Contact lens manufacturer CooperVision has always supported the industry’s independent eye care professionals (ECPs) and all they do for patients. To help CooperVision demonstrate that commitment and inspire excellence in eye care, we partnered with them to create the Best Practices Recognition Program. In its innagural year, the program has seen enthusiastic participation from the ECP community, and we’re looking forward to watching the response Best Practices generates in the coming months and years.
When your new brewery’s island home is known as a “drinking town with a fishing problem,” you’re already among good company. But as Islamorada Beer Company planned the introduction of their flagship wheat ale, Sandbar Sunday, they faced a market dominated by major breweries—without the massive capital those big brands had. We delivered the solution in new packaging bold enough to stand out from box to bottle yet sun-drenched with island attitude. Featuring six-pack messaging that promoted fan story-sharing via #MySandbar, the beer’s first 1,827-case run sold out in just 14 weeks. By summer’s end it had made the tap list at Miami’s Sun Life Stadium, home to the NFL Dolphins and the University of Miami. And with a design system that’s already being extended to new beer styles, even better branding is brewing in the Keys.
Reports of the death of print have been greatly exaggerated. In fact, printers today are energized, thriving not only on managing the variables in process and workflow, but also on redefining their businesses. It was time for Kodak, the global leader in printing, to use a clearer, louder voice with this passionate audience—a real-world rallying cry that elevates the hardworking heroes on the industry’s front lines, acknowledges their realities, and encourages them to seize the future. Across worldwide advertising, video assets, tradeshow materials and more, Kodak is helping printers Press On.
"I am blown away by how well you transformed our discussions into something so emotional, inspired and engaging. This will truly be a call to arms for all printers, while positioning Kodak as a strong supporter and partner in their efforts. Amazing job."
—Todd R. Bigger, WW Director of Product Management & Marketing, Print Systems Division, Kodak
How do you find a relevancy for a true original in a world of shinier technology? Tackling the dramatic decline in sales for Kodak Motion Picture Film, we found an answer: reminding visual storytellers that while digital may be the new standard, it’s not the gold standard. With #FilmWorthy, we tapped into filmmakers’ passion for their craft, inspiring them to speak up and celebrate the projects—the stories—that are truly “worthy” of being told on film. Print ads started this vocal movement with an unexpected dialogue, and a brand activation team lit a fire under the topic at the Sundance International Film Festival. #FilmWorthy created 2.1mm social impressions in its first month—an increase of 527%—and has the movie industry talking film again.
For decades, Alternatives for Battered Women (ABW) had provided critical support and services to thousands of abuse victims. But with changing times came a realization that the organization’s name needed to better represent the realities of domestic violence and those they served. Truth embarked on a pro bono strategic and creative rebranding exploration, and from 386 candidates, the name that emerged was Willow Domestic Violence Center. An organic, deeply relevant metaphor, the willow tree echoes themes of shelter, resilience, and renewal. The colors and forms of new visual identity—including a subtle "W"—help signal the welcoming support the organization offers to its Rochester, NY communities. To extend their dramatic brand evolution, we helped Willow with website design, collateral, advertising, and a media launch held under the branches of local willows.
"You have captured the very essence of this pivotal moment—where we have been, where we need to go, and the challenges and opportunities we have along the way. It’s as if you’ve peered into ABW’s soul. :-)"
—Meaghan de Chateauvieux, Director of Development & Marketing, Willow
Happy clients make great new business advocates, so it was exciting for Truth to get connected within the Master Lock family of brands for the launch of their new Bluetooth-enabled padlock. By applying modern tech to a mechanism that’s remained essentially unchanged for centuries, the Bluetooth® Smart Padlock is an evolutionary slingshot for the humble securer of toolsheds and school lockers. But we discovered that while a smarter lock certainly removed the pains of losing keys or forgetting a combination, what it truly enabled was easier access to the things that matter most to people—their stuff. Rooted in our strategic product tagline—“Access. Remastered.”—and based on a targeted media buy, we created a series of banner ads that showcased the lock’s advantages in relevant real-world scenarios.
The latest incarnation of SMART Technologies’ vision for inspired collaboration, SMART kapp is the world’s first genuinely interactive digital dry-erase board. To help introduce it during the run-up to the InfoComm 2014 tradeshow, we created a series of mockumentary videos portraying office workers struggling in the pre-SMART kapp environment. The resulting buzz began well before the event, when our client’s booth was flagged as one of the “15 Hot Exhibits You Need to See at InfoComm.” With our videos’ oddball narrator curating an exhibit live at the tradeshow, a top blogger called it “a product launch of a different kind...fun to watch.” Post-event, demand for SMART kapp exceeded all sales projections—even necessitating a back-order waiting list—and the product line was quickly expanded to include two additional sizes.
What's the constant need all creatives share? Fuel. Rochester-based Cohber Press set out to reinvigorate its brand by asking local artists to concept and execute images based on one-word briefs for a unique promotional calendar. Jeremy Schwartz's "Lush" (a collaboration with photographer Scott Hamilton) yielded a deeply layered figure study with composited graphics, while Karrie Gurnow's "3D" explored dimension through texture and heroic typography. The resulting artwork was printed using Cohber techniques and promoted through live gallery events, online, and in CRM campaigns. For 2016, 12 writers were asked to craft a letter to someone—living or dead, real or imagined—based on the year’s theme: LOST & FOUND. For the July 2016 entry, Truth Collective Creative Team Leader and copywriter Joe Moore came in hot.
