identity, website, tradeshow, product user interface, collateral, guidelines
Create a new look and feel for this Big Data enterprise startup that promotes it's revolutionary software platform—one that makes Big Data infrastructure easy. The brand needed to make waves in the IT infrastructure industry as a bold, modern and completely new way to address IT infrastructure for Big Data.
Collaborating with the executive staff and corporate partners, Menlo Creative lead and managed the reboot of the brand's visuals and interactions online and offline including creative direction and project management.
A new identity and website were launched, along with a new tradeshow booth and a new product user interface as well as other marketing collateral for latest launch of their software product platform update. Brand identity guidelines were developed to ensure brand consistency in future communications. Menlo Creative continues to work with BlueData on a variety of branding projects.
positioning, messaging, website, infographics
Position Canary Foundation as THE foundation to support in the fight against cancer and update the messaging to reflect the achievements of the past 10 years as well as their goals for the future; engage the target audiences with an ownable message in a dynamic and innovative way to stimulate new donor investment, partnership development and involvement from the public at large
Working with the founder and executive director to lead the Canary Foundation team through brand discovery exercises, assessed the current positioning and analyzed the crowded cancer foundation space; from this, new positioning was developed and precise messaging was created. Collaborating with the Canary Foundation team, writer, designer and web developer, the responsive website was developed from the ground up with distinctive messaging, clearly defined paths for the user, and streamlined content that speaks directly to "philanthropreneurs" and the science community to engage and inspire to take action. The site was strategically designed to boldly differentiate the foundation, serving up snackable content for mobile device users while having the depth to encourage ongoing engagement on the desktop.
As part of the new site development, several bold value proposition and call-to-action statements were created as enlightening graphic content to be used by the foundation throughout their communications, giving them a clear and concise way to tell their story. An interactive map illustrating where Canary Science is happening around the world. The responsive site was built using WordPress, customizing the design for maximum impact while keeping the backend CMS simple enough for non-technical people at the foundation to easily update content themselves. Menlo Creative continues to work with Canary Foundation on branding projects to further articulate the great progress Canary Foundation is making in the early detection of cancer.
Complete redesign of the website to make it an engaging, robust, and dynamic site for the audience of potential participants, volunteers, and others coming to the site to learn about the event; demonstrate the premier quality of the event and the necessary work the fundraising and awareness benefits through strong messaging, and clear information architecture
Canary Challenge is an annual day-long event that brings people together—cyclists, walkers, joggers, their friends and family—to raise funds and awareness for Canary Foundation and the research and development work they are doing for early cancer detection. Canary Foundation was founded as the first and only foundation focused solely on early cancer detection. They are committed to early cancer detection research and the development of early detection tests and tools. Although once an event that was produced by Canary Foundation, Canary Challenge is now it’s own organization dedicated solely to fundraising and awareness for early cancer detection, and all funds raised from the event go directly to Canary Foundation.
The new site is bold in its message and streamlined in its content, engaging the audience of participants and allowing them to quickly get the information they want—whether it’s registering for the event, becoming a volunteer, or becoming a corporate sponsor. The responsive site was built using WordPress, customizing the design for maximum impact while keeping the backend CMS simple enough for non-technical people at the organization to easily update content themselves post-event as well as for future updates for this annual event.