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Healthcare Marketing Perspectives From The Field

To paraphrase an old advertising slogan, neither rain, nor sleet, nor wind, nor snow would keep the American Society of Cataract and Refractive Surgeons (ASCRS) Annual Congress down.

ASCRS just ended in Boston and despite the cold weather, the meeting itself was as dynamic as ever. Schaefer was there in full-force to support the great relationships we’ve built and to make new connections.

As we walked the show floor, interacted with countless professionals and navigated the all-important ad hoc gatherings after hours, we did what we love to do. We observed, questioned, debated and thought about strategic direction and how it can help our clients succeed.

We wanted to share our top 10 takeaways from 2024 ASCRS for those of you in ophthalmology. (For our non-ophthalmology clients, we’ll suggest ways these observations may impact you):

Welcome to ASCRS

1. The anterior segment is getting crowded

From the cornea to the cataract, there continues to be an inspiring number of innovations in this space. That comes with a second edge: competition — especially in glaucoma — is more fierce than ever. 

If you’re not in eye care, are there areas in your market that are equally crowded? What is your vision for differentiation?

2. PCIOLs are seeking narrower slices of blue sky

Entering the IOL market as a challenger requires defining a thinner slice of uniqueness than ever before. That said, the adjustable lenses being launched are very distinct and it will be interesting to see what effect this has on the market going forward. 

3. Posterior segment energy

Where the anterior segment is approaching saturation, judging by the energy of innovation in Eyecelerator and other sidebar conversations, there seems to be a lot of momentum growing in the posterior segment. As the population ages and retinal procedures grow more prevalent, the industry is clearly positioned to deliver meaningful options.

You non-ophthalmology friends, where does your category present blue ocean possibilities? 

4. Corneal health concentration

It’s always been important for ophthalmology, but the attention paid to corneal health devices and products seemed greater in 2024. Osmolarity (looking at you trukera-medical), inflammation, dry eye and regenerative products are just scratching the surface (pardon the pun) of what Schaefer saw. 

5. Meeting momentum

A purely anecdotal observation, but the exhibit space seemed less extensive than in years past. That being said, the overall energy at ASCRS was extremely healthy! With less outward activity emanating from the show floor this year we can only imagine what was being discussed behind the curtain and in the sidebar meetings. The anticipation of what’s coming has us ready for a wave of innovation and launches in 2025.

6. Inclusion emphasis

With the evolution in the industry’s gender balance continuing to shift (one booth even celebrated “the women of ophthalmology”) and ASOA’s vital diversity workshop, ASCRS is making worthy strides. The journey is still long but the trend is moving in the right direction. 

How is your industry evolving if you’re not in ophthalmology? Where can it improve?

7. Goodbye sea of blue

We’re an advertising agency. We have to speak to the design trends we saw. After all, the battle to stand out is won and lost, in part, with good design. We definitely saw the rise of purple. And, there are a lot more companies using gradients in their designs. 

8. Surprises in small places

It’s always fascinating to see what the big exhibitors do, but often there is a gravitational pull with the smaller spaces, too. 

We’re biased, but our friends at ViaLase made a savvy decision to place their booth across from the conference “Tap Room.” The innovation they showcased and the arresting booth design (humble brag) kept that space hopping all weekend long. 

Beyond a self-serving ViaLase plug, we also saw inspiration in any number of small spaces like Nordic Pharmaceuticals’ booth the ASCRS 50th anniversary celebration via a booth replicating a practice from 1974 (thanks in part to our friends at Alcon) and the fascinating startup technologies in AI-driven practice management tools.

Are you not an eye-care company but still a challenger brand? How do you use small spaces to make a big impression?

9. Access is no longer an afterthought

Reimbursement is more important than ever. And it showed in both overt and covert ways. The most successful products and product managers will consider strategies around access and the value story in conjunction with all other components of their business plans.

This is undoubtedly true beyond the ophthalmic space. Where is your industry finding success with this vital healthcare commercialization need?

10. Visualization sophistication

If this ASCRS is any indication, the profession is in for some meaningful transformation in the next few years. The adage that you can’t treat what you can’t see may need to be updated. You can see more than ever, now what should you treat?

