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Icon Golf is a premier luxury golf and travel club that offers its members exclusive access to some of the world’s most prestigious courses and destinations. With a focus on camaraderie and unparalleled experiences, Icon Golf provides a white-glove touch that transcends traditional golf memberships. The organization prides itself on creating a community where members can enjoy the finest in golf, travel, and connect with like-minded individuals.

Despite its exceptional offerings, Icon Golf faced challenges in effectively communicating its unique value to potential members. The existing website needed an update that improved UX and better aligned with the luxury aesthetic the brand embodies. Additionally, the absence of a member portal created a segmented experience for both prospective and existing members. Icon Golf partnered with Schaefer to develop a comprehensive digital solution that would enhance membership sales and streamline internal operations.

Icon Golf Interior Pages

Goals

  • Develop a clear positioning strategy 
  • Improve web navigation, responsiveness, and intuitiveness
  • Update the design to align with the luxury and sophistication of the brand
  • Unify the member experience through a member portal 
  • Streamline the conversion funnel by integrating CRM platforms and Hubspot

Approach

Schaefer designed a visually stunning website that instantly connects visitors with the brand’s lifestyle and identity. We began by formulating a clear positioning statement that emphasized Icon Golf’s unique selling proposition, highlighting the camaraderie and exclusive experiences offered. This foundational messaging was crafted to resonate with the target audience and integrated across all communications for a synergistic effect.

Global Travel for Icon Golf

As the primary gateway for potential members, the site was developed with intuitive navigation and responsiveness across all devices, ensuring shorter paths to essential information and a better user experience. The dark color palette and sleek typography elevate the brand’s luxe feel, while high-quality imagery showcases the more intangible benefits of membership, like adventure and connection. Engaging visuals further focus on Icon Golf’s four key offerings, piquing curiosity and encouraging deeper exploration.

To unify the user experience, we equipped the website with a robust member portal platform. This enhancement allows for seamless interaction, improved communication, and personalized content for members.

On the backend, we improved internal operations by integrating the website with Icon Golf’s CRM system, HubSpot. This update streamlined the sales funnel, automated prospecting efforts, and improved internal efficiencies.

Icon Golf Social

Results

The new website’s intuitive design and navigation led to longer visit durations and higher engagement rates, effectively communicating the brand’s value proposition to potential and current members. 

  • 66.9% increase in sessions
  • 68.3% increase in engaged sessions
  • 62.8% increase in new users

By integrating the website with HubSpot and the new member portal, we were able to streamline internal processes and reduce the time and cost spent on manual updates, allowing the Icon Golf team to focus on enhancing member experiences.

Giving Kyzatrex® renewed energy and vibrance with a new brand campaign.

Kyzatrex Law Mower Hero

Situation

More than 20 million men deal with problems related to hypogonadism, or low testosterone. Many patients and HCPs have preconceived notions about diagnosis and treatment, and tend to focus solely on sexual health benefits. But low testosterone can also contribute to health problems ranging from mild issues such as fatigue, to severe problems including obesity, type 2 diabetes, CVD and mental illness.

Testosterone replacement therapy (TRT) is an emerging market that still falls to the bottom of the priority list for many HCPs. Despite its prevalence and chronicity, the diagnosis, administration and management of TRT remains a complex journey that, until Kyzatrex®, only came in painful, inconvenient or messy treatment options. Kyzatrex, however, brought an innovative new approach to the market by providing the option of helping patients address this important metabolic issue with a convenient daily oral dose — a difference that HCPs needed to be aware of.

Kyzatrex Heroes

Goals

  • Create a campaign that “cuts through the clutter” of prescriptive testosterone patches, gels, pills and injections
  • Develop brand messaging that resonates with both consumers and healthcare providers
  • Boost brand awareness rapidly
  • Establish metrics for gauging the success of the campaign

Strategy

Because HCPs and patients alike primarily equate testosterone primarily with sexual health, Kyzatrex needed to change the conversation. Research provided insights and understanding of the target’s mindset that led to a revelation: Kyzatrex delivers the total package — convenience and a therapeutic option for a critical metabolic health issue. More importantly, Kyzatrex helps HCPs and patients make more of their everyday lives and activities.

