Book Contributors

Chapter 1

1. The Color of Money: A Small Bank Makes a Large Impression with a Colorful Campaign
Design: Leslie Evans Design Associates; photography/video: David McLain, Aurora

2. A Website Showcases a Sense of Touch: Strong Navigation and Ease of Use for an Online Showroom
Design: Ken Carbone, principal/chief creative director, Ken Carbone; programming: Nina Masuda, designer, Carbone Smolan Agency; programmer: Atom Group.

3. Augmenting the Reality of Mobile Advertising: Sharing Brand Information Visually over Mobile Devices Through Apps
Design: GoldRun.

4. Celebrating Creativity with a Killer Smile: Creating a Viral Marketing Effect with an Online Game
Design: Norman Cherubino, creative director; Jim Keller, art director; and Roland Dubois, designer, Langton Cherubino Group, Ltd.

5. Putting the “Self” in Self-Portrait: Finding the Right Photo to Express a Personal Brand
Photography: Gio Alma.

6. Luxury Property Shown in Many Different Lights: Focusing on Stunning Imagery to Sell Luxury
Design: Doug Lloyd, creative director, Petter Ringbom, art director, designer: Dan
Arbello, Flat Inc.; Identity by Pentagram.

7. How Many Ways Can You Destroy Your Printer? Going Viral with a YouTube Video Contest That Plays upon Customer Frustrations
Photography: Nathan Dube.

8. Making a Legal Case for Insider Jokes: Using Cartoons to Market to Your Target Audience
Cartoons for CaseCentral: Tom Fishburne,

9. Changing the Script on Scriptwriting: Organizing a Virtual Community Around an Event to Maximize Participation
Design: Todd Blank Design; Plot Machine graphic: Jesse Reklaw.

10. When Is a Cup of Tea More Than Just Another Cup? Stunning Photography on a Website Differentiates a Product
Design: Chris Fernandez, 5to8 design.

11. Just the Facts, Ma’am: Creating an Interactive Online Quiz Attracts a Target Audience with a Deeper Level of Engagement
Design: Norman Cherubino, creative director, and Roland Dubois, designer, Langton Cherubino Group.

12. Getting a Leg Up on the Competition: Gaining Media Visibility for an Arcane Industry Online, Through Puns and Fun on Your Website
Photography: Judi Townsend.

13. Building an Appealing Design: Presenting Your Process in Your Website Showcases a Competitive Advantage for an Architectural Firm
Design: Randall Smith, creative director, and Bryan Wilson, designer, modern8.

14. A Visual Marketing Firm Uses Optical Illusions to See Things Differently: Showing Prospects What You Are Capable of in Multimedia
Design: Norman Cherubino, creative director; Jim Keller, art director; and Roland Dubois, designer, Langton Cherubino Group.

15. Breaking Through the Gray Noise: Using a Flash-Based Presentation to Generate Leads While Also Serving as a Leave-Behind Piece
Design and photography: Christie Grotheim, The Art Department.

16. Delivering a Unique Marketing Campaign: Combining Staged Marketing Events with Video and Social Media
Photography: Interference Incorporated.

17. Finding Your Identity: Standing Out from the Crowd with a Website That Lets Your Personality Show Through
Photography: Michael Persico.

18. A Renaissance for Today: Creating a Forward-Looking Logo That Reflects the Past Design
David Langton, creative director; Jim Keller, art director; and Janet Giampietro, designer, Langton Cherubino Group.

19. Good Service Is Earned: Making a Brand Statement and Creating Viral Content Through Infographics
Design and illustration: Column Five Media.

20. Design to Put Your Best Foot Forward: Using Sharp, Detailed Close-Up Photography to Demonstrate Business Capabilities on the Web
Design: Fritz Klaetke, design director/designer, and Jesse Hart, designer and developer, Visual Dialogue; photographer: Kent Dayton.

21. Spicing Up the Ornament Market: Using Bright and Unique Online Ads to Build a Brand
Design: Darlene Tenes.

22. A Reflection of Style: Incorporating Your Business Style into Your Logo
Design: Joy of Marketing

23. The Right Way to Start a Charity Today: Using Facebook and Blogs to Build a Community Around a Good Cause
Design: Jim Keller, designer and illustrator, Langton Cherubino Group.