The thread running through all of this — both the experience of the meeting as well as the takeaways — is that connecting as humans is what matters. The ophthalmic industry is a collection of amazing thinkers making a meaningful difference in patients’ lives. But it doesn’t happen if we don’t connect. At Schaefer, we’re proudly not healthcare specialists, we’re human specialists. We know how to find an emotional resonance that connects people with people, and that’s what makes life better.

If you’d like to put that perspective to work for your brand, drop me a line!

Using BigFoot to tease a big reveal. 

Situation 

Within the eyecare industry, the idea of interventional glaucoma treatment has been categorized as an elusive myth for years. ViaLase developed a game-changing system designed to leverage two proven technologies to create a new, non-invasive approach to glaucoma. When this new system is approved by regulatory agencies, the myth will finally become a reality. Therefore, our client needed a campaign that would create attention and support a successful launch of the new concept.

Goals

  • Develop materials needed for a successful brand launch
  • Develop a highly visible campaign that would cut through the clutter of a crowded market 
  • Rapidly generate brand awareness
  • Explain the fundamental technology behind the device
  • Solicit interest and inquiries from qualified leads
  • Provide meaningful measurements of the campaign results

Strategy

Schaefer Advertising responded with a showstopping, attention-grabbing campaign that used teaser imagery of a Sasquatch, or “BigFoot”, creature to convey that the “mythical creature” was finally here – and real. The sheer uniqueness of the concept was a huge and dramatic departure from the cold, clinical ads embraced by other players in the industry. 

Solution

An integrated campaign was launched that included paid search, organic social, email, and digital display on well-known industry publications and websites. Each medium enabled the client to tell its story and document the response rates as viewers clicked through for downloads, demos and landing-page visits. 

Vialase yeti display ads

Results

By leveraging paid search and strategically-chosen publication placements (such as newsletters, e-blasts, ROS banners, and sponsored social posts), the campaign achieved noteworthy results within the first three months of launch.

  • Website tracking identified 98% new site visits, with an impressive 53% engagement rate
  • High clickthrough rates 
  • And, most importantly, awareness started with a bang, with healthy responses from an elite and highly-qualified audience of eyecare and glaucoma specialists
Sessions

15,864

New Users

13,771

Pageviews

17,130

Engagement Rate

53.42%

Vialase yeti print ads

Summary 

The launch campaign accomplished its primary goal of driving brand awareness among surgeons for ViaLase and its innovative design.  And, in addition to gaining insights into paid search performance, the client began to forge strategic partnerships with leading industry publications. The geographic spread and engagement metrics highlight the campaign’s effectiveness in reaching a qualified audience, setting a strong foundation for future marketing efforts.

Overall, the campaign was another example of Schaefer’s ability to combine solid knowledge of healthcare markets and attention-grabbing creativity to tell a cohesive and relevant brand story.

The Nutcracker ballet is a timeless performance that has delighted audiences for more than a century. Over time, it has cemented its place as a beloved holiday tradition and one of the most popular ballets of all time. Each holiday season, Texas Ballet Theater (TBT) stages 35 performances between Dallas and Fort Worth, which sets the tone for ticket sales throughout the season. For some ballet companies, sales from The Nutcracker make up more than 85% of a company’s ticket revenue for the season. While its popularity makes it easy to sell performance tickets, The Nutcracker also creates a unique opportunity to attract a broader audience to experience the art of ballet. 

As the agency of record for the past six years, Schaefer Advertising has helped TBT increase ticket sales year-over-year to make The Nutcracker a revenue powerhouse. Fresh off a record-setting year in 2022, TBT increased its goals for 2023. 

To meet the new goal, our team acted quickly to implement new optimizations that leveraged our current campaign assets, made strategic recommendations for TBT-owned channels, and proposed a few incremental options to get in front of new attendees. A peak-valley-peak approach to paid search led to higher revenue for lower costs, making paid search a key driver of conversion revenue. The coordinated email marketing campaign launched in late November ranked second in revenue generation. 