We tapped into the truth around this once mysterious condition and chose a path that took the emphasis off of sexual health. Instead, we turned the spotlight on how TRT impacts a patient’s everyday tasks. Through our creative approach, we made men heroes of their lives again, elevating the mundane into heroic feats. We engaged HCPs with images as dynamic as movie posters, glorifying the way the daily grind can actually be heroic when their patients feel like themselves again. And, with meaningful clinical data to back it up, we ensured the HCPs would be heroes, too.

Turning the ordinary into the extraordinary. Making mundane moments memorable. Framing the everyday as heroic. In short: Changing the conversation.

Kyzatrex Brochures

Results

Within a quarter of launching a bold, attention-grabbing campaign that used print, collateral, digital and social channels, the client was able to rapidly grab attention — and secure results. Among them included:

  • Generating a rapid spike in prescriptions
  • Inking a number of high-profile clinical agreements
  • Establishing an important co-marketing relationship with a leading telehealth company

Summary

The more competitive a market or communications space becomes, the more crucial it is to find ways to elevate a brand above the noise and clutter. In this case, a breakthrough shift to a differentiated brand personality embraced bigger, bolder graphics, allowing Kyzatrex to do exactly that. It also effectively engaged patients and HCPs in a highly human-centric way, positioning the client for greater success and to secure a larger share of this growing market.

Kyzatrex ads

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.

As a creative leader at Schaefer, I’m thrilled to see our art directors leveraging AI prompts to enhance our visual ideation process. In our industry, innovation is paramount, and utilizing AI throughout our process opens up new avenues for creativity that were previously untapped.

In the past, our concept sessions generated great ideas, but bringing them to life digitally would require either skilled hand-drawn sketches, photo composites or extensive searching for stock imagery to bring them to life. While these methods serve us well, they often constrained our creative exploration to what was readily available or within the scope of an individual’s artistic abilities.

Vialase ai contact sheet
Vialase illustrated Yeti foot
A medical device manufacturer wanted to convey how they were making the seemingly impossible possible. We used AI to explore ways to bring this concept to life.

Now, with AI-generated images, we’re breaking free from those constraints. This exploration acts as a catalyst for imagination, sparking ideas that might not have surfaced through traditional brainstorming alone. By incorporating AI into our process, we’re pushing the boundaries of what’s possible, unveiling visual concepts that surprise and delight both ourselves and our clients.

It’s important to note that while AI plays a significant role in this stage, it doesn’t replace the human touch. Instead, it complements and propels our artistic vision, serving as a springboard for collaboration with photographers, animators, and illustrators who possess the skills to bring these ideas to fruition. Together, we’re able to realize concepts that surpass anything we could have envisioned in the past, ultimately elevating the quality and impact of our work.

Kyzatrex ai contact sheet
A new pharmaceutical brand wanted to convey the way testosterone replacement therapy made everyday activities heroic. AI helped us manifest this idea with an engaging jumpstart.

In essence, AI prompts are revolutionizing our creative journey, empowering us to explore uncharted territory and deliver visuals that captivate and inspire. By embracing this technology, we’re not just adapting to change – we’re driving it, leading the way in innovative design and storytelling.

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 13, 2023

A Year of Triumphant Splendor

Direct Mail - Texas Ballet Theater

Setting the Stage for Success

Every year, Texas Ballet Theater (TBT) launches a season filled with a combination of performance styles, from mixed repertoires to storybook ballets to the beloved holiday tradition, The Nutcracker. And each year, the organization builds revenue goals based on factors such as previous success, attrition, new-to-file trends, name recognition and more. In the last few years, all performing arts organizations have been rebuilding after, for some, more than a year of no programming. It is more critical than ever that these goals be met, which is a challenge we do not take lightly.

