Online or In Person—Help for Body & Soul

Faith & Fat Loss is a revolutionary program based on Ron Williams’s lifetime of professional competition and personal study. It offers a balanced approach to fat loss based on simple strategies you can employ daily to reduce body fat. Faith & Fat Loss is not just a diet, but a permanent lifestyle.

Client Background

Faith & Fat Loss approached a marketing consulting firm with the desire to use Ron Williams’s current platform as a stepping stone to developing a new company. This company would help people develop healthy physical and spiritual habits. The marketing strategy was to utilize book promotion, speaking engagements, seminars, web site and web advertising to create awareness and enthusiasm for the Faith & Fat Loss brand.

Design Strategy

Design Corps was asked to work with the branding and marketing consulting firm to help develop a visual identity and branding strategy for Faith & Fat Loss. This began with the logo and logo style guide. Multiple design styles were presented to help the client identify the proper image that they desired to convey. Phases were included for fine-tuning exact font and color selection.

Once the visual identity for the logo was complete we then moved on for developing the look and feel of the web site. Because the other marketing channels initially were speaking engagements and books, the web site offered the most stable home for the Faith & Fat Loss branding. Emphasis was placed on creating members through audience enthusiasm for the Faith & Fat Loss message.

And, finally, the branding process has been continued through development and design of the Faith & Fat Loss books authored by Ron Williams.

The design style mimics the tone of the company: fresh, positive and hopeful.

Image with a Purpose

3 Impressions seeks to transform their clients from mainstream to memorable by helping their image reflect their own distinctive and focused personality. The 3 Impressions approach is about standing apart in today’s modern conformity.
Design Corps has felt an incredible synergy working with 3 Impressions because what they do with clothing and styling for a person is exactly the same as what we do with print and online media for a company—branding is all about making an impression.

Client Background

3 Impressions approached Design Corps because they wanted to take their successful image consultant business to the next level. Based in the Phoenix area, 3 Impressions wants to offer their unique brand of services on a national level. To do this they wanted a branding that would meet the needs for both their current size and future growth, including online shopping, book publications, seminars, and,eventually, storefront signage.

Design Strategy

STEP ONE: Brand Position Report
We started with our Design Corps Brand Position Report to review and consolidate information about 3 Impressions’ main company benefits, audience needs and market competition. This led to 15 branding parameters, items that needed to be kept in mind as we began to develop the visual identity of the company. These could be reduced to three or four themes that needed to be emphasized if the 3 Impression brand was to be seen as distinct and of value in the marketplace.

STEP TWO: Logo Concepts
From there we developed six design direction, each emphasizing one of three or four major communication themes, including 3 Impressions’ systematic process, their purposeful or business-minded approach to image, and their positive and pragmatic attitude instilling confidence in each client to “use what they have” to their advantage.

STEP THREE: Logo Creation
Once a logo was developed we continued the visual identity with determining a color palette for 3 mpressions as well as for each of its major subsections. Fonts were designated for use and images were selected for repeated use throughout 3 Impressions’ materials

STEP FOUR: Marketing Materials
After this we finally got the chance to start applying the visual look and themes to the 3 Impressions marketing materials including stationery, gift cards, and gift certificates.

We then continued with more extensive materials such as product packaging, web site, newsletters and blogs.
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The 3 Impressions web site will include CMS, e-commerce, video and more.

The Benefits of Knowing Your Target Audience

Wheaton College Graduate School knows their core audience both through research as well as through day-to-day interaction. The prospects most interested in their programs also are the exact type of students which the school desired to attract: college-graduate adults who have a passion to serve Christ.

Design Strategy

Design Corps was asked to produce ViewBooks, posters, advertisements for magazine and web sites, conference banners, and interactive CDs.
To start with, for their overview booklet, we put the emphasis on high gloss and bright colors to give their materials the rougher, earthier look of an adventure guide book. Backgrounds were parchment, we used hand-drawn graphs, and quotes were in hand-written script. To further enhance this theme, symbols of navigation were used, like a sextant, a compass, and road-signs. We also included more testimonials and inspirational quotes from God’s Word on the subject of following one’s calling.

Ads

This theme was continued in a “Never settle for a job…when you have a calling” advertising campaign. It included a single ad for general placement as well as testimonial ads that were targeted for promoting specific degrees. These had the headline “Living Out the Calling.”

