The theme for this year’s Zoo Preschool is animal markings and habitats. And because the whole point of the preschool is to teach young kids about animals, we decided to make the direct mail piece interactive and educational. The piece featured a soft, natural color palate and a fun illustrated style, which was carried out across all media including the campers’ t-shirts. Any day we get to to create cartoon animals is a good day. And from the photos, it would appear these preschoolers found their favorite spot at the Fort Worth Zoo.
An opthamology practice with five physicians, Nethery Eye Associates tasked the Schaefer team to develop an integrated marketing plan to increase patient traffic in light of a more competitive marketplace. We evaluated and refreshed their current branding to support these marketing efforts and executed the refreshed brand in a website, collateral and other patient education tools, and an online media campaign.
Educational Video Series
for Nethery Eye Associates
WayPoint Healthcare Advisors is a healthcare consulting firm in Fort Worth, Texas led by two senior level executives, each with 20+ years of experience in healthcare consulting. Faced with a rapidly changing healthcare environment, WayPoint Healthcare Advisors needed to evaluate their marketing initiatives. We worked with the WayPoint leadership to develop new branding and marketing materials to support public relation initiatives. This logo was initially launched through email marketing and a new website.
JPS Foundation is a non-profit arm of John Peter Smith Hospital that helps raise money for things the hospital budget doesn’t cover such as baby supplies for low-income women, clothes for the homeless and medicines for those who can’t afford them.
When it came time for their annual employee giving campaign, they came to us with a challenge. Donations had been in decline for several years, as well as the number of employees who were donating. Employee involvement is an important metric when applying for funding, so it was up to us to bring the numbers up.
The Work
When you think of fundraisers for non-profits, you might think about the poster board thermometer that is gradually filled in with red sharpie. When the goal is a large sum of money, it can easily feel like the dollar or two you have to spare won’t make much of a dent. Since we needed as many people to participate as possible, we had to overcome this perception.
Our idea was to show that a small donation—even as little as a dollar—could actually have a real impact. That’s because many of the things JPS Foundation provides, such as a pair of socks or a pedometer, cost very little. We called the campaign Small Change, Big Impact and used a series of four videos to show how even inexpensive items could make a big difference in a person’s life.
The Results
It’s clear that JPS employees took the message to heart. JPS Foundation raised over $200,000 as a result of this campaign, up from $95,000 the previous year. The number of employees who participated also rose from 685 to 1019 in one year. And while it’s always great to see that a campaign worked, we’re most proud of the real, life-changing impact those stats represent.
Last year, JPS Health Network charged us with reinvigorating their brand and changing the perception that this county hospital was dated, distant and becoming irrelevant in the community. By doing so, we could inspire the employees within the network to have greater pride in their organization and in the quality care they provide for their patients.
The new JPS Health Network logo consists of the JPS icon and the tagline “Centered in Care, Powered by Pride.” The tagline is given new prominence to clearly define the JPS commitment to excellent patient care. It’s necessary to evolve logos over time to keep them relevant as the assumptions made when the initial logo was established may no longer hold true. The color-enhanced JPS logo reflects the vibrancy, diversity and energy of their staff today while maintaining the core blue icon that is so well recognized in the community.
We found that almost 80% of their printing used four or five colors. With this discovery, we saw an opportunity to introduce more color to the logo that would not impact the budget for printing and would deliver greater impact in digital mediums.
Visually, this is not a drastic overhaul of an identity but a very specific and strategic evolution that focuses on opportunities to better JPS as a network. This can be seen in the improvements to legibility within the icon and typography. Our design styles and approach to all communication materials moving forward must provide clarity because it reflects the quality of care that is provided.
We selected the Tisa typeface family to bring a more contemporary look to the JPS brand. By contrasting a sans serif and slab serif typefaces, we are able to provide variety to the various extensions of the brand without sacrificing consistency or legibility. When paired with the updated icon, this typeface maintains brand recognition within the community and displays a more approachable image.
J.L. Matthews Co. is a third generation family-owned business based in Fort Worth that specializes in top-of-the-line safety equipment and apparel for lineman and arborists. They recently came to us with the challenge of updating their brand without losing the history and values that still shape the company today.
Founded in 1946 by Joe L. Matthews, their main focus remains the same: provide top-notch, personal customer service with an emphasis on training and safety. With such a deep family history, it was fun to get to know their business on a more personal level. Old family photos showed what it was like back when Joe Matthews was creating custom leather harnesses in his small, cluttered workshop.
Our goal was to update the brand to make it relevant to their current customers without losing the heritage and family values that continue to set them apart.
Since safety is the most important facet of their business, we began by shifting the brand color from red to a safety orange. For a family of Red Raider fans, this wasn’t an easy decision, but it proved to be the right one.
The logo features the company name with emphasis placed on “Matthews” since that resonated most with existing customers. Date and location were added as secondary elements, and the shield shape conveys strength, which represents the industry and those who work in it.
We created this spot for TCU last summer for their inaugural season in the Big 12. With TCU’s first game tomorrow against LSU it felt like a good time to post the spot. We were very proud to work with TCU on this project and be apart of the historic moment for the university.
In an effort to bring awareness to the consequences that littering can have on Metroplex waterways, our client Tarrant Regional Water District (TRWD) partnered with several cities in the DFW Metroplex to develop a campaign called Reverse Litter.
Our campaign featured four :15 TV spots that aimed at showing how litter on land ultimately ends up in our waterways. Every bit of these TV spots are real (no CGI animation was used), which made for a lot of planning to ensure we could create seamless transitions from scene to scene.
Click on the screenshots to view each spot, or learn more about our Reverse Litter campaign by clicking here.
Each spot focuses on the most frequently found litter in our waterways: aluminum cans, styrofoam cups, plastic bottles and plastic bags.
The emphasis of the campaign is that accidents do happen and you can unintentionally litter even when you don’t really mean to. Luckily, we can all be a part of the solution and help reverse litter by being more mindful of our actions and by lending a helping hand and picking up litter that you find near your home, office, school, street or playground.
In anticipation of the Clearfork Main Street Bridge opening, which would open up traffic through Clearfork for the first time, we wanted to develop on-site signage that would call motorists’ attention to sheer size of the land and tease what was to come.
Rather than putting up traditional banners or billboard signage, we created a concept that used larger than life words to describe the soul of Clearfork. The words were placed at strategic points on the property and were made to appear as if they had grown out of the land. Thus, we referred to the project internally as the Clearfork word crops.
It’s easy to say that a hospital is there for a community, but Medical Center Arlington has the numbers to back it up. That’s why we put their stats front and center for their annual marketing campaign. We used brand colors and bold, three-dimensional numbers to highlight MCA’s many benefits to the people in and around Arlington. And what better place to engage than at the Ballpark in Arlington?
Rangers fans were introduced to the advanced services MCA offers right in their own backyard with both traditional and digital messaging throughout the ballpark. The takeaway? For all of their advanced care offerings, their priority is always one thing: the patient.