Texas Ballet Theater Emails

Benefits of a Integrated Campaign

As TBT’s agency of record for over five years, we have the pleasure of guiding the organization strategically through a merriment of creative and media targeting each year. This level of integration is ideal, as it allows the team to work on one cohesive plan for success and be proactive with optimizations along the way. We cannot overstate the importance of messaging, design and ad placement all aligning to drive success.

With a robust overarching season revenue goal as well as individual performance goals, we knew this year needed to be on point. Pun intended.

Type Treatments - A Year of Splendor Texas Ballet Theater
Texas Ballet Theater Brochure - A Year of Splendor

A New Creative Solution

Each year we establish the creative concept for the season which reflects the individual performances, incorporates artistic direction from TBT and provides a consistent look for the entire season. This season, we created custom typography for each performance title to elevate the distinct nature of each performance and provide an additional asset that incorporated elements from the storyline or theme of each ballet. The titles were paired with a wash of color for each performance, and when viewed together created a vibrant kaleidoscope that reflected the varied nature of the range of performances. The ability to utilize a key color and title treatment to support individual performance campaigns beyond dancer imagery alone gave our team a broader range of assets to leverage across mediums.

Texas Ballet Theater - Alice in Wonderland Social Assets
The Nutcracker Performance for Texas Ballet Theater

What We’ve Learned

A benefit of the tenure of our relationship with TBT is that we are able to learn more and evolve every year. We always tell new clients that they are the experts in their field, and we are here to learn and assist. But as we learn more year over year, we build industry expertise that becomes invaluable.

What we continue to see is that video outperforms static ads, which is no surprise when you are promoting a moving art form. We also know that the more digital assets you have, the more opportunities you have to improve visibility, engagement and the overall effectiveness of each deliverable. Video content can be costly to produce, so we focused on creative solutions that maximized the available resources. By incorporating animation, we were able to support each performance with repeatable textures that expand our campaign assets.

Because of this, we were able to produce more formats and sizes to test against each other by incorporating animations and movement in post production. Additionally, we chose to sunset some static ad units in order to focus on video.

Enhancing Ticket Sales

From a media perspective, we adjusted flighting to focus on awareness tactics early and conversion tactics during peak ticket sales, which is traditionally within the final weeks of the promotion.

We also implemented an institutional campaign throughout the year to boost awareness and increase website sessions unrelated to ticket purchases, which in turn allowed our retargeting pools to grow and improve our ticket sale campaigns.

Texas Ballet Theater Season on the Website

Where We Landed

While we are delighted to see the success of last year come through, it was with intention that our team set out to achieve and surpass these revenue and new ticket buyer goals. The Year of Splendor proved to be successful all season long, seen most notably in The Nutcracker & Alice in Wonderland performances, where goals in both Dallas and Fort Worth were exceeded.

  • Final revenue exceeded annual goals by 24%
  • Final revenue increased from previous year by 25%
  • Opening the season with a new work (which is inherently more challenging to sell due to no name recognition), ROAS was 5:1
  • The Nutcracker in Dallas finished at over 140% to goal
  • The season closed with Alice in Wonderland which had almost 10,000 patrons attend clearing goals by over 30%

Promoting a new season each year has its fair share of challenges, and that’s what keeps us going. We’re proud to be a long-standing partner of Texas Ballet Theater and can’t wait to share in their continued success for years to come.

The Nutcracker Signage and Emails for Texas Ballet Theater

For a leading third-party manufacturer, rising above the competition began with a new marketing campaign.

The Situation

Argon Medical Devices came to Schaefer with a need to create awareness for its brand and various product lines. Its key objectives included elevating awareness of Argon Custom Product Solutions (CPS), a division that offers private label and third-party manufacturing capabilities to clients.

