(RAY)
Job:11-15877/15287 Title:RP-Design Matters Portfolios
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D E S I G N M AT T E R S / / P O R T F O L I O S 0 1
c A S E S T u D I E S
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IMPlEMENTING
ICG’s portfolio consists of a twenty-page, large-format case study brochure
titled The ICG Bumper Book of Client Case Studies and sixteen-page
pocket-size guidebooks to the firm’s various individual services, as well as
an activity-review mini brochure. The portfolio theme is carried out through
additional promotional pieces, including a twenty-four-page public relations case
study brochure, The ICG Little Black Book of Public Relations and Copywriting,
specially manufactured holiday gifts, two blogs, and two websites.
The initial design process, including the design of the main brochure, took about
a month to complete. ICG continues to update case studies and other compo-
nents on a regular basis to keep materials fresh—particularly on the websites
and blogs.
“The system has evolved over the last twelve months, and as the stripes are
becoming more recognized, we are able to have fun pushing what we do with
them a little more,” Couchman says. “We had a client arrive for a meeting in the
striped hat and scarf we sent out as a Christmas gift this winter. She’s hoping
we do gloves next.”
ICG’s in-house capabilities allow the firm to self-publish some of their mini
guides when they need to communicate with potential clients. “For example, we
have just sent out a small guide that talks about marketing during a recession,”
Couchman says. “These enable us to responsively communicate current issues
and reflect our understanding of the challenges that companies face.”
All of ICG’s materials have had to be extremely cost-effective, so where pos-
sible, the ICG team undertakes work themselves, including the website build, all
photography, and digital printing of the mini guides.
π®
ICG is an award-winning full-service
agency, offering clients four distinctive
services, including graphic design, public
relations, new media, and advertising. To
promote these separate disciplines, the firm
devised a set of four brightly colored stripes
and assigned each service its own color
(for example, orange for graphic design).
The branding is simple yet effective and
has been rolled out across all elements of
ICG’s promotional material—from stationery,
business cards, and website to corporate
brochures and their annual “highlights”
books. It is also included on a number of
promotional items, including mugs, scarves,
lollipops, and even the firm’s interior office
décor. The simplicity of the vibrant stripes
ensures consistency and creates a core
brand for the agency without having to
“overdesign” their own material.
(RAY)
Job:11-15877/15287 Title:RP-Design Matters Portfolios
#175 P DTP:216 Page:136
094-192_15877.indd 136 11/30/09 7:59:31 PM