 x 630 pixels

Twitter profile photo: 400×400 pixels
Twitter shared image: Minimum to appear expanded 440 x 220 pixels (a 2:1 ratio), maximum to appear expanded 1024 x 512 pixels

Instagram profile photo: Square photo: maintain an aspect ratio of 1:1
Instagram shared image: 1080×1080 pixels

LinkedIn company logo profile photo: 300×300 pixels
LinkedIn shared link or image: 1104x 736 pixels

Tools and Resources

Easily crop and edit photos with the free Canva, GIMP or Pixlr online tools (available on both computer and mobile devices)

Tips on Images to Avoid

Never use ClipArt
Never stretch your photos horizontally or vertically (keep photo dimensions same as original/cropped image)

Why Photos are important

Photos are just as important as the words you pair them with. Some even say they’re the most important since our brains are wired for images. Ultimately, photos drive engagement and boost traffic to your content. So much so, research confirms that people are 80% more likely to read content that includes an image and 64% more likely to remember it afterward.

It’s not only important to choose high-quality, relevant images for user experience but also for SEO. To make sure your photos will help your SEO, remember to give your images a custom filename and use alt tags.

Overall, images are fun to play with and boost engagement! Just remember to follow these essential photo tips for best results.

Richfield Public Schools Inspire Confidence, Inclusivity and Innovation Through Branding

Chelsea Janke — Fri, 08 Nov 2019 20:33:58 +0000

Despite a long history and a strong sense of community, Richfield Public Schools had never engaged in a districtwide branding process. Logos had been created by individual administrators or coaches over time. A historical exploration revealed a variety of fonts, logos and even debates about what shade of red represented the Richfield Public Schools. The Spartan logo was dated, complex and difficult to reproduce, which resulted in many teams and clubs creating their own variations. For a district often referred to by realtors as “an up and coming community for young families,” the district brand needed a refresh to inspire confidence, inclusivity and innovation.

Working with a local marketing firm, Richfield Public Schools engaged parents, teachers, administrators and student leaders through focus groups, PTO and advisory council meetings, webinars, electronic surveys and feedback forms. Stakeholders weighed in throughout the process of updating the District logo and revising the brand promises the District is making to families.

This fall, Richfield Public Schools rolled out a new brand, focused on personalized learning, rich opportunities, real community and innovation in action.

Enriching and accelerating learning is the new district tag line. To keep today’s students actively engaged as agents of their own learning, schools must provide enriched opportunities and allow students to work at a pace that keeps them challenged.

Messaging statements for Richfield Public Schools

In Richfield, families also experience real community: a caring community, rich in diversity and relationships. The District is small enough to know every student by name, interest and motivation. The staff supports and challenges students to bring their best selves to school every day.

Staff know that each child has unique gifts and every family has their own dreams for their children. Richfield Public Schools promises to personalize learning. The greatest threat to learning is boredom. The District is committed to engaging every student in rigorous and relevant lessons with a focus on career and college readiness.

Whether a student’s passion is the marching band, robotics, English literature or some of the many high school athletic or academic teams, Richfield offers rich opportunities. Through the four A’s of academics, arts, athletics and activities, the District opens doors to opportunities and leadership development. The staff and community are invested in the success of every Richfield student.

Richfield Public Schools is transforming education. Teachers are changing the way they teach and better connecting with the way students learn. Schools are preparing students for jobs and careers that can only be imagined by teaching them to be critical thinkers and creative problem-solvers. The District is putting innovation in action and closing the digital divide. Every student in Richfield Public Schools will have access to the highly qualified teachers, technology and exciting learning opportunities they need to succeed.

Rebranding of the Richfield Public Schools logo

The new District logo symbolizes the modern Richfield vibe — one that resonates with young families. The new look reflects the inclusive, forward-thinking and caring Richfield community that students, parents, grandparents and community elders love.

Richfield Public Schools is innovating and updating, but its mission to inspire and empower each individual to learn, grow and excel remains steadfast, as do their core values of caring, respect, honesty and responsibility.

Originally published in AMSD Connections – November 2019 | Vol 17 • No 2
Written by Jennifer Valley, Director of Marketing & Communications, Richfield Public Schools

3 Tips For Effective Rebranding

Cindy Leines — Tue, 22 Oct 2019 14:24:00 +0000

Are you thinking of rebranding your organization? Learn three tips for making your rebrand effective from CEL’s founder and brand strategist Cindy Leines.

1. Identify the missions and values and bring the brand persona to life through storytelling.

2. Keep it simple and make it memorable so others can tell your story.

3. Make it effective and lasting. Don’t set yourself up to have to redo it every 5 years.

It All Starts With Strategy

Chelsea Janke — Wed, 21 Jun 2017 10:51:27 +0000

Have you stood in your closet and thought, I have nothing to wear to work? Yet, last week you spent $$$ on a shirt, a pair of pants, and shoes. The pieces looked good on their own, but they didn’t go together. Now you must spend more to create an outfit that works. However, when you plan for the outfit you want and then identify the pieces that you need, you spend your money wisely because you know the pieces will work cohesively. The result can be magical, saving you time and money and maybe even getting you lots of compliments (who doesn’t want that).

The same goes for your marketing. Do you have a plan that ties your marketing tactics together, or do you look at them in silos? You are doing the right things, you have a website that is driving traffic, but something is missing, something is holding you back from getting the results. When you look at the pieces separately, your message on social media is different than what you say in the news segment or radio interview, or the design of your latest ad doesn’t match your website. This happens when a brand doesn’t have a strategic marketing plan that integrates all the tactics toward a common goal.

Business Dictionary defines strategy as a method or plan chosen to bring about a desired future, such as the achievement of a goal or solution to a problem and the art and science of planning and marshaling resources for their most efficient and effective use. When it all starts with strategy, the Marketing, PR, Design and Online tactics align to work toward a common goal for your brand and ultimately drive sales and reach your desired goals. The magical moment happens when your strategic marketing plan creates a consistent message, design and tactical style that is uniquely your brand. When the elements come together through a strategic marketing plan, you put together the perfect “outfit.”

Do You Really Know If You OWN Your Brand?

Chelsea Janke — Thu, 02 Mar 2017 10:59:28 +0000

By Michael Lasky

How’s this for a shock: you build your brand for years and its doing great. Then someone shows up with better title to your brand and gets a court to force you to change you company name and internet domain. Suddenly. What’s your company worth? If you hadn’t noticed, Dow’s Smart Scrub quietly disappeared after objections from SoftScrub (Clorox), instantly destroying Dow’s brand launch investment and erasing its accumulated brand equity.

At the core of every brand is a legal right called a trademark and trademark law is a complex body of laws to sort out who owns what. It is possible to boil down trademark law into two simple, yet critical rules and if you follow them, you will have the foundation you need for a viable trademark:

Rule #1

If the work you call your brand is not capable of being owned, then it NEVER is or will be brand

Rule #2

If the brand is capable of being owned, but you aren’t the owner, then you are brand building for someone else.

On the surface, these are easy concepts, but experience shows that most companies fail at one or both. Companies routinely assume they own their brand because they have registered it with the Secretary of State and/or they own their web domain. Again, nothing could be more legally false. Even owning a Federal trademark registration is not absolute proof of clear title. For example, even if you are the owner of the domain, the true trademark owner with superior title can take your domain from you. If you want to see how Amazon.com almost lost its name, watch the video below.

In an informal survey of privately held businesses, I found that about 65% of them did not have clear legal title to their company or brand names. Many of them had no hope of ever getting clear title. Virtually none of them knew of their predicament.

© ALTERA LAW 2017

Michael Lasky is an intellectual property attorney at Altera Law Intellectual property law firm. He is the author of the new book The Good Brand – How companies create valuable brands. He can be reached at mlasky@brandcentering.com.

How crazy would it be to build a brand you CAN’T own?

Chelsea Janke — Wed, 21 Dec 2016 11:02:10 +0000

It seems almost absurd to ask the question, but I estimate that 65% of privately held (small) companies can’t own their premier brand. The single most important element of brand building is OWNING your brand because, without ownership, brand equity is zero and will remain zero forever. Like a sand castle, your brand foundation is non-existent

Brand ownership is very counter-intuitive. Strong brands are completely abstract. They tell you nothing about the product/service to which they pertain. The more the brand tends to describe the product or even a feature of the product, the weaker they become. If they are weak, they can be copied, until they become so diluted by other brand imitators, that they are eventually worthless.

Many branding experts believe one can block the competition by “owning a descriptive brand”. Nothing could be more misguided. Think about it. Can one own the word Soap for soap products and thereby block others from using the name? No, but it hasn’t stopped uninformed companies from trying. Within the sandcastle analogy, this amounts to sand on sand.

The brand spectrum shows the world’s most valuable and ownable brands. On the left are the strong brands, and the weaker or non-brands are on the right. It is no accident that the most valuable brands in the marketplace are stronger.

Weak brands, including the weakest of all, descriptive and generic terms, are not able to be branded, therefore they can be legally used by anyone. For example, The Weather Channel® is a weak brand because although it’s not generic, the brand is difficult (and expensive) to defend against competitors. None of the words within it — “the”, “weather” or “channel” are ownable, so it is easy to dilute the brand. Weather Nation is vying for the same air-space on cable and satellite networks, and The Weather Channel is powerless to stop it.