Goals

  • Increase awareness of the Argon corporate brand and Argon CPS brand
  • Educate and engage a global Original Equipment Manufacturer (OEM) audience
  • Generate qualified leads at the top of the funnel to handoff to the sales team
  • Build loyalty and differentiation with precise, customer-centric messaging

Strategy

Argon CPS faced two crucial challenges: First, its awareness in this crowded market was low. Second, in a sector that is heavily driven by price, Argon CPS needed to position itself as a premium brand that brought greater value to customers through an unmatched mix of expertise and capabilities.

Solution

Schaefer developed a strategic campaign that differentiated Argon CPS by promoting its superior level of service, quality, and customization. The new tagline “Build It Better” laddered up to and tied-into the existing Argon corporate brand messaging.

Core messages highlighted attributes such as design and testing capabilities, US-based manufacturing facilities, and Argon’s ability to collaborate with client product development teams. Campaign graphics used upscale visual patterns to underscore the client’s endless customization capabilities and showcase specific product categories.

We then deployed a media strategy for email, social media, digital and online industry publications that carefully homed-in on a global audience of manufacturers and decision makers. Careful audience targeting ensured minimal waste — and maximum results.

Results

Our digital and email tactics carefully targeted recipients by geography and title, allowing us to track campaign results with a high degree of accuracy that: 

  • Generated more than 36K website sessions from 31K+ new users
  • Achieved 3.3 million targeted impressions in less than one year
  • Achieved a 6% Paid Search click-through rate, 1.8x the industry benchmark
  • Launched 463K emails, opened by 20% of recipients
  • Tracked clicked-through rates of prime prospects, including Marketplace Optimization (MPO) click-through rates of .86% 
Argon CPS Email

Summary

Differentiation is always important – especially in categories driven by price or viewed as commodities. By elevating Argon CPS above the industry norm, we strengthened its appeal to higher-end device manufacturers who value quality, service and collaboration.

The 2021 ADDYs are in the books! It may have looked a bit different this year, but the entire Schaefer team was so grateful to get together outside and celebrate a year of hard work under unique circumstances.

When the final votes were tallied, Schaefer walked away with 19 awards out of our 22 entries, and we earned two Special Judges Awards! We’re proud to say that we won more awards than any other agency in Fort Worth and that each our of verticals brought home the hardware. Our team earned recognition in multiple mediums, including video, branding, illustration, print, social media, website, out of home and integrated campaigns. Of the awards, three of our wins were for Covid-related campaigns.

It’s been an interesting year, to say the least. Celebrating a year of hard work with our team was a breath of fresh air and a reminder of how fortunate we are to work together every single day and compete against such fantastic and talented friends and neighbors in the Fort Worth advertising community.

Congratulations to everyone that competed this year. We can’t wait to see you next year – hopefully in person – for the 2022 ADDYs.

2020 Zoo Membership Campaign

Gold ADDY Award and Special Judges’ Award: Most Popular | Client: Fort Worth Zoo
  • Fort Worth Zoo Membership Billboard
  • Direct Mail for Fort Worth Zoo Membership

In the face of the Covid-19 pandemic, the Fort Worth Zoo needed a way to sell holiday adoptions and memberships. More than that, they needed a campaign that cut through the clutter of holiday advertisements to connect with consumers.

TCU Baseball Video – Day in. Day out.

Gold ADDY Award | Client: TCU Baseball
TCU Baseball Video

Telling the story of an elite collegiate baseball program is a large task – and it’s one we help TCU Baseball accomplish every year. But, like every task that our team tackles, it’s best to take it one small step at a time, day in, and day out.

Behind the Scenes Filming the TCU Gold Addy Award Video
VIEW WORK

UNTHSC – Day x Day Campaign

Gold ADDY Award | Client: UNTHSC
  • Covid DayxDay Billboard
  • UNTHSC Website for Covid DayxDay

When COVID-19 first struck the United States, people weren’t sure what to think or how to appropriately respond. This left a void of reliable information, and The University of North Texas Health Science Center at Fort Worth – a medical research center and university – saw an opportunity to step forward as a reliable source of scientific information that people could trust.

