Covenant Communications » Kristin

The Birth of a Brand

Kristin — Fri, 27 Aug 2010 13:44:46 +0000

Selecting a signature for your brand may sound simple, but the process often takes much longer than some might expect, and justifiably so. The elements that make up a typical signature (brandmark, logo type and tagline) will define your brand for many years to come, and will be the mark that people use to identify you from your competitors within your target market. At Covenant, we’ve streamlined the process down to four painless steps, which lead to a final signature selection and — most importantly — a happy client.

Let’s use one of those happy clients as an example of how the process works. Enter Batts Morrison Wales & Lee, a CPA firm that works exclusively with nonprofit organizations. They came to us looking to redesign their existing logo to better represent their firm and the services it provides. From its colors and fonts to the guard they selected as their brandmark, BMWL’s logo looked very outdated and in desperate need of an upgrade. So they turned to Covenant to make the magic happen. Here are the steps we took to develop the perfect signature (magic wand and cape optional):

Step One: Brandstorming

We kicked-off the signature design process by sending the client a logo questionnaire, which we asked them to bring to an in-person brainstorming session to narrow in on what they were looking for. When it comes to signatures, there is no “one-size-fits-all” solution. Everything we design is tailor-made for each client.

Step Two: Design

A signature rarely remains the same from its inception to the final delivery. For that reason, we gave BMWL several options to choose from, so they could either pick one that they liked best, or combine different elements from a few of them to create a revised signature concept. After we presented the initial signatures, we had the client narrow it down to three they liked best, and asked that they send us a list of their revisions to the artwork.

Step Three: Revisions

At this phase, Covenant takes the client’s revisions into account and incorporates them into a revised signature design. From here, the client reviews the updated concepts and provides additional feedback. By now, BMWL’s signature was very close to complete, and they had only a few minor tweaks to fine-tune it to near perfection.

Step Four: The Grand Finale

After incorporating the client’s final revisions to the signature, we sent it back for one final review. Upon approval, we delivered a Signature CD to the client, which included all the final formats of the signature, in color, black and white and grayscale.

After receiving the finished product, the clients were thrilled with the new look, and we proceeded to help them strategically launch the brand, both internally and externally, and also to incorporate it into new marketing collateral.

A well-designed signature can launch your brand to the forefront of your industry, and help you to better connect and stay relevant to your audience. That has definitely been the case for BMWL, whose signature now reflects the high quality of services they provide to the nonprofit industry nationwide.

Realty Website Gets Remodeled

Kristin — Thu, 03 Jun 2010 14:25:14 +0000

Who they are:

A locally owned and operated commercial real estate advisory firm, BishopBeale specializes in the Central Florida market, offering its clients decades of local experience and honest advice.

Why they came:

Combining 40 years of experience, Billy Bishop and Mike Beale joined forces last year to offer Orlando local expertise, unrivaled customer service, and successful strategies to take their clients’ commercial investments to the next level. But they needed a marketing partner who could help them do the same for their own business. Enter Covenant. As a full-service marketing firm, we set to work, scoping out the details of a marketing plan that would develop their brand, message and website, and the individual elements of each that would be used to best deliver them to their target audience.

What we did for them:

We kicked off the project by meeting with Mike, Billy and their marketing director, Caroline Miller. We asked them thought-provoking questions to determine what they were looking to accomplish, how they planned to do it and how they wanted to be perceived by the public. They wanted a logo and brand identity design that would establish them as the one-stop shop for all of their clients’ realty needs. Although they wanted to maintain their strong local roots, they also wanted to show that they have the expertise to branch out on a national level. So we set out to do just that through the development of the following:

Brand Identity: Before beginning the project, we asked Mike and Billy to fill out a creative brief, with a series of questions that would help us narrow in on what they were looking for. They wanted something contemporary and current, but that would still look professional. We met with them in person to discuss their answers and to make sure we were heading in the right direction. From there, we were able to present them with 20 logo concepts, from which they chose one to make revisions to. After arriving on a final logo, we incorporated it into a brand board, so that the client could see how it would look built out into several of their key pieces, like a brochure or a realty sign. Next, we built out stationery and e-signatures, so that the look and feel of the brand would be used consistently in everything they sent out to the public. We then outlined all of these pieces in a brand book, to assure that the brand rules are followed company wide and put everyone on the same page.
Message: Now that we had the look and feel of the brand established, we still needed to nail down a message that would explain clearly and concisely who they are and what they do. And who better to answer those questions than the principals of the company themselves? So we conducted interviews with Mike and Billy, asking them questions that would define why BishopBeale isn’t just a real estate advisory firm in Orlando. It is the real estate advisory firm in Orlando. After coming up with a clear message that everyone was happy with, we turned this basic information into a one-page sales sheet that they could hand out to current or potential clients.
Web: We started by thinking through the navigation, and creating a blueprint of what we thought the architecture of the site should look like. We reorganized the content, placing the “Properties” page first, since selling and leasing properties is the driving force behind their business. For each property, users can view an image, description, PDF, and a map of where it’s located. Putting ourselves in the shoes of the user, we wanted to put all of the information they’d be looking for right at their fingertips. Since a homepage is the doorway to any website, we wanted to set a good first impression right from the start. So we created cool features and effects, like making the “b” icon in the logo bounce when you mouse over it. Or adding a “b” symbol in the navigation that indicates which page you’re on. And, to make sure the content never gets stale, we added a featured property and testimonial section that would generate new content every time you hit refresh.