This is the ultimate problem. A weak brand becomes diluted by the crowding around of similar brands, until the public can’t remember one from the next. However, strong brands can be defended against dilution.

I am sure that at the time The Weather Channel was selected, it seemed like a really great idea to use a descriptive name in hopes of “owning the category”, but it is and always will be a legally impossible strategy.

Google, other hand, is an entirely made up word, so its strength is supreme. What would have happened if Google had made the wrong choice and called their company SEARCHCO?

Michael Lasky is an intellectual property attorney at Altera Law Intellectual property law firm. He is the author of the new book The Good Brand – How companies create valuable brands. He can be reached at mlasky@brandcentering.com

Using Color to Your Business Advantage

Chelsea Janke — Wed, 08 Jun 2016 11:52:06 +0000

What did you have in mind when you selected your brand color? Is it simply your favorite or did you apply the psychology behind the colors?

From warm colors to cool colors, subtle, muted, bold, bright and vibrant, how do you choose the ones that will evoke the best emotion and reaction to what you’re selling?

According to Sally Augustin, Ph.D, environmental psychologist and internationally recognized expert on person-centered design. businesses can use color to their advantage. So, you might want to keep the following in mind the next time you rebrand or create a marketing campaign:

Blue is the most accepted color, maybe because it’s associated with clear blue sky and water.

Green sparks creativity and has a positive association between nature and regrowth.

Red reduces analytical thinking and creates faster and more forceful reactions.

(There’s a reason why red sports cars cost more to insure!)

Orange is associated with good value, which is why it’s used for clickable marketing campaigns.

Yellow is the least favorite color for most people, however those who like it are loyal.

Pink calms people down and they remain there, often drained of energy.

White distracts people from tasks at hand and makes the mind wander.

So, pick a color, any color, considering the potential impact on your brand reputation and sales!

The Super Power of Fresh Design

Chelsea Janke — Wed, 08 Jun 2016 11:44:07 +0000

Good graphic design has the power to captivate your target audience and hold their attention, so they can focus on your products and services. In fact, we can go as far as to say that popular design trends define how internet users navigate a website and the trends are influenced by current culture, fashion, technology and more. And in fact, an old or poorly designed site can cause user frustration and lead to loss of interest among your prospects.

As Kryptonite is to Superman, design draws its super powers from color, texture, and typography. The latest trends reveal bold, vibrant colors, neon accents, geometric shapes and dramatic type. Meanwhile, negative white space remains as essential as the artist’ palette is to the colors that grace it.

“Modern” Retro is in, drawing from the nostalgia of the late 1970’s through the 90’s, placing classic toys and technology like floppy disks, boom boxes and cassette tapes front and center.

Animation and motion graphics are also trending. Check out this 50^th Anniversary animation video we created for long-time client TSC.

According to creativemarket.com, flat design is a big trend, characterized by a clean, colorful look, big typography, white space and subtle gradients. They say it has “the staying power of a visual language that creates high usability and fast loading times and mixing flat design with more intricate and hand drawn artwork and photography makes the trend versatile and flexible.”

Experience the super power fresh design can have on your business!

5 Qualities to Keep Your Website Updated

Chelsea Janke — Mon, 05 Oct 2015 12:15:50 +0000

Making the decision to build a new website can be a tough one. There are multiple web design options and trends to consider to keep your website current.

Be cognizant of these five important qualities for your new website:

More scrolling, less clicking
Remember when users had to move their mouse to the right side of the computer screen to click on the scroll bar and drag it down? Well, those days are gone and now it is easier to scroll than it is to click.

Multimedia displays and interaction
As you may have guessed, visuals and animation are a crucial part of new websites. Full screen videos, parallax designs, and material design are great starters for keeping users engaged and interested in your website.

Layout
Layout will be the most important aspect of your site. The layout of a website depends on the goals and objectives the site needs to achieve. A few of the best layouts include split screens, block grids, and parallax.

No more fold
Keeping content “above the fold” is no longer a major problem in web design. Of course you’d like to have a key message and some vital information above that fold, but with users more likely to scroll a site quickly, it is best to have content spread out and uncluttered. This way, you can attract the user’s attention throughout the site as they scroll.

The need for speed
Making sure your site has ample load time is key. Can a couple of seconds in load time really make a difference? Absolutely. Keep in mind 1 in 4 users abandon a web page that takes more than four seconds to load!

These website trends, along with many others, continue to gain momentum and have a profound impact on how websites perform and positively impact brands. How does your current website measure up?

CEL Gets a Brand Update

Chelsea Janke — Thu, 01 Oct 2015 12:18:18 +0000

It’s good to practice what we preach. With this in mind, our team evaluated our CEL brand and key messages and determined we needed an update that included:

Freshening up our logo
As styles and trends change, we believe we must change with them. Our updated logo represents our progression forward in branding, with a new “flat design” look. It’s a style that we are also supplying to a majority of our clients.

Changing our key brand message to instantly define what we do
We transitioned from “Creative. Effective. Lasting.” to “Marketing/PR/Design.” We continue to see value in using”Creative. Effective. Lasting.”, but in a different way within our marketing.

Designing and developing a new website
We wanted to keep up with ever-changing web design trends such as easy to navigate and responsive formatting, less copy/more imagery, and background videos.

Updating all of our print and digital collateral materials
Your brand should convey your company personality and differentiate you from your competitors, as well as stay consistent throughout all materials.

Where does your brand stand? Find out by asking yourself these questions:

Is your brand recognizable and memorable?
Does it have immediate recognition and reflect your business today and tomorrow?
Does your brand inspire trust, loyalty and the best in the industry, across generations?
Can your logo easily be resized to fit various sizes of ads and promotional materials?
Does your logo look impressive in black and white as well as color?
Do you have the same message on your business cards, collateral materials and website?

If you answered “no” to two or more of these questions, you may need an update. Unsure of what it will take? Here’s our list of updates to use as a guide.

Logo updated and save it in multiple formats– check!
Website – check!
Business cards – check!
Email signatures – check!
Electronic letterhead – check!
Note cards – check!
Envelopes – check!
Marketing folder – check!
Marketing portfolio – check!
Proposal template – check!
Social media logos and headers – check!
Online directories – check!
Brand standards guide – check!

Make sure your brand is fresh, innovative, tangible and most of all, aligned with your business objections. If you would like us to help you evaluate it, please give us a call!

Let’s Get Visual-Bring Infographics into Your Marketing Strategy

Chelsea Janke — Tue, 05 May 2015 13:02:05 +0000

In 1921, a man named Fred R. Barnard said, “A picture is worth a thousand words,” as he promoted the use of images in ads that appeared on the sides of streetcars. It’s hard to dispute that statement, especially in today’s world where images are published, posted, and snapped (Snapchat) across America.

Did you know that 90 percent of information transmitted to the brain is visual? It’s true! Images will enhance the messages you are trying to convey within your marketing and infographics and bring it all together in an impactful way.

An infographic is a graphic visual representation of information, data or knowledge intended to present complex information quickly and clearly. So, in this case, you can say, A good infographic is worth a thousand words.

Before you make an infographic, ask yourself these questions:

What is your goal?
How much data or text do you have to include?
What is the main message you want to convey?

Now, determine what TYPE of infographic will best serve your purpose. Here are just a few examples:

Data Visualizations – also called Data Vis or Number Crunch – these are the most used types online! Utilizes cool graphics to paint pictures that focus on the data.
Photo – photo that includes text to drive the user. These are very common on social media or headers of websites.
Visualized Article – This takes an otherwise lengthy and wordy piece of writing and makes it visual.

Useful Bait – A way to explain something or answer a question visually. Usability over design is the key to this one. It needs to be in a printable format so it can be referenced over and over!

Versus – Compare two things side by side to allow you to see their ‘visual’ differences.

Building an Infographic With or Without a Designer

Chelsea Janke — Tue, 05 May 2015 12:57:52 +0000

Now that you know something about different kinds of infographics, let’s talk about images and the resources available for building them.

We utilize the Adobe Creative Suite that includes Adobe Illustrator and Photoshop. But, if you’re not a savvy designer, there are some free infographic software tools that can help you:

Canva – an amazing, free tool that has many templates to use beyond just infographics.
Easel.ly – a good, very basic start-up tool with some free templates.

Piktochart – allows you to customize color schemes and fonts. You can also upload your own graphics to include, instead of just using their stock.

Infogr.am – Works from excel to help make chart style infographics with maps and customized data.

Visual.ly – tools and a community for infographic creators

Venngage – a lot of charts and depictions

Dipity – good for timelines

Keep in mind that you get what you pay for, so there will be restrictions such as only allowing you to embed an image in one place, rather than downloading the image to use wherever you wish. However, most of them also sell paid upgrades that will get you past some of those hurdles and allow for custom branding.

Keep your infographics and photos clean and to the point; don’t crowd the visuals with too much text.

Remember that 90 percent of information transmitted to the brain is visual, so use infographics to get your message to the marketplace in a creative, effective and lasting way!

Keep Your Promise to Help Your Reputation Soar

Chelsea Janke — Tue, 07 Apr 2015 13:24:14 +0000

Are you lovin’ it at McDonald’s? Is State Farm there when you need them? Is Coors Light really the world’s most refreshing beer? How would you actually know, unless you try every other beer on the market? If you do, please let us know what you find out!

