holberg design was not only chosen to help Lancaster and York Counties name and brand the area around the Susquehanna River, but were selected to design and manage a Map & Guide, as well as develop a branded tourism website
Susquehanna Riverlands: Name, Logo/Brand, Map & Guide and Website
holberg design was chosen to help name and brand the area within a 15-minute drive along the east and west shores of the Susquehanna River, and north to south from Harrisburg, Pennsylvania to the Maryland line. The brand was to help promote the area’s local businesses, parks, landmarks and recreational facilities along the ribbon of scenic and historic landscape which make up the Susquehanna River corridor.
The Susquehanna Riverlands team consists of five primary organizing partners (Pennsylvania Department of Conservation and Natural Resources, Lancaster County Conservancy, Susquehanna Heritage, Lancaster County Planning Commision and the York County Planning Commission) and the holberg design team. This team worked together in tandem to brand this remarkable area, as well as created an illustrated Map and Guide based on the tagline “Play. Explore. Experience.”
To help promote and market the Susquehanna Riverlands, holberg design was also asked to create a very informative, user friendly branded website. The website also needed to be very easy to update. The in-house SR team wanted to be able to make their own changes and updates to the new website as new local businesses, parks, landmarks and recreational facilities were added to the Susquehanna Riverlands.
To see some of the elements produced during this project, click here.
Website and Brand Build: BELCO Community Credit Union Decided they Needed a New Website and Wanted to Brand a New Product.
It had been ten years since the last iteration of BELCO’s web presence. They were aware that it was long overdue. BELCO Credit Union knew they wanted a more modern user interface with all the bells and whistles, and they also wanted a CMS with a small learning curve. The new website also had to be very, very secure. BELCO put their confidence in holberg design’s web team.
Once underway, the web project was going so well, holberg design was then asked to help them develop a brand for a new product they were planning to offer their members.
BELCO Credit Union decides holberg design was the perfect agency to help them with a new website and product logo.
BELCO Credit Union gets a new website
BELCO Community Credit Union needed its web site updated so they could reach out to their members who access the site on laptops, smart phones and tablets. They also wanted an easy-to-use CMS so they could make changes to content throughout the website, as well as dynamically change percentages which were listed in multiple locations on the site. A custom developed WordPress site was the perfect solution.
holberg’s web team worked with BELCO Credit Union to prioritize their wants and needs, and then redesigned and developed a branded site which exceeded their expectations. See the results yourself: belco.org
BELCO Credit Union gets a new product logo
BELCO Credit Union wanted to launch a new LOC product into the marketplace. But first they needed to give it a name and then develop the brand.
holberg’s team organized and directed a brainstorming session with the BELCO Credit Union stakeholders, and together the BELCO/holberg design team created a name that everyone was very happy with. The new product was a unique form of Home Equity Loan where the owner can establish a Line Of Credit which they could use for many different personal needs. The team created the name myLOC or (my Line Of Credit).
After the name was approved, holberg design and the BELCO team met again and created a mood-board of visual and messaging likes and dislikes. Internally, this helped streamline the development of the new brand identity.
Alternative Logo Designs
holberg design provided several different product names and logo options to choose from. To see samples of other logo that emerged from the BELCO/holberg design meetings Click Here ».
Package Design: holberg design’s Work Highlighted In BeerAdvocate Magazine
holberg design’s label designs for Wyndridge Farm’s beer line and the Barn Dog packaging was featured in a “Label Approval” article in BeerAdvocate magazine.
BeerAdvocate is a leading beer enthusiast magazine powered by an independent community of enthusiasts and professionals dedicated to supporting and promoting better beer. According to its website, BeerAdvocate.com has grown into the largest and most diverse beer community online and is now widely considered the go-to website for news, reviews, gossip and guidance about beer. BeerAdvocate regularly lists selected beer labels that grab their eye and peak their interest. They reached out to us in order to know the back-story behind the labels. We are very proud of the design team’s work on these labels and still get excited every time we see them on the shelves or in the pubs. It’s also very rewarding to get recognition on these designs from such an industry-leading magazine.
holberg design created the beer labels to fit the overall brand of Wyndridge farm. Wyndridge is an elegant farm that celebrates life. Many of the animals that are featured on the labels (and the Wyndridge logo design itself) are creatures that visit the farm for some fun. And, they are dressed for the party. This fits the branding of elegant, farm and fun.
