IDENTITY...
Pentec Systems, Inc.
business cards, letterhead, memo pad (on Becket Enhanced, Arctic White)

challenge...
New company. The client first needed help with arriving at a name for its online 401k management and participation system. Then Pentec needed a face for that name and the company that would say modern, technological, efficient -- but friendly. The items needed to appeal to decision-makers at banks, brokerage houses, third-party pension administrataion firms, CPAs and the like, whom the client would be approaching about branding versions of the online system for their own use.

solution...
After helping company Pentec arrive at the product name 401k Enginuity, we took a great sans serif font (Myriad Condensed), dressed it up a bit by crafting an e-business "e," then presented it all within a palette of blue-purple, green and white -- conservative yet fresh. Type alone for the company (no logo). To it all, add a businessman shown as a star in 401k Enginuity's light (stock art).

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IDENTITY...
Equitech Products, llc.
business cards, letterhead, buckslip, #10 envelope

challenge...
New company. Refine the founder's logo ideas, including changing the palette. Design identity items that say this is a modern company with respect for traditions.

solution...
The original logo was good (it included the e+t), but it wasn't quite there. We changed the font face, put the company name in lowercase letters and off to the right rather than above, wrapped the tag line around the e+t (it was below the company name), then rotated the e+t a bit both for a heels-down sense (that comment will only make sense to equestrians) and simply for visual interest. The client liked a rounded-corner business card sample, so we went with that, and she also wanted a quote on the card's flip-side, which we coated in the rich leather brown with faintly screened text. We used an elipse around the address info as homage to the company's innovative boot spur (rounded) and to tie in with the card's rounded corners. The paralell identity items fell right into place once we all arrived at the right business card.

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FYI, the company creates high-end innovative equestrian products -- English and dressage-style specialty boots and spurs, in particular. Products have completed their patenting stage but are not yet in stores.

LEGAL NEWSLETTER...
Hospitality Litigation News
a Tuttle & Taylor, LLC, publication

challenge...
Refine the design created by another agency. Choose four two-color pallettes, each using black for the main text; each palette should represent the season in which its issue of the quarterly newletter gets distributed. Typeset and proofread each issue. Supervise its professional printing and mass mailing.

solution...
Sage (PMS _) for Spring, steel blue (PMS _) for Summer, soft brown (PMS _) for Fall, and plum (PMS _) for Winter. A modern yet easy to read font. Ample leading to allow for an unimposing feel from an all-text publication. Effective use of screens and columns to facilitate page navigation. Selective use of stylized type for easy skimming.

(thumbnail to come)
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