What’s your brand’s reputation? Are you living up to your promise?

At CEL, we bring your message to the marketplace in a creative, effective and lasting way. Is there room to enhance the deliverables behind that promise? Certainly! And, we strive to do that everyday. Do we ever waver on our commitment to upholding our brand reputation? Never!

Ask yourself how you deliver your brand promise on a daily basis and what impact has it had on your brand reputation. Why do your customers come to you and what keeps them coming back? Here are three steps to assess and enhance your brand reputation:

1. Keep your brand promise top of mind across your staff. Post it. Speak it. Live it.

2. Chart your brand reputation. Do it for three months, logging stars for compliments and checks for criticisms.

3. Make necessary adjustments. Tweak the promise and/or tweak the behavior behind it.

Remember that brand promises can make history. Take Spirit Airlines for example! They promise “Less Money. More Go.” However, according to a recent article in PR Daily, travelers are continually frustrated by more money spent every time they turn around. In the meantime, Air Transport World Magazine named Spirit the Value Airline of the Year. Is it really a good value to fly Spirit with all of the extra charges and alleged late arrivals and cancelled flights? Experience tells us that low prices will keep their business soaring for the near future, but after while, their brand reputation will crash due to bad customer service.

Suffice it to say that we never encourage our clients to sacrifice quality for low pricing, but rather encourage authentic good value and over-delivering on the brand promise. These practices will continue to enhance your brand reputation.

Starbucks’ “Race Together” Campaign Provides Valuable Lessons

Chelsea Janke — Mon, 06 Apr 2015 13:27:27 +0000

It was certainly well intended, but the results were disastrous when Starbucks employees collectively wrote “Race Together” on cups of java given to loyal customers.

For most, Starbucks is a place of consistency, where their morning indulgence is replicated day after day, steeped in the tradition of the flavor of dark roast, steamed milk and calming tea. So, customers asked themselves, “Why are they marking my cup with a statement about race?” This is a brand mishap that has led to a mark on a stellar business reputation and according to recent news reports, the impact may be ongoing.

Don’t risk your brand reputation by reacting to what’s trending in the news. Think twice before you move towards making a move or a statement that could put your reputation at risk. The residual effects of these moves have the potential to tarnish your brand reputation.

A well thought out and vetted brand and marketing strategy is a valuable investment. Plan and implement your marketing and public relations tactics based on your brand promise. It’s okay to be creative and push the envelope once in a while with edgy, attention-getting messaging, as long as it speaks to your target market and aligns with your core values, without being offensive or making people uncomfortable. Owning and running a business is full of risk, but never risk your brand reputation.

Southwest Airlines Success As Easy as 1-2-3

Chelsea Janke — Mon, 12 Jan 2015 05:02:29 +0000

Southwest Airlines reaped rapid results with a simple, consistent, and attention getting plan of action.

A similar strategy can work for you. You can attract business and increase your sales by traveling down the same path as Southwest Airlines:

Define your clear and impactful purpose.
Identify how your purpose will impact your target market and drive revenue.
Clearly state your purpose within your marketing and PR and consistently speak it company-wide.

Southwest Airlines chose to refine its brand purpose, in spite of decades of profitability, and the result has been defined as “a crusade.” They’ve created a culture of energetic and fun people who don’t believe in nickel and diming customers. In 2014, Forbes Magazine defined it with this headline: Southwest Airlines Motivates Its Employees with a Purpose Bigger than a Paycheck.

Brainstorm how your company can learn from Southwest Airlines…

Must Have Collateral Materials for Businesses

Chelsea Janke — Wed, 30 Jul 2014 12:02:31 +0000

Your business moves at a fast pace and morphs to meet customer demands on multiple levels. Are your collateral materials keeping up and providing the best first, second, and third impression?

How many times have you asked yourself if it’s better to invest in a printed brochure verses updating and improving your website? What is best for your business, knowing that you communicate with clients and greet prospects in person, in writing, within emails, and via social media? Here are some recommendations:

Business cards

Some things never change. A business card is still your most valuable leave behind because it can be easily placed in a pocket or wallet and pulled out for reference. But, in many cases, they’ve become boring and lacking in personality. Make sure your card stands out among the stack with a unique design, photo, dye cut, or interesting material like clear plastic or metal. The investment (around $200 extra) will be worth it. Keep the word count low. It’s no longer necessary to include your address on the card, just your web address, email and phone number.

Business card brochures

Interestingly, the function of the business card is expanding. Since attention spans are shorter and time is tighter these days, companies are creating business card brochures that give a quick overview of products, services, credentials, and a web address. These cards compliment your standard business card in brand, size and, appeal and replace standard size brochures that are often misplaced or discarded. And, the concept will make you more memorable.

Letterhead

Letterhead is still important for credibility and two-sided letterhead is growing in popularity. Be sure to create a digital version in a format that can be easily utilized by your staff and saved as a PDF.

Envelopes

When it comes to business envelopes, jazz up your flap! Surprise the recipient with an attention getting message or your phone number on the inside of it.

Invest in Design

Spend the money to hire a professional designer to create your collateral materials. Once you have them in hand, consider investing in a design program like Adobe Creative Suites with a CS package of InDesign, Photoshop, Illustrator, and Acrobat. It’s a small investment upfront that will save you money down the road because you can make your own minor changes to titles, phone numbers, and services.

Build and support your brand with good and relevant collateral materials.

Kentucky Roots Campaign Aims to Educate Public About Tree Care

Chelsea Janke — Tue, 15 Jul 2014 11:55:27 +0000

The non-profit Northern Kentucky Urban & Community Forestry Council (NKUCFC) has launched Kentucky Roots, a campaign that offers tree care tips and tactics that can easily be implemented with minimal effort for maximum impact.

CEL is proud to utilize more than 15 years of experience helping cities, states and the US Forest Service educate the public on the value and care of trees by creating and implementing the Kentucky Roots campaign. The goal is to compel Kentuckians in Campbell, Kenton and Boone counties to recognize the importance of trees, learn basic tree care and keep our urban and community forests healthy and beautiful.

Duke Energy of Ohio & Kentucky is showing their Kentucky pride by providing added support with a lead sponsorship, enabling the council to expand the campaign on multiple levels for a longer time, into the fall of 2015.

On July 12, NKUCFC showed their Kentucky Roots by greeting and educating a few thousand people at King’s Florence Speedway in Walton, Ky. Their educational display included pop-up banners, educational message cards, can koozies, temporary tattoos and t-shirts, designed by CEL.

Residents of Northern Kentucky are encouraged to watch for tree care education within their communities on buses, on the radio, inside SD1 headquarters, 32 Bank of Kentucky locations, Boone County Arboretum, The Cincinnati Zoo and Botanical Gardens, King’s Florence Speedway, and online at kyroots.org.

3 Essential Graphic Design Tips

Chelsea Janke — Tue, 01 Jul 2014 11:59:01 +0000

More than ever before, attention-getting graphics and photos are a critical piece of your marketing. It’s more likely that your audience will remember your message, if accompanied by good images.

Here are three essential graphic design tips for capturing and holding your audience…

1. Invest in quality photography

Contrary to popular belief, photos shot on an iPhone are not high enough quality/resolution for inclusion in your marketing materials. Take the money you would invest in stock images and hire a professional to photograph your business and your people. Make a shot sheet of images that you think capture the essence of your company, products, and services, and leave some wiggle room for the photographer to inject their own ideas and creativity as someone looking in.

IPhone photo resolution is often fine for online, as long as the subject matter makes sense and supports the copy.

2. Cut the Copy

More is not better when it comes to words on a page, a business card, or your website.

Copy-heavy marketing materials are cumbersome to read and overwhelm the recipient. We live in a sound bite society where people are busy and stressed, so make the most of your writing. Be specific, to the point, and leave the reader wanting more. After all, if you tell them everything before you’re face to face, they’re most likely to make up their minds without giving you the chance to paint a clearer picture of how you can meet their specific needs.

3. Invest in a professional designer

Your logo is not just an icon; it’s your brand, so take time and invest in creating or enhancing it. Logos should have longevity, so your investment pays off as you utilize it to attract business and recognition over a long period of time. A professional brand specialist/graphic designer will lead you through the strategic process that is necessary to build a sustaining logo and other brand elements. Professional design will position you to stand out amid your competition and speak effectively to your target market.

Once the process is complete, be sure to request a “vector” file of your logo and other file formats, so printers, vendors, and partners can easily utilize them.

Here’s an example of how it all comes together:

When the Northern Kentucky Urban & Community Forestry Council came to CEL to create an educational campaign with supporting graphics, a campaign logo was at the top of our “to do list.” In order to get the target market to listen, stand up and implement tree care in their communities, we knew we needed to grab their attention first.

The Kentucky Roots campaign logo rose out of a desire to bank on the pride Kentuckians have for their state and empower them to care for trees to keep Kentucky beautiful. The shape of the state and the color of their rolling hills were brought together to speak to our audience creatively, effectively, and in a lasting way with short and effective copy and other images. The logo and brand message was pivotal in attracting and securing a major sponsor for the campaign and The Kentucky Roots campaign is positioned for longevity and growth – pun intended!

