Go has partnered with United Family Medicine (formerly UPFHC), a non-profit community clinic, in an effort to help successfully rebrand the clinic during their exciting transition to a new facility. UFM is able to make the move to a new, upgraded facility due, in large part, to donations from foundations, organizations and individuals.
St. Paul clinic updates brand and moves to new facility
St. Paul, Minnesota (March 20, 2009) — Go East is proud to announce its role in the launching of a new logo and design system for United Family Medicine later this month. This launch coincides with the opening of the community health clinic’s new facility in St. Paul.
Go East has worked with United Family Medicine, formerly United Family Practice Health Center, since the spring of 2007 to solve a number of unique brand and design challenges.
A longstanding presence in the West Seventh Street neighborhood, United Family Medicine had served the health-care needs of its diverse community, but because of an increasing demand for its services, it began to outgrow its space. When the organization secured funds to build a new facility nearby, it recognized its need for a fresh brand position, identity and integrated design program.
The challenge was to create an identity that would resonate with the economically and culturally diverse clients of United Family Medicine. It also had to support the clinic’s mission to skillfully and respectfully serve as a comprehensive primary care clinic for its clients and to train future health-care professionals. Go East’s solutions included a new logo and website, as well as stationery and collateral.
Jeanne Bailey, CEO of United Family Medicine, said, “Go East’s expertise in brand building has been essential to reaching our branding goals. Their vision and work has shaped the United Family Medicine brand into a strong identity that our patients and supporters will recognize and appreciate.”
Ric Pace, one of Go East’s founding partners and officers, deeply values the opportunity to support such deserving community partners. Pace said, “Our work for United Family Medicine is part of our pro bono initiative to contribute to the Twin Cities community by providing design, branding and interactive services to local non-profits. In this case we helped a vital neighborhood clinic build brand equity and increase awareness of its mission and services. I am proud of the excellent work Go East’s staff provided United Family Medicine.”
Go East is a design and interactive media firm that turns business ideas into successful marketplace results. Its clients include GE, Target, Travelers, Smead, United Hospital and 3M brands, including Post-it® Brand, Thinsulate™ Insulation and Scotch-Brite® Brand.
To learn more about United Family Medicine, visit www.unitedfamilymedicine.org.
Here is a video of Peter Arnell of the Arnell Group discussing the Tropicana packaging rationale. Funnily enough it is all about the cap, which is the only element to be incorporated into the new “old” packaging.
There is also a great recap of the Tropicana packaging story at Brandchannel. It outlines the players, the history, the blogosphere reaction, and tries to mete out blame for the packaging recall. Dyfed “Fred” Richards, executive creative director, North America, for global branding consultancy Interbrand, chastises designers for their part. “Design companies should be asking far smarter questions at the outset of the changes to really understand the reasons for the change,” Richards says. “Sadly, many [of these] companies enjoy the design process so much that design for design’s sake takes over, and all reason jumps out of the window for the benefit of a trend or effect they’ve wanted to try.” Ouch!
An HP Pavilion notebook
that comes in a messenger bag
instead of a box with lots of styrofoam.
That’s the best packaging redesign yet.
Thanks to Brand Packaging.
Watch out