Let’s face it, there are a lot of nicely designed beer labels out there right now, and holberg had some work to do. Our job was to not only capture the brand, but to also design labels and packaging that stands out from the crowd and pops on the retail shelves. Finally, Wyndridge is a premium product, using great ingredients like Madagascar vanilla beans and Ghana cacao nibs. The labels and packaging need to convey that the beverage contained within is not a mass-produced, big-box beverage.
Wyndridge Farm is located in South Central Pennsylvania. Wyndridge is fully renovated historic American farm that contain picturesque views of green fields. Rustic but elegant, Wyndridge has the heart of a historic Pennsylvania farm … with a soul that celebrates life. If you would like to visit Wyndridge for tours, tastings, events and world-class food – visit the site.
Interested in seeing more of the Wyndridge label designs? See them here.
Branding: Creative Style Of Labeling Adds To The Experience
There’s no denying that humans love alcohol. Whether we are enjoying a nice glass of wine with a meal, a beer at a sporting event, a Scotch in our quintessential, bull dog-accessorized mahogany lounge, or the fifth rum and coke at a club, a drink can help to compliment, enhance, or even alter the mood of an experience. While this may not always be for the better, and since alcohol doesn’t always return the love back to us humans, it’s a known fact to be conservative with consumption.
Now, while that sounds a lot like a PSA for drinking sensibly, it can instead be spun to open up the discussion of craft beverages. With local beers making leaps to popularity in the last handful of years, a similar trend in the production of craft spirits is coming to the forefront. Central PA Magazine’s winter 2016 issue devotes an article to this topic, discussing whiskey, gin, brandy, and vodka-producing area-specific distillers making waves in this field. While bigger cities across the country have already embraced this trend, the sprawl of similar distilleries into the realm of smaller towns is an exciting development. Pat Devlin, CEO of Tattered Flag Brewery & Still Works in Middletown, accredits success to the consumer’s desire for local ingredients in carefully made spirits that are unique, flavorful, and specific to the area.
Overall, this makes total sense. People love fostering pride in the city or town in which they live, and enjoying local products is one way to do so. However, with specificity and smaller-batch distilling comes a shift in price. While this increase typically isn’t dramatic, the change is more or less felt in the bar atmosphere, particularly at one that sells handcrafted cocktails with original ingredients – another recent trend that puts these special spirits to good and tasty use. Notably, the prices of these cocktails can be quite searing, which may be viewed as a negative side effect. Yet, this typically helps to control consumption amongst those of us who aren’t of Rockefeller decent, tying the discussion back to the increasing practice of savoring alcohol.
Creative Style Of Labeling Adds To The Experience
Now, while we’re not discrediting that there is a special time and place for those sloppy Smirnoff nights, the rising trend in stepping out for a cocktail or two made with flavorful, often tastier distilled spirits is becoming prevalent with the increased desire to sip and savor – and in branding’s favor, many of these product designs are sculpted to fit the visual bill. Looking at labels and bottles for both craft spirits and beer alike, the general aesthetic is sophisticated yet artsy with a homemade edge. This unique, creative style of labeling adds particular tangibility to the experience and envelops the consumer in a positive, gratifying mindset – I’m worth it.
These successes aren’t without room for improvement, however. To quote Basil Papoutsis of the Shawneetown Distillery, “a lot of these guys can make super whiskey, but they aren’t marketers,” and it’s true – it’s terribly difficult to turn out good product, run a business, package and label, and still have time to promote any of these aspects. Thus, many distilleries turn to businesses like holberg design for marketing, branding, and design elements, and needless to say – for the good of the spirit! – we are always happy to help.
Come to holberg design for all of your branding and marketing needs.
holberg design Captures Brand Essence With A 30-Second TV Spot
If a company wants to make a bold marketing statement, most turn to logos, billboards, online ads, and other such media for production and distribution. But when it comes to video commercial work, smaller companies often opt out. What may seem like a complicated process – scripting, storyboarding, production, editing, and so on – takes time, expertise, and hard work, but when teaming up with talented, professional individuals, the final video can be impactful, exciting, and highly effective.
Wyndridge Farm (located in York, PA) asked holberg design to capture their brand essence for their first 30-second television beverage commercial. One challenge is that the TV commercial is brief, and needed to tell the whole story in thirty seconds. holberg design handled creative concept, art direction, copywriting, animation and brand development. holberg then hired Hayman Studio, the areas top commercial photography and video studio, to handle cinematography, editing and sound design. holberg first started with a solid script, keeping the tone of copy in line with the brand’s voice. We then quickly moved on to storyboarding, location scouting, and content development – all before shooting the actual video footage. Covering all of these bases extensively before helps the filming process to go as smoothly as possible, and in the end, we had all the shots we needed in a little less than eight hours. Hayman studio expertly captured the beauty of the farm and brewery all in one day.