5 Hot Web Trends for 2014

Chelsea Janke — Tue, 01 Apr 2014 13:00:44 +0000

The web world is always evolving, but this year, there appears to be a need for speed that is manifesting in multiple hot website trends.

We are pleased to share five of them with you, along with his reaction and recommendations.

Flat website design

Or in other words, simplistic, or clean. The flashy 3-D “over-designed” trend has gone away, making room for a simple “user-friendly” experience.

Typography takeover

With Google Web Fonts‘ endless supply of free “web-safe” fonts, designers are experimenting with various ones to make your website come alive. But be warned–make sure the design doesn’t go rouge and drastically move away from your brand guidelines.

Full background images and video

2013 brought a new trend to the scene–full background images on websites. As an artistic approach, the background video is making its way into mainstream for website design. Often they are muted videos that are dark in contrast and not so distracting that they will give you a headache when looking at the site.

One-page sites with lots of scrolling

With updated mouse technology making it easier to scroll, web designers have taken notice. Why click through multiple landing pages when you can scroll and find everything you need on one page. You will need a “flat design” to capitalize on this approach.

Video killed the copywriter

With YouTube being the second highest search engine, and the ever-increasing obsession with videos, the world is now looking to get their information via a “play” button. Now, producing, shooting, and editing video can put a little hole in your marketing budget, but it can be a good investment if you also utilize it in other aspects of your marketing, including social media.

Explore the web trends to see how you can give your site a boost. Strive to keep your website updated to attract new clients, while continuing to speak to your target market in a language that they can understand.

25 Tips from 25 Years: Branding and Graphic Design

Chelsea Janke — Wed, 11 Dec 2013 13:52:12 +0000

When it comes to marketing and public relations, not much surprises us. We’ve learned from the good moves and the bad, and offer 25 tips for successful marketing and public relations. We’ll share five per week on the News Blog on our website throughout December, as we express 25 years of gratitude. We begin with branding and graphic design.

Branding and Graphic Design

1. Invest in your brand – Hire a good designer to create or update your logo and public relations professional to help you write your brand message. It’s the face of your business, so make it look good!

2. Protect your brand – Search to make sure it’s not already being used, trademark it, write guidelines for using it, monitor it, and keep it fresh.

3. More design isn’t always the best design – More isn’t always better and sometimes less is more. Be creative, but concise with your design. Share your message clearly and concisely with color and style.

4. Pantone Matching System colors matter! – Select a good, reputable printer and demand a press check. Make sure your colors are right and consistent before hitting the presses.

5. Pay attention to detail – Always get a second set of eyes on your design and on the copy to catch errors.

Plan for your Brand

Chelsea Janke — Wed, 16 Oct 2013 14:21:49 +0000

What is your brand vision? Do you see your logo on TV, or the side of a bus? Is it in kitchens across the country or do you want to click on it as an App on an smart phone?

Whatever your vision, a plan is what you need to get you there. Why?

1. It forces you to document your vision, so it’s easier to share it with other people.

2. It puts you through the process of defining the necessary steps to achieving the end result, so you have a roadmap.

3. It’s a good place to note any roadblocks or challenges that you think might arise, so you’re ready to get around them.

4. It gives your team direction and a strategy for reaching the goals that are set for them.

5. It helps your team see the bigger picture and the positive impact it will have on them and the company as a whole.

When writing your brand plan, be sure to:

1. Define your target market, “brand voice” and key messages, so your entire team is saying the same thing in the same way.

2. Include revenue goals as well as vision goals and put a budget to it.

3. Include marketing campaigns and strategies, including social media, sponsorships, cause marketing, and advertising.

4. Make a task list and timeline for implementation.

5. Include a schedule for monthly reviews and status reports, so you can adjust the plan if it isn’t working.

Getting a vision of your brand plan on paper is necessary for achieving the vision in your head, so take the time to chart a course for reaching for the stars.

5 Tips to Maintain and Sustain Your Brand

Ashley Winter — Wed, 09 Oct 2013 14:25:11 +0000

How do you maintain and sustain your brand in the marketplace? If you look at the land of the giants, there are common threads sewn into a history of consistency and clarity of message. The big brands know who they are and what they promise and they stick to it, from the visual to the interpersonal, while enhancing it as needed for transition and growth.

Some companies have maintained and sustained their brand so well that you can identify their products or marketing without seeing the company name attached (think Apple, Coca-Cola, Nike, Playstation, Tiffany & Co, etc.).

But if you’re not competing as a global brand, how do you maintain and sustain a brand that is memorable and lasting? You don’t have to be a giant to create a successful brand. Follow these five tips to maintain and sustain your brand, whether you’re a business owner, healthcare service provider, or marketing for a K-12 school.

Manage and protect your brand

Document your brand standards and stick to them. We recommend a style guide that includes your colors, logos, fonts and appropriate usage of each (including accessibility guidelines!). Include your key messages, taglines, and any specific language that defines who you are

Keep it consistent, and keep it fresh

Create a brand identity that is consistent across all channels, from your website to your social media accounts and marketing materials. This will help ensure that customers recognize and remember your brand. If you find yourself too limited in options, consider a brand expansion that adds additional designs to your toolkit.

Key messages and graphics may evolve over time. Honor tradition, but don’t be afraid to make changes when you need to stay modern. If your logos or messages are becoming outdated, consider a brand refresh that both honors your history and moves you forward.

Root your brand deeply in the hearts and minds of your team

A successful brand is driven by people who believe in it and represent it well, so make sure your employees know your brand, your key messages, and your values. Share with them the story and the mission behind your brand and why it’s important to carry out your brand promise. Our favorite thing to ask at CEL is, “Who is on your marketing team?” The correct answer? Everyone.

Stay true to your brand promise

You can speak your brand messages clearly all day long, but if you don’t follow through and deliver, it’s all for nothing. Brands tend to suffer when companies go through a lot of change and customer dissatisfaction, so stay true and follow through with your brand promise. If you’re struggling to define what your brand promise is (and what your brand is altogether), give us a call. We’d love to help you and your community tell your story.

“Your brand carries your story. It’s a supporting actor. The unspoken way you present yourself,” shares Anna Ingemann, CEL Graphic Designer. “There are unspoken nuances in how you present yourself to the world; we help clients identify what’s working and what’s not. We can perform an audit on your communications, messaging, and visuals to be certain your brand shares the values you have. And often it’s adding aspects to your brand, refining or evolving your messaging, getting at the core of who you are.”

Create a strategy for maintaining and sustaining your brand

Don’t just put your brand out there and hope for the best. Make sure to measure the performance of your brand in order to identify areas for improvement. Use analytics tools to track key metrics such as website traffic, engagement, and conversion rates. If you don’t set goals and make a plan for your brand, you have no roadmap to reach the success that you envision. Be clear about your target market and speak clearly to it, but keep your messaging fluid to meet demand. And always be open to new opportunities.

Want to learn more? Read our blog: Build Loyalty By Expanding Your Brand.

Build Loyalty By Expanding Your Brand

Your brand has seven seconds to make an impression.

No pressure.

So, what is a brand and why is it so important to make an impact in 7 seconds? It may seem like your brand only consists of elements like your logo and colors, but your brand is actually the entire identity of your organization.

Build Loyalty By Expanding Your Brand

The Building Blocks of Brand Success

Chelsea Janke — Tue, 01 Oct 2013 14:32:10 +0000

Why did you go into business? What sets you apart from your competitors? What motivates you to deliver goods and/or services to your customers everyday? What is your brand promise? Answer these questions and then ask yourself one more: Does my brand reflect it?

Your brand differentiates you from your competitors, reinforces positioning, creates engagement with your target market, and reflects the good will of your company and it’s identity.

Brand identity weaves its way through all aspects of your company, from your logo and tagline to public relations and marketing, advertising, community involvement, and more.

The same is true for cities, states, and organizations. For example, do you know what you get when you Explore Minnesota? What about visiting Historic Stillwater, MN?

The City of Stillwater has done a nice job of branding themselves as a historic destination, adorned with good restaurants, shopping and river tours.

In order to brand a city, everyone from city officials to business owners and residents have to buy into it, support it and be proud of it. With buy-in and engagement from the stakeholders through the brand process, the community brand promise becomes real, authentic and highly visible.

Now, let’s look at some of the top US business brands. According to a recent article in Business Insider Magazine, these are the 10 Best Brands in America. Do you know why?

1-2: Coca-Cola and Pepsi – tied for 1^st Place

3. Hershey’s

4. Harley-Davidson

5. Bayer

6. Johnson and Johnson

7. Kellogg’s

8. Campbell’s

9. Colgate

10. Estee Lauder

These brands are ranked at the tope for reputation, management and investment potential. They are long-lasting brands because they have passed the test of time. They have grown and evolved with their target market, offering new products and services in a changing environment.

Latin American brands are also taking top spots in the US marketplace. Do you like Corona? Well, a lot of people do, making it the most valuable Latin American brand!

Corona increased their brand value in the US by 29% in the last year and grew to $6.6 billion.

On the other end of the spectrum, we find a list of the Top 10 Least Respected Brands in America, according to Bloomberg Businessweek

1. Delta Airlines

2. Marlboro

3. H&R Block

4. Denny’s

5. Big Lots

6. Best Buy

7. JCP – JC Penney

8. Capital One

9. Rite Aid Pharmacy

10. Footlocker

Why are they the worst? These companies have gone through a lot of change and as a result, they haven’t delivered on their brand promise. Good marketing means nothing, if a company doesn’t follow through in customer satisfaction.