To solidify BishopBeale as a leader in its industry, we wanted to take things one step further. So we created a map that could be viewed from the homepage to show users the location of every available property by category. It even gives users a short description of each when you click on a pinpoint.

Check out the live site at http://www.bishopbeale.com

AP Stylebook Changes Web site to ‘website’

Kristin — Wed, 21 Apr 2010 17:14:35 +0000

Web site. Wait, website. Or is it Website? Since I started working at Covenant more than two years ago—much to my new coworkers’ dismay—this became a daily topic of discussion. At the time, according to the AP Stylebook, it was actually Web site, although no one at my office really understood why … or cared. They slept perfectly fine at night either way. But, as a journalism major and English enthusiast, the AP Stylebook was my Bible. And you don’t question the Bible. It mattered to me and, therefore, I made sure it mattered to them.

Now, after years of hard work, changing my co-workers’ proposals, e-mail drafts and ad copy from “website” to “Web site,” the AP Stylebook has officially changed the word to “website.”

And, sadly, I am forced to put away my red pen and officially retire as the “Web site” Police. But before I do, I’d like to take a moment to remember the good times. When politicians were honest, gas was cheap and website was “Web site.” So here’s to you Web site entry in the AP Stylebook. You had a good run while it lasted. And you may be replaced, but you will never be forgotten.

Happy Anniversary

Kristin — Wed, 07 Apr 2010 13:37:03 +0000

This Thursday, April 8, marks the second anniversary of my first day at Covenant. It seems like just yesterday when I walked through the glass doors engraved “Covenant Communications” for my interview, and was introduced to a world of Wii tennis, Double Bubble and debauchery that I would not soon forget.

“What do you think of BBQ?” one of the senior account executives asked in the beginning of my second interview.
“I like Sonny’s salad bar,” I replied. She grimaced and shook her head, as though I answered her incorrectly.
“We’re going to have to work on that,” she replied. “BBQ is a staple around here.”

She and the Vice President began talking amongst themselves about Po’ Boys and a few other local BBQ joints that they were addicted to, and I made a mental note to try one out over the weekend and report back.

“Have you ever played Wii tennis?” the Vice President asked.
I paused and looked down at my lap where my portfolio sat, filled with writing clips and a list of answers I had prepared to common interview questions. None of these were on there. Crap.
“No,” I replied. “But I play regular tennis.”
The Senior Account Executive laughed. “We have a lot to teach you,” she said.
Looking back on that day almost two years later, they’ve definitely delivered on that promise. I’ve learned that “fun” and “work” aren’t necessarily contradictions. I’ve learned that your opinions do matter, even if your name isn’t followed by the word “President” or “Owner.” I’ve also learned that you can’t eat more than 12 pieces of Double Bubble without feeling really, really sick (but we’ll save that for another time).

So happy anniversary to us, Covenant, and here’s to another two years of a great relationship, life lessons and the rare opportunity to work at a place where you can really be yourself—as long as you like BBQ.

Kristin Davis is an Account Executive and Copywriter at Covenant. She loves adventure sports and is a kickboxing instructor…which means she could probably take all of us.

26 Miles, 26-Degree Weather

Kristin — Wed, 13 Jan 2010 16:30:36 +0000

One of our Account Executives, Kristin Davis, recently completed the Disney Marathon. Here’s her story…

It’s 5:23 a.m., just minutes before the start of the 2010 Walt Disney World Marathon, and I’m filled with mixed emotions of excitement and self-doubt. I breathe in deeply and exhale to calm my nerves, watching my breath fill the air like smoke. I’m told it’s 26 degrees outside, but I can’t feel anything. Partly because I’m wearing just about every item of clothing that I own, but also because I’m too focused on the race to think about anything else.

