Undoubtedly a signature event within the advertising community, the Pittsburgh ADDY Awards celebrate the power of creativity and acknowledge the achievements in the past year. Wall-to-Wall Studios won Two Gold and Two Silver ADDY Awards at this year's ceremony held at the Carnegie Science Center. The annual competition is conducted by the Pittsburgh Advertising Federation for the American Advertising Federation and is featured in a Pittsburgh Post-Gazette article and a Pittsburgh Business Times article. The winning Wall-to-Wall Studios entries included:
Category = Television - Local - Campaign, "Change A Life"
Wall-to-Wall Studios continued its creative and integrated branding collaboration with JFilm: The Pittsburgh Jewish Film Forum, a program of the Jewish Federation of Greater Pittsburgh, via the design the promotional campaign (poster series, opening-night invitation, program and ads) for the 2011 JFilm Festival, taking place March 24 - April 10. The festival showcases the best of Jewish film from around the world. Visit the JFilm website (www.jfilmpgh.org) for more info.
People often ask us "So... why do you have offices in Pittsburgh and Honolulu?" Well, we happen to love living (and working) in both cities, and it seems like the folks at the The Economist Intelligence Unit (the in-house research unit for the Economist Magazine) tend to agree. The annual livability ranking examines the living conditions in 140 cities around the world and rates each city across five categories: stability, health care, culture and environment, education, and infrastructure. (Sadly not a single U.S. city ranked in the world’s top 10, or even top 20 of the most livable cities. But in the U.S. look who wound up at number one and two.)
Wall-to-Wall Studios designed and developed a Valentine's Day e-Greeting for Hawaii National Bank, Hawaii's only locally owned, privately held bank that specializes in helping small to mid-sized businesses grow. Remember, love comes in all forms.
The Carnegie Museums of Pittsburgh, Pittsburgh's largest cultural organization and known worldwide for it's vast art, scientific collections and scientific research, recently launched a rebrand for two of their four museums, the Carnegie Museum of Art and the Carnegie Museum of Natural History.
Wall-to-Wall Studios was hired by the museums to design a new identity for both, and to explore how it would support their overall marketing efforts. The rebranding collaboration included the development of positioning and personality statements, followed by the design of the logos, business system and brand guidelines.
Editor's Note: After the launch of the rebranding, new leadership at the Museum decided to scale back the depth/breadth of the brand system, as they consider an institution-wide initiative.
Working closely with the museums' leadership and marketing department, and with visitor experience data, Wall-to-Wall Studios began to explore how these two different museums communicate their mission and speak to their audiences. An important challenge, and unique to two museums with vastly different collections and exhibit space and promotions, is that they share the same building. For many visitors a trip to the museums often means visiting both sides, or at the very least walking through one space to get to the other. Visitors are as likely to see a Renoir as a Tyrannosaurus. Thus, the branding reflects this shared experience and reinforces their respective vast and varied collections, experiences and learning opportunities. And both museums' marketing collateral and messaging often live side-by-side, not just in the physical space of the building, which is important, but also through shared public marketing opportunities.
One goal was to mitigate potential visual clutter -- not only from a visitor's perspective, but how the audience would see the expression of both museums in the world, through a variety of different mediums. Wall-to-Wall Studios was challenged to create a solution that was not only simple and clean, but at the same time flexible enough for both museums. The ultimate design needed to be flexible enough to support exhibitions which often have their own marketing campaigns, but also be able to stand as a vehicle to represent and support the museums as an organization.
Instead of creating competing identities, Wall-to-Wall designed an identity for both museums that work together as a system, but with flexibility for unique messaging and marketing. The same, yet distinctive. And most importantly, the new identity(s) had to reflect the idea of the museums, their respectively vast and varied collections, and their important role as educators and cultural leaders.
The simple geometric C shape resembles features found in the contemporary building and grand architecture, while at the same time echoes the monolithic presence, not of just the building, but of the museum's role in the community. The simplicity of the shape also ensures that it will compliment other museum marketing efforts, which often consist of predetermined graphics from traveling exhibitions.
The logos are both anchored by the Carnegie C letter graphic with a modified Klavika font. In addition, to simplify the mark even more, and because many people refer to each of the museums as simply "the Carnegie", the decision was made to drop the word "of" from the mark, and to emphasize the second part of the name.
When developing the logo component of the rebrand, we wanted a mark that could capture a sense of play, of wonder, of inventiveness, of surprise, something that could express the vast variety found within the collections of the two museums, such that the logo has a way of appearing different in various occasions, or even within the same presentation. The logo itself becomes a canvas, or vessel for this expression, and a central character within the marketing collateral. The empty "C" is an invitation for the audience to imagine the possibilities of what could be there. The simplicity of the shape encourages endless and easy variations.
The simple geometric shape also lends itself nicely to 3-D exploration.