Interactive CD

Finally, a CD was produced to be included in the guidebook or handed out at conferences. It carried over the style of the guide book and had extra pages using the symbolic tools guiding prospects to seek a higher calling, to choose a direction, and to download information to start the application process.

Branding with a Mission

Combining elements of both military culture and Christian mission is not new. The Salvation Army, for example, was established in the 1800’s. But today it is more unusual. Operation Reveille ministers to and through Christians in the Armed services. As such there audience, and their message, allowed for some creative exploration of combining military and Christian themes in ways that would not offend other cultures.

Operation Reveille believes that militaries of the world have always been at the leading edge of intercultural relations. If professional exposure to some of the neediest parts of the world creates ministry opportunities, then no segment of the American church is more strategically positioned for cross-cultural impact than Christians who are in the U.S. military. Therefore, churches and para-church ministries must equip their military men and women to maximize the potential of their inevitable cross-cultural exposures.

Design Corps was able to help Operation Reveille package there presentation in the best way to further their mission by appealing to their target audience while avoiding offending or alarming those they seek to minister to.

“Terrorism inspires fear. According to Jesus, the antidote to fear is love. When we hate, we are reactive victims. When we love we have the initiative.” — www.atfp.org/why/

Going Beyond the Normal Human Response

In the early 1900’s a young relative of Sigmund Freud wrote a book exploring the marketing uses of uncle Freud’s principles. The book extolled moving people by appealing to their subconscious desires and even went on to say that this could be used for good by governments. (The book was later found on the bookshelf of Joseph Goebbels, Hitler’s Minister of Propaganda).

The web site atfp.org goes the other direction. It asks subscribers to put aside their base instincts, which often tend toward hatreds and self-interest. It asks them to intercede for individuals who are committed to carrying out heinous acts of violence by praying for them to a loving and forgiving God.
It is a radical notion, even if it is plainly taught in Scripture.

Designing for a Radical Cause

Design Corps was given the challenge of trying to give this organization a look and feel that correctly characterizes the cause. It is not warm and fuzzy. We started with a group of logos for varying applications. The stark san-serif ‘A’ composed of two hands grasped together in prayer has the feel of art referring to attributes of war, such as the POW/MIA flag.

Getting the Message Out

Design Corps assisted in several stages of design for the web site with a strong emphasis on functionality. The web site did not have to sell but be a conduit of information that facilitated prayer. The web site includes a gallery, with images, data, and links to FBI information as well as Wikipedia. There are also articles and resources on the topic of prayer.

Securing Careers for Our Patriots

HSC serves people who are transitioning from service in the military by helping them to find jobs in Homeland Security / Homeland Defense.
Design Corps developed a logo for HSC and went on to produce a brochure as well as assist with various graphic components for their web site and trade show graphics.

Designing for the Sake of Children

Nothing enriches our work lives more than when what we do goes beyond just business. Recently Design Corps has had the opportunity to design for a worthy cause—the very lives of children. Better Orphan Care asked us to help develop their branding. But because funds have not materialized as fast as was hoped, printing of stationery was delayed and the web site was put on hold. Therefore, in an effort to help BOC reach prospective donors, Design Corps contributed this temporary website while the organization seeks to obtain enough capital through donations in order to fully initiate its programs. If you are interested in this cause and would like to contribute please go to the Better Orphan Care web site.

The Cause

Over three quarter of a million children are suffering in Russian orphanages today. The low quality of life results in developmental delays and emotional problems that last a lifetime and have a huge impact on society. In Russia 90% of the children raised in orphanages and released at the age of 15, either end up addicted to substances, involved in criminal activities, or commit suicide.

To further compound the problem, as reported in a recent National Public Radio article, “Russian authorities have suspended the work of foreign adoption agencies. That has put into limbo the plans of many Americans waiting to adopt Russian children, even as human rights groups say a growing number of institutionalized children in Russia are living—and dying—in wretched conditions.” It is clear that the orphanages are a one way avenue to failure because the mechanisms for adoption or foster care in country are non-existent or ill developed.

You can listen to or read the full article here.

There is a better way! Better Orphan Care believes children were designed to be raised by families, not institutions. No orphanage can offer as healthy an environment for a lonely and neglected child as a loving family.

Better Orphan Care seeks to provide a loving family for each orphan from within the orphanage country. BOC does not seek to be a foreign adoption agency, but rather to educate and train nationals, and thus radically change how orphans are cared for in countries where there is little to no foster care or adoption occurring.