24. Education Can Be Creative: Formatting the Standard “10 Tips” Article to Convey Professionalism and Authority
Creative directors: Todd Turner and Chad Hutchison; copywriters: Todd Turner and Chad Hutchison; designer: Drew Bolen.

25. Dressing Down for Success: Appealing to Consumers with a Personal Video Demystifies a Confusing Subject and Builds Trust
Design, photography, and video: Keif Oss,; copywriting: Deborah Becker.

26. A Legal Holiday: Using Electronic Greeting Cards to Position a Law Firm as Friendly
Design: Wilfredo Cruz, art director, Kristen Hydeck, design; Kirsten Faulder, writer; Lindsay Amat, animator; Aaron Hausman and Yelena Danilova, producers, Wechsler Ross; Mike Shapiro, illustrator, CartoonStock.

27. A Picture Speaks a Thousand Words: Creating a Visual Interpretation of What You Do in an Industry Known for Facts and Figures
Design: Fritz Klaetke, design director/design, and Jesse Hart, designer, Visual Dialogue.

28. Walking the Talk: Making a Website That Reflects the Principles Fundamental to Your Business
Design and development: Citizen Studio; writing: Rhonda Geraci.

29. Traversing from Print to Mobile: Creating a Mobile App Version of Print for Customers with a Foot in the Mobile World
Graphic design: Brandy Wheeler, MealTickets & Unusual Ideas; app development: Ross Rojek and Heidi Komlofske, 1776 Productions and Go Local Apps.

30. Promoting Logos with a Guess-That-Logo Contest: Tying in a Contest with E-Mail Marketing to Increase Client Engagement
Design: Norman Cherubino, creative director, and Jim Keller, art director, Langton Cherubino Group.

31. Marketing to Parents: Tailoring a Website’s Look to Reinforce Your Target Niche
Design: MediaKatalyst; photography: Hope & Memory Photography, Corbis Images; illustration: Dane Storrusten.

32. Leading by Example: Using Stock Images in a Downloadable Tips Sheet to Demonstrate That Marketing Can Be Easy and Inexpensive
Design and photography: Vertical Response

33. Blogger Outreach in the Cloud: Using a Visually Inspired Word Cloud to Start a Conversation with a Blogger
Word cloud designs: David de Souza, using

34. An Illustrator Draws Up Timely Reminders for Prospects: Using Remarkable E-Mail Marketing to Keep Your Pipeline Full
Design and illustration: Robert Pizzo.

35. Bringing the Topic of Skin Care to a Head: Messaging to Teens with a Clean Peppy Web Design
Design: David Lai and Hiro Niwa, creative directors; Eunice Oh, lead designer; Makoto Chino and Hugo Zhu, technical leads; Brian Johnson, front end developer; Szu Ann Chen, executive producer; and Abbey Park Yun, project lead, Hello Design.

36. It’s Not All Business All the Time: Adding a Personalized Blog Header Brings Human Interest to a Business Website
Design: Rodrigo Garcia, Palo Alto Software

Chapter 2

37. A Packaging Design That Really Helps the Consumer: Avoiding Lingo and Using Customers’ Own Words to Stand Out
Design: Little Fury; industrial design: Chapps Malina; photography: Jason Wyche.

38. A Local Brewery Makes the Case for Better Beer Branding: Using Images from Your Business and Local Area to Brand Your Product
Design: Viviana Flórez, designer, and Lucho Correa and Oliver Siegenthaler, creative directors, Lip, Ltda; photography: Lucho Mariño.

39. A New Spin on Making a Hit Record: Bringing Direct Mail Campaigns to the Next Level with a Mailer That Invites Recipients to Get “Hands-On”
Design: Geoff Dawson, creative director; Andrew McKinley, art director, Grey Vancouver.

40. Making the Most of Your 15 Minutes of Fame: Using Posters and On-Site Displays Together with QR Codes and Social Media to Reach 24- to 45-Year-Olds
Design: Nerland Agency, Worldwide Partners; photography: Chris Arend.