Based on the design of the Carnegie "C" a second alphabet was designed to compliment the letterform, and shall be used primarily in merchandising and selected marketing campaigns.
Wall-to-Wall Studios continued the integrated marketing campaign for Mobi (www.mobipcs.com) that included television, radio and print advertisements, with the launch of the "No Wrong Choices" TV ad during the Super Bowl. The initiative is promoting Mobi's "Chose to Save" program that promotes it's contract or no-contract options for customers with Android enabled phones. Wall-to-Wall Studios is the agency of record for Mobi, a Hawaii-based innovative communications service provider (Mobi cellular and Hele internet).
Wall-to-Wall Studios launched a new website for the Gettysburg National Military Park Museum and Visitor Center (www.GettysburgFoundation.org). The Gettysburg National Military Park Museum and Visitor Center are operated by the Gettysburg Foundation, whose mission is to work in partnership with the National Park Service to enhance preservation and understanding of the heritage and lasting significance of Gettysburg. The Gettysburg Foundation and the National Park Service are committed to working together to ensure the resources associated with the Battle of Gettysburg are preserved for future generations. This public-private partnership has become a national model in the National Park Service system. Wall-to-Wall Studios collaborated withperiscopeUP, its strategic SEO partner (search engine optimization) to optimize Gettysburg's content for both people and search engines. The website is powered by W|WCMS, Wall-to-Wall Studios' content management system and includes the calendar, news, portfolio and form builder modules.
Wall-to-Wall Studios designed the 2009 Annual Report for the Carnegie Museum of Art. Wall-to-Wall Studios closely collaborated with Lynn Zelevansky, Henry J. Heinz II Director of the Carnegie Museum of Art, to produce the 76-page publication that recaps a year of tremendous accomplishment and transition.
Wall-to-Wall Studios designed the integrated branding for Burgatory, a new restaurant in Pittsburgh that features helluva burgers and heavenly shakes. In addition to creating the visual branding (logo, taglines), Wall-to-Wall Studios designed on-site collateral (menus, gift cards, to go packaging), environmental and decor elements (signage, wayfinding) and merchandising. The launch of Burgatory continues a history of creative collaborations by W|W with a local restauranteur that also includes Joe Mama's in Oakland. Burgatory's menu can be found on the interim website, www.burgatorybar.com. The burgers are sinfully good. View the Burgatory case study.
Wall-to-Wall Studios launched a new website for the School of Drama at Carnegie Mellon University (www.drama.cmu.edu/). The new website is a continuation of the integrated branding collaboration between Wall-to-Wall Studios and the School of Drama, which is one of the schools in the College of Fine Arts (CFA) at the university. The new website is powered by W|WCMS, Wall-to-Wall Studios' custom content management system, and includes the following CMS Modules: News, Calendar, Directory, Portfolio and Form Builder. Previously, Wall-to-Wall has designed the School of Drama's season promotional materials which have been recognized in the PRINT Regional Design Annual, the ADDY Awards and for Design Excellence in the AIGA Context Show.
Wall-to-Wall Studios launched an integrated marketing campaign for Mobi (www.mobipcs.com) that included television, radio and print advertisements. The initiative is promoting Mobi's "Smarter Phone, Smarter Rate" program that combines Android-operated phones with great pricing. Wall-to-Wall Studios is the agency of record for Mobi, a Hawaii-based innovative communications service provider (Mobi cellular and Hele internet).
Wall-to-Wall Studios launches the branding for 5-2-1-0, the healthy lifestyle program for HICORE (The Hawaii Initiative for Childhood Obesity Research and Education), an organization that provides collaborative and multi-disciplinary leadership in research and education on childhood obesity, physical activity and nutrition in Hawaii. The key tenets of 5-2-1-0 include:
Consume 5 fruits and vegetables a day = 5
Limit screen time to 2 hours or less per day = 2
Engage in 1 hour or more of physical activity per day (moderate/vigorous exercise) = 1
Wall-to-Wall Studios launches new branding (logo/identity and graphic standards) for the Lorain Northern Company, the in-plant railroad servicing Lorain Tubular Operations for United States Steel Corporation (NYSE: X). The Lake Terminal Railroad and Lorain Northern Company are both operated by Transtar, a subsidiary of U.S. Steel that manages the company's rail and water carriers. The Lake Terminal Railroad Company, located on the shores of Lake Erie, is a terminal switching carrier helping drive U.S. Steel's leadership as the largest producer of tubular steel products in the United States.
For the second year in a row, Wall-to-Wall Studios provided graphic design and creative services for Ballet Hawaii's performance of The Nutcracker that includes guest artists from New York City Ballet, Pacific Northwest Ballet, Carolina Ballet, Ballet West, and Hawaii’s finest dancers along with the Ballet Hawaii Orchestra and Hawaii Youth Opera Chorus. In addition to designing the promotional poster, Wall-to-Wall Studios created the integrated marketing campaign with direct mail and print advertising.