In essence, the thirty-second commercial needed to fit the style of the brewery – highlighting a farm theme – with the main goal to communicate Wyndridge’s identity and include sufficient “beauty shots” of the branding label designs. Since most consumers identify the product by the logos and labels, it was important to spotlight these visuals in the commercial. After all, selling the video to the fan base is the critical conclusion to all of the hard work.
And in the case of the Wyndridge commercial, a grand finale it has been! Having posted the finished video on the Wyndridge Farm Facebook page, in under a week, the view count has soared to an amazing 55,000 – from that single outlet alone. An exciting accomplishment for all of us involved in the creative and developmental process! It’s always rewarding to see our clients receive the attention they deserve, and playing a role in the success story is what keeps us going!
If you’re thinking of expanding your marketing reach with some video work, holberg design can help you bring your ideas to life.
With social media consistently on the rise, the hypnotically influenced desire for fleeting satisfaction from new followers, new audiences, new likes, new comments, and – in the right context – possible new business connections keeps people coming back for more. But once these temporary highs fade, a good number of them dead-ending in a disappointing turn of events similar to only getting one like on that Facebook post, advertisers are left unfulfilled. While utilizing varied electronic and printed outlets is essential to the marketing success of a business, one trite and true method still remains faithful through the seasons.
The good, old-fashioned email. Now, while “old-fashioned” may seem like strange phrasing, twenty-two years of widespread usage gives email a bit of street cred – and one of the reasons it’s still so widely used today is because it works. It’s easy, it’s direct, it’s specific, and it’s fast. Gather your email recipient list, develop and attach content, manipulate to best avoid spam filters, and hit send. Done.
Now, while it’s a reality that people will see an advertisement-based email, scan it for two seconds, and with varied interest levels either immediately save or delete, the effectiveness – and cost efficiency – has remained in email’s favor. In their recent article, “2016 Game-Changing Marketing Trends”, online media publisher Business 2 Community lists email marketing as a continuing trend for the New Year, when considering the likelihood of companies to seek money-saving tactics. In fact, three-quarters of respondents within the article said that email marketing used in the effort to continue growing subscriber bases was a core pillar of their businesses, for when ads and content advertisement get expensive and competitive.
Moral of the story? While nobody truly knows how the marketing strategies of 2016 will play out, continuing to implement a reliable staple from – dare we say it? – last year’s trends may prove to be the most innovative plan yet.
If email marketing is a desired part of your advertising strategy, make sure to come to holberg design for all of your marketing needs!
In the branding and marketing world, very few things come close to the flattery and satisfaction found when the intentions driving a brand makeover manifest in customer interaction. Upon visiting Wyndridge Farm a handful of weeks ago, we had the privilege of seeing some of our hard work pay off in this exact way.
For the sake of setting the scene, it’s important to know that when we were developing the Wyndridge brand, we decided to use a unified visual theme amongst the products as opposed to multiple designs, i.e. a different visual direction for the ciders, the beers, the sodas, etc. This decision was made with the intention of focusing all of the products around Wyndridge’s own North Star: the farm itself. By doing so, customers tracing the deliciously brewed beverages back to their place of origin will find the Wyndridge restaurant, gift shop, and venue – three other key aspects to the business’ overall success.
With this in mind, you can imagine our excitement when, enjoying a lunch meeting at Wyndridge, we were introduced to two women – Tina and Jill – who had come upon the restaurant simply by following the brand! They explained that after sampling some of the brewery products elsewhere, they had saved one of the bottle caps, researched the brand, discovered the restaurant, took a tour of the grounds, and even decided to have an upcoming wedding at the events venue. This was quite literal manifestation of our brand direction in motion – cohesive logo, messaging, and content design bringing these two particular customers back to the farm, just as intended.
In the end, this branding success story was a very proud moment for holberg design, as it provided an exciting look into how our work directly affects customers. Shout out to Tina and Jill for making our day!
International Journal of Design is a peer-reviewed, open-access journal devoted to publishing research papers in all fields of design, including industrial design, visual communication design, interface design, animation and game design, architectural design, urban design, and other design related fields. It aims to provide an international forum for the exchange of ideas from researchers across different cultures and encourages research on the impact of cultural factors on design theory and practice. It also seeks to promote the transfer of knowledge between professionals in academia and industry by emphasizing research in which results are of interest or applicable to design practices.
