How do you bring back the core value of a brand to its original audience? DMD faced this challenge when working with Hunter Douglas on its marketing campaign to architects and designers. We created Hunter Douglas Contract, a new line that called upon eighty years of architectural legacy, but distinguished itself from its consumer brand. DMD secured up-front placement in architectural publications, showcasing dynamic, global projects featuring Hunter Douglas Contract products. To further extend the new brand, DMD brought Contract into the hospitality and to-the-trade fabric markets with websites, sales collateral, email marketing, and advertising.
Faced with increasing competition, The School of American Ballet looked to DMD to heighten its profile and truly take the lead in its category. DMD set to work, re-thinking and updating the School's identity materials, marketing collateral, and website. When all was said and done, we had firmly grounded the School with one of its defining points of difference by adding “At Lincoln Center” to its name. Logo development, complete brand guidelines, and a verbal palette were established, creating the most engaging materials seen in the category. DMD has successfully helped reposition the School, bringing the vision of founders George Balanchine and Lincoln Kirstein to the next generation of classical ballet stars.
The British Consulate promotes business through its economic development arm, United Kingdom Trade Investment (UKTI). DMD was called upon to create compelling and targeted communications to business influencers in the areas of precision automotive, renewable energy, biotechnology, and wireless technology. We created “The Wave,” an email newsletter that maintained the core country image recognition of the UK while allowing regional marketing directors to choose relevant content and stories best suited for their constituents. The overall look of the newsletter is carried through UKTI’s website and marketing materials, and remains the cornerstone of its economic development effort in the United States.
The merger of two venerable banking institutions, JPMorgan and Chase, created a need for a new identity across the global firm. A highly focused brand positioning for the Chase retail business, the JPMorgan investment banking and private banking businesses, as well as for the holding company, JPMorgan Chase, was called for. DMD developed standards and guidelines for consistent and recognizable logos, advertising, websites, marketing brochures, newsletters, presentations, sponsorships, stationary, and signage. These standards created a quality image and consistency across the brands worldwide while the guideline templates provided significant cost (and time) savings.
The founders of EcoMedia envisioned a way to partner with municipalities to improve the environment, but they needed help to make that vision a reality. To facilitate these partnerships, DMD devised a brand position that communicated their messages to the community while creating buy-in opportunities for businesses. We crafted a visual identity system of environmentally inspired icons designed to work across many mediums including online, out-of-home, and print. We also constructed the EcoZone, an area that would prominently announce the environmental work being done there, while showcasing the sponsoring businesses. To ensure success, we tested the signage in multiple markets, before deploying it throughout the target municipalities.
To extend its reach and accessibility, we brought Eli Lilly’s mental health advocacy group - The Center for Reintegration - and its print magazine, Reintregration Today, to the Web. We integrated hundreds of pages of website content into the site and organized it into a simple, intuitive navigation structure. In addition, we created a database for an email marketing campaign, call center, and awards program. The new online home of the publication was powered by DMD SmartSite™, an interface that allowed the advocacy group, Lilly’s marketing team, and their public relations firm to easily update content on a daily basis. One month after launch, website traffic increased 300 percent, and within six months, the database had grown by 450 percent.
It's easy to convince guests that a high-class vacation is a good thing. Compelling them to actually go is the hard part. Rosewood Hotels and Resorts wanted to raise public awareness of their distinctive properties, from the Mansion on Turtle Creek in Dallas to King Pacific Lodge in Alaska. DMD determined that the best way to achieve attractive media coverage would be to focus on the defining elements of the properties. To demonstrate the unique features of each resort, we generated coverage across a diverse array of media outlets to illustrate what vacationing in the lap of luxury was all about. Feature stories were secured in top magazines such as Architectural Digest and Town & Country. Destination segments appeared on Good Morning America, CNN, and The Travel Channel. In addition, DMD created the “paradise chats” lecture series at Little Dix Bay, featuring famous authors reading from their new works under the swaying palms.
The Congressional Black Caucus Foundation was planning a new campaign to address issues uniquely affecting African American males – The State of the African American Male (SAAM). DMD created the positioning, identity, public relations, and overall communications support, including a new website: IamSAAM.org – a new way for constituents to get informed and involved through blogs, podcasts, and a detailed database of issues. DMD’s public relations team helped to promote the website, earning placements on the front page of the New York Times and other major media outlets.