|
Client type: Government
economic development office
Client: Economic Development Office
of Lee County
Slogan/tagline type: Identity
Southwest Florida is a place
better known for its blue water than its blue chips. So the
message of "industry and commerce is welcome here"
went mostly unheard by investors and businesspeople outside
the area. Previous attempts at linking the commercial with
the natural served only to point up distinctions between them.
The theme "Business is in our nature" was the solution.
The tag line dominates the giant welcome board at the Southwest
Florida International Airport, was the featured on all Economic
Development Office publications, and has spawned a series
of copycat slogans. The sincerest form of flattery helps reinforce
the original message.
Client type: Retailer/specialty
shop
Client: Downtown Framing and Art
Slogan/tagline type: Service
Downtown Framing and Art started
its first as campaign before the company had a slogan in place.
Normally, this would be problematic, but in this case the
theme of an early ad series featuring games and puzzles lent
itself to a strong slogan. "We know the frame game"
is short, playful, and rhyming--hallmarks of the best taglines.
Client type: Marketing
firm
Client: Tuesday Nite Marketing
and Media
Slogan/tagline type: service
Tuesday Nite Marketing &
Media creates media--print, web, graphics, and general advertising--for
a wide range of clients. The company creates or redefines
a client's marketing presence and communications pieces. Work
often starts with a corporate makeover. TNMM's slogan uses
a classic technique for defining a business by using multiple
or double meanings. The slogan promises both aesthetic good
looks and positive forecasts for success.
Client type: Coffee shop/restaurant
Client: Brewer's Coffee
Slogan/tagline type: Identity
Brewers Coffee Company wants
to position its shop as a friendly, accessible place where
friends can sit and enjoy both cappuccino and companionship.
Nothing is more welcoming that a friend saying "Come
in. Sit down!" The tag line serves equally well in print
and an end line for radio spots.
Client type: Mortgage
broker
Client: Castle Mortgage
Slogan/tagline type: Service
For consumers with bad credit,
getting a good mortgage is a game of strategy. Castle Mortgage's
de facto logo was a chess piece--the rook or castle.
The chess reference played equally well verbally tying both
visual and textual identities together in one neat package.
Client type: Public-private
child welfare organization
Client: Children's Network
Slogan/tagline type: Identity
"Building
strong links for children in need"
The Children's Network replaced
many functions of an unwieldy state organization, promising
many of it's functions to be delivered or accessed online.
Tying the idea of web links to more traditional social services
links effectively integrated both old and new methods of child
welfare support systems.
Client type: University
degree program
Client: Department of Social
Work
Florida
Gulf Coast University
Slogan/tagline type: Service/Identity
"Empowering
People to Empower Others"
Personal empowerment is an "buzz
phrase" in social services. The Department of Social
Work at FGCU felt it was necessary not only to acknowledge
a philosophical norm of their profession, but also to imply
that the department is a resource for teaching methodologies
consistent with professional models.
Client type: Golf club
manufacturer and designer
Client: Albert Holtz Golf Design
Slogan/tagline type: Identity
Golf is a thinking man's (and woman's) sport.
It is also laden with traditions, not only from a player's
standpoint. Manufacturers, too, have their own set of "rules"
on how things are done. Albert Holtz Golf Design took a truly
different approach to club manufacture and design with an
innovative line of metal woods and irons. The company wanted
its tagline to express its viewpoint on the game, interest
in change, and novel approach to problem-solving.
Client type: Golf club
manufacturer and designer
Client: Albert Holtz Golf Design
Product: BullWhip Multi-flex
Shafts
Slogan/tagline type: Product
BullWhip Multi-flex Shafts
are built on a principle that is counter to much of the conventional
wisdom of the golf industry. Stiffer shafts, they say, equal
a more powerful drive. So ingrained is this idea to some people
that they are inflexible in their opinions. The implied
meaning couples with the factual meaning (BullWhip shafts
actually do flex like a whip when swung) combine to suggest
that one's opinions can bend without breaking--improving golf
scores at the same time.
Client type: Golf club
manufacturer and designer
Client: Albert Holtz Golf Design
Product: Truejectory metal woods
Slogan/tagline type:
A large percentage of bad golf shots arise
from misalignment of the club head with the ball on impact.
TrueJectory metal woods were designed to rebound into
their original alignment during the downswing. Keeping one's
head on straight merges the literal meaning with the old saying,
making a fun and memorable double meaning.
Client type: Not-for-profit
high school leadership program
Client: Lessons in Leadership
Slogan/tagline type: Identity/Service
The concept of before and after
is a common one in advertising. In this case, today
is contrasted with tomorrow in a statement of cause
and effect. The slogan states that the schoolchildren we teach
today will someday be the leaders we follow.