Since 2007, the IJD has been published 3 times per year in both print and online editions by faculty and students of the Graduate Institute of Design, National Taiwan University of Science and Technology in Taipei, Taiwan. The Editorial Staff is international in geography and entirely academic in scope. It is a non-advertising based publication model.
The International Journal of Design invites papers from any contributors on a wide range of topics, including the following:
Social-Cultural Aspects of Design
Globalization and Localization Approaches to Design
Design Strategy and Management
Ergonomics and Perceptions in Design
Design Theories and Methodologies
Computer Applications in Design
All submissions undergo an anonymous double-blind peer review process before being accepted for submission. The process starts with the Editor-in-Chief who, after acceptance, passes the submission to an Assistant Editor. The Assistant Editor sends the submission to a diverse team of referees who determine the final judgment as to the acceptability for inclusion in the journal.
The aim of this research was to provide knowledge on the consumer perception of product appearances by identifying attributes that consumers use to distinguish product appearances. “The appearance of a product communicates meaning by helping consumers to assess the product on functional, aesthetic, symbolic or ergonomic motives.” These motives play a role in the consumers overall product appraisal. Companies that are able to communicate a certain meaning through the appearance of a product design can create a competitive advantage in the marketplace and increase the product’s chance of success.
The appearance attributes of designed products often reflect what designers themselves perceive in a product design. To deflect that bias, in this classic example of focus group qualitative research, the appearance descriptions were generated by consumers themselves in an open categorization task. The three prevalent descriptions were defined as the attributes Modernity, Simplicity and Playfulness. These three attributes provide a general view on how consumers perceive durable product appearances and differentiate between different appearances. These attributes were confirmed in a separate, repeated categorization task performed by a second group of consumers. The research showed that these attributes proved stable across different groups of consumers indicating that they are universally accepted. Additionally, the attributes were validated across different product categories and the outcomes indicate that they are not product category specific.
This research provides insight into consumer perceptions of product appearances, and the defined attributes can provide valuable guidelines to designers wanting to attune their designed product appearances to consumer preferences.
E.T. loved Reese’s Pieces. So do I. Simon Cowell drank Coke. Ditto again. These are obvious examples of product placement. And potentially they are examples of their possible impact. But more on that later…
Before I launch too far into this segment I’d like to express my viewpoints on the use of the term “product placement.” Vivian writes that “in the 1980s, advertisers began wiggling brand-name products into movie scripts,” and the practice of “product placement” took root. I think the key discerning factor here is the term “brand-name products”. I think there is a distinction here. I feel that, perhaps in subtle or subliminal ways, “product placement” has been in use since the early days of movies and television, but not in reference to “branded” products. I would like to make the argument that, in the same way that a Coke cup on the Idol judges desk might increase the sale of Coke, could seeing Humphrey Bogart light up a cigarette possibly increase the potential for the viewer to take up smoking (no matter what brand), and therefore help the tobacco industry as a whole?
Did the tobacco industry push to have their products used in early movies? Probably not, but I’m sure they didn’t complain. It was an accepted form of self-enjoyment appropriate to the time. It helped make the film characters real and relatable to many viewers. Couldn’t the same be said of the Idol Coke drinkers? Does seeing them drink soda, regardless of the brand, make them more relatable to a vast majority of their viewers? Probably so, considering the show’s audience demographic is youths to young adults. And if the viewer relates more on a personal level to the characters on their television screen, are they not more inclined to participate with the show and watch more frequently? So are these brand placements helping to sell more products, or are they subliminally helping the show to solidify an audience? I feel they have the potential to be successful at both. But, as a Marketplace segment on new TV ads relates, there are no forms of quantitative analysis to be able to prove it. In that segment Michael Burgi states, “I don’t think it works any more or less than advertising has.”
I cannot argue the fact that there may be critics who feel that TV viewers are being duped by these brand placements and that FCC regulation could be required. Or that artistic integrity could suffer if placements become too rampant. But don’t viewers also see paid ad placements in other subtle/subliminal formats such as when we watch scrolling banners at basketball and soccer games, or see stadium billboards when watching football? Will the FCC eventually want to regulate those impressions as well?
Just as there may be those being duped, there is also a segment of the viewing audience which will not be impacted by viewing these brand placements. I enjoyed Reese’s Pieces before E.T. ever came to earth. But I didn’t eat more because of him. The same holds true for me with Simon Cowell and Coke. (He actually made me drink Scotch… to ease my pain!)
