Work (Case Studies)

Just a taste of who we are. Intentionally.

 

BCBSTX

image

Blue Cross and Blue Shield of Texas faced a challenge common to many larger brands. With multiple stakeholders, multiple divisions, and no defined guidelines, they found their communications materials were losing a common focus, message, and visual identity.
 
These issues were solved by providing a high-impact comprehensive collateral system that ensured visual consistency across all materials, yet still gave the various product managers enough flexibility to tell their unique stories.
 
In addition, an online communications standards guide was developed that gave their communications team clear, specific guidelines on every aspect of the brand. This allowed for considerable cost savings to the client, as it reduced the amount of time needed for their internal design department to create and produce new communications materials.

BMC Software

image

The industry leader in BSM Enterprise Management needed a communication partner during some of the companies most difficult times. Downsizing, off shoring, new performance management systems, campus closings, pay decreases and first time out-of-pocket benefit costs were effecting retention of talented employees.
 
BMC knew communication would be the key. We brought our expertise to create a broad range of deliverables, including re-branding internally, messaging, strategy development, and targeted marketing.
 
We worked hard to understand the new business goals and global strategy, and as a result, we’ve helped them deliver their new “Value Proposition” to employees.
 
Now in it’s third year, we’re achieving a paperless campaign to reduce costs, serving as consultants to the BMC internal brand team, employees are staying and striving, and benefits communication got the highest recognition in the company.
 
Oh, did we mention we decreased the budget over half since the first year for the same amount of deliverables.

Disney

image

When you think of The Walt Disney Company, chances are you think of a cartoon character or a theme park. However, today this company is a conglomerate that includes diverse entertainment brands such as ABC, ESPN, and much more.
 
And when you think of benefits packages, chances are you think of obligatory forms and legal disclaimers, rather than a communications tool that tells a story and strengthens your corporate culture.
 
In working with The Walt Disney Company, McCraw Design helped solidify its corporate communications in a way that leverages the personality and charisma of the flagship Disney brand, without obscuring or overshadowing the personalities of the other brands. This results in the ability to communicate across brands — and to nurture the attitude that every employee communication should be used to reinforce your corporate culture.

Texas Land Conservancy

image

The Natural Area Preservation Association (NAPA) is now Texas Land Conservancy!

The decision to rebrand was not taken lightly.

Unfortunately, the NAPA acronym had an immediate association with either auto parts or the Napa Valley in California, which confused the purpose of the organizations mission.

While the mission still remains:

To protect native wildlife and plants and to conserve the landscapes that have been important to Texans for generations.

To save critical lands which are crucial for environmental functions such as clean air, erosion control, clean water, and wetlands protection

To conserve open space and reduce the negative effects of land fragmentation

To preserve the natural diversity essential to the continued health and survival of the environment we all share

The new name clearly defines the organization and better captures the role regarding Texas land conservation. The organization is the same but the new name Texas Land Conservancy has strengthened the position in the conservation community and set the standard for land conservation statewide.

McCraw Design collaborated with the director Mark Steinbach to learn more about the organizations background and future strategic plan which included increasing membership numbers, expanding acquisitions, and having a greater impact for community outreach.

The solution was a new name, tagline, logo, identity, website and collateral materials. All elements were launched at the same time for optimum visual cohesiveness and messaging.

Results: Membership numbers have increased with an increase in younger members, acquisitions are up and TLC just sponsored it's first event in Dallas, Texas.

We continue to enjoy our partnership with Mark and the Texas Land Conservancy.

To see more of our work visit the full site online at: http://www.mccrawdesign.com