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WHAT WE DO

Brand Strategy

The cooperation begins here, and we get to know one another very well.

We ask lots of questions; you tell us about you; then you tell us more.

We have an 'ah-ha' moment and a brand idea is born.

This revelation becomes the heart and soul of the brand moving forward.

Everything from this point on becomes instinctual, clear and true.

Naming

Have you ever met someone that looks like a Simon but turns out to be a Eugene? Completely throws you, right?

Well, naming a company, product or service isn't so forgiving.

The key to naming is finding a natural fit that works on multiple levels.

Identity

The face (or identity) creates an immediate perception. Think of your first blind date; you're either going to “leg it” or “love it.”

The right identity immediately establishes your true image and communicates your personality.

Online

Everyday technology takes another step forward with new ideas and approaches.

The secret to online: match its speed and ease with innovative, creative ideas that improve the user experience.

Advertising & Media

So much is out there and yet so much is forgettable. The glory days of Madison Avenue are behind us. Glut of choice has made the consumer appetite grow for more reasons to believe.

That's why we approach every ad message the same way – we get to know the target. Really, really well. Then, and only then, do we begin to build a message and decide where to put it.

Collateral

Have you ever fondled a beautiful new book and been lost in the rich smell of its crisp pages or the careful caress of its firm binding?

Okay, this isn't a first edition novel, but you know what we're talking about.

Impressive collateral, makes an immediate connection by tapping into those senses. Touch, sight, and yes, sometimes even smell (stinky collateral can be pegged a mile away).

Promotional

Do you really need another corporate branded t-shirt? Or a floating key chain? Or some cardboard pop-up mailer with a talking chip that just won't shut up?

Our take – make the promotion something that drives action and gets folks

talking about you. Buzz, people…buzz.

Branded Installations

When you walk through your favorite store or art gallery, you leave feeling like you're a part of the experiencee instead of just a window shopper.

Branded installations are no different. Whether an office reception, a sales gallery or retail store, you should walk out with a full picture, bags in hand, and a story to tell your friends.

Brand Films

You may not see a film like this in the theater, but brand films should have the same impact whatever the venue.

The primary objective in Phase 1 is to “Learn” and understand all the planning and components developed for the project and the market opportunity for its new brand. The objective of Phase 2 is to use that information to quickly define a unique brand positioning that will define the projects promise and differentiate you in the marketplace.

From a macro perspective, an effective positioning achieves three main objectives simultaneously:

* It expresses what is authentic and true about your brand.

* It speaks to the desires of your audiences.

* It communicates why your offering is unique.

Authenticity, relevance and differentiation. A brand that communicates these three objectives is one that is capable of creating desire within the community, while helping to achieve your business objectives. You have the opportunity to create a unique and highly appealing brand for the project as well as establish a new leader in the industry. It's our job to encourage our target audiences to connect emotionally with this brand and the positive attributes of the community. While the tangible aspects are all valuable factors, the intangibles (emotional) are the drivers that create differentiation and desire. People want to connect with a personality, designer, fashion flair, or trend as it connects them to a lifestyle that they want to emulate. Our process is designed to define and deliver upon these attributes.

Naming:

We create a distinctive name for the project that helps capture the final brand positioning and separate it from the competition. Our process to generate new name candidates for this development is as follows:

Development of Naming Criteria

Audit of competitive naming practices

Identification of key creative themes for exploration

Identification of name types to explore/avoid

Identification of functional criteria (length, URL availability, etc.)

Creative Development

Using a variety of tools including group brainstorming and in-depth name generation, hundreds of name ideas will be generated against the brand positioning and creative themes

Short-lists of the most promising candidates will be lightly pre-screened to assess potential availability as a trademark and (if relevant) URL

Creative Presentations

We will present two formal presentations of names, the first broader and the second more focused on the areas and name types that emerge as most compelling in the first round

We will present only names that don't have very obvious trademark conflicts

From the two presentations, a short-list of candidates for in-depth legal evaluation and URL acquisition (if relevant) will be selected

Name Finalization

Final trademark availability opinions and registration must be performed by clients attorneys

As needed, URL acquisition must also be managed by clients representatives

Based on the full evaluation of the short-listed name candidates we will help the project team select a final brand name

Brand Identity

Overview

The logo development is the key visual brand component that sets personality and tone. The logo is the catalyst for all brand components moving forward while acting as the iconic stamp for the brand.

Process

Concept Development We will explore multiple logo evolution designs for style, tone and palette. These concept designs will adhere to the brand idea and brand assets (photography and imagery).

We will present two rounds of logo development.

Design Development: Once a logo design evolution is approved, we will also explore logo applications – how the identity works in printed collateral, advertising, and other forms of communications. We will design final logo specifications on usage for packaging, print and digital that corresponds with your marketing needs

Production:Once all design is approved, CO-OP will manage all production of the brand identity deliverables. This includes mechanical preparation, management of printer bidding process, trafficking of artwork, proof and press check, and delivery of all printed elements. All printing will be billed in the production section of this estimate and managed based on quantity, design and color specifications.

Advertising and Media

The objective of the advertising and media phase is to generate maximum awareness for the project with the objective of increasing sales. Our process includes the following:

Media:

CO-OP will devise an awareness strategy based on our evaluation of the target audience. We employ a full-service media department with research, planning, and buying capabilities that include:

Print (magazines, newspapers)

Direct Mail

Out-of-Home

Guerrilla (non-traditional out-of-home)

Interactive (banners, text messaging, targeted email blasts)

TV (network, spot, syndication, national, and local cable)

Radio (network, unwired, satellite, spot)

Syndicated Research – Nielsen, Arbitron, Simmons, CMR, MRI

Our relationships with major local and national media companies, our leverage in the lifestyle market, and our ability to buy in bulk enable us to negotiate heavily discounted rate. Once a campaign is up and running, we show accountability to all our clients by measuring the success of a campaign based on a predetermined metric.

Concept Development: We then provide your team with written concepts/mood boards for an awareness campaign. This interim step allows us to quickly establish the tone and creative approach while allowing the client to understand the direction without spending time / money in the design phase. Once approved, we move into the next phase of work design and copy.

Copy Development: Initially, we receive mandatory copy before creative copy can be explored. We will work in conjunction with your team to establish these mandatories. We then create a copy platform – ad headlines, collateral body copy, blast copy – that conveys the objectives / message with tone and personality of the brand. Our final step is copyediting and approval.

Design Development: Design development works in conjunction with the copy development. We design two directions based on the approved concept development. Once a direction is approved, we finalize design and prep the files for production.

Production: We create final mechanicals based on client approved design / copy. Ad Placement: We will manage the publication specifications and delivery of all ads per schedule and spec to the publication.

Online

Our process includes the following steps to achieve our goals:

Site Architecture: the first step is developing a clear understanding of projects needs by creating a detailed information architecture map for your site. This takes the form of a wire frame map that outlines navigation and flow.

Design: Once your team approves the site architecture, we develop design directions, which give style and layout options on key pages of the site. Once a direction is approved, a final design is developed with included copy. Final graphic and HTML templates, along with Flash animation tests / final animations, will be created to program the site.

Copy

Programming: Once the design / copy is approved, we begin coding and programming the site. This includes either HTML programming, Flash animation or both. We will also include a content management tool that allows you to easily update property/other information without having to utilize our programmers to update. The final step in programming is testing and launch. We will spend roughly two weeks testing the projects for any and all design, functionality and programming issues until the site is ready for launch.