J. W. Gardner Advertising & Marketing Portfolio FREE SAMPLES

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Addressograph Embossers, Imprinters, Plastic Cards. NewBold Corporation. Addressograph by NewBold. CompuRegister. Addressograph Healthcare, Marking Systems, Plastics. PatientWorks. Healthcare Software. National Business College, Kentucky College of Business, Education Systems Corporation, Fuggazzi College, Summit Properties, WRDX Radio, Lat Purser Properties, LondonTown, London towne foundation, Historic Annapolis, Retail Products, Bentley's, London Town News, Advertising And Marketing Electronic Forms Software www.patientworks.com, addressograph.com, compuregister.com. Retail Marketing, Health care marketing, education marketing. Web Page design, Graphic Design, Web Advertising development. Market research and development, Illustration, animation, National Retail Federation, Retail Systems.

PatientDynamics

The name and logo for PatientDynamics was the forebearer of PatientWorks. Dificulties with trade mark registration made it necessary for me to use my second choice. I include this because it is my personal favorite of all of the trade identities that I have created. The design of the PatientDynamics icon began with a number of drawings that incorporated the letters "P" and "D" into a single image that also attempted to suggest a visualization of the definition of the word "dynamic" or of "dynamic force.".

Client: NewBold Corporation

Product: PatientWorks

Product Concept / New Market / Product Development

New Product Introduction, September, 2001

CleanSwipe

As with many of the product identity logos presented, it was my good fortune not only to create a new and complete marketing package for this product, but also to create the name of the product. In the case of "CleanSwipe" the task represented very obvious challenges that the logo and all subsequent advertising and marketing elements had to address and that was to quickly and clearly convey to the customer and the user exactly what the little black plastic box was and how to use it. This small, disposable credit card cleaner had already enjoyed success in the European financial and retail markets under a different name and my job was to introduce it in North America. In addition to creating an identity for direct volume sales to financial institutions, credit card companies and retail chains as end users, This product was also offered through retail outlets (Staples) to businesses as a consumer product. This neccitated the need for a product identity that explained the product's function. Furthermore, as each "CleanSwipe" unit was placed in a highly visible logation at check-out lines, register wraps, ATMs, and gas pumps for customer use at the point-of-purchase, I wanted the product itself clearly marked so that everyone using it knew exactly what it was, how to use it, and most importantly, where to buy one for themselves. In addition to the logo, resented here are printed collateral elements for direct sales, credit card industry ads, and retail packaging.

A Word About The Tag Line:

"The Cool Little Credit Card Cleaner"

While the product name enjoyed instant client approval, the accompaning tag line represented a challenge. The rational was simply this:

This product was priced based on importation neccessity and on product benefits rather than upon the painfully evident material and clearly preceived value of the physical product. In my estimation, it was therefore necessary to attach a little spin. CleanSwipe was a small, transparent plastic box filled with a few ounces of liquid cleaner and despensed when the applied presure of a card released a small spring lever. Because it was clear, every consumer could instantly see that the materials that comprised the product constituted a mear fraction of the selling price. While it may well have saved retailers thousands in bad charges or non-charges at the point-of-sale, the product itself cost very little to manufacture. It was therefore important to suggest to every consumer that what appeared to be very un-cool was in fact very cool. It is important to note that the product had to be clear to dispell any security concerns that credit card uses might have about swiping their cards through anything that they did not understand.

Maryland History

This logo was one of a number that I developed while a member of the marketing committee for Historic Annapolis. It is intended to lightly play-off of the traditional treatment of Coca-Cola with "enjoy" in the upper left. At the time, Maryland was without a mark specifically used for historic tourism. It is intended to suggest that an understanding of history helps one see one's world more clearly.

London Town Foundation / Historic Annapolis

Localism: The Key To Marketing Historic Sites

1998 - 1999

Fugazzi College

The Fugazzi College logo, the central element in the 2000 identity package was part of a much larger marketing effort to present the institution in a more contemporary, progressive light. Among the primary considerations that informed the design decisions for this package were the treatment of the logo as outdoor signage to be used for fugazzi's two campus locations in Lexington, Kentucky and Nashville, Tennessee.

Client: Education Systems Corporation / Fugazzi College

2000 Repositioning Campaign

WRDX RADIO

This logo incorporated an animated character that I created named "Rex The X." This is a type of advertising and marketing vehicle of which I am particularly fond. The residual benefits of an animated character or mascot are considerable. The life of these kind of corporate or product mascots can be years. "Captain Crunch, Pilsbury Doeboy, Tony The Tiger, The Michelin Man, all attest to the remarkable longevity and productivity of these kinds of trade mark properties. Rex is a fun loving, beach going, party animal that epitimises the attitudes of the station.

Client: WRDX Radio

Copywrite 1989 - 2002 J. W. Gardner

See more cartoon animation and illustration samples on the ART PORTFOLIO page of this web site>

CompuRegister " If It Has To Do With POS Hardware..."