My heart beat quickens as fireworks crack open against the sky and I hear Minnie Mouse’s squeaky voice over the intercom wishing us all “Good luck.” Claiming whatever personal space I can in a crowd of 15,000 runners, I try to get in some last-minute stretching. Then I stop to look up. The noise, the cold, the people, everything fades into the background as I watch the fireworks splash bright hues of red, blue and purple across the black sky, and I think about how grateful I am to be here in this moment. I close my eyes and breathe in again, as if to store it all in my memory so that I could revisit it again later.

A countdown from 10 begins, and the runners all start to inch closer toward the start line, but I hang back. I double-check that I have everything I need for the next four hours: Cell phone, Cliff bar, iPod, Chap Stick. Because once I cross that start line, I’m not going to stop until I finish this race … no matter what.

To read other fine posts like this subscribe to our RSS feed. You should probably also follow us on Twitter. And if you’re in need of friends, or feeling lonely, become a fan of Covenant on Facebook.

Covenant Thinks Big

Kristin — Tue, 06 Oct 2009 14:54:22 +0000

If you’ve driven passed the First Presbyterian Church of Orlando lately, you’ve probably noticed the big change that’s happened there. A 28-foot by 8-foot change to be exact.

That’s the size of the new building banner Covenant created for FPCO with its web address and the words “seek, share and serve” printed on it from its vision statement. In 2005, FPCO adopted its vision statement with a focus on three key initiatives: to seek to know and worship God, share His eternal love, and humbly serve a broken world. Almost four years since the statement had been drafted, it was in desperate need of revisiting. So the leadership at FPCO sought out ideas for how to get people talking about it again.

Luckily, bold statements are Covenant’s specialty. We narrowed the vision statement down to three key words—seek, share and serve—and assigned an icon to each one. Then we placed the icons in a prime location, at the very top of FPCO’s welcome center.

Within days, people were buzzing about the icons and the sign, both members and non-members alike. After seeing the banner, FPCO member and former infantry captain Michael Waldrop was even inspired to incorporate the three key words into a speech he gave to the City of Orlando.

Both the words and the banner have left a lasting impression on the Orlando community. They act as a call to action, and also as a daily reminder that we were each put here for a very specific purpose: to seek, to share and to serve.

A New Perspective

Kristin — Fri, 07 Aug 2009 17:22:24 +0000

This past weekend, I went hang gliding for the first time. It’s been awhile since I’ve checked anything off of my life to-do list and I felt like it was long overdue. So at 6:30 a.m. on Sunday (and with much resistance from my tired body), I rolled out of bed, exhausted, but excited to be towed 2,000 feet into the air by an airplane that—for all I knew—could very well have been assembled in someone’s backyard from spare parts bought at a garage sale.

My friend picked me up around 7 and we drove from my place in Orlando to Davenport, Fla., also known as the middle of nowhere. After about an hour long drive, we arrived at the hang gliding ranch, and turned onto the dirt road that led us past the 100-acre take-off and landing field and to the main office. Quaint country homes lined the end of the road, which we found out later actually belong to the owner and several other families that live on the property.

We were greeted first by Gus, a golden retriever who was lounging lazily on the concrete porch steps. Walking through the screened-in patio, we met Roxanne, one of the office managers. She helped us with our paperwork; which said something to the effect of, “Sign here if you are OK with the fact that you might be injured or dead after this.” Having been bungee jumping and sky diving prior to this—I wasn’t put off by the clause, and happily signed my initials next to the terms. If it was my time to go, might as well be in style.

After signing our lives away, a golf cart picked us up and brought us over to the take-off field. My friend graciously offered to let me be the first one to go up (I guess someone has to make sure the equipment works, right?) so I made my way over to the glider to get geared up. Since I had never been hang gliding before, I was going to fly tandem with an instructor named Joe, whose “work uniform” consisted of a T-shirt, jeans and bare feet. Just minutes after I got the harness on, the airplane was already towing us up into the air, until it released us high above the trees and buildings below and they became nothing more than tiny dots. Cotton-like clouds dragged across the sky below us, with no particular destination in sight.

Joe showed me how the glider’s direction and speed is controlled by shifts in your body weight and how closely you hold the handle bar toward you that’s attached to the glider. He also showed me how to “stall,” which basically means you’re at a standstill in midair. I eagerly soaked up everything he was telling me as I admired the sunset’s hues of oranges, purples and reds, which looked like splattered paint across a blank canvas. I felt a sense of peace and perspective that can only be found thousands of miles away above all the stresses and challenges that life on the ground can sometimes bring.

