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(05 of 09) Case Studies
 
A Uniquely Creative Solution toward Building a Stronger Brand
Visual consistency is one of the cornerstones which helps strengthen a brand.
When a company operates out of hundreds of locations across North America and beyond there are many pressures that run counter to maintaining visual consistency.
.....We were hired to do a refresh of the Laidlaw logo & identity. This included the Laidlaw Visual Identity Guide. Working with Laidlaw management we did an audit of the masses of existing branded Laidlaw materials. Much of the material was being produced efficiently from a major hub but many locations were producing their own local newspaper and directory advertising. Each ad was costing very little but the total cost across all locations was considerable. Management had worked hard to improve the major materials in their marketing communications mix. But the variety of low quality ad styles was seen by management to be working counter to the overall image they had achieved at other levels.

SOLUTION: the visual identity guide which (uniquely) was also a guide for print requisition included pages of easy to order clip ads. Locations could request by number the relevant illustrations in whatever size ad they wanted.

RESULT: the ads proved easy for locations to produce and were seen to elevate the Laidlaw brand at little cost to all concerned.