In an age when nonprofit organizations are struggling harder than ever to have their messages heard, the value of branding and design has become increasingly essential to their survival.  Today, a first-of-its-kind book, Designing for the Greater 

In an age when nonprofit organizations are struggling harder than ever to have their messages heard, the value of branding and design has become increasingly essential to their survival.  Today, a first-of-its-kind book, Designing for the Greater Good, was released to offer readers insights into great nonprofit branding campaigns in 24 inspiring case studies and hundreds of illustrated examples.  Fluid Studio was among the firms whose outstanding campaigns were selected for inclusion in this prestigious collection. Highlighted in the book were two campaigns that Fluid Studio completed for Bonneville Communications of Salt Lake City, Utah.

Created as a comprehensive resource for designers, creative professionals, marketers, corporate communications departments and nonprofit leaders, Designing for the Greater Good is based on authors Peleg Top and Jonathan Cleveland’s nearly 40 years of combined experience working with nonprofits and corporate communications departments across the country.

“After nearly a decade of studying cause marketing campaigns, I know that strong design is absolutely critical to success,” commented David Hessekiel, president, Cause Marketing Forum.  “As a unique showcase of campaigns that stand out from the crowd, Designing for the Greater Good is a valuable addition to the cause marketing literature.  This collection of work, often created in spite of low budgets and organizational impediments, should be an inspiration to creatives, nonprofit and corporate marketers alike.”

More on Designing for the Greater Good

Whether branding an identity for a nonprofit, designing invitations for fundraisers, pitching slogans effectively or creating print or online marketing material, it is essential that the graphic design of cause-related organizations attract attention to their goals, events and campaigns.

“Successful design for nonprofit organizations relies on a true partnership, where the designer is connected to the cause and the organization has accurately portrayed its culture and clientele.  When these elements come together, a powerful brand connection is made,” said author Jonathan Cleveland.  “Designing for the Greater Good was created as a first-of-its-kind resource for both designers and cause-related organizations seeking inspiration and direction from past successful campaigns.”

“Most designers and creative agencies, no matter their industry niche, will do some nonprofit or cause-related work at some stage of their career,” says author Peleg Top. “This work helps us create a sense of purpose that is bigger than us. It connects us to our community, helps us leave a legacy and be part of something bigger than our own work.”

Designing for the Greater Good (Harper Design, an imprint of Harper Collins) is available to the public starting January 26, 2010.  Its retail list price is $50.00.

http://designingforthegreatergood.com/index.html

Want to know how we spend some of our staff meeting time in October?

Carving pumpkins!

At Fluid, we are nothing if we are not creative.

So when we are “sharpening the saw” for our next graphic 

Want to know how we spend some of our staff meeting time in October?

Carving pumpkins!

At Fluid, we are nothing if we are not creative.

So when we are “sharpening the saw” for our next graphic design project, web site design, or social media seminar, we are also sharpening the knives and digging into some pumpkin skins.

We enjoy having some good-humored fun at Fluid.

What is your office’s favorite pastime during the autumn holidays?

Spec work (sometimes called “proof of concept”) has often been frowned upon by the design industry, and for good reason. It often undermines others’ efforts in trying to get work and creates unfair advantage as many groups and individuals 

Spec work (sometimes called “proof of concept”) has often been frowned upon by the design industry, and for good reason. It often undermines others’ efforts in trying to get work and creates unfair advantage as many groups and individuals are bidding on the same project.

It only takes one design group to work for nothing, and the playing field suddenly isn’t level anymore.

Take an example:

A $10,000 project is up for bid. Five different agencies are invited to submit an RFP. All five create great responses to the RFP, but one actually spends an additional 30 hours creating new creative assets showing how their ideas would be put into effect if they were chosen by the client.

Suddenly, one group has a huge leg up on the others.

However, is this really unfair, or does it just reward one group that puts in the hours and extra effort?

In his post “Designers: Why Spec Work Is Not Going Away–How You Should Respond,” Jeremiah Owyang makes a strong case for why spec work is not going away, and also how it will continue to increase during the current recessionary period.