When it was time to land, Joe asked me to fold my arms over my chest and lock out my legs to avoid dragging them against the ground. I expected our landing to be rocky (as our “landing gear” consisted of nothing more than a couple sets of wheels), but it was as smooth as the take off. “How was it?” he asked. “Addicting,” I replied.

Back in the office this week, challenges still came up that needed to be resolved, just as there would be at any workplace. But they just didn’t seem to be as big an issue as they would’ve been the week prior. I realized that in life, just as in hang gliding, you just have to trust that—no matter what happens—you’re going to land safely somehow, with or without your training wheels.

Note: Names in the story have been changed.

Happy Birthday America!

Kristin — Thu, 02 Jul 2009 19:31:05 +0000

This Saturday marks the official anniversary of America’s independence, when 233 years ago, the Continental Congress signed the Declaration of Independence. It’s a day celebrated through fireworks, family, friends, and picnics (and maybe even an “adult beverage” or two). But more importantly, it’s a day that represents what it means to be free—and the many people who have fought to give us that privilege.

In honor of the national holiday, we’d like to pay homage to two of our most patriotic clients, Marnie and Michael Waldrop. A former U.S. Army Captain, Michael was injured in the 2006 Battle of Panjwai in south Afghanistan, while leading his unit to liberate and hold an area occupied by Taliban Fighters. He has since recovered and returned home to his wife and two children, but has not forgotten the troops still fighting. For that reason, Michael founded Blue Cord Construction Inc., which specializes in design-build, construction management and general construction, and takes on projects that benefit soldiers and employ veterans.

As a military wife, Marnie understands all too well the challenges a soldier’s family faces as well. She started the Christian community Web site www.lifeisabattle.org to encourage and link those who are struggling with one another. It allows users to post their prayers and testimonies, as well as respond to other users’ posts. She hopes the site will act as a resource for everyone, especially military families, in need of support during trying times.

We hope Michael and Marnie’s initiatives to honor those who have served and those are still serving inspire you just as much as they have inspired us. As we celebrate this July 4, we’ll definitely be thinking about those who have sacrificed and fought to make this country what it is today—a place where anything is possible if you have a dream and the drive to accomplish it.

A Hand-up For the Homeless

Kristin — Tue, 10 Mar 2009 21:21:01 +0000

According to estimates from the National Law Center on Homelessness and Poverty, anywhere from 700,000 to 2 million people are homeless on any given night in America. We see them every day in downtown Orlando, on streets just outside our neighborhoods and offices, wearing tattered clothing and holding up cardboard signs with pleas for help. They’re as much a part of downtown Orlando as the Citrus Bowl or Lake Eola, yet far too often, we don’t acknowledge their presence, let alone their needs. But five churches in downtown Orlando have teamed up to make sure they are never overlooked again.

The Heart of Mercy Community Church of Nazarene, Cathedral Church of Saint Luke, First United Methodist Church of Orlando, First Presbyterian Church of Orlando, and the St. James Catholic Cathedral have joined forces to build a Homeless Service Center that they hope will challenge the Orlando community to give to the less fortunate. The center will provide those in need with shower facilities, Internet and telephones, as well as career resources to connect them with job opportunities. The renovation of the property, located on Wall Street, is estimated to cost more than $2 million. Through marketing efforts and fundraising events, Covenant Communications has also joined the cause to make the center a reality.

I had the privilege of being a part of an informative video about the center and two of the people whose lives would be greatly changed by its completion. Ray and John are both homeless, and know what it’s like to feel alone and uncared for. Homeless for four years, Ray found himself struggling to make ends meet when the company he worked for went out of business. John has also struggled financially, even resorting to selling cocaine to make it by years ago. He’s been in and out of prison several times as a result. Both have since found work at a local church, doing maintenance and custodial work. Through working at the church and attending Sunday services, they’ve both become believers, and have dedicated themselves to God and making radical life changes.

I spent most of the day talking to these two men, who never missed an opportunity to open a door for me or make sure that I had a chair to sit down on. They shared stories about their families, memories growing up and about what it was like to live on the street. They both spend most of their days in the library now, reading the Bible and other books to occupy their free time and stay out of trouble. As often as he can, Ray also visits his mom and siblings. He travels to the store to buy her groceries with the food stamps she receives each month. The oldest of his family, Ray has always been the type to look after people. They both hope this new center will give them and others the opportunity to get a hand-up, not a hand-out. But above all else, they hope the new center will give other homeless people like them a place to go where they feel welcomed, loved and inspired that the world does have something to offer to them, and them to it as well.