CASE STUDIES
Case Studies
Brief summaries of challenges, thinking, execution and outcomes.
Case Study 1
MIHS 2019 Heart Walk T-Shirt Design
CREATIVE
Jasen Pantoja
CHALLENGE
Every year, Maricopa Integrated Health System (now Valleywise Health) raises funds for the American Heart Association's Phoenix Heart Walk.
MIHS wanted to distinguish their participants from other companies with a bold, cool design.
GOALS
Because participants donate funds in exchange for t-shirts, it was imperative to create something everyone wanted. It also had to be bold to differentiate from "safe" t-shirt designs that other companies use.
PROJECT NOTES
By applying tattoo aesthetics and distressing the art, we created a visually exciting piece that people could wear well after the event occurred.
The purple hues, especially the t-shirt, align with MIHS' branding and could be seen from afar.
OUTCOMES
T-shirts sold out within the first 2 weeks and a second batch was printed to raise nearly $20,000.
Case Study 2
Carrington College Brand Platform
CREATIVE TEAMS
Carrington Brand Marketing, BVK, CSB, Esser Design, Mark Lipczynski, MTI Connect
CHALLENGE
The Carrington brand was 2 years old and already underwent 3 overhauls. It didn’t reflect the institution’s soul nor did it connect with the target audience. It suffered the “me too” brand syndrome.
Carrington needed a comprehensive platform that can be applied to a multitude of media channels and deliver a consistent and distinctive message.
GOALS
Update the Carrington brand to reflect its health care education and connect with the target audience.
PROJECT NOTES
A majority of Carrington students are single mothers in their mid-20s who are looking to get out of retail or unfulfilling jobs. Most are not university-bound and may have had some troubled backgrounds.
By employing psychological triggers within the color-palette, typography, photographic style and conversational tone throughout all creative deliverables, the message can convey hope and empowerment.
OUTCOMES
Carrington College’s total brand recognition tripled with little mis-association to competitors. Brand identity assets included online and traditional advertising, environmental branding and on-campus culture.
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Case Study 3
“Goldielocks” TV Spot, Carrington College
CREATIVE TEAMS
Carrington Brand Marketing, BVK, Hinge Digital
CHALLENGE
GOALS
Emotionally connect with the viewer with “why” go to school. At the same time, describe “why Carrington” is the best choice for them.
PROJECT NOTES
The story picks up where “Park” left off. After the student graduated from Carrington College and secured employment, she tells her daughter why she did it all.
OUTCOMES
Brandtracker research indicates growth in “Likelihood to contact,” “Makes me feel valued,” and “connects students with careers.”
Case Study 4
Woven Angel Logo
CREATIVE
Jasen Pantoja
CHALLENGE
The owner of Woven Angel
felt that the old logo no longer fit the brand. The colors were whimsy, the angles were aggressive and the overall aesthetic didn’t complement the product.
Requirements for the new design included an image of a butterfly, softened edges and inserting "sparklets" in or around the logo.
GOALS
Create a distinct logo that pays homage to the intricate, Viking-knit wire jewelry designed and crafted by the owner.
PROJECT NOTES
Learning about different weave-patterns used in Viking-knit wire (a.k.a. trichinopoly chain) inspired the details in the butterfly’s wings. We also had to be careful not to get too ornate because the logo has to read well in small spaces, e.g. business cards.
Also note that 8 sparklets were incorporated within the wings themselves.
OUTCOMES
To date, the logo is still in use.
Case Study 5
“Waterworks” TV Spot, Carrington College
CREATIVE TEAMS
Carrington Brand Marketing, Axiom Media Production, Big Fish Creative Group, Hinge Digital
CHALLENGE
Brand awareness had been flat. Program enrollment in Medical Assisting and Dental Assisting had been down. Not all of 18 campuses offer the same programs. And budget was 24% versus that of the previous year.
GOALS
Emotionally connect with the viewer while increasing brand awareness and a variety of program offerings. Include Blue and Goldie, too.
PROJECT NOTES
For prospective students who have a natural inclination to care for others, we presented storylines featuring 3 health care categories. And though doing good is its own reward, every now and then, the patient’s gratitude makes it all worthwhile.
OUTCOMES
Focus groups reported being affected by the emotional impact. Market performance remains inconclusive because flight plans were interrupted by a shift in company priorities.
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