As with the Addressograph logo, I can not take full credit for its creation. Although I altered and hopefully empowered them significantly, these marks have been in existance in various forms for many years. The samples provided here showcase the central elements of the 2002 overhaul of the compuregister presentation. In addition to the logo, tags, and all campaign collateral, I was also fortunate to have had the opportunity to name the products and brand the products. In naming and branding both the CompuRegister POS1000, and the CompuRegister POS1500, I was able to witness with satisfaction, the language become a part of the industry vocabulary. These contributions marked a stark departure for CompuRegister product / brand positioning helping to elevate the preceived value of the product and the credibility of the brand thus helping to convey the many quality improvents made in manufacturing and design by NewBold Corporation from 1999 - 2002. To better appreciate the full extent of this market repositioning click here to view my CompuRegister 2002 Sales Presentation Video. (right click to download and view or left click to view on-line). You can also find a more complete selection of CompuRegister 2002 collateral samples by visiting the PRINT PORTFOLIO page of this web site.

Client: NewBold Corporation

Product / Brand: CompuRegister

CompuRegister POS1000 / CompuRegister POS1500

July, 2002 Campaign

Asbury Properties Series

The Asbury Identity Series incompassed large retail property developments from Atlanta to Baltimore. Developed and managed by Summit Properties of Charlotte, these high-end residential communities were designed by David Furman Architechs as colistered, high-security urban luxury one and two bedroom rental communities largely self-contained. Presented here are two of the PICA Award winning identity packages for these remarkable communities.

Client: Summit Properties

1989 - 1991

PatientWorks

PatientWorks is by far the most exciting project on which it has been my good fortune to have worked. I enjoyed a degree of creative freedom on this project unlike any other. In addition to naming the product and creating all of the marketing and advertising collateral, I was instramental in shaping the marketing plan for 2002. While the task of putting PatientWorks over was made even more challenging by a very limited budget, it was no less a pleasure to have been a part of the project and to have been involved with one of the highest quality products of my career. It is always an enjoyable experience to promote a good product. And, throughout the creative and conceptual stages of the PatientWorks' development, there was always the sense that we were are involved in an enterprise of value. I have presented a large collection of PatientWorks printed collateral. You will find additional samples in the PRINT PORTFOLIO section of this web site. In addition, you may view my PatientWorks Video Presentation by right clicking and downloading the file. This video will take a few moments to download and will need to be unzipped for viewing.

PatientWorks Splash Screens

Presented below are the six product splash screens seen by PatientWorks users when initializing the program or one of the five component functions of the product. These images appear on the user's computer while the software is loading. They suggest the design of all of PatientWorks' graphic elements with the illustion of depth and of layers with the warn image of the logo always hovering above the cool metalic surface images. These six samples also illustrate the variety of ways that the logo and icon are positioned with in the design environment.

Client: NewBold Corporation

Product / Band: PatientWorks

Job: Software Splash Screens, 2001 - 2002

LOGO DESIGN / BRAND & PRODUCT IDENTITY

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PatientWorks Print Advertisment

This ad and the strong image association will be familiar to many in the healthcare industry. It is one of serveral attempts at logo, product, image association evident throughout the PatientWorks introduction campaign. While the working budget for the PatientWorks project forced the use of stock photography, I think that the finished campaign claimed many of these images as its' own by powerful and inventive usage. The PatientWorks collateral demonstrates my somewhat unique work with PhotoShop and related software. The 2001 - 2002 PatientWorks Video is a very nice example of highly distictive image making using PhotoShop techniques.

You can right click, download, unzip and view it now!

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PatientWorks Direct Mail, Tri-fold Brochure

This collateral sample of the inside panel of the primary PatientWorks mailing vehicle is representative of the printed collateral for the product. While it is impossible to do these pieces justice with the graphic limitations of the internet, this sample is suggestive of the very unique printed look and feel of the PatientWorks marketing material. These pieces achieve a luxurious satin finish made possible with varnish over metalic inks. When I began the design of these pieces, I wanted to achieve a sensation or the illusion of "mercury moving." Hovering above this dark, intense surface is the PatientWorks logo cut from the matt varnish, printed in red with the gloss surface of the paper further enhance by an aquis trap. This distictive look was accomplished by four colors: Metalic, Black, Red, Varnish and the finished aquis spotting. The PatientWorks logo leaps from the printed page. I was very happy with the finished product.

An Alternative Logo Design For PatientWorks

Often in the conceptual stages of marketing and new product development, many good ideas fall by the wayside. This is one of a number of logos that I designed for PatientWorks that did not fly. While I am very pleased and preferred the logo that we chose for the product, I liked this one as well and include it here to illustrate another example of the same thinking at work.

PatientWorks Stationary

Again, this design was determined primarily by cost factors. The business card, letterhead and enelope solution was an inexpensive two color print job.

