Analogy Index 2

Presentation and project design

Engineer a better pitch.

App and web design

Mobile first movement.

Integrated naming and branding

The life iconic.

Experience and culture design

Culture of change.

Event design and programming

Experience stays.

Retail and package design

Buy with your eyes first.


Pepsi

Pepsi wants you to be the next Southern Original.

It takes 5 to 7 years to affect a significant culture change. We had to create a long-term solution to keep Pepsi out front and loud.

Challenge

In 2011, Coke sold 1.59 billion cases for 17 percent of market share. Diet Coke sold 926.9 million cases for 9.9 percent of market share, edging out Pepsi, which sold 891.5 million cases for 9.5 percent of market share. In the Southeastern United States, the percentage market share differentiation is far greater. Coke, first bottled in Vicksburg, MS, found itself the darling of the Deep South thereby cementing it as a “Southern” icon. A group of independent Pepsi bottlers offered us a challenge. Pepsi wanted to assert itself as ‘the’ definitive softdrink choice of Southerners. Define Pepsi as “A Southern Original” and help move the needle on market share in the Southeastern states.

Music brings us all together.

Our research determined 4 major demo groups, all having very different cultural interests. We did however find a very strong common component within all 4 groups – Music. Our research then turned to how we could use music to solve an engagement issue. Attempting to affect culture change requires years of commitment. We need a long-term solution that caused continued involvement.

Solution

We designed a recurring music contest that is primarily social media and app driven. A conventional advertising component including radio, print ads and point of sales supported the ongoing music contest by displaying QR codes for quick access to voting and competing. The point of sales efforts included specialty items like guitar picks and scan-and-win prizes.


Client
Pepsico and Wis-Pak, Inc.
Industry
Beverage, Manufacturing, Distribution
Think
Business design, Research, Competitive analysis, Financial modeling, Brand identity, Messaging, Marketing strategy, Interior design, Process design,
Build
Naming, Logo development, Web development, Publication/editorial, Digital ads, Conventional ads, Company collateral,
Share
Digital marketing, conventional marketing, Public relations, Social media



Kleiner


About

We motivate our clients to think differently and, in doing so, create new and relevant solutions that greatly impact the success of their objectives.

Our design methods get to what your audience really wants, not just what they say they want. Subscribing to observational research–combined with over 30 years of practical experience–gives us insight lost on most. And when it comes to messaging we believe brevity is king.

8 second rule

Our belief is that if you do not get your customer’s undivided attention within 8 seconds you have probably lost them, maybe forever. While a well thought-out and professionally implemented plan is our cornerstone we feel initial impact should not be lost.

Analogy is a small team who can put together full-blown projects better and faster than most huge firms.

Led by marketing veteran Gary Hilton, Analogy creates unique solutions for practically anything. The entrepreneurial spirit that resonates in everything we do demands broad perspective for even the smallest project. We feel there is always time to look comprehensively at a problem.

Agile for sure

Our strength resides in our nimble way of identifying the most necessary resources, assembling them quickly, and changing them on-the-fly.

This is what we do.

We help companies identify problems in areas like sales, brand perception, or even motivation and create solutions by offering new perspective. We collaborate with our clients through our own fluid design thinking processes and deliver sound, fact-based reports that point toward feasible solutions. The desired outcomes are usually media-based (digital and conventional). Our services are industry agnostic and our clients range from civil engineering firms to soft drinks distributors.

Think. Create. Share.

We use our design-thinking process to help organizations take shape and realign.

Our discovery methods help us closely familiarize ourselves with our client’s current business, after which we conduct in-depth research to identify pain points as well as prospective markets, target audiences, and competitive landscapes. We ideate alongside our clients which at first is abstract but quickly formalize into tangible solutions. Rapid strategic planning allows us to establish a framework for things like culture, brand identity, process, and business model so we can get to work on implementation.

Think

Research
Competitive analysis
Business design
Brand identity
Messaging
Culture design
Product design
Service design
Process design
Program design
Interior design
Marketing strategy
Event planning
Financial modeling
Executive services

Having a solid plan in place is crucial to success, but nothing is real until it is created and we like to get our hands dirty.

Grounded in our strategic foundation, we create unique, recognizable names and brands people want to engage. We offer full-service production including product prototyping, web and app development, packaging, company collateral, video, audio, animation, illustration, print materials, and various technology solutions. From websites to wearables, we craft tangible products to ensure our clients are successful.

Create

Naming
Logo development
Product prototype
Web development
App development
Publication/editorial
Digital ads
Conventional ads
Company collateral
Event materials
Audio/Visual 3D imaging

We want the brands we create to grow and thrive. Whether we’re launching a new company or taking yours to the next stage of elevation, we get you out there and noticed.

Our marketing channels are optimized to launch your company into the competitive world, and we develop measurement tools to track success. Maybe you need investor funding, help with acquisition, or perhaps a product promotional campaign. Regardless of the situation, we thrive if you thrive. As you scale and expand into new markets we work as an extension of your team to continuously amplify your business.

Share

Digital marketing
Conventional marketing
Access to funding
Customer acquisition
Public relations
KPI measurement
Data analytics


Sintax

Don’t dread getting outta bed the next morning.

You don’t have to pay to play. This product was developed by a medical doctor who was tired of feeling crappy after an innocent night of drinking.

Challenge

When you have a great new idea or product but can’t seem to get much traction it is often because people outside your organization don’t “get it.” We help startups and early-stage companies brand and message their concepts so everyone from investors to customers can easily understand your vision.