As I stated earlier, product placement enhances reality for the viewer. It’s all a matter of solidifying the media’s context. Here’s an example from another Marketplace segment:
MAN IN AD: These guys, they’ve been working all day, they have to be really hungry.
WOMAN IN AD: You’re probably right. So I had an idea . . . ha ha, Wendy’s!
Yes, it’s a blatant “endorsement” for the Wendy’s “brand”. But isn’t it also an endorsement of the fast-food industry as a whole? Which is worse: the brand advertisement itself or the support of less-than-healthy eating choices that the bulk of the American TV audience relates to? Think how out of context that blurb would be if it ended, “You’re probably right. So I had an idea . . . ha ha, let’s go home and have some fruits and veggies!” You would hear a collective click as most of America changed the channel.
In conclusion, I may have asked more questions than I answered in this discussion. What do you think about some of my ideas?
It’s an obvious statement that ad clutter is rampant across all major mass media forms. One half of most major news and lifestyle magazines are advertisements, otherwise known as “non-content”. You can expect a 5-to-8 minute commercial break every 20 minutes on most terrestrial radio stations (and choose to change channels if you so desire). Online, there is an overabundance of web sites created simply as an ad vehicle to make money for their developers. Vivian uses the medium of television to introduce the concept of ad clutter through commercialism, “a phenomenon in which advertisements compete against each other and reduce the impact of all of them.” In noting television advertising’s pervasive reach, he states it “far outpaces other media,” and this “indicates its effectiveness in reaching a diverse mass audience,” (Vivian. p. 301.) Approximately 14-15 minutes of every hour of television we watch is consumed by advertising.
Let’s use the Super Bowl to help qualify this. In my opinion, the overabundance of spots during the Super Bowl – ad clutter – tends to degrade the results overall. Even just as that event ends, I sometimes struggle to remember back to all the spots I’ve seen over the previous 4 hours. Therefore, quality of the commercials helps – but quantity hurts. There are just so many messages bombarding you in that time span that I think it’s difficult to perceive the messages as they were intended. That, to me, is a perfect example of ad clutter. Now consider the fact that many viewers watch those commercials purely for entertainment value, which makes one question the effectiveness of a $3 million advertising investment.
But I also think we live now in a time when ad clutter is diminishing due to changes in media, or demassification. I have heard of ad budgets cut in half, or worse. From a recent NPR web post we learn, “Kelleher’s car dealerships used to spend about $170,000 a month on advertising. Now, just $60,000. Kelleher says about 17 percent of his revenue goes to advertising, and that’s all he can afford.” Lower budgets equates to fewer advertisers, thus less ad clutter. Fewer advertisers equates to lesser competition. As discussed in a previous post, newspaper advertisers are changing tactics and moving to different media. Watch carefully this weekend during Sunday afternoon football. You’ll see fewer advertisers and more repetitive spots. And in advertising effectiveness, repetition is a good thing.
At its worst, ad clutter degrades the effectiveness of all the messages involved. At its best, ad clutter is forcing advertisers and marketers to create new methods and techniques for getting their message heard and understood by its intended target. TV Week reported that since 2007, the National Geographic Channel has been experimenting with ways to combat ad clutter “by inserting relevant snippets of content into ad breaks; by ridding their shows of commercial ‘cues’ so viewers don’t know a show is set to break for commercials,” and other methods.
Appropriately, “Mad Men” producer Matthew Weiner refused to play to AMC’s wishes to shorten the shows run time to add 2.5 more minutes of commercials. Both parties got their way: the show ran 2.5 minutes longer than before, surpassing the traditional 60 minute show. Artistic integrity over ad clutter.
New marketing strategies such as guerilla marketing, experiential marketing, and others yet to be invented will assist advertisers in cutting through the clutter. The web has also proved to be a breakthrough medium in these emerging strategies. New concepts like “augmented reality” intertwine traditional (print) and new (online) media to create indelible viewer responses. These are incredibly inventive concepts that differentiate product experiences, cut through the clutter, and bring a unique message home to each viewer.
Lastly, a hot term online now is relevancy, and Google’s own advertising model – AdWords – takes full advantage of this. To me, a relevant ad also cuts through the clutter. It’s the purest form of segmentation because each ad is totally appropriate for the market segment viewing it. If a relevant ad message is specifically targeted to a viewer’s tastes, the viewer has a better experience with the ad message, and thus the ads are more effective. A win win, as far as I see it.