The brand that had helped tens of millions of kids engage and learn more effectively— yes, the omnipresent interactive SMART whiteboard—needed to reach beyond just hardware for today’s software world. Truth helped by launching a cloud-based app that not only extended SMART interactivity outside the classroom, but also positioned SMART Technologies as a technology company once again.
Few of us think about how many chromosones we have. But for children and families, that number can mean the difference between a normal life and living with disorders that are little-known and often misdiagnosed. To provide the needed support, guidance and clinical assistance, a group of scientists, academicians and counselors brought their talents together nited under the name AXYS—Association for X and Y Chromosome Variations. Truth led the identity development for a brand that is breathing new life and hope into millions of Americans.
Funai may be the biggest consumer electronics company you’ve never heard of—chances are good that a flat screen they’ve manufactured is in your house right now. Looking to expand into home printing, Funai partnered with the trusted name in color imaging—Kodak—and Truth Collective. With a blank sheet and a simple black box, our first step was naming the printer line Verité, conveying the refreshing honesty behind its value. We then created consumer messaging, packaging, a website, and a user app, in addition to POS and retail channel sell-in materials that successfully got the printers on Walmart shelves.
In just our eighth week of business, the Ad Council of Rochester (now Causewave Community Partners, one of our fave local organizations) needed some big thinking for their biggest fundraiser of the year. Shifting strategy from the expected, we turned the focus on the everyday people who fuel nonprofit efforts, and the uplifting feeling they get from joining the movement. RISE was a challenge and a reward to volunteers. It was also rewarding for the Ad Council, as ticket sales exceeded projections and event donations doubled from years past. Our own lesson? You’re never too small to make a significant contribution.
It’s not easy for a magazine to be beautiful, honest, independent, and relevant all at the same time, but Post Magazine pulls it off with big-city style as it celebrates the stories of the not-quite-as-big city they (and we) love. Getting lost in its pages is easier thanks to the ongoing design contributions of our own Jeremy Schwartz and Karrie Gurnow. From firehouse heroism to culinary trends to urban community farming, Post is striving to reflect all of Rochester, and we’re proud to support them. Keep the assignments coming guys!
Original. Scrappy. Passionate. Rochester’s own nonprofit BOCES (Board of Cooperative Educational Services of New York State) radio stationis run by few and loved by many. When their ambition outreaches their funds (and whose doesn’t now and then?), we can’t resist lending a hand generating some much-needed and well-deserved cabbage. From t-shirts and window clings to newspaper ads and even a bit of branding, we make sure every instrument we hand over to them goes to 11. Rock on WBER.
To help payroll technology leader Paychex launch Flex Enterprise—their new human capital management solution for the midsized business market—we took a deep strategic dive into the audience and competitive landscape. We discovered that, for HR professionals, increasing productivity was about putting technology at the service of people and culture—an insight that guided the development of a bold, relevant launch campaign for the midmarket. With a surprising conversation recognizing the dysfunction many potential customers faced, Flex Enterprise was well positioned as the remedy:Truly human, human capital management.
For Kink BMX, it takes equal parts street cred and craft to fulfill their mission of making solid, high-quality, great-looking bikes, components, and apparel. They came to Truth for a brand refresh to match that standard, and we began by listening—not only to the voices of the founders and marketers, but also to Kink BMX's fiercely loyal team riders and customers. The resulting brand framework is built around BMX culture and anchored by a hexagonal icon referencing the passionate labor and precision hardware that keeps a Kink BMX bicycle rolling.
Founded in downtown Rochester almost a century ago, Lanovara Specialty Foods is a commercial bakery and distributor with a unique freezing process that helps their cannoli, puffs, and other baked goods never get soggy. A regional hit for decades, Lanovara knew that a brand and packaging evolution could help them seize the chance to get into a new nearby Costco. Two weeks later, Truth Collective and Myers Creative Imaging had delivered mech files featuring all-new design and photography to Lanovara’s production vendor. The refreshed identity and packaging makes Lanovara’s visual presence among the strongest in a very competitive freezer case.
SMART is a global technology innovator with an audacious purpose: “to redefine how the world works and learns.” With interactive whiteboards in millions of classrooms around the world, SMART has played a massive role in children’s education for decades, and they are loved and trusted by teachers and students alike. But in today’s crowded, technology-intensive environment, they need to leverage their strongest asset—the brand. We helped SMART find a brand promise anchored in a powerful human truth: the most critical moment of teaching is the spark of human connection that unleashes our potential.
A premier litigation intelligence provider for law firms and corporations, D4 was in rapid growth mode and had a BHAG for the future. To get there, they needed a more clearly defined brand that worked just as hard as they did. So we did our own discovery, depositions, and analysis, repositioning the firm beyond technology platforms and servers and helping them declare their own truth—that D4 is “Powered by people.”