Texas Ballet Theater Nutcracker Assets

Results

The Nutcracker campaign concluded its 2023 run with record-breaking revenue and ticket sales, surpassing each previous year’s revenue and 2023 goals for both Dallas and Fort Worth. Total revenue closed at 120% to goal, with online sales specifically growing revenue by over 30% from last year.

2023 Goals

Revenue: $2,639,534
Ticket Sales: 36,080

2023 Actuals

Revenue: $3,237,384
Tickets Purchased: 47,056 

Campaign ROI

12:1

Texas Ballet Theater Social Media Assets
Texas Ballet Theater Display Posters
Texas Ballet Theater Nutcracker Website
Texas Ballet Theater Nutcracker Website Full Size
December 13, 2023

The Foundation for Good

The North Texas Community Foundation (NTCF) is a Fort Worth-based philanthropic organization committed to driving meaningful change through charitable investment in North Texas. With a strong reputation, deep community knowledge, and tailored services, NTCF helps high-net-worth individuals structure their philanthropic giving for immediate impact and long-term legacy.

Logotype

Challenge

As a central figure in the community with a wide range of audiences and causes, NTCF needed a way to articulate their offerings to specific audience sets with very different wants while positioning their own brand for growth. In addition, they needed to improve their user experience online to better meet the demands of visitors.

North Texas Community Foundation Website

Tailoring the message

NTCF is beholden to not one but three separate audiences – fundholders who support charitable giving, professional financial advisors whom NTCF partners with to manage donor funds, and nonprofit leaders who leverage grants and gifts to proactively respond to the needs within the community. While the driving purpose and service offering are the same across all partners and clients, it’s crucial to shape messaging around the intended audience. 

Brand Family for North Texas Community Foundation

We started the process by first establishing a brand archetype – NTCF is a Caregiver – and letting that lead to a clear and compelling brand position and purpose. This step helped cement NTCF’s mission to drive meaningful change, unify the internal team and motivate all partners to advance toward a shared future. Next, we tailored key messages to resonate with the distinct needs and priorities of each audience. From cross-functional partners to clients and community stakeholders, brand messaging is tailored to the unique perspectives of each audience. 

Flyer for NTCF

Design with a growth mindset

To further illustrate the Caregiver archetype, we evolved the brand identity to better mirror the trust, support and service NTCF is known to provide. From logo to photographic styling, we created a comprehensive design system that perfectly encapsulates the brand’s dynamic service offering. The vibrant yet strong color palette features navy, periwinkle and complementary shades of yellow, orange and blue to balance optimistic and approachable with the more intuitive and assertive sides of the NTCF brand. In addition, we expanded creative assets to offer more versatility and the ability to grow with the brand. 

NTCF Brochures

Creating a seamless experience

A website acts as a front door to your organization, and NTCF could benefit from a more inviting user experience.  The previous website structure was dense and the navigation was choppy, leading to confusion and cognitive overload for site visitors. On the back end, employees lacked the ability to easily create, modify and publish content. 

NTCF Website

To provide current and potential fundholders with an enhanced experience, we restructured the new site to reduce page count, minimize clicks and better guide visitors to the information they were seeking. We also developed a custom content management platform, empowering the internal team with the tools needed to edit and manage their site without extensive coding knowledge.

NTCF Website Pages

Results

Developing an impactful brand strategy and tailoring every message to suit the intended audience allowed NTCF to better communicate their purpose and address a multifaceted branding challenge from a foundational level. The new brand identity also aligns each audience with the overarching vision of NTCF and positions the brand for success and growth. 

A more intuitive website improved the user journey while empowering the internal team with the ability to easily develop and manage brand materials and content. When compared to the previous year, the new website saw outstanding results:

  • 28% increase in visitors 
  • 7% reduction in bounce rate, illustrating users found the site more relevant
  • 21.7% increase in page views, indicating stronger user engagement post site launch

Data measured from Feb 2021-Aug 2021 and Feb 2022-Aug 2022.

December 4, 2023

In pursuit of excellence

Nestled in the heart of Fort Worth, Texas, Colonial Country Club stands as an iconic institution with an unwavering commitment to excellence and timeless traditions. Founded in 1936 by Marvin Leonard, the club offers a distinctive private club experience that fosters a strong sense of community. With a rich history in championship golf and a dedication to creating unforgettable moments, Colonial embodies unparalleled luxury and camaraderie.

