Can a brand awareness campaign go beyond simply getting a brand name "out there" and actually make people happy? It can when the campaign focuses on the product benefits that make life easier for the people who use it.

Invented by Hewlett Packard as a paper enhancing technology, and brought to market by International Paper, ColorLok Technology brought smiles to visitors at Paperworld, the international trade fair in Frankfurt, when the two companies announced diffusion of the ColorLok brand to leading paper manufacturers around the world. Paperworld visitors were greeted at all turns by posters, bus signs and banners featuring happy, smiling people who have discovered the unique and superior qualities of paper made with ColorLok Technology.

To support adoption of the ColorLok brand by these new paper manufacturers, Perdue Creative developed a comprehensive set of Brand Usage Guidelines, Messaging Guidelines, an outward-facing website as well as a password-protected brand usage site.

Titled "The Key to Happiness," the campaign and branding system reminded adopters of the ColorLok brand of their role in making people happy—ColorLok Technology's ultimate benefit.

On the streets of downtown Memphis, we asked random people representing a broad spectrum of our city the same question..."How do you agape?" 

This is the video component to our brand awareness campaign for Agape Child & Family Services, a Christ-centered ministry dedicated to providing children and families with healthy homes.

How do you...

Create a cohesive brand for the new entity formed by the merger of two multi-billion dollar businesses?

Marry that new identity with the existing brand of the parent corporation?

Develop a rallying cry that pulls every team member on board with renewed excitement?

Differentiate the business from competitors in a crowded marketplace?

Be a leader rather than saying, "We're a leader"?

Be creative rather than saying, "We're creative"?

And make it "all about the customer" with a promise that can be delivered?

It was a tall order, but with the new brand identity for IP Display & Retail Packaging, we built a brand platform that answers every one of these demands.