PatientWorks Pocket Folder Presentation Piece

This is one of my most successful pieces. It represents one of those rare instances where every aspect of a project turned out as it was intended. The unique texture and illusionary quality of PatientWorks printed collateral identity was presented nowhere more successfully than with this pocket presentation folder. Again, the combination of paper, inks and varnishes resulted in one very distinctive design solution. It should be credited in part to the quality printing provided by Mid-Atlantic Printing Company. You'll find front, back and inside images of this piece on the PRINT PORTFOLIO page of this web site.

PatientWorks / Addressograph Healthcare Trade Show Exhibit

With this 10' x 20' exhibit, printed images, physical envrornment and video presentation came together for PatientWorks at hospital and healthcare trade shows around the country. To see more of the exhibit design go to the THREE-DEMINSIONAL DESIGN page of this web site.

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The National Business College Catalog

This twenty page sales collateral piece is my favorite of all of my recent print work. Conceptually it was a drastic departure from anything previously attempted by the client. Moreover, it was very different from the primary marketing pieces of any college or university that I had seen at the time. This piece, more than any other, became the identity piece for the school. In attitude as well as message, it conveyed the advertising and marketing campaign theme of "Think Again." For a better appreciation of this campaign listen to the award winning series of 60 second radio spots presented on-line on the MEDIA PORTFOLIO page of this web site.

The Visual elements

Of particular interest are the photographic images and the mixed use of color and black & white photography. In the design layout, black & white is reality and color is the dream much like the movie "The Wizard og Oz." In this case however, the "reality" consists of an ongoing dialogue with three actual students with a question and answer narrative driving the text. The three students are presented in a conversational setting and are pictured in black & white photography speaking directly to the reader. The "dream" in the context of this piece, is the educational experience at National Business College culminating in graduation and rewarding employment. These images are in color and throughout the book the color photography assumes a dreamlike quality as in the case of the cover photo in this sample.

This piece offers the best example of my photoshop work in creating these glowing, warm and fuzzy images. Without ever suggesting to the viewer the underlying "Wizard of Oz" theme at work, the techniques employed in this piece hit the mark. I was greatly assisted in the creation of this piece by the fine photography of Kevin Hurley who captured some excellent, energetic moments in what could have easily been very dull images had a lessor photographer been behind the camera. And also, the threads of four narratives were expertly woven into a single compelling text by the able creative copywriting of Norma Lugar. I am very proud of this piece and of the collaberation it represents. To see the entire book page by page, vsit the PRINT PORTFOLIO collection.

Early Design Comp

This small animation shows the pages of an early concept for the National Business College Catalog.

Client: Education Systems Corporation

Product / Brand: National Business College

The 2000 Sales / Marketing Cataloge.

OTHER MISCELANIOUS IDENTITY SAMPLES

KEY WORDS: jw gardner, Marketing, Advertising, On-Line Resume, Portfolio, Graphic Art Collection, Free Sample Downloads, Audio Downloads, Video Downloads, How to design a direct mail piece,Free .jpeg Downloads, Free .gif Downloads, Illustration, Animation, Animated .gifs, Branding, Web Animation, Web Artists, Web Site Design, Web Designers On-Line, Logo Design, Corporate Logos, Advertising Design, Columbia, South Carolina, Roanoke, Virginia, Sign Design, Outdoor Signage, Billboard Design, Printing, Print Designers On-Line, Advertising Case Studies, Marketing Case Studies, Trade Marks, Trade Mark Design, Copywriting, Advertising Copy, Exhibit Design, Sales Exhibits, Trade Shows, Trade Show Booth Design, Designing Trade Show Exhibits, Retail Advertising On-Line, Addy Awards, PICA - Printing Industry of The Carolinas and Virginia, Photoshop Designing, On-Line Examples of Adobe PhotoShop Design Techniques, How To Use PhotoShop Software. Graphic Designers, Health Care Marketing, How to brand your product, Market Study, Marketing Plans, Market Research On-Line, New Product Marketing, Tag Lines, Ad Campaigns On-Line, POS, Imprinters, Embossers, Plastic Cards. Dealer Graphics. Direct Mail Marketing.

James William Gardner, JW, J. W., http://www.jwgardner.homestead.com, http://www.jwgardnerportfolio.homestead.com, http://www.patientworks.com. http://www.addressograph.com, http://www.compuregister.com

Addressograph Healthcare, Health Care, Onevirginia, Maryland History, CompRegister, McAlpine Place, WRDX, Brown Transport Company, Federal Bake Shops, Bentley's and the Ramada, Retail, POS Industry.

Client: NewBold Corporation

Product: CleanSwipe / Addressograph

Introduced November, 2000

Consumer Product Introduction - March, 2001

For more on CleanSwipe and the Addressograph Consumer Products Retro Packaging designs see the THREE-DEMINSIONAL DESIGN PORTFOLIO.

CompuRegister Product Branding of the POS1000 and POS1500

As with CleanSwipe, I have enjoyed the opportunity not only to name and create the packaging for a number of products, but to work directly with manufacturing to design the name plate or physical branding of the product. This sample illustrates my branding of the CompuRegister POS1000. Click on this image to view a larger file.