Revitalizing tradition for Colonial Country Club

In 2023, the club found itself at a pivotal moment, embracing the desire to redefine excellence and embody a new era without forgetting their historic past. This ambitious journey began with an extraordinary renovation project, breathing new life into the esteemed championship course.

The transformation extended beyond the greens as Colonial invested in an array of exciting amenities, embarking on a revitalization journey to align their brand with the club’s updates. Recognizing this opportunity, Schaefer Advertising partnered with Colonial to refine and update their marketing and messaging, ensuring effective communication with a shared commitment to tradition and innovation.

Colonial Brand Imagery

The path to success is empowerment

Working closely with the internal staff at Colonial, we understood the significance of helping the team to define the authentic voice of the brand and building the necessary tools to support business objectives. Colonial’s strategic marketing initiatives focus on three primary goals:

  1. Increasing awareness and perception among targeted prospective members to generate a consistent waitlist of high-quality prospects,
  2. Enhancing member engagement to foster loyalty and advocacy, and
  3. Boosting club revenue through increased event sales. 

To achieve these objectives, Schaefer developed a comprehensive marketing strategy that presented findings from a digital platform audit and brand messaging exercise, as well as provided platform-specific optimizations, culminating in a holistic digital ecosystem approach for the internal team to utilize as a road map to support and elevate Colonial’s marketing endeavors. 

Uniting past, present, and future

To elevate the essence of Colonial’s brand, we embarked on an extensive brand refresh that began with a meticulous exploration of the club’s unique attributes and a thorough brand landscape assessment. This approach identified key differentiators and core values that set Colonial apart. Establishing the brand archetype and positioning recommendations, Schaefer recognized that Colonial’s messaging should center around the unwavering pursuit of greatness, beautifully capturing the club’s rich history and unyielding commitment to excellence. This masterful process of brand archetyping and positioning culminated in the development of the club’s brand story, a compelling narrative that artfully united the past, present, and future.

Colonial Country Club Messaging

Building upon this solid foundation, we crafted a cohesive visual system that seamlessly unified the brand while accommodating flexibility for its evolving identity. A comprehensive brand style guide was introduced, offering clear guidelines to the team and serving as a valuable tool for external communications, ensuring consistent brand alignment across all touchpoints. To capture the true essence of Colonial, Schaefer directed and produced photography and video shoots featuring real club members, thus curating an authentic content library that would enrich the future website and all brand materials, beautifully reflecting the genuine spirit of the club and its cherished traditions.

Elevating Colonial’s digital presence

Alongside the visual transformation, Schaefer undertook the crucial task of redesigning Colonial’s website to realign with the club’s prestigious history and standing. Our expertise came to the forefront as we crafted a visually stunning and user-friendly design that successfully communicated vital information while elevating the overall user experience. Through a development partnership with MembersFirst, the website became a powerful tool in supporting awareness, engagement, and lead-generation objectives, providing an app and private portal for members. Schaefer’s thoughtful approach, in tandem with Colonial’s rich heritage, gave rise to a website that now stands as a befitting window into the club.

Colonial Website Examples

Outcome

The collaboration between Schaefer and Colonial resulted in a stronger brand presence that honored the club’s legacy as well as their future. The consolidated brand provides a consistent experience for current and potential members, reinforcing Colonial’s position as a pillar in the community. The revitalized brand strategy and web presence articulate the Club’s forward-thinking nature, appealing to both a global audience in search of elite golf experiences and creating a home away from home for local members. By providing the internal team at Colonial with the necessary tools and support, Schaefer empowered them to effectively communicate the brand’s voice and usher in a new era of success.

How Argon Medical Devices merged multiple brands and hundreds of SKUs into a single, cohesive user experience (UX).

Argon on mobile phone

Situation

As a global company with multiple sub-brands and literally hundreds of products, Argon Medical Devices faced a major challenge in creating a simple and cohesive online presence. Argon tapped Schaefer to execute a complete overhaul of its website, from site architecture all the way through design and development.