Learn from their mistakes. What is your brand promise and how are you building it within the marketplace?

Impactful Brands Create Lasting Memories

Chelsea Janke — Tue, 27 Aug 2013 08:55:04 +0000

Most of us have a brand from our childhood that sticks in our mind. Whether it was our favorite toy, a particular fashion trend, or a favorite candy bar, brands stick with us. As a branding strategy company, we love brands, so we decided to spread the love by asking our team to share their most memorable childhood brand.

Carol, Media Relations Specialist

“I loved the Dr. Scholl’s sandals with the wooden bottoms and that strip of leather with the adjustable buckle on the top. They clacked SO loud when you walked in them, but the raised part under the toes made them really comfy.”

Scott, Graphic Designer and Brand Specialist

“In the early 90’s the “Reebok Pump” came out. At the time, it was the “cool and hip” thing to wear. They marketed it by having basketball players pump it up on the tongue, which in turn tightened the shoe. The basketball player would then make an insane dunk… Made famous by Dee Brown from the Celtics.”

Cindy, Founder and Strategist

“Playing cards and board games was a big part of my childhood, so it is fitting that Milton Bradley is my most memorable brand. It brings back memories of good times and laughter with my family and friends.”

Britt, Public Relations Assistant

“As a 90s kid, a lot of awesome toys stick out in my mind but no brand could ever compare to Barney. I had Barney everything – cups, plates, stuffed animals, raincoat, rain boots… the list goes on. I may have single handedly funded the Barney brand from 1992 to 1995.”

Chelsea, Social Media & Client Services Specialist

“I have no idea why, but I had a Furby and it was the creepiest toy I’ve ever owned. They stick out in my mind because they would randomly start speaking. The voice was so scary and they had eyes that seemed to peer right through you. I’m pretty sure they gave me nightmares. To this day I do not like scary movies or creepy little small critters in movies that move, like ET, Gremlins, etc.”

Kari, Media Relations Specialist

“My strongest childhood brand memory is the Levi’s tag on the back pocket of my navy blue corduroys. Levi’s meant status, so heaven forbid that my Mom would buy me a pair with the circle R trademark instead. Yes, it did happen once and I promptly thanked her and said they had to be exchanged!”

Nate, Marketing and PR Intern

“The Game Boy brand always reminds of family vacations when I was growing up. My parents drove everywhere. That meant a lot of hours in the car, sometimes for a couple days straight. It also meant my sisters and I needed to find ways to entertain ourselves. For quite a few of those vacations, we would pass the Game Boy around the car, trying to beat each other’s scores in Tetris, or get to a higher level in Bugs Bunny’s Crazy Castle. Thanks to Game Boy, those hours in the car went pretty quickly. Who knows, without it…we might have been forced to read or something.“

What do these brands have in common? Most of our favorite brands provided memories and status. Having the right pair of Levi’s or sneakers made you popular with your friends, and games and favorite characters created memories to last a lifetime.

These brands also have staying power. Most of them are still around today thanks to rebranding and attracting new customers. Milton-Bradley board games are still a family favorite. Like most of the brands we love, their logo and products have transformed, but the experience they provide remains the same.

When creating your brand, create something memorable. You may not be able to guarantee status, but you can provide a positive experience that will keep customers coming back to your company for years to come.

Photo Credit: Chris Brown and Fernando de Sousa

All in the Family: Marketing a Small Business

Chelsea Janke — Mon, 12 Aug 2013 16:47:10 +0000

We may not get to choose our family, but we can choose what we share with them. August is Family Fun Month and this past Sunday, August 11, was Son and Daughter Day, so in honor of this family-filled month, we want to honor family businesses!

As a company passionately committed to the betterment of business, family and the community, we have worked with many family businesses over the years. And we have found that when it comes to telling stories, family businesses usually have wonderful stories to share.

Take for example, Mint Roofing. Originally Dalbec Roofing, owners Kevin and Michelle Krolczyk came to CEL for rebranding and a website redesign. The CEL team worked with them to develop a brand that represented the inner workings and traditions of their company, while incorporating more modern design elements.

Passed down through three generations, Mint Roofing has a rich history that makes their story the highlight of their marketing. The company has been in their family for over 60 years and they have built a reputation for creating and maintaining roofs in tiptop (or mint) condition.

How does telling their story help their marketing? When the company changed their name, they did not change their values. Their core values – passion, flexibility, integrity and fun – are shared by every team member and have grown along with the company. Customers know what to expect from Mint Roofing and that hasn’t changed since 1950.

By establishing healthy relationships with customers over their years in business, people feel connected to Dalbec Roofing so when the company became Mint Roofing, their customers were excited and transitioned with them. They knew the service and integrity of the company would not change and it didn’t. Hats off to Mint Roofing for a story, well done.

Custom Icons for Social Media Sites

Chelsea Janke — Thu, 27 Jun 2013 18:05:45 +0000

When I say ‘Twitter’, what image pops into your head? Is it a little blue square with a bird’s profile? How about ‘Facebook’? Do you see a lower case ‘f’? These social media icons, tied to their popular sites are just a few examples of effective branding. These brands, like many others, morphed into small icons for smart phones and tablets and by doing so, they help build brand recognition – we know exactly what the app is just by looking at the small logo.

These same icons appear on most websites as a vehicle for connecting web viewers with the company or person they are viewing. When we design websites for our clients, we view social media icons as an essential part of the website – almost as important as a phone number for connecting people with the client.

Many people create custom icons for their websites. This customization allows companies to integrate the social media icons into their website design, using colors and images that are suited to their style. However, some companies have refrained from this customization option.

We are often asked by clients, “Why won’t you make us custom icon’s for social media sites?” Our answer – would you want a company changing your brand to meet their needs? At CEL, we are committed to creating brands for the marketplace in a creative, effective and lasting way. We work closely with our clients to develop brand recognition and we want to respect the brand recognition developed by others.

The brand recognition of familiar social media logos can work in your favor. The recognizable row of social media icons stands out on your page, so if someone wants to follow you on Twitter, they will look for the familiar white bird on your site. If you have altered this image, it may be more difficult for them to connect with you.

There are advantages to custom social media icons. They can be visually appealing and make your website look uniform. However, we encourage you to take advantage of the power behind their brand by leaving them in their original form.

“Sherpa Brand” Firms Guide Customers to Success

Chelsea Janke — Thu, 13 Jun 2013 14:05:52 +0000

Arnold Worldwide recently exposed a growing trend: eighty-one percent of people across the globe are looking for a company that provides guidance to consumers. These brands – labeled “Sherpa brands” – understand the customer’s goals, provide them with the tools they need and enable customers to celebrate their achievements. By doing this, companies develop more positive relationships with consumers and help ensure the staying power of the brand they help create.

As a marketing and public relations company, it is our job to understand the underlying purpose and goals of the customer. Striving to be a true “Sherpa brand” our company is on the continuous journey of helping customers develop marketing and PR strategies that are creative, effective and long-lasting.

Often the relationship between a “Sherpa” firm and their customer begins with developing the customer’s brand identity. Bringing tools to the table and guiding customers is critical to delivering long-lasting branding results. The process of building the brand can be as important as the final results. Paying attention to the process and the relationships with a clear understanding of the target market(s) and their needs is essential. The unveiling of the new or refined brand is cause for celebration of the company achievements – and brings increased morale and relationships.

The power of the “Sherpa brand” is in the guidance process and delivering results. A long-lasting brand is one that works closely with the customer, listens to their mission, and develops an understanding of their brand as viewed by the customer.

Take, for example, the creation of the TwinWest Chamber of Commerce tag line “Setting the Standard. Leading the Way”. Three consultants worked with the Chamber Board of Directors more than 15 years ago to listen, interpret, and create the tag line that best represented their position in the marketplace. The TwinWest Chamber of Commerce tag line is a perfect example of the staying power of a brand.

When a Sherpa brand marketing and PR company listens to a customer’s goals, they can develop a brand that embodies the company for years to come. With a stable brand, companies are able to focus on other aspects of their marketing strategy and successfully utilize all the tools provided by their Sherpa brand marketing partner.

Just as a good Sherpa guides a mountaineer, a reputable marketing and public relations firm will guide their clients along the path of their project, helping them understand each step and encouraging them to celebrate successes along the way.

TSC Launches New Website

Chelsea Janke — Tue, 11 Jun 2013 14:10:40 +0000

CEL client TSC has officially launched their new website on TSC401k.com. TSC is one of the premier independent third-party administration firms in the country and provides clients with expert consulting, plan design, and administration solutions. Founded in 1966, the company has grown to almost 50 employees today.

TSC’s Vice President of Operations Matt Slyter is thrilled about the look and functionality of the new site as well. “We are excited to release our new website. With a lot of help from CEL, we are very proud of how it looks and the content it contains.”

The site has a clean, modern design that reflects TSC’s strong brand presence. CEL Graphic Designer Scott Rogers designed the website with both the users’ and company’s needs in mind. “I chose to incorporate photos into the custom-designed icons to be easily identified for the user. This personalizes the site and allows people to navigate through the website with visuals instead of simply linked text.”

