Spotlight

 
Here's our most recent work… to educate, amuse and inspire you.
 


 
 
GE Healthcare, Whatman | Product: EasiCollect 
 
 
Background:
Whatman, a 270 year-old British company dedicated to life science technologies, was acquired by GE Healthcare in 2008. East House was retained to re-brand Whatman’s image to follow the established GE Healthcare brand ID guidelines.
 
Situation:
With Congress passing the Genetic Information Nondiscrimination Act (GINA), there was tremendous opportunity for Whatman to promote EasiCollect, a DNA collection and storage device. The client needed a promotional piece that took into account the fact that Whatman’s brand image was still in a transitional stage to comply with the GE brand guidelines.
 
Outcome:
East House created a multi-layered campaign comprised of a direct mail promotion with an online science trivia contest, with a Sony Blu-ray™ disc player as the prize. EH designed and produced a 6-panel self-mailer, landing page, registration and trivia pages. The effort produced a well above-average 3% response rate and collected valuable prospect information from the trivia contest participants.
 

 
 

Onboard Informatics — Re-branding 
 
 
Background:
Onboard Informatics had taken a decade’s worth of geographic content and modeling experience and used it to establish a line of content and mapping products for US neighborhoods. These included detailed and accurate community, home sales trending, school profile, and local business datasets directly related to neighborhood definitions. This information was sought after by real estate firms and media giants like CNN alike.
 
Situation:
Onboard LLC had quickly grown from a Wall Street start-up to a nationally-recognized authority on geographic data, but their brand image didn’t reflect their true size and success. East House was contracted to update their brand to one that conveyed their core values of simplicity and clarity.
 
Outcome:
East House’s researcher interviewed Onboard’s staff and clients, then analyzed these findings and collaborated with the client’s marketing team to develop a brand brief. Working from the brief, EH created several brand ID schematics, each including logos, color palettes, and proposed typography. A complete corporate imaging package was developed from these, including presentation materials, stationery, and a website. The brand positioning line “We transform traditional real estate information into powerful online tools.” unified all the materials.
 
 
 
 

 

McGraw-Hill | Aviation Week — Media Kits 
 
 
Background:
AVIATION WEEK is the largest multimedia information and services provider to the global aviation, aerospace and defense industries. From award-winning publications and online analytical services, to events and forums, AW delivers invaluable information giving industry professionals a distinct business advantage.
 
Situation:
Previously, AW group had developed a media kit for each publication, many of which targeted the same market sectors. Each publication media kit had to repeat the same information and was focused primarily on the product, not on the target market. The designs were cluttered, with too many images and information that was poorly organized.
 
Outcome:
After research and analysis, East House proposed a market-focused approach; an idea the client enthusiastically embraced. The solution included seven media kits featuring multiple publications targeting a particular market, with content divided by both product and media of interest. To reflect the high-end nature of the products, as well as the audience, the designs had an upscale look and feel, incorporating die-cuts, gatefolds and metallic inks. The content was spread over multiple pages to avoid the clutter and confusion prevalent in previous endeavors.
 
Initial feedback from the client’s sales team was overwhelmingly positive. Quantifiable results are currently being studied.