There are countless ways to define “WHAT IS A BRAND.” We like Monigle Associates’ definition:
“A brand is a promise, a trustmark. It is a signal to consumers as to what they can expect in terms of quality, reliability, service and commitment. Brands instil confidence. They serve as a shortcut to decision making because as consumers are peppered with hundreds of competing and confusing messages, they will seek out the brands they know and trust.”
“HOW ARE BRANDS BUILT?”
Our design practice, during conceptual development processes, often adhere to the BrandAsset® Valuator theory developed by Young & Rubicam Group:
The process of building brands, BrandAsset® Valuator demonstrates, is reflected through a progression of four primary measures (four pillars):
Differentiation
Relevance
Esteem
Knowledge
These four pillars are consistently linked to a brand’s ability to deliver revenue and profit for its owner.
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Following are some of our projects that are Brand and Identity focused (v.s. Promotional and Sales focused).
Headquartered in New York City, Grand Pacific is the North American affiliate of Chailease Group, a financial service provider based in Taiwan. This Group, together with Chinatrust Commercial Bank, forms the largest financial service conglomerate in Taiwan.
In 1998 GRIDNYC was retained to develop Grand Pacific’s first U.S. market entry brochure, in which GP leveraged its Taiwan affiliation and their financial strength, with an international business scope.
Nine years later in 2007, GRIDNYC was again retained to design their second marketing brochure. Already established in the U.S., this time GP focused on the national market with well defined product offerings and value propositions. The reference this time was not on Taiwan, but its U.S. track record.
We developed both brochures from concept, copy, layout, visuals, to final artwork and printing. When the 2nd brochure was delivered to GP’s office, the Senior VP in charge joked: “we have to live up to this brochure now!” It’s a complaint we are happy to hear.
Chinese American Real Estate Association (CAREA) organizes many events through out the year, the Journal is an important communication device which not only introduces the Organization to the trade and consumers, but also strengthen the “Identity” among the members collectively.
Asian Americans for Equality (AAFE) is one of the earliest Asian American civil rights group, or “activists” who, in 1974, organized to protest and advocate for the hiring of minorities for construction jobs on Confucius Plaza in NYC Chinatown.
2009 marked the 35th anniversary of that triumphant struggle, the organization has since grown to be one of the most important Asian immigrant advocacy group in New York.
AAFE’s 35th Anniversary Journal is a special issue, containing highlights of the past three and a half decades. The cover was designed for simplicity but reveals the organization’s grassroots identity. It delivers multi-track messages that relevant to its readers. GRIDNYC was honored to have the opportunity to design this Journal. We salute to AAFE’s 35-year endeavor!
An AAFE sponsored conference event ID design:
