ChallengeThe task of PEI NETWORK is to connect a Connector (a business leader) and a Connectee (a new graduate) where the Connector must introduce the Connectee to three colleagues that will help to build a professional network. This informal business program aims to assist with developing a friendly and stress-free environment for communication and to encourage people to join and realize all the benefits of meeting new people who work in the same area of expertise. As PEI NETWORK is focused primarily on new graduates, the brand strategy must be to create communication with and engage and inspire a young target audience.
IdeaThe key message and the main idea of the program implemented should be revealed in a modern logo design. The following simple formula became the central element of the logo: 1 Connector + 1 Connectee = 3 NEW CONNECTIONS. The goal of this program is to multiply the opportunities. This is where you can triple your efforts right away in finding possibilities to build your career. The synergy we reflected in the slogan became a call to action: “Multiply your opportunities!” The paradoxical arithmetic is designed to create keen curiosity and a desire to learn more about the program. This creative brand strategy became a trigger for the marketing of this program. We created an energetic colourful scheme combined with symbolic language to provide the main elements for brand communication. This vibrant pattern became the main identity and the logo design to promote PEI NETWORK online and offline.
ResultsTo introduce the new business program, where the target audience and the stakeholders could find full information about PEI NETWORK and join it, we developed an explanatory video and marketing materials. The custom-created animated illustration using simple visual language describes what the program does and how it can help build a career. The engaging hand-drawing style of the video and the storytelling format became the key interactive elements of the website we developed for PEI NETWORK. The website, in turn, developed into the primary channel for generating new leads for the program.
To represent the program at the BIZ2BIZ trade show in Charlottetown, we created the booth's design, posters, banners, promo collateral and souvenirs. The powerful brand identity became the key element to engage booth visitors to begin communication. The bakery Buns & Things received an order to bake delicious cookies using the corporate pattern for the decor. The first wide public presentation of PEI NETWORK at BIZ2BIZ was very successful and attracted many people to learn more about the informal business program and join it.
The project's scope included the development of a brand strategy, the key message and communication style, a full brand identity with marketing materials, an informative and attractive video presentation, a website, and souvenirs for PEI NETWORK. As a result, in the first seven months, the program has exceeded its first-year objectives for the number of participants and membership continues to grow.
In 2018 the PEI NETWORK branding project received a Silver at the Summit Creative Award Competition in Boston, USA.
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I have over 15 years’ cooperation experience with Elena Herweyer and the Art Fresh team under branding projects in Ukraine and the EU. I know that when I have a complex marketing task with tough deadlines I can address it to Art Fresh and get a high-quality branding service that totally meets the brand and company's strategy.Yulia Andrushkina Director of Marketing and Investor Relations at IMC
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I’m impressed! I first started with Art Fresh a Start Business Package and continued to do lots of work with them. They are always fast response which I hardly find the same speed on the island while still ensuring high-quality jobs are delivered. Moreover, I found at Art Fresh especially Elena – the CEO having characters of a business partner. She listens and understands my expectations, barriers and always comes up with solutions, not just a service which I’m highly appreciated. Thank you so much to Elena and your team!Nhu Tran Founder and owner at Ann Wellness
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With Elena's background as a professional artist and my book directly related to developing the arts sector both from within and with external collaborations, they were the perfect choice. I was beyond pleased with the end result and throughly enjoyed the process of working with Elena and her team as they built my website, as well. Always professional and responsive to my ideas and needs. I highly recommend this company for your consideration of any website development and book cover/design work.M. Catherine (Cate) Proctor, MBA Author and owner at Proctor Shift Consulting
Not only did Elena and her team create an arresting visual, but the tagline — Expand Your Business World — helped clarify our thinking about the ultimate goal of this event. Art Fresh provides beautiful creative, but so much more.Patti Devine Project Director at Island Advance
I have been delighted by Art Fresh's creativity and project management skills. Best of all, the brand is working for us. We've exceeded our first-year targets in seven months and expect the trend to continue.Alana Walsh, BPR CEC PEI Network Program Manager
Love love love all that Elena and the Art Fresh team do to create the perfect image for my business.Sharon Lynn Quann President at Biospa (Quann) Cosmeceuticals Inc.
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