41. Handing Your Brand Over to Your Customers: Getting Customers Deeply Engaged with Your Brand to Create Fanatical Loyalty
Design: Russ McIntosh, designer; and Cheryl McIntosh, brand and product manager, Russ & Cheryl McIntosh, photography, Studio Absolute.

42. Free Stuff for Dogs and the People Who Dig Them: Using Beautifully Designed Packaging for Free Product Samples “Sells” a Premium Product
Design: Norman Cherubino, creative director, and Jim Keller, art director and illustrator, Langton Cherubino Group; photography: lani—dig your dog®.

43. High-Tech Digital Communications from a 1970s Chevy Van: Marketing by Creating an “Experience” That Includes a Digital Billboard, Social Media, and an On-Site Presence
Design: Daniel Herndon, owner, Redwall Live; photography: Blake Dieringer.

44. Designing Wine on the Inside . . . and Outside: Stimulating the Senses with High-End Packaging for a High-End Product
Design: Katie Jain and Joel Templin, art directors; Eszter T. Clark and Ryan Meis, designers; illustrator: Paul Hoffman, Hatch Design.

45. A Campaign That Really Knocks Your Socks Off: Appealing to Customers’ Comfort Evokes Emotion and Differentiates a Commodity Business
Design: Phillips Design Group; photography: John Earle.

46. New Beverage Design Creates Buzz: Simplicity in Packaging Emphasizes Purity in Ingredients for the Health-Conscious Market
Design: Mark Christou, designer, Pearlfisher.

47. Sustaining Good Design: Creating an Intentionally Retro Look Emphasizes Underlying Values
Design: David Albertson, creative director, and Jay Roop and Kirk vonRohr, designers, Albertson Design.

48. Hand-Drawn Promo Excites Young Brits Who Love to Draw: Giving Away a High-Quality Gift Increases Sales by Luring People into the Store
Design: Angus Hyland, designer, and hand-drawn typography: Marion Deuchars, Pentagram UK; photography: Nick Turner.

49. Sweet! Creating an Interactive Puzzle to Increase Booth Traffic at a Conference
Design: Sarah Sawaya, Sassafras Design Services; marketing: Ivana Taylor,

50. Jump-Starting a New Package Design: Creating Quality Packaging Can Lead to Getting Carried by More Retailers
Logo and package design: Fritz Klaetke, design director/designer, and Jenny Alden, designer; copywriting: Laura Walsh; illustration: James Kraus, Visual Dialogue; photography: Kent Dayton.

51. Rewarding Good Taste: Growing Your Customer Base Through a Clever Twenty-First Century Loyalty Program
Design: Tori Justino, Chris Rubin, and Ross Wordhouse; creative direction: Every Idea Marketing.

52. A New Product Popping Up: Differentiating a Product in a Crowded Field Through Unique, Uncluttered Packaging
Design: Family (and friends) Ltd.

53. Too Big to Ignore and Too Personal to Discard: Using “Lumpy Mail” to Get Your Foot in the Door of the C Suite
Cartoon: Stu Heinecke, CartoonLink, Inc.

54. Showcasing Talented Women: Creating a Calendar with Distinctive Photography for Yearlong Marketing
Photography: Teri Moy.

55. Get Your Clients Talking about You: Custom Designing Promotional Giveaways Makes a Big Splash
Photography: Leah Remillet Photography.

56. Breaking the Cutesy Barrier: Creating an Urban Chic Niche in an Existing Market with Displays and Packaging
Design: Christie Grotheim, The Art Department.

57. Waking Up Your Brand with a Little Pillow Talk: Creating a Follow-Up Campaign That Makes Prospects Laugh . . . and Buy
Design: Greg Daake, creative director; Sam Vetter, art director; and Steven Valish, designer, DAAKE.

58. Food Trucks, Today’s Eatery Trend: Creating Cravings by Using Typography on a Truck Wrap
Design and photography: Landers Miller Design.

59. Get Me a Doctor, STAT: Using a Witty or Humorous T-Shirt to Interject Fun into How People Perceive Your Business
Design: ohTwentyone.

60. Thinking Outside the Box: Using College Lingo on an Unconventional Item to Attract Cult Status and Build Business on a College Campus
Design: Drew Hammond, art director, and Greg Ballard and Drew Hammond, copywriters, Hirons & Company.