Congratulations to TSC on officially launching their new website!

Summer Sensations – Add a Pop of Color to Your Marketing

Chelsea Janke — Mon, 03 Jun 2013 15:02:40 +0000

Summer is here, so you might want to consider sprucing up your marketing with a pop of color. A fun example of this is the big polar bear that sits upon the big sign at Polar Chevrolet Mazda in White Bear Lake, Minnesota. The white bear changes with the seasons, wearing swim trunks and sunglasses in the summer and a coat and tie in the fall.

When it comes to graphic design, CEL chooses color wisely for clients. Check out our graphic design portfolio and decide how the colors in our logos, websites and other graphic design elements speak to you.

What could adding some bright, summer colors do for your company? Here’s some thoughts to get you started:

Green represents nature and symbolizes freshness, growth and harmony

Yellow is sunny and cheerful and is associated with joy, happiness and mental activity

Orange represents passion, energy, happiness, enthusiasm, creativity, and determination

What do these summer colors say about people?

According to Psychology Today, your favorite color says a lot about you.

Green – Those who love the color green are often affectionate, loyal and frank. Green lovers are also aware of what others think of them and consider their reputation very important.

Yellow – You enjoy learning and sharing your knowledge with others. Finding happiness comes easy to you and others would compare you to sunshine.

Orange – You are independent and ambitious and everyone wants you to be their friend because of your warm personality. You’re a tough competitor and you’re always ready to tackle a challenge.

Add a pop of color to your marketing and PR this summer. Send a colorful Frisbee to a valued client or add a fresh summer color or a beach ball to your Facebook profile photo/graphic. It’s sure to give you some good vibrations!

River of Goods Launches New Website and New Brand Identity

Chelsea Janke — Fri, 31 May 2013 14:13:16 +0000

We’re happy to announce that CEL client River of Goods recently launched their new website on RiverofGoods.com.

This wholesale home décor company is the largest importer of Tiffany style lighting and is headquartered in St. Paul, MN. The River of Goods team members have a passion for products, people and places, and building relationships is in their DNA.

The River of Goods website is a true portrayal of their company’s unique products, their team expertise, the brand personality and the new River of Goods showroom. Through the Travel Journal blog, visitors meet the people and places around the world that provide inspirations for the designs.

In addition to the design and copywriting for the website, CEL provided a marketing strategy, the redesign of their logo and brand identity, creation of print materials, and social media customization and training.

“The initial challenge was to take the identity of River Of Goods and completely give it a facelift with a modern, contemporary, and clean look,” reports Scott Rogers, CEL brand specialist. “I started the logo by using a more modern typeface combined with an artistic brush stroke through the letter ‘R’ to give the impression of a flowing river. Adding that artistic element to the logo was very important to River of Goods as all of their products they sell are created by an artist/designer for the initial composition – just like an art piece.”

Throughout the creation of all of the River Of Goods marketing pieces, including the website, CEL maintained that same clean and contemporary look letting all of the beautiful and colorful products “pop” off the page.

Congratulations to River of Goods on the brand enhancements! “Like” River of Goods on Facebook and keep apprised of their journey.

Three Cheers for Red, White and Blue – A Design for Patriotism

Chelsea Janke — Fri, 24 May 2013 14:15:27 +0000

The colors of our American flag are branded with patriotism. In addition to being adjectives, “the Red, White and Blue” have become nouns used to describe the American symbol of freedom.

History tells us that red, white and blue did not have meaning for the stars and stripes when the flag was adopted in 1977. However, the colors in the Great Seal did. White stands for purity and innocence, red for hardiness and valor and blue for vigilance, perseverance & justice.

Today, businesses and organizations continue to use the red, white and blue brand of patriotism. For example, our graphic designer Scott Rogers recently chose these colors and an image of our flag within the web design for shadleyeditions.com. Why? Because U. S. Army Major General Robert Shadley (Retired) is a man of valor who with vigilance, exposed sexual assault in the military. And, he is still on a mission to seek justice for service men and women who have been assaulted.

Here’s a bit more on red, white and blue:

Red is the most emotionally intense, enhancing metabolism and increasing respiration

White is pure and in many countries, symbolizes virginity. It also signifies kindness.

Blue is cool like the sky and the ocean and is associated with depth and stability

Is your favorite color red, white or blue? If so, this is what it says about you:

White – People who like white are often organized and logical and don’t have a great deal of clutter in their lives.

Red – Those who love red live life to the fullest and are tenacious and determined in their endeavors.

Blue – If blue is your favorite color you love harmony, are reliable, sensitive and always make an effort to think of others. You like to keep thinks clean and tidy and feel that stability is the most important aspect in life.

Memorial Day is almost upon us and it’s a very red, white and blue day, literally and figuratively, along with of course, the 4^th of July, As you celebrate freedom on these days, we encourage you to take notice of the message behind the red, white and blue.

New Brand and Website Lights Up Twin Cities Electrical Contractor

Chelsea Janke — Tue, 19 Mar 2013 14:34:06 +0000

Congratulations to Edison Electric owners Dyle Westman, Ryan Boedigheimer and Joe McCauley on the launch of your new brand and website!

CEL was honored to work with you to create your new brand and bring your message of safety, service and innovation to the marketplace.

Edison Electric is an independent, locally owned and operated residential electrical service company that believes in building long lasting relationships with customers. In fact, the company was founded on a longtime friendship between the three owners who share a common value system, commitment to service and a passion for all things electrical.

6 Top Questions to Determine Where Your Brand Stands

Chelsea Janke — Fri, 01 Mar 2013 20:29:18 +0000

Over the past couple of months, CEL has had the pleasure of helping several clients expand their brand and update their websites with fresh copy, design and functionality. It’s exciting to breathe new life into these critical pieces of a brand’s identity and as a result, and watch the enhancements excite new energy into the people behind them.

Where does your brand stand? Run a test. Ask yourself these questions:

Is your brand recognizable and memorable?
2. Does it have immediate recognition and reflect your business today…and tomorrow?
3. Does your brand inspire trust, loyalty and the best in the industry?
4. Can your logo easily be resized to fit various sizes of ads and promotional materials?
5. Does your logo look impressive in black and white as well as color?
6. Do you have consistent brand messages on all of your promotional materials?

If you answered, “no” to two or more of these questions, take action! Your brand is the heart and soul of your company. It should convey your business personality and differentiate you from your competitors. It can’t just look cool, it has to be attention getting, tangible and match your business objectives. If it doesn’t, your brand longevity will be short-lived.

In addition to capturing the attention of your target market with your look, you need to make sure you’re speaking a consistent message throughout all of your marketing and communications and in what your staff is saying to current and potential customers.

What’s your elevator speech? Is everyone speaking a consistent message about your products, services, values and commitment to customers? There is power in the momentum that builds from everyone on your team speaking the same message and it has the power to impact revenue!

What’s your greatest brand challenge? Let’s talk. Contact the CEL team today.

Why rebrand after many years in business?

Chelsea Janke — Fri, 19 Oct 2012 14:35:51 +0000

Why rebrand after comfortably existing in the industry for decades? Mint Roofing (formerly Dalbec Roofing), a leading commercial roofing company located in the west metro area of Minneapolis, rebranded after 60+ years in business. Here’s what Michele Krolczyk, Co-owner and Marketing Manager at Mint Roofing, has to say about their decision for a switch:

“Our old name (Dalbec Roofing) looked and sounded like many other roofing contractors; it said nothing about the savvy, service-oriented business we’d become; there had not been a Dalbec in management in over 30 years; and, after 17 years of being the third-generation owners, we decided it was time to create a brand that made sense to continue investing in, update our look, and position us well for the future. In many ways, the new branding got the outside of the company caught up with the inside of the company,” reports Michele Krolczyk, co-owner and marketing manager of Mint Roofing.

We’ve all heard the expression, “Nothing ventured, nothing gained,” but what does that mean in the creative world of rebranding?

According to businessinsider.com, after 70 years retaining a very similar campaign, another one of the most successful rebrands in recent years was the campaign for Old Spice. Former NFL player Isaiah Mustafa created product need, drawing emotion and feeling, in a lighthearted and humorous, comfortable space.

The Lesson: A clever campaign plus smart use of social media can produce a fresh identity, even for a brand that many associate with their grandfather’s deodorant. “Old Spice didn’t change its logo, it changed the experience,” (for example, a “scent vacation” in exotic locales), said Marc Shillum, principal at Method, Inc. a consulting agency for brand designs.

Companies that pay attention to the reaction of the customer, and react accordingly based on these clues capture sales. Successful companies build relationships based on a few meaningful key objectives, and evolve over time, growing with the process.

The positive transformation of a brand can successfully happen without compromising the integrity of yesteryear, but at the same time offering a cutting-edge, favorable brand experience.

Watch for the next discussion on the five tips for a successful rollout of a company’s brand.

Are YOU in Control of Your Brand?

Chelsea Janke — Fri, 19 Oct 2012 14:26:06 +0000

How many people are subconsciously swayed by branding that is so familiar, it’s not recognized as brand recognition, but simply a trusted slogan, name or face? For example, “I’m lovin’ it.”

Did you immediately picture the McDonald’s golden arches? Nothing more needs to be said, because the brand speaks for itself. There is a perceived reputation attached with their name, and fortunately, it’s a good one.