Prototyping your product (whether it’s digital or conventional) is often necessary just to get off of “GO.” Click through UX can easily illustrate desired outcomes and reveal potential hurdles, while package design, advertising concepts and visual presentations may be the difference between getting to the next stage or not.

Sometimes you have to literally show someone something before they can fully understand it.

Sintax is a concept from a medical doctor for a concentrated energy boosting and hangover remedy drink with a relaxing “Zen” effect. We made it real by developing a brand and peripheral advertising prototypes as well as consulting on taste profiles, distribution and fulfillment concepts.

Solution

We wanted a contemporary demo so it made sense to include an interactive, mobile device driven component. Designing wireframes and UX prototypes helped candidates visualize how the technology integrated with the overall marketing plan. We also illustrated the brand through media component prototypes such as publication advertising, in-store displays and, of course, package design.

The psychology used in designing the brand spilled over into the design of the product, particularly the flavor profiles and dosage. Our suggestion was to make the flavors extreme so that they excited the tastebuds (kind of like Warheads® or Sour Patch Kids®). Additionally, we wanted to make the can size compact (only 6 oz.) almost like a dosage of medicine.

The imagery and messaging is an ironic twist between the tranquility of Buddhism and Eastern herbs and the shock of a power-packed, hangover remedy and energy booster.

Client
Sintax
Think
Research
Competitive analysis
Brand identity
Messaging
Product design
Startup consulting
Personas
Create
Naming
Logo development
Product prototype
Packaging
Conventional ads
Share
Presentation


Event

Events that are indelible.

We have been asked to curate events, design trade show exhibits and create corporate artwork. It may be that we create and produce a theme poster, outline the run-of-show, build a presentation deck or coordinate an entire event turnkey

When the event is over and everyone returns to their normal we like to leave an indelible impression that changes the way they think about the experience.

From poster and ad design for the International Ballet Competition to corporate artwork commemorating Hurricane Katrina, simple collateral becomes collector’s items and serves as reminders long after the confetti has been swept away.

We are also passionate about social issues and often volunteer or time and resources toward the betterment of society through our craft.


Client
Various
Services
Event themes, Event coordination, Posters, Trade shows, Promotions



Entergy

Power of people.

Entergy is one of the largest power companies in the U.S. and like all big companies internal communications are often challenging. They needed to educate their employees about safety programs and motivate them to participate.

Challenge

We have worked with the internal communications department for Entergy on a variety of projects. Utility companies in general are held to a different standard than most other types of businesses because the expectation of success is inherent because of the vitality of the service they offer.

Government regulations mandate a very high level of safety for the public, as well as for their employees. While safety education is perpetually taught and encouraged, sometimes more inventive ways of communication are necessary.

Safety is paramount in the electric utility business. Your people need to be informed

Solution

By working with Entergy on projects and even writing editorial about them we have gained an intimate knowledge of both the need to inform and the sensitivity of being a utility company. To empower their workforce we have partnered with internal communications to create safety programs that encourage the highest level of respect when out in the field and rewards for following protocol.

We have also created corporate artwork commemorating the speedy restoration of power (a nearly impossible task) needed after the devastation left by Hurricane Katrina.


Client
Entergy
Think
Research
Messaging
Create
Collateral
Share
Internal distribution



Crosstown

Tunneling for the Crosstown.

Parsons Brinckerhoff (acquired by WSP) is one of the world’s largest engineering professional services firm in the world.

 

Challenge

With a rich history beginning in 1885, Parsons Brinckerhoff boasts massive transit projects in its portfolio, including the New York Subway System. For Crosstown, they were overseeing the construction of a major light-rail transit extension for the City of Toronto and predicted the need for a visual education and public relations campaign to explain the project and alleviate concerns from businesses and residents being impacted.

At the forefront of the city’s concern was being able to convey the scope of the project, its positive community impacts and how these impacts would be progressive. They also needed to explain the innovative efforts being employed to mitigate inevitable impositions from a project of this scale.

Solution

The City of Toronto hired Parsons Brinckerhoff’s Design-Visualization (DesignViz) team to create this solution. DesignViz brought in Analogy to lead the video’s construction, provide professional editing, motion graphics, color correction and audio services and add a cinematic director’s touch to the animations, lighting and pacing. We also brought a level of technical expertise to the project having produced a number of documentary films on large transit infrastructure. We were able to use that knowledge to help guide the 3D visualization artists’ accuracy.

Our job was to take the 3D models requested by the client and turn them into an educational and public relations story in film form.

In any large government project, there will be people who feel the resulting benefits from the project do not warrant the imposition of creating it. We helped respond to this concern by adding intentional strategies to the visuals being created. For example, the idea for cutting in real video footage with the models. We directed realistic 3D camera shakes as trains pass and virtual camera moves that were accurate to what could be done with an actual camera on a set. We guided the artists’ lighting nuances and added audio cues and created a sense of documentary pacing in the edit. Likewise, we came up with the concept of using a Canadian-accented voice actor to help the video feel like the project was being done by the people of Toronto, not to them. These efforts all contributed to the notion that this project was creating something tangible. Despite the models being rendered in 3D, we knew that adding these sophistications to the visuals suggested to the audience that the project was creating a real deliverable with real benefits and would go a long way in mitigating pre-ground breaking concerns.


Client
Toronto Crosstown
Think
Research
Competitive analysis
Messaging
Personas
Create
Slide deck
Audio/visual
3D imaging
Transit
Outdoor
Share
Presentation



Jacobs


Contact

ANALOGY | DENVER


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ANALOGY | DENVER

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