Argon webpage image

Goals

  • Enhance and optimize the user experience
  • Accommodate international customizations and product offerings
  • Restructure multiple sub-brands and product lines into a single cohesive, centralized site
  • Modernize the design to align with Argon’s new corporate positioning and graphic standards
  • Allow room for growth as future products, capabilities and divisions emerge
Argon webpage image

Strategy

Having recently repositioned the company, Schaefer realized that updating the Argon website would require more than organizing products and accommodating multiple languages. To expedite the process, the creative and digital teams worked in tandem, collaborating closely to ensure that the design and function worked in unison.

While Schaefer’s creative team worked to update design and messaging to align with the new brand trajectory, the digital team examined ways to streamline customer ordering, overcome language barriers, simplify navigation, and create a better user experience across the site’s 70+ pages and thousands of potential product permutations.

Argon webpage image

Solution

The creative team united all business units under the new Argon brand positioning: The Pursuit of Better. This gave all visitors a consistent view of who Argon was, and the shared mission and values that united its multiple brands.

Meanwhile, the Schaefer development team navigated an ever-changing SKU list as the client consolidated product lines. We then performed a number of user experience exercises to build a more efficient user flow for searching and ordering product samples. The new site was able to leverage geolocation to customize content based on the user’s global region, and allowed text to be dynamically translated into multiple languages.

Argon webpage image

Results

The Schaefer team replaced complexity with clarity, and delivered a site that accomplished key goals for both new and existing customers. The improvements included:

  • Successfully consolidating multiple domains and destinations into one organized, easy-to-navigate site
  • Enabling the client to make revisions and updates easily with minimal training
  • Reorganizing and narrowing the featured products to allow an easier search and order experience
  • Automating processes to further improve UX and leveraging geolocation to only showcase products in regions where they are available
Argon mobile image

Summary

To deliver a site that met the client’s goals with a global audience, the Schaefer team leveraged Argon’s core strengths of effective brand messaging and in-depth knowledge of the healthcare space. The client now has a site that better serves its needs today — and will support the brand as it continues to grow and evolve in the years ahead.

A client shifted its market focus — and needed a new brand to support it.

Situation

A client with a long history in the ophthalmology space found itself at a crossroads: It had established a reputation as a leader in osmolarity testing, but planned to expand into the broader realm of corneal health. It made a bold decision to rebrand from the foundation up – including changing its name.

trukera logos

Goals

  • Successfully navigate the company through this crucial transition
  • Develop a new name aligned with the company’s goals
  • Create a new logo, identity package, brand guidelines and graphic standards
  • Relaunch the brand with a campaign that explained the new name, communicated the expansion into corneal health, and elevated the company’s brand presence
  • Launch the new brand in time for an important annual trade show

Strategy

Equipped with an extensive depth of experience in the vision and ophthalmology space, Schaefer drew up a plan to move the client forward quickly. We began to develop the new name and identity, while simultaneously crafting the preliminary advertising concepts and media strategies. Executing these efforts in tandem would enable us to meet aggressive deadlines and accelerate time to market — while ensuring that everyone had adequate time for development, review and revision of all the pieces of the puzzle.

images of eyeballs

Solution

The company relaunched under the name Trukera, derived from “true + cornea”. This enabled Trukera to emphasize its total commitment to corneal care in bringing solutions to market that help providers objectively diagnose, manage and advance the health of the cornea. The color choice behind the logo’s green color palette was especially intentional, as a nod to the coloring of a healthy cornea found on a topographic map.

The new advertising campaign unveiled the company’s evolved focus with a memorable tagline: It’s amazing how much rides on something so small. The accompanying images depicted the 12mm diameter of the average cornea.

Along the way, Schaefer added touches to lift the client’s advertising above the competition. For example, we chose a color scheme that broke the sea of blue that typified the industry. In addition, our creative executions diverted from the industry norm of depicting close-up images of the eye. The result: Bold, simple and clear creative that cut through the clutter.

