CS Creative Employee Blog

In an earlier post, Kevin discussed the design of CARBO’s recent event marketing campaign and its successful market response. The client was delighted, and so were our peers. We were honored as a finalist for the AMA Crystal Awards!

CARBO and CS Creative were selected as finalists in four categories:

• Marketing Campaign – Business-to-Business
• Marketing Campaign – Medium Budget
• Online Marketing Campaign
• Mobile Marketing Program

As we took home the Crystal Award for the best B2B marketing campaign! Cindy attended the event with Steve, Lara and Cynthia, the marketing team from CARBO. You can see by the photos that they had way too much fun!

Cindy and Steve pose with their Crystal Award

Lara, Cynthia and Cindy (plus a little extra flair)

Congratulations to everyone on a successful (and now award-winning) campaign!

A commercial roofing company approached us with a common request: to redesign their website. After scoping the project, we very quickly realized that there was a larger problem at hand. It was more than a web redesign; it was an identity crisis.

Although DFW Urethane has been in business since 1986, the company was referred to inconsistently. Sometimes it was Dallas-Fort Worth Urethane, other times DFW Urethane or even Dallas Urethane or Fort Worth Urethane. Additionally, urethane isn’t exactly an everyday word. What is urethane? And what does it have to do with roofing?

To address the inconsistency with the company name and unfamiliarity with urethane, we began to develop a brand identity. First, the name. We agreed on DFW Urethane to be inclusive of both cities (and frankly, it’s easier to say than Dallas-Fort Worth). Because urethane roofing is applied through spraying, I wanted to include an element related to that. I also wanted to incorporate that the product is environmentally friendly and energy efficient.

After some doodling in the margins, pensive thought, and collaboration, we arrived here:

The spray pattern of the logo mark alludes to the application process. Bold, substantial type is used for the company name to reflect strength and reliability. An earth-tone palette was chosen to reflect the product’s environmental benefits. A new tagline, “Leaders in Insulated Roofing,” was also included in the logo lockup to quickly explain both urethane and the company’s product offering.

Not only did the client love the design, but others did as well. We were awarded a bronze ADDY for the design.

Koree, Kevin and Cindy with our bronze ADDY award for developing the DFW Urethane logo.

A designer’s work is never done. After we received the thumbs up from the client on the logo, we moved forward with web development and successfully launched DFW Urethane’s new website.

“After more than 25 years in business, I’m excited to have a cohesive brand identity,” said John Ewell, president of DFW Urethane. “I look forward to more creative thinking from CS Creative.”

For CS Creative’s work in creating a new branding and marketing communications package for Dream Angels, Cindy and I were invited to their Partner Appreciation Dinner.

Alma Garcia, president of Dream Angels, joins Cindy and Tanya for a group picture during the 2012 Partner Appreciation Dinner.

What a great event! The evening, hosted at the home of two long-time supporters of Dream Angels, was absolutely wonderful. All of the partners were presented with a crystal, star-shaped award, which we have prominently displayed at the office. We were also treated to a trailer of their upcoming documentary about the Dream Angels girls.

Our partnership with Dream Angels is truly a rewarding experience for all of us at CS Creative. We are honored to be able to support their mission.

I hate to brag…but I’m going to do it anyway! We’re so proud to have received three Quill Awards from the Dallas chapter of the International Association of Business Communicators (IABC Dallas).

Koree and Cindy proudly display all three Quill Awards.

CS Creative was honored in three categories:

• Organizational Identity – CARBO Rebrand
• Internet Sites – CARBO Website
• Ongoing Program – Legacy ER Online Marketing Campaign

We love being acknowledged for great design, but the Quill Awards are especially meaningful because they recognize excellence in the field of business communication for creativity and strategic thinking. That translated to business benefits for our clients, and that’s a really big deal to us.