61. An A Cappella Visual Promotion for Musicians: Attracting Your Target Market with a Banner Containing Images and No Words
Design: Bodnar Design; copywriting: Keith Oppenheim; photography: blade sign: Monika Caban.

62. Getting a Bright Start in Branding: Using Three-Dimensional Displays Integrated with a Sales Presentation
Design: Adam Bain, art director; Anthony Stephanopoulos, graphic designer; and illustrators: Charlie Mitchell, Brad Reese, and Brittany Elson.

63. Lunch Bags That Educate, Entertain, and Inspire: Maintaining a Strong Emotional Connection with Your Target Market Even as Your Brand Grows and Evolves
Designer: Kenny Kiernan.

64. Making Friends Globally: Using Free Samples to Promote a Book and a Socially Responsible Business
Pouch Design: Global Girlfriend; book cover: St. Martin’s Press; photography: Anita Campbell.

65. Much Ado about Nothing: A Campaign with Clever Props and Giveaways Transforms a Hard-to-Appreciate Concept into Something Real and Tangible
Design: NAIL Communications; photography: Myles Dumas.

Chapter 3

66. Who Is Keith Beith? Capitalizing on a Unique Name and Interjecting Friendliness to Differentiate a Business
Design: Billy Joe Pyle, creative director and cofounder; Eric Schoenfeld, CEO and cofounder; and Al Navarro, chief creative officer and cofounder, Mint Advertising; Photography: Mint Advertising.

67. Face-to-Face Illustrations: Establishing an Identity That Allows Your Team Members to Express Themselves
Illustrations: David Brinley, Andy Ward, Anthony Freda, J. D. King, Bernard Maisner, Noah Woods, Brian Ajhar, Dan Page, Jon Reinfurt, James Kaczman, Michael Witte, and Nigel Buchanan, artists, Gerald & Cullen Rapp.

68. Business Cards Get Social: Creating Business Cards That Mimic Social Media Icons Opens New Market
Photography: Jakprints.

69. Changing Perceptions One School at a Time: Using a Marketing Pamphlet to Update an Organization’s Image
Design: Mary Kysar; copy: Kristan Kennedy; illustration: Rob Halverson.

70. Meeting Artists in Their Natural Habitat: Creating a Series of Posters Conveys the Range and Variety of a Large Event
Design/art direction: Joanne Kaliontzis; copy: Joanne Kaliontzis and Rocco Guiliano; project management: Gabrielle Schaffner; photography: Joanne Kaliontzis and Martin Berinstein; illustrations: Laura Davidson and Jacob Higginbottom; artwork: Tim Murdock, Julia Groos, and Jim Shea.

71. The Omaha Cow and Snowboarding: Using an Iconic Symbol Updated with Current Culture to Create an Au Courant Logo
Design: Drew Davies, Joe Sparano, and Adam Torpin; designers, Oxide Design.

72. Translating a Global Brand into Local Currency: Making an Existing Brand Design Resonate in a Different Country
Design: David Albertson, creative director; Mimi Dutta, art director; and Sagarika Sundaram, illustrator/translator, Albertson Design.

73. Getting to the Point in Acupuncture: Combining Professional Design with Do-It-Yourself Execution Keeps Expenses in Line
Design: Bex Brands; Photography: Jeremy Dahl.

74. An Image Consultant Makes a Great First Impression: Differentiating a Personal Brand by Conveying Your Personality
Creative direction/graphic design: Katrina Hase, Mix Creative; copywriting: Diane Autey, Projects Done Write; photography: Rod Wilson, Andrews Photography.

75. A Recipe for Success in Publishing: Using Beautiful, Evocative Images Reinforces the Essence of a Publication
Design: Carns Concepts, Chad Carns, creative director; photography: Sasha Gitin.

76. The Art of Making House Calls: Using Simple Logo Imagery Marries Traditional Values with a Modern Business
Design: YYES; photography: David Harrison.

77. An Unorthodox Community Campaign Promotes Kindness: Using a Powerful Name to Drive Action
Design: Greteman Group.

78. A Communications Firm Stands Out: Using Unconventional Visuals Instead of Cookie-Cutter B2B Design Gets Attention
Design and illustrations: John Pirman.

