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Anthem Worldwide featured in "Designing for the Greater Good"

Monday, February 08, 2010

Press release from the issuing company

SAN FRANCISCO, CA -- Anthem Worldwide, a Schawk Strategic Design Company, whose integrated global network provides innovative solutions to articulate, unify and manage brand impact to create compelling and consistent brand experiences, announced it was among the firms whose outstanding branding and design work was selected for inclusion in a first-of-its kind book, "Designing for the Greater Good."

Created as a comprehensive resource for designers, creative professionals, marketers, corporate communications departments and nonprofit leaders, "Designing for the Greater Good" is based on authors Peleg Top and Jonathan Cleveland's nearly 40 years of combined experience working with nonprofits and corporate communications departments across the country.

"In an age when nonprofit organizations are struggling harder than ever to have their messages heard, the value of branding and design has become increasingly essential to their survival," said John O'Meara, managing director of Anthem Worldwide's San Francisco office. "We are thrilled to have our design for The Marine Mammal Center, or TMMC, included in this prestigious collection of non-profit branding campaigns."

O'Meara added, "For over 30 years, TMMC has rescued oceanic wildlife and shared research that provides a unique window into marine mammal and ocean health. In order to build a stronger presence worldwide, Anthem repositioned and redesigned TMMC's brand by exploring the inseparable, yet delicate relationship between marine mammals, mankind and our shared oceanic environment. Inspired by this interdependence, we created a new brand positioning and identity system specifically designed to resonate with multiple key audiences -- from philanthropic donors to volunteers to scientists around the world."

"Successful design for nonprofit organizations relies on a true partnership, where the designer is connected to the cause, and the organization has accurately portrayed its culture and clientele. When these elements come together, a powerful brand connection is made," said author Jonathan Cleveland. "'Designing for the Greater Good' was created as a first-of-its-kind resource for both designers and cause-related organizations seeking inspiration and direction from past successful campaigns."

"After nearly a decade of studying cause marketing campaigns, I know that strong design is absolutely critical to success," commented David Hessekiel, president, Cause Marketing Forum. "As a unique showcase of campaigns that stand out from the crowd, 'Designing for the Greater Good' is a valuable addition to the cause marketing literature and will serve as inspiration to creatives, nonprofits and corporate marketers alike."

O'Meara continued: "With the growing importance for businesses to be earth-friendly, the Hudson Bay Company, or Hbc, sought to raise public awareness for their efforts in environmental programs and innovative sustainable solutions. Anthem Worldwide brought Hbc's 'Global Mind' philosophy to life with an identity that is distinctive, on-brand, and integrates across all stores. By articulating the philosophy's essence into hang tags and reusable shopping bags, the designs have become a key feature in positioning Hbc as a retail leader in sustainable practices."

"Most designers and creative agencies, no matter their industry niche, will do some nonprofit or cause-related work at some stage of their career," says author Peleg Top. "This work helps us create a sense of purpose that is bigger than us. It connects us to our community, helps us leave a legacy and be part of something bigger than our own work."

Author's quotes were provided by the publisher of "Designing for the Greater Good."




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