Creating and building your brand is invaluable and worth every ounce of effort, research and strategic development by a pioneering team, large or small, of dedicated and knowledgeable people willing to share their mission for the good of the company and the community.

If a man does not know what port he is steering for, no wind is favorable to him.?–Seneca

Branding evolution is a process to determine and evaluate the market, and whether your brand is still an accurate portrayal of your business today and for the future.

Here are some questions to consider when striving for consistent value in your brand:

Who is your market?
What differentiates the perceived value of your service or product?
How do you create relationships that transcend time in a competitive market?
How will your brand experience and message be recognized as unique, valued and necessary?

When the wind direction is ever-changing, how do you control your sales and course of action? While drifting in a fluid sea of wavering variables, how do you anchor your brand as a proven, trusted and reliable alternative compared with the other ships in an unpredictable ocean?

How Do YOU Offer a Brand Experience?

Chelsea Janke — Fri, 19 Oct 2012 14:18:30 +0000

Lexus is a great example of this, earning JD Power’s highest customer satisfaction rating for years, with a generous portion of earnings based on how the customer literally views Lexus. It’s likely you can describe the Lexus brand experience.

Building a reputation based on trust, ideals, morals, emotional integrity or customer expectations defines your brand experience.

Let’s go deeper… why do we trust JD Power and Associates as a leader in the marketing research arena? According to jdpower.com, they have been around since 1968. They established a trust and rapport with auto dealers based on dealer attitude studies, as well as connecting with the consumers based on customer satisfaction studies.

Hammer.org is a non-profit organization that has been around for several decades, serving and advocating for people with developmental disabilities. Updating their brand and expanding it to their travel business was critical to their growth and evolution. When thinking about their tag line, it’s more than a random phrase…it’s what happens every day within their organization.

They’ve built a reputation based on trust, ideals, morals and emotional integrity – Always knowing who they are and being honest in how they present themselves to others.

As a customer, what do you think is an important factor when “experiencing” a brand?

Is your company just another name or does it have BRAND RECOGNITION?

Chelsea Janke — Fri, 19 Oct 2012 14:11:34 +0000

Remember Mikey?… little “Mikey” portrayed the popular child actor who hated everything. “Let’s get Mikey” to try LIFE cereal was the popular commercial gaining consumer confidence through humor and candid truth. Ironically those LIFE commercials were so liked, they were the longest continuously running commercials depicting the same ad campaign, ever aired. Wow.

According to how-to-branding.com, your brand is the sum of everything your organization is, says, and does. Hopefully when it is recognized there is a core sense of trust, value and integrity drawn from a name that has staying power. How does a company get to this point? There are some key factors to consider, one of which would be brand experience.

According to Tres Lund on lundsandbylerlys.com “We want to offer our customers sensational shopping experiences each time they visit any one of our stores.” For the most part, customers agree that their brand persona matches their experience. In that brief moment when the consumer encounters a brand, there is something transparent yet possibly reflective happening. Comfortable and familiar brand messaging can meld, mold and integrate so well into the environment that it may lose its “punch.” A successful brand statement, while also harmonizing with its environment, connects emotionally with prospective buyers as a reflection of who they are and what is important in their lives.

According to the Emotional Branding Alliance LLC, and Marc Gobé, author of Emotional Branding and Emotional Branding 2.0, “Social network dialogue reveals the growing expectation people have for brands to become more “human” – not literally but figuratively. In fact, through our research and 20+ years of Emotional Branding, we have found that when it comes to brands, people will form perceptions in much the same way as they do when assessing people.”

What brands do you most remember and recall?

C.E.L. Shares a New Portfolio on YouTube

Chelsea Janke — Thu, 13 Oct 2011 21:14:59 +0000

The team at C.E.L. is proud to present our new video portfolio. It is a retrospective collection of various projects completed for clients, both past and present. The portfolio features our creative, effective and lasting work that includes website development, promotional design and more. Every one of C.E.L.’s clients has unique needs, and the projects reflect the individual brand standards of each.

Graphic Designer and Brand Specialist Scott Rogers notes, “C.E.L. employees have many creative talents from branding, to web design, and everything in between. We are growing rapidly in our design capabilities and we believe our work is on top of the list with some of the most creative portfolios available.”

Your Logo, Your Brand

Chelsea Janke — Thu, 14 Jul 2011 10:45:27 +0000

Today our Graphic Designer & Brand Specialist weighs in on what you should consider for your logo and branding…

When you request a designer to create your logo, you are asking that person to create your brand, meaning your company’s “face” or identity. For more than a decade as a designer, I have interacted with all sorts of clientele. Some just leave it up to the designer to make something that just “looks good.” Others know their business (far better than I do) and really guide the designer through every ounce of detail, thus being very precise on the small things – which is good!

However you choose to communicate with your designer, the outcome for your brand has to go beyond your expectations and distinguish the identity of your business. In other words, is your brand recognizable? Will someone that runs across your logo immediately associate it with your company?
As a business owner, you should be proud of your logo and branding.

In my experience of creating logos for clients of local businesses, I feel there is nothing more satisfying than to see his or her work utilized in print, signage, and other forms of branding. Consider ways that your company’s logo design will be made public. From the bottom of a swimming pool to the form of a cake, how will your logo reflect what your brand is trying to say?

Cooking Up What the Search Engine Ordered

Chelsea Janke — Tue, 14 Jun 2011 20:05:45 +0000

In today’s world, most people depend on search engines to answer almost every question. How far is my house from the nearest office supply store? Where does the running of the bulls take place? What is Eric Clapton’s middle name? But have you ever tried: What’s for dinner?

A recent article by Julia Moskin in the New York Times discusses the rise of the recipe search engine. This year, Google introduced what they call “Recipe Search.” Bing has had their recipe function up for over a year and smaller domains are taking advantage of this craze as well. Recipe search engines are popping up everywhere on the web. But do they work?

Moskin is hesitant to ring their praises. In the age of search engine optimization, sites may become more popular based on criteria unrelated to the most important aspect of a recipe: taste. Search engines use criteria such as cooking time and nutritional information, therefore it is easy for people to have their mediocre recipe surpass a great one in a search by simply having a better understanding of search engine optimization.

In order to optimize, recipe sites need to be aware of what search engines are looking for. Even the greatest recipes can be ignored if you don’t enter the right information. Blogger Deb Perelman is quoted in Moskin’s article saying, “I think we all believe that there should be something fair and democratic about search.” Unfortunately a search engine only knows what it is programmed to understand. Knowing your search engine is the first step in making your website known.

Whether you are creating a website or a blog for your business, it is important to know what search engines are looking for. Even if your company is the best at the services you provide, people won’t know that unless you optimize your site. Don’t get lost in the search engine shuffle. Identify your keywords for maximum return on your investment of time and money!

Read Julia Moskin’s full article.

Give Your Business a Lift with an Elevator Speech

Chelsea Janke — Tue, 07 Jun 2011 10:00:37 +0000

Does your company have an elevator speech? As a public relations firm, C.E.L. has helped our clients get their message to the marketplace with effective elevator speeches for more than 20 years. An elevator speech is a compilation of your company’s key messages that when spoken, takes approximately the length of an elevator ride to recite. The elevator speech is an important tool for your company and it’s an effective way to present your brand. After all, everyone you meet is a potential customer and the elevator speech could help you launch a business relationship.

So how do you create an effective elevator speech? We have found a wonderful resource to assist you in preparing a speech that will inform and intrigue any potential client. A June 5^th article in the Star Tribune introduced us to a new book that promises to be a great tool for helping you build your elevator speech.

Terri Sjodin’s new book, Small Message, Big Impact covers everything you need to know about elevator speeches and presents the information in a clear, effective way. Harvey Mackay, the journalist who introduced Star Tribune readers to the book this past Sunday, explains: “the way [Sjodin] presents the information makes it easy to absorb . . . she takes just the right amount of time to get the ideas across.”

Sjodin appears to be following her own advice. In her book she explains that you must find a balance between getting your point across and not getting caught up in too many details. The best elevator speeches are “informative and persuasive, pairing rock-solid information with compelling arguments.” She provides the 10 basic steps to developing an elevator speech along with many examples of successful speeches.

Elevator speeches are a beneficial addition to your company’s strategic plan. Sjodin suggests that presenting your company in this way requires practice and evaluation. We suggest doing a training session for your employees where they present their short company introduction. Then, get a discussion going with a goal of adopting one clear speech that every member of the team can present to potential clients effectively and consistently. If everyone is equipped with this tool, your business will be on its way to securing more clients.

We highly recommend adding Sjodin’s book to your company library immediately. With its worksheets and step-by-step explanations, it is truly a valuable resource for communicating your company message.

Check out Harvey Mackay’s full article, ”’Elevator speech’ can give business a lift” and look for Sjodin’s book Small, Message, Big Impact at a store near you!

Don’t Throw Stones at Blue Cross & Blue Shield’s Latest Campaign

Chelsea Janke — Thu, 17 Mar 2011 14:03:28 +0000

According to a recent article from the Star Tribune, a man named Scott will be living in a glass apartment at the Mall of America for the next month, complete with a living room, flat-screen TV and kitchen, with a goal to eat better and exercise more on display for anyone and everyone to see.

