Case Study: Great Lakes Hop & Barley Conference
Michigan is stout with natural resources and regions that grow perfect beer ingredients. The Great Lakes Hop & Barley Conference, put on by Michigan State University each year, brings together those resources, farmers, brewers and scientists. Erin Lizotte, one of the organizers and educators for MSU Extension in Cadillac, approached me to tackle a new logo for them. I was invited to come to the conference in 2017 and analyze their existing branding and how the conference flows. I attended lectures, dinners and more lectures. I learned a lot about the farming aspect of craft beer and gained a totally new level of appreciation for our region's beer especially.
The GLHBC needed a newer, brighter, more attractive logo that targeted their audience more directly. The logo they were working with was a bit dainty for the mostly male audience. They wanted the new logo to speak to the science of the beer industry, and the connections people make while they are at the conference. It needed to be strong, and to also work with the MSU logo.
The process started with a pinterest board after multiple discussions about the direction they needed to go. The audience drove the visual research - farmers, brewers, equipment manufacturers - all needed to be reached. From the board, the organizers I worked with chose colors and a general direction that included a farmer. I took that and made the first round of logo options. They chose the early versions of the direction you see displayed here. The icons in the logo kit make up the elements of the conference by representing Michigan, water, beer, hop & barley, farmers and the geometric shape becomes the every growing connections throughout the industry. They got a full set of files and variations, as well as a detailed branding guide to help them effectively use the new graphic design.
The results I will report back on, as the next conference happens in Spring of 2018. It was amazing to work with their dedicated team to make something bold and new for them. I'm excited to see how they use it and how it transforms their conference.
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Case Study: Greensky Bluegrass Website & Artwork
Greensky Bluegrass Website
Greensky Bluegrass is my favorite band and a nationally touring sell-out every show bluegrass act. They originate from my home land of Michigan, and are now headlining shows all over this great country. Our relationship started when they asked me to design them a Summer Tour shirt in 2014. Then they asked me to redesign their website, working with a developer to create an all new greenskybluegrass.com.
They needed a new site design that visually represents them and all five guys. Their previous site functioned,but lacked any kind of personality. The new site had to encompass the same functionality and function in a mobile capacity. We went through a number of designs that were nice, but really didn’t encompass all the originality, heart, travel, lyrics and oddities of life that this band so appropriately captures in their songs.
I went out on a shaky limb and provided the management a funky half-man, half-wolf design that collaged vintage oddities with hand drawn items, places, people, marquees. What surfaced from that intense collaginating was a new hand-drawn logo and vibe. Each page features a different header that shows different scenarios and vintage fantasies. These guys have imagination, hopes, dreams and musical vision like we see in famous hard working bands. This site works to represent all of those things as well as song lyrics and my personal inner fan girl perspective.
Ultimately the limb held up and my design went over quite well with fans and other bands. The band is able to feature new downloads, merchandise and press in a fashionable yet whimsical way. We have taken pieces of the collage and hand drawn logo and used them on Fall 2015/Winter 2016 Downloads, and all print and digital promotions around the country. People steal these posters and handbills off the walls and post them on social media like trophys. That feels pretty good.
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Case Study: BSC Performance Solutions Website Design
BCS Performance Solutions is a company in Kansas that orchestrates facility wide energy plans and systems. Their systems are implemented at universities, hospitals and facilities. They are long term plans that ultimately cost a lot of money, but usually save the facilities tons of money by employing evaluation, equipment and education.
BSC Performance Solutions Website - Marketing Refresh’s Client, I freelanced for MR.
BCS Performance Solutions orchestrates facility-wide energy plans and systems. Their systems are implemented at universities, hospitals and facilities. Their long term plans that ultimately cost a lot of money, but usually save the facilities tons of money by employing evaluation, equipment and education.
To take a little complexity out of their process, I designed an infographic chart that illustrated side-by-side the difference that BCS Performance Solutions can offer. We designed this originally for their marketing sales sheets, but the infographic was also redesigned to be interactive on their new website home page as well as part of a custom power point presentation. The site needed to be sophisticated to attract the universities and hospitals, yet energetic and friendly. We accomplished that with a team of people that organized the content, wrote copy and I then designed that info into manageable user interfaces.
Feedback from customers and partners was really favorable. Right away it became a valuable sales tool, immediately clearing up any confusion of their process right on the website. Partners commented on the clarity it provided, and what a nice vibrant design it was.
Quote from Trey LeBlanc, project management from Marketing Refresh
“Hey Team!
I wanted to take the opportunity to pass along some GREAT feedback we got from Chadd (PS Director) this morning.
Chadd passed along to us that there’s been “an overwhelming positive response to the website”. So much that even their partners are using the site as a sales tool.
All of your hard work, professionalism and independent dedication to your crafts have delivered a site that has resonated well beyond the clients expectations. On behalf of the MR Team... Thank You for ALL of your hard work! Dani! You were definitely the ‘Rockstar’ of the project! Thank You so much for being incredibly easy to work with and accommodating! I’m looking forward to our next project! Thanks Dani!”
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