Results

By pursuing the naming and creative portions of the assignment in tandem, Schaefer helped the client launch in time for the annual American Academy of Ophthalmology (AAO) show. The new name and strategy garnered a positive response from both new and existing customers.

trukera callout

Summary

Schaefer leveraged expertise in healthcare, brand strategy, and design to move the client forward quickly, and differentiate them from a crowded landscape of “look alike” brands. By clearly defining its focus and standing apart from the clutter, Trukera is on a solid path for staking out its territory in the realm of corneal care.

Bringing the conversation to light around depression and suicide so that no one suffers in darkness

In 2014, the Jordan Elizabeth Harris Foundation was created on the principle of bringing the conversation to light around mental health, specifically depression and suicide, after the tragic loss of Jordan Elizabeth Harris. Suicide is the 12th leading cause of death in the United States with approximately 1.2 million suicide attempts every year. Yet the stigma around depression and suicide remains. In order to fight these harrowing statistics, Schaefer had the honor of partnering with the JEHF in 2022 to support and promote their second Light the Trail Ride.

Light the Trail Biking

The Ride: A 1,800 mile journey of hope

The Light the Trail Ride is a cross country biking excursion that is supported by riders and donors who wish to pledge their time and support to bring awareness and reduce the stigma of depression and suicide. It is the cornerstone effort of the JEHF and the ride strives to encourage supporters to share their stories and give others all over the country a safe place to speak about their experiences with mental health. Between the two rides in 2017 and 2022, The Jordan Elizabeth Harris Foundation has raised significant funding and awareness around the gravity of this topic and been able to support continued research focused on treating depression, suicide prevention training, creating resources and facilitating education opportunities. 

Couple of cyclists for light the trail
L: Charlie Howlett, Deb Zinderler (Z2 Marketing) and Cory Zimmerman (Z2 Marketing)
R: Tom & Ellen Harris, Founders of the Jordan Elizabeth Harris Foundation

Schaefer had the privilege of serving as the marketing partner of LTTR to promote their second ride in 2022. They came to us with a challenge in lack of awareness and support of the their efforts, and we were able to work together through strategic planning, digital asset development and collateral material creation to re-launch the Ride because it aligns with our values as an agency and we were able to share our expertise and skillset. In addition, Schaefer saw the opportunity to bring this crucial event to life in the eyes of more people through a documentary film and trailer. Available budget was an obstacle, however Schaefer was compelled to support this initiative and solicited a like minded partner out of Milwaukee, WI called Z2 Marketing who was willing to provide supporting video production services in exchange for involvement with this powerful initiative. Schaefer was able to donate the remainder of investment to continue bringing the Light the Trail mission to life. What followed was the production of a documentary that captures the riders along their journey in addition to their own personal, compelling stories. This video further advances the mission of Light the Trail and the Jordan Elizabeth Harris Foundation, and Schaefer’s goal through these collective efforts was to walk alongside this inspirational team to make their event a success and champion their cause.

Cycling Group light the trail

User experience and activation of the #Ride4 effort

Another key motivator around the effort is the promotion and honor of the #Ride4’s of each rider and the community at large. This is a unique way that the riders and the foundation overall can bring the stories forward of loved ones whos lives have been tragically taken as a result of suicide. Schaefer had a unique opportunity to strategize the best way to promote the submission of Ride4’s and prioritize their position on the website to encourage form fills and subsequent promotion of these empowering tributes on the LTT social media pages. 

Cycling Group light the trail

Schaefer implemented numerous functional and user experience updates to create a more seamless tool to promote and accept donations in advance of the ride, as well as encourage Ride4 submission and sponsorship form fill. In addition to these optimizations, Schaefer also streamlined the Foundation’s existing CRM to further encourage passionate individuals to get involved with the next Ride and the Foundation overall. 

Light the Trail Website mockup

Elevating the user experience and showcasing excellence

In addition to digital services, it was important to the client that Schaefer provide traditional marketing services that properly married the digital presence with the real life iteration of the brand and its mission. The Schaefer Account Service and Creative team worked closely alongside the Foundation’s team to ensure a delivery of marketing support materials that communicated the very real impact that mental health has on people and manifested this in printed one pager material, bike shop promotional flyers, and a rebuild of the LTT primary logo for 2022 that would support ongoing efforts for the team internally as they navigated the route in real time.