UNTHSC Covid DayxDay Social Posts
VIEW WORK

OMNI Go For Three Campaign Illustrations

Gold ADDY Award | Client: OMNI

When OMNI® launched their new 2.0 device, which has functional advantages over other similar products on the market, we had to communicate the benefits this new device had over its competition.

Omni Icongraphy

Near Southside Rebrand

Gold ADDY Award | Client: Near Southside
Near Southside Branding

Places are defined by people, and the Near Southside is among the most vibrant and diverse communities in Fort Worth. So, when they approached Schaefer to help them rebrand their identity, we drew inspiration from the neighborhood they create and the people and ideas the Near Southside attracts.

Before and After Near Southside Logo
VIEW WORK

River & Blues Brand Campaign

Gold ADDY Award | Client: River & Blues Festival
River and Blues Campaign Branding

River & Blues Fest is a new kind of music festival, featuring a uniquely American lineup of longtime favorites and soulful up-and-comers in country and blues. Launching its inaugural year right here in the heart of Fort Worth, the River & Blues Festival needed a dynamic identity system to engage and attract music lovers and artists alike across a primarily digital landscape.

Posters for River and Blues Festival
VIEW WORK

Special Judges’ Award: Best of Print

Schaefer Christmas Card

“Is it legible? Is it readable?” These are questions creatives deal with every single day, and they often communicate the same query: “Is this message understandable by our audience?” Although legibility and readability are closely related, there are subtle differences between the two that help us better navigate the creative needs of our clients to deliver the more effective messaging that our audience will understand and remember.
To get to the bottom of legibility vs. readability, we caught up with one of our graphic designers – Jessie – to discuss the nuanced differences between the words that help her communicate more effectively.

The Problem:

Working in the healthcare vertical, it can be difficult to clearly communicate a message to older audiences who have imperfect eyesight. As a designer, it’s important to understand that certain typefaces are more legible or readable than others. When selecting a typeface, you have to choose one that the audience can easily read so that they understand the message. Otherwise, you risk losing the comprehension of the communication all together – and that’s a waste of time and resources.

Readability

Readability in Branding

Moncrief Cancer Institute Report the Community

Readability is the rate and ease at which a person can get through a line of text. Readability most often applies to full lines of text and paragraphs. When we consider readability, we’re mostly thinking about the contrast between thick and thin strokes, and the amount of disparity between stroke weight. This can affect how quickly someone reads through a message, and how deeply they comprehend the message.

The typeface used in the headlines of the Moncrief Cancer Institute Report to the Community is Chronicle, a serif-style typeface characterized by its letterforms’ noticeable variation in stroke width, which helps guide the eye smoothly from one letter to the next. The typeface paired with just a few words per line makes the headlines more manageable to read quickly. Having fewer words prevents overwhelming the eye, which can cause our eyes to leap from one end of the page to the other, which hurts the overall messaging. Both characteristics contribute to making the headlines in this brochure highly readable.

Legibility

Legibility in Branding

TearCare® Freedom campaign

Legibility is how easily a person can differentiate between individual letterforms. The concept of legibility is most important for early readers because they’re not reading through entire lines of text, but just beginning to comprehend the shapes and sounds of letters. Legibility effects overall readability – you can’t create a readable message with illegible letterforms – but readability has no effect on legibility.

The typeface used in our TearCare® Freedom campaign and product packaging is Gotham, which is characterized by its large x-height (measured by the distance between the baseline and the mean line of lower-case letters in a typeface) and large counters (open or closed inner spaces in letterforms). The open space makes this a highly legible typeface.

Understanding Our Audience

In advertising, it’s important to understand not only who our target audience is, but also how our message is reaching them. Are they viewing an advertisement from across a doctor’s office or at a glance as they’re driving by? Are they flipping through a magazine? If we can make our message more easily accessible by applying principles of readability and legibility, then we stand a better chance of connecting to the consumer and successfully delivering our message.
Learn More:
For more information about the topic of Readability Vs. Legibility, check out the book About Face: Reviving the Rules of Typography by David Jury

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