Client type: Public relations
firm
Client: PRiority Marketing
Slogan/tagline type: Identity/Service
This was a tagline written for a public relations
firm that was branching out into marketing. Their concept
was simple: they will get your word out, which will in turn
bring customers to your door.
Client type: Bank
Client: Edison National Bank
Slogan/tagline type: Identity/Service
Banks are more often "impersonal"
and "huge" than "small" and "accessible."
For smaller banks, ability to compete with the "big boys"
comes not with emulating them but rather in being what they
are not. In this case, a small bank ranks its personal service
as one of its chief assets. Clients agreed. The bank does
very well with its message of old-fashioned personal service.
Client type: Clothing
manufacturer
Client: Surf Constitution
Product: Surf Constitution Clothes
for Ripping
Slogan/tagline type: Product/Identity
Surf Constitution is a young, aggressive startup
that is working to make a name for itself in the competitive
and edgy world of surf and beach apparel. They have several
slogans for their products, all of them referring to their
us-against-them attitude that they hope will inspire the
target market to buy their clothes. The wave of change refers
not only to the new clothes but also the anti-establishment
attitude that is a part of the surf community.
Client type: University
professional program
Client: Department of Social
Work
Florida
Gulf Coast University
Slogan/tagline type: Identity
Physical therapy is usually thought of in
a restorative, rehabilitative sense. But the field is also
preventative, as well, and based firmly on scientific research
and investigation. That is part of the message the Department
of Physical Therapy wanted to include in its slogan. The other
aspects were that "wellness" is the end goal (wellness
as opposed to health--being as well as one can be in any situation,
even with injury) and that while there is plenty of science
behind the practice of physical thereapy it is still very
much an art.
Client type: Restaurant/night
club
Client: The Supper Club Restaurant and Night Club
Slogan/tagline type: Identity
Many restaurants are just places
to eat. Many night clubs are just places to dance. The Supper
Club was both, and their slogan resonated especially well
with college kids looking for a sophisticated place to go
out and with parents looking for a "one-stop shopping"
place to get out on date night. The resulting slogan said
that coming to the restaurant promised more than one could
get anywhere else.
Client type: Supplement
manufacturer and retailer
Client: Carotec, Inc.
Slogan/tagline type: Product/identity
The whole concept behind supplementsis that
they are extra items added to a regular diet. Carotec's slogan
promises not only of extra but also better and more
complete. It states the obvious while expressing quietly
that Carotec supplements add a great deal to more to life
than just nutrients.
Client type: Vocational
educational initiative
Client: Workforce Development Council, State of Florida
Slogan/tagline type: Program
Identity
Vocational education has gone
by the wayside in much of American education. In Florida,
where trained workers are hard to come by in trades that fuel
the state's rapid growth and development, vocational programs
are sorely needed yet undersubscribed by students. This slogan
is for a program that supports and encourages high school
students to choose a vocational path for their education.
Students are in command of their choices and the direction
of their working life.
Client type: Specialty
mortgage broker
Client: Mortgage Killer
Slogan/tagline type: Service/Identity
Sometimes, stating what a product
or service is at its core is the best way to make a tagline.
The Mortgage Killer will refinance your home and allow
you to make a pile of money all at the same time. The application
and approval process are, indeed, quick and painless, making
the tagline particularly accurate.
Client type: Retailer/specialty
shop
Client: Shipping World
Slogan/tagline type: Identity/service
Humor is a risky element in advertising because
you never know if what you think is funny really is. At least
to other people. Shipping World took a chance on a funny slogan.
It made customers laugh. It also led to opportunities for
visual puns in advertising, effectively reinforcing the message
in several media--and in the minds of customers.
Client type: Retailer/specialty
shop
Client: United Way
Slogan/tagline type: Campaign
Slogan
"Do a good turn"
is a fitting term to use to implore someone to donate their
time or money to a good cause. By coupling the classic saying
with visuals of roadways and signs, we made the United Way
slogan into a powerful campaign that raised a record amount
of money for worthwhile charities.
Client type: Retailer/specialty
shop
Client: United Way
Slogan/tagline type: Campaign
Slogan
A lifesaver, one could argue, is one who has
saved or, at the very least, changed lives through his or
her charitable acts. Such was the case with those who responded
to this United Way campaign slogan. The obvious references
to "rescue" and "aid" made this slogan
powerful and attractive in the traditional human services
fundraising sense. Its parallel with Lifesavers® candies
allowed for some fun and visually interesting product tie-ins
and give-aways.
|