Light the trail mobile campaign

Overall, the sentiment behind this impactful project is the direct alignment with Schaefer’s mission and ultimate goal to Make Life Better. It’s at the core of what we do and a foundational piece of how we interact with and serve our clients, our partners, and our colleagues inside and outside of work. The Jordan Elizabeth Harris Foundation and the Light the Trail initiative are a real life embodiment of this mission and we’re proud to call them partners in work that truly matters, and to have played a small part in making this event a success.

Light the Trail map

Get involved or share your story

Whether you participate in a future Light the Trail Ride, make a donation, or share a story, you are helping bring the conversation around mental illness and suicide awareness to light and bringing us one step closer to living in a world where suicide is never the choice.

If you or someone you know is experiencing suicidal thoughts or a crisis, help is available. Please dial 988 for support via the suicide prevention hotline.

Crafting a distinctive brand and web presence for Bennett Partners

At Schaefer, we embarked on a meaningful partnership with Bennett Partners, an esteemed architecture, interiors, and planning firm based in Fort Worth, Texas. Guided by their unwavering dedication to responsible preservation and urban design, Bennett Partners strives to create sustainable spaces that enhance and sustain communities. What began as an initiative to enhance their website and showcase their award-winning work evolved into a comprehensive brand refresh, a testament to our shared commitment.

Bennet Partners logo

Navigating transitions and embracing a thoughtful ethos

Recognizing Bennett Partners’ esteemed reputation and shared mission to improve lives within the Fort Worth community, we embarked on a collaborative journey with their team of award-winning designers. This partnership provided a unique opportunity to collaborate with like-minded creatives who valued a strategic approach. Following the departure of a former partner, our goal was to develop a new brand identity that authentically reflected Bennett Partners’ thoughtful ethos, starting with a strategic renaming process.

Bennett Partners logo

Our recommendation was to preserve the equity of the original name, Bennett Benner Partners, by preserving the namesake Bennett as a prominent element. Thus, the name Bennett Partners was chosen, capturing the essence of a collective of passionate partners united by their mission and dedication to thoughtful design.

Benner Partners mobile

From typography to tone: crafting an approachable identity

We meticulously crafted a comprehensive system of logos and a versatile color palette, offering both flexibility and consistency. Our brand design centered around sophistication, simplicity, and purpose, harmonizing seamlessly with Bennett Partners’ core values. The logo showcases a modern, customized typeface that enhances the letterforms, set in lowercase to reflect the brand’s friendly and approachable nature. The secondary logo variation was refined to include “architecture, interiors, planning,” providing clarity about the services offered. Our expanded color palette embraces softer, thoughtful, and intricate color variations, featuring shades of blue and orange that distinguish Bennett Partners within the industry. These colors effortlessly integrate into diverse project plans and graphics. Additionally, we established a comprehensive brand toolkit, empowering Bennett Partners to effectively convey their unique identity.

website before and after

Elevating the user experience and showcasing excellence

Following the brand refresh, Bennett Partners sought a website redesign that would seamlessly showcase their exceptional work, engage users, and mirror their commitment to responsible architecture and community impact. Frustrated by their previous website’s inability to communicate their core values and meet their business needs, the objective of the new website was clear: effectively communicate their mission, prioritize their team members, and empower them to effortlessly showcase new projects. The final website encompasses key elements such as a visually striking portfolio, improved organization and categorization, seamless content management, responsive design, and personalized employee pages. Our team at Schaefer delivered a fully customized website with a clean and flexible modular system, enhancing navigation and user interaction to improve their online presence and reinforce their position as an industry leader.

Bennett Partners web images

Results

The partnership between Schaefer and Bennett Partners led to a successful transformation of their brand and website, capturing their expertise and unwavering commitment to responsible architecture. Through the reimagined brand identity, Bennett Partners’ captivating story resonates, attracting new business opportunities within their region. By collaborating closely with our team, Bennett Partners achieved a brand and website presence that authentically reflects their excellence in architecture and design, solidifying their position as a leading firm within the industry.