Scott isn’t doing this on his own – it’s actually the focus of an “unconventional” marketing campaign from Blue Cross and Blue Shield of Minnesota, whose long-running “Do” campaign aims to demonstrate how simple, everyday activities can improve health.

“‘We hope to have a lot of fun with this, but there’s a serious side of it as well,’said Dr. Marc Manley, Blue Cross and Blue Shield’s chief prevention officer. ‘We’re trying to help people move more and eat better, so we can try to solve the problem of obesity.”‘

“Through the month, he’ll be blogging, tweeting and sharing his thoughts on Facebook, all with the Blue Cross and Blue Shield branding,” reported the Star Tribune.

This campaign actually has a human living in a 20-by-30-foot apartment with glass on all walls and includes an exercise bike. Is this campaign too extreme? Or is it so unconventional and buzz-worthy that it will positively pay off for Blue Cross and Blue Shield?

Did You Fall into the New Gap?

Chelsea Janke — Wed, 02 Feb 2011 17:44:10 +0000

According to DownWithDesign.com, the clothing store Gap made some rebranding efforts during the fall of 2010 that include updating its logo – but unfortunately it was seen as a failed effort from a backlash of online criticism. The company quickly switched back to the original Gap logo within a matter of days. What a perfect example of the power of feedback from your target market!

Marka Hansen, president of the clothing chain’s North American division, recently announced she will leave the company this week after 24 years. Her exit from the top position that she held for four years comes after a disappointing Christmas season for the company. Gap plans to announce Hansen’s replacement in the near future.

Gap received a large amount of negative feedback that their rebranded logo had missed the mark for various reasons, such as “it is far too generic,” or the new look “cheapened” the brand.

The new logo was extremely plain and simple, to say the least, but was that a bad strategy for a new logo? How about other simple logos, such as the Target bullseye, the Nike swoosh, or the McDonald’s M? All of these are both simple and recognizable logos that are easily identified with their respective brands. So where does Gap fit in with this?

Tell us why you think Gap’s rebranding effort failed, or why you think it was right on the mark.

Does Your Website’s Photography Help or Hinder Your Brand?

Chelsea Janke — Thu, 11 Nov 2010 22:48:54 +0000

According to BizReport.com, a new “eye tracking survey” has found that the images on your website have a strong effect on the amount of time that viewers spend looking at your site. The article reports “images placed on websites purely for decoration are largely ignored, whereas images of real people associated with the content, or images containing product information, are studied more closely.” So what does this mean about the way your website relates to your brand image?

Photographer John Ray believes that having high-quality images on your website raises your brand standard. “When I go to websites and see Do-It-Yourself photography or simple stock photos, it downgrades the perception of quality and professionalism of the company or brand that it represents,” said Ray. “In order to give a high-quality message, you’re image has to be represented with high-quality imagery.”

Ray knows that professional photos are especially necessary when it comes to headshots. For example, the portrait of an event or party planner should present a vastly different image than a senior partner at a financial firm. The images you use need to speak specifically to your target market in order to be taken seriously. They have to meet the audience expectations and standards in order to help, rather than hinder, your brand image.

A picture is worth 1000 words, so what are your website photos saying about you?

Would You Break for This Speed Bump?

Chelsea Janke — Tue, 14 Sep 2010 14:30:19 +0000

According to an online article posted on DiscoverMagazine.com, a new speed bump in Canada has become quite a controversy. The article reports that West Vancouver officials are installing an optical illusion painting on the pavement near a local elementary school. The 2-D painting is made to look like a child in the middle of the road reaching for a ball. At about 100 feet away, the 2-D painting shifts to a 3-D appearance to the driver, who is then expected to slow down and proceed with caution. This “Pavement Patty” is causing concern from some individuals who feel that the fake child will desensitize drivers to children in the roads, posing a potential problem if a real child is in the street and a driver mistakes him/her for a pavement illusion.

Is this going to cause a media crisis for the city officials and the schools? Or could it actually make drivers slow down and pay closer attention to the road? What do you think?

PR Tip of the Week: Your Elevator Speech

Chelsea Janke — Mon, 23 Aug 2010 14:10:01 +0000

What’s your elevator speech? No, it’s not actually about elevators. What I’m asking is if you were to sum up what you do or what your business is all about in just one to two sentences (roughly the time you share with another person on an elevator), what is your key message? It might not be easy to summarize, but it’s great to be prepared for those short encounters with other people – who might be prospective clients.

Having trouble formulating your key-message speech? Here’s a tip: don’t try to include every single aspect of what makes your business great – that would be far too in-depth and excessive for an elevator speech. Instead, try to include two or three of your most important goals, maybe part of your mission statement, or just a couple of your strengths that make your business unique and successful. Whatever it is, keep it simple.

If you’re a business owner thinking that you know exactly what your key message is, can you say the same for every member of your team/company? Remember that every employee is a reflection of the company as a whole, and clients often formulate their opinions of a company based on one experience or interaction with an employee of that company. Make sure each member of your team correctly and effectively represents your business and its solidified message.

photo credit: Debs (ò?ó)?

MN Twins Give a Lesson on Refreshing Your Brand

Chelsea Janke — Wed, 14 Jul 2010 16:07:36 +0000

According to an article titled “Target Field hitting an economic bull’s-eye” by Curt Brown in yesterday’s Star Tribune, the area surrounding the new Twin’s stadium in Minneapolis is booming with crowds of people – who are all bringing their wallets along with them. This new frenzy of fans is spending both time and money at other venues before and after the game, which has given quite a boost to business in the surrounding area.
The downtown businesses near the stadium are reporting record sales numbers, especially bars and restaurants such as the Loon Café. All the hype and publicity of the new stadium has brought a much larger number fans and visitors than Minneapolis was used to seeing at the Metrodome for baseball games. On top of this, Brown reports that this economic elevation in the area “won’t necessarily be short-lived, though the team’s success will have a bearing on that.”
It’s a little crazy to think that the same team, in the same city, with the same fans can have such a dramatic effect all by making one update. So what about bringing this to a smaller scale and looking from a small business perspective? Can the same company, with the same services, and the same staff bring about an economic boost for the business just by refreshing their location, brand or message?
According to Cindy Leines, Founder & Strategist at C.E.L., each company can require a different strategy to encourage more publicity and growth. “In some cases, it might require renewing a company’s location, brand and message, while others might only need to renovate one aspect to reap significant economic rewards,” said Leines. “At the core, you’re not changing what you offer, but tweaking one aspect or significant message of how you deliver your service.”
So what have you done recently that impacted your bottom line? Do you have any advice for businesses that are trying to make some updates?

Ultimate Branding: A Permanent Statement

Chelsea Janke — Thu, 24 Jun 2010 20:09:10 +0000

How far would you go to show your loyalty to your favorite brands? Many consumers will recommend brands to friends, wear clothing with obvious logos, or even put bumper stickers of logos on their cars. But is there any greater sign of brand loyalty than the willingness to have a logo permanently tattooed onto your skin? That’s a commitment that speaks loudly for your company.

According to a Star Tribune article from last month titled “The new branding: company tattoos” by Kristin Tillotson, numerous staff members of Anytime Fitness have gotten the company’s purple logo of a running person tattooed on their skin. Not only is that strong brand loyalty, but it also shows the extreme devotion that Anytime Fitness employees have to their company.

So what do you think: Is there a brand logo that you would have tattooed on your skin? How about the company you work for? Or is this branding going too far?

Results of Stacy Slygh in the Minneapolis Marathon

Chelsea Janke — Fri, 11 Jun 2010 21:53:55 +0000

It’s been almost a week since I experienced one of my greatest achievements…setting a new personal record at the Minneapolis Half Marathon. With the support from friends, family, and the C.E.L. team, and the passion I have for running, I finished at a sub 8 pace…a pace of 7:56 minutes per mile to be exact. To describe the emotions and thoughts that went through my head for 1 hour and 43 minutes would be impossible to share. But the run that encompassed adrenaline, nervousness, excitement and determination to accomplish my goal was a challenge. And I was up for the challenge. If you would like to check out the results from my Half Marathon, click here.

I believe the moments in life that challenge us are the moments in life that define us. If you have a fun story of how you were challenged or reached (or exceeded!) your goal, please share!

Moving Forward to Create Moments in History

Chelsea Janke — Tue, 20 Jan 2009 15:55:19 +0000

Today we pause to acknowledge the history making event of the decade and perhaps of the century – the swearing in of Barack Obama as President of the United States. Whatever your political persuasion, I would hope that we can agree that this is a historical and momentous occasion in our country. There have been other moments in my lifetime that I still remember where I was at the moment of history making events – on the streets of Seattle as the first ever female vice presidential candidate gave her speech; having breakfast with my son and being in shock as the Twin Towers were first hit by the airplanes in front of millions of people on site and watching on tv; sitting with my best friend in her living room with our parents playing cards while the “long haired” Beatles performed for the first time on tv; and a vague recollection as a very young child of the funeral and the overwhelming sadness as we watched the funeral procession for President John F. Kennedy after his assassination.

Today, take note of where you are during this historical moment. Then, let’s each decide what role we can each play to help improve our economy and communities as we’re being asked to do from our new President. Politics aside, we must each decide what “I” can do to change the state of affairs in our country.