79. Is Your Name Defining You . . . Negatively? Renaming a Business Leads to More Sales
Design: Fritz Klaetke and Rick Rawlins, designers, Visual Dialogue with Rick Rawlins Work; developer: Ian Varrassi.

80. A Condo Development Has Historical Charm: Incorporating Heritage into Marketing Visuals to Emphasize an Offering’s Key Selling Points
Photography: Dawn Hancock; design: Aaron Shimer, Dawn Hancock, and Antonio Garcia, designers, Firebelly Design.

81. HR with a Personal Touch: Using a Descriptive Name and a Caricature for a Consulting Business Sets You Apart
Design and illustration: PowerBand Graphics.

82. All That Jazz, Funk, Blues, Pop, and Hip-Hop: Making Modifications in Your Imagery Can Appeal to a Younger Audience
Design: Will Miller and Darren McPherson, designers, Firebelly Design.

83. Communicate Issues Boldly: Using Bold Graphics to Drive Home the Importance of Messages
Design and illustrations: Soapbox Design Communications, Inc.

84. Eat or Be Eaten: Appealing to Local Tastes and Cultural Understanding in a Local Marketing Campaign
Design: Trace Newman Hayes, art director; and Brittany La Barre, designer, Skuba Design Studio.

85. Clothing for the Cosmopolitan Outdoorsy Type: Expressing the Importance of Form and Function for a Brand in Print
Design: Ken Carbone, creative director/partner, and Nina Masuda and David Goldstein, designers, Carbone Smolan Agency; photography: Ian Allen.

86. Capturing the Legacy: Creating a Commemorative Book with High-Quality Graphics Conveys an Organization’s Values
Design: EM2 Design, Inc.; copy: Peter Winter and Betsy Carpenter; photography: Atlanta International School.

87. All for One and One for All: Repurposing Marketing Collateral on a Very Low Budget
Design: Jett Butler, creative director and typographer, FÖDA Studio.

88. Evoking Mood Through Design: Using Custom Invitations to Make Your Business Entertainment Last Beyond the Event
Design: Jill Lynn Design.

89. High-End Rewards: Offering Upscale Coupons Grows Loyalty, Prevents Cancellations, and Sells Add-Ons
Design: Brian Conway, creative director, Conway Design; photography: David Carmack.

90. It’s a Family Affair: Making Your Business Story Come to Life with a Beautifully Designed Print Piece
Design: Nicola Black Design, L.L.C.; recipes © Carlo A. Sena / Ristorante Panorama; photography: Dominic Episcopo.

91. An Industrial Business Bucks the Trend: Expressing Quality Through Color and Design Becomes a Competitive Advantage
Design: Michael Van Egeren, writer/creative director; Roberto Ty, art director; and Kathryn Clevenger, producer, BANG! Creative.

92. Sharpen Your Sights: Using Clever Advertising That Makes Viewers Stop and Think about Their Needs
Photography: Adventure Advertising.

93. A Program for All Seasons: Creating an Overarching Marketing Theme for the Entire Year
Design: Angela K. Mitchell, creative director/designer, Lightdaughter; photography: Joel Silverman.

94. The Express Lane for Sales: A Visual Pitch Book Captures the Sales Process and Trains an EverGrowing Sales Team
Design: Adam Mietlowski, designer, Adcorp Media Group.

95. Three-Dimensional Business Cards: Expressing Your Creativity on Your Business Card
Design and photography: Egil Paulsen.

96. What’s a Symchych? Accentuating a Hard-to-Pronounce Name Can Be a Winner
Design: Dan Saal, designer and headline writer, and Ann Donald, copywriter, StudioSaal Corporation.

97. Technology Can Be Sexy: Poking Fun at Your Industry’s Stereotypes Makes It Easier for Customers to Relate
Design: Group 7even.

98. Making Saving Look Good: Delivering Vouchers and Coupons That People Want to Save
Design and photography: ActuallyWeDo Design.

99. Good Design Flows from Product to Marketing: Creating Postcards That Are “Saveable” to Keep the Sales Pipeline Full
Design: Tabula Creative; photography: Jason Varney

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