Amplifying Perot Jain’s impact with the perfect balance of strategy, design, and technology

Perot Jain, a venture capital firm specializing in early-stage capital funding, is intentional about investing in innovative companies that are developing disruptive, best-in-class solutions. Founded by the collaboration of Ross Perot, Jr. and Anurag Jain, Perot Jain focuses on funding leading-edge companies in the mobility innovation, healthcare, and real estate sectors. With a long history of entrepreneurial success and a strong infrastructure in place, Perot Jain sought to convey their unique approach to venture capital. Unlike other firms, their investment support goes beyond capital and extends to mentorship, access, and alliances within the Perot and Jain family of companies, including Access Healthcare, Hillwood, and the Mobility Innovation Zone. It became evident they needed to enhance their brand identity, create a distinct positioning, and develop a new website that would effectively communicate their unique value proposition.

Through their relationship with Hillwood and the AllianceTexas Mobility Innovation Zone, Perot Jain had already established a rapport with Schaefer, leading them to choose the agency for this significant brand transformation initiative. With a shared vision, Perot Jain and Schaefer embarked on a journey to redefine the venture capital firm’s brand strategy, positioning, and visual identity, ultimately showcasing their commitment to investing in and mentoring disruptive companies that have the potential to shape the future.

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From mission to position: uncovering Perot Jain’s unique differentiators

Schaefer initiated a full brand strategy initiative, delving into Perot Jain’s organizational mission and identifying their unique positioning compared to other VC firms. Collaboratively, the team identified the key values and advantages that set Perot Jain apart: collaboration, authenticity, a straightforward approach, leadership, entrepreneurial success, strong infrastructure, and partnerships/alliances. This thorough understanding formed the basis for a strategy that would effectively communicate Perot Jain’s strengths and resonate with their target audience. The strategy aimed to convey success stories and the current portfolio, positioning Perot Jain as an organization focused on investing in innovative companies aligned with their parent organizations’ business goals.

Building on the strategic foundation, Schaefer developed a brand archetype recommendation, selecting the Hero archetype. This choice aligned with Perot Jain’s commitment to investing in and mentoring innovative companies that aim to improve their industries and the world. This archetype dovetailed seamlessly into the positioning recommendation, Transformational, and a powerful positioning statement that highlighted the art and science of experienced entrepreneurialism, emphasizing Perot Jain’s role in driving transformative change.

Uniting Perot Jain’s positioning with a captivating brand identity and website

To visually represent the brand, Schaefer designed a logo and brand identity that perfectly balanced the Perot and Jain family names. The logo mark, a harmonious integration of ‘P’ and ‘J,’ symbolized the partnership between Perot Jain and the companies they support. The customized letterforms, with their subtly rounded edges, reinforced the logo mark and evoked a sense of balance and synergy. The animated version of the logo added dynamism and represented movement within the brand. 

Perot Jain logos

With the positioning and brand identity as a solid foundation, the website was crafted to build the brand’s presence online. The website’s information architecture (IA) was thoughtfully developed to feature Perot Jain’s portfolio of companies, leveraging the legacy of Perot and Jain ventures and driving a holistic conversation. The modular page structure empowered Perot Jain to easily expand and update content, ensuring long-term scalability and independence. The comprehensive portfolio system showcased Perot Jain’s wide-ranging investments, offering a clear demonstration of their expertise. The visually captivating website, with its compelling imagery, videos, and clean typography, wowed potential clients and instilled trust and credibility. The website’s design, catering to both desktop and mobile experiences seamlessly, ultimately provided a modern and future-ready platform.

Investing that Transforms - Perot Jain

Results: driving success and solidifying market presence

The results of this brand transformation were significant. Perot Jain’s new brand identity positioned them as a global competitor, attracting potential customers and garnering increased visibility among relevant venture capital partners. Perot Jain now has a solid foundation for all future communications, driving continued success in attracting high-quality deals and fostering partnerships that align with their growth goals. In essence, Schaefer’s partnership with Perot Jain exemplifies the transformative power of strategic brand positioning and creative excellence. By combining insights, innovative design, and a client-centric approach, Schaefer has enabled Perot Jain to elevate their brand to new heights, solidifying their position as a trailblazing force within the venture capital landscape.

Perot Jain on cell phone
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