Carroll School Brand Refresh
Challenge: The Carroll School is dedicated to meeting the educational needs of children diagnosed with language-based learning disabilities, such as dyslexia, and to supporting the constituencies that serve them. Over the years the identity of the school had drifted and the school recognized that a refresh would provide consistency and clarity.
Solution: Working closely with the Carroll School community, WDW refined the brand identity and, over an extended and thoughtful roll-out, has provided consistency throughout their print, online and environmental communications. We established brand guidelines to ensure the continuation of a cohesive communications program.
Result:Go to project »
CSA Rebrand and Marketing Campaign
Challenge: CSA Medical is a privately held start up device company that develops and manufactures the truFreeze System, a proprietary interventional platform. This groundbreaking technology enables the delivery of cryogen (liquid nitrogen) to flash freeze and destroy malignant and benign tissue inside the body. WDW was challenged to reinvigorate the brand as the company moves forward with a new vision, leadership and market opportunities.
Solution: WDW developed an overarching brand strategy encompassing CSA Medical’s corporate identity and its flagship product, truFreeze. In close collaboration with the CSA Medical team, WDW identified key differentiators with which to leverage their distinctive technology. The new identity provides increased coherence and reflects the values, objectives and qualities that make CSA Medical and truFreeze innovative pioneers for selectively freezing and ablating malignant and benign tissue.
Result:Go to project »
OmniPod Consumer Marketing Campaign
Challenge: For people with diabetes, the OmniPod Insulin Management System is a life-changing product—if only they knew. But the target market is limited and dispersed. The company is small and unknown. The competition is established, monumental—and one competitor owns 75% of the market. We needed to get product samples in the hands of potential customers.
Solution: We brought the brand experience directly to the consumer. We created distinctive visuals that highlight the product's key differentiator, paired them with existing brand elements and launched a highly targeted national campaign, harnessing print, television and online media specifically viewed by people with diabetes. In each, the call to action was to order a free demo kit. People did - and they loved it.
Result: In one year, awareness among our target audience rose 475%. Requests for demo kits are four times the original goal. The brand became the first choice among the dLife audience. And a seasoned sales force credited OmniPod's marketing materials with powerful sales-generating momentum.Go to project »
FP3 Branding & Marketing Campaign
Challenge: A high-design complex by a prominent local architect with three world-class dining establishments should be an easy sell—but the neighborhood was in transition. With few residential buildings in sight, it just wasn't a location people thought about calling home. We literally needed to put the building on the map.
Solution: We by-passed the standard-issue real estate brochure for a bold multi-media piece touting the advantages of the entire seaport district. We emphasized the area's art community, shopping, dining and culture. We noted its proximity to the financial district. We included maps. We printed up our story, then underscored our message on the Web, via email, in print advertising and through local environmental graphics. In short, we not only branded the building, we branded the neighborhood.
Result: We distinguished FP3 as a unique development amongst the Boston real estate scene by highlighting its design, culture, and community. We also illustrated the value of buying into the neighborhood during this time of transition. People who had never considered the area found themselves thrilled to be residents of FP3—right in the heart of one of Boston's most creative neighborhoods.Go to project »
OmniPod Pediatric Marketing Campaign
Challenge: If your child has Type 1 diabetes, you are going to make sure they get the best treatment. But for years that has meant scary insertion needles, nearly two feet of tubing and a pump clipped to their belt—every minute of every day. You can imagine the loss of freedom. Our client had a revolutionary solution (the OmniPod Insulin Management System): Pump therapy with no tubing. The trick was to get the product noticed. (and in the hands of potential customers)
Solution: We developed a child-friendly world of animals, then featured the characters wearing the product. In ads and collateral talk bubbles quoted real customers and pointed out the product's benefits. At the primary Children with Diabetes conference, a large installation attracted children and kept them entertained while their parents learned more. Sample Pods were all the rage with both the target market and their siblings.
Result: Awareness among our target audience rose 300%. Sales escalated sharply. And siblings without diabetes begged their parents for their very own Pods.Go to project »
State Street Corporation
CSR Annual Report
Challenge: Many people think that all annual reports are alike. But this had a unique challenge. To effectively communicate State Street Corporation's Corporate Social Responsibility initiatives to shareholders while integrating the State Street Corporate brand. The broad-based initiatives involved multiple areas of involvement, yet we needed to keep the story unified.
Solution: Partnering with State Street's marketing and design team, we began with State Street CSR's brand heritage, then added a fresh perspective. Bold photography, charts illustrating key financial data, and headlines that reinforced State Street's mission, goals and success told the story clearly and compellingly.
Result: The annual clearly communicated the State Street CSR's diverse activities, precisely charted their progress and illustrated what that progress meant to the bottom line.Go to project »