Some of the points he makes in the article are:

• Spec Work and Proof of Concept is a Common Business Practice.
• Crowdsourcing isn’t anything new, and will only increase, especially during the recession.
• Crowdsourced Design Meets the Needs Of Long Tail Market–But May Lack Quality.
  
• Designers should not embrace No-Spec–instead, know the right and wrong time to do spec work.
  

I am still a strong proponent of avoiding spec work whenever possible. When spec work occurs, the client is the big winner and there can be a lot of potential losers on the agency side. As the old saying goes, “Why buy the cow when you get the milk for free?”

However, I am not such a hardliner that I feel it should never occur. There are times when just seeing an agency’s portfolio is just not enough. In these times, it makes sense to do some things to impress and go the extra mile to let the prospective client know you are serious about becoming a partner. This, however, should be the exception and not the rule.

On a related note, an agency needs to be savvy enough to copyright all concepts before showing them to avoid the unscrupulous folk who are out to pirate ideas and just use others for their creativity. Unfortunately, this does happen, and agencies should take the steps they can to prevent their intellectual property from being taken without due compensation.

How do you feel on the subject of spec work? It is hotly debated. I would love to hear your thoughts. Drop a comment below.

“I use Fluid Studio for all of my graphic design, print, and direct mail needs. They are great to work with!”
-JP Shepherd, Business Director, Utah Digestive Health Institute

PROJECT GOAL

Create 

“I use Fluid Studio for all of my graphic design, print, and direct mail needs. They are great to work with!”
-JP Shepherd, Business Director, Utah Digestive Health Institute

PROJECT GOAL

Create an advertising campaign for Colon Cancer Awareness Month for Utah Digestive Health Institute (UDHI) that would brand UDHI, be memorable, and increase patient screenings. Also create an identity set that would better reflect the purpose of UDHI.

BACKGROUND

Utah Digestive Health Institute has become the premier digestive health practice in Utah and is renowned as one of the foremost authorities regarding digestive health. Education on colon cancer has been a focal point for UDHI and has attracted many of the patients they now serve.

SOLUTION

A simple, clean design for outdoor and print ads was the obvious solution in trying to get colon cancer awareness heightened. Fluid Studio’s copywriter created multiple humorous, memorable headlines for the ads and billboards.

The design was geared toward grabbing the attention of the viewer and enticing them to read the memorable headline.

The identity set was another simple, clean design which utilized the concept of intertwined lines which represented the digestive track. The logo was a move away from the staff and serpent that most clinics tend to use. The design of the logo has helped reinforce the message that UDHI is the premier digestive health practice in Utah.

“Fluid Studio has really helped us with our branding and marketing efforts! They are easy to work with and extremely talented.”
-Susan Jensen, Director of Marketing, South Davis Community Hospital

PROJECT GOAL

“Fluid Studio has really helped us with our branding and marketing efforts! They are easy to work with and extremely talented.”
-Susan Jensen, Director of Marketing, South Davis Community Hospital

PROJECT GOAL

Align the divisions of South Davis Community Hospital (SDCH) in creating a common family brand and synchronizing marketing efforts.

BACKGROUND

Prior to Fluid’s branding efforts on behalf of SDCH, the hospital felt that their audiences were unaware that the multiple services they offered were all complementary parts of the same facility. Since the hospital offers the community multiple services (e.g., home health, hospice, assisted living, elderly and pediatric services, long term acute care, skilled nursing and multiple therapies), the marketing efforts weren’t synchronized amongst the various divisions.

SOLUTION

To improve community education and public perception of the hospital, the final logo (developed by Fluid Studio with significant input from the client) depicts the continuum of care provided by the facilities and services that make up the campus of SDCH. The textured feel of the weave motif reveals the interrelatedness of the services offered and portrays the continuum of care offered by the different but complementary facilities.

Fluid Studio created a family of individual facility and care unit logos that were derivatives of the main SDCH logo. To help solidify the idea that all services and facilities were part of the main campus of care at SDCH, each uses the same visual motif but has a distinct color and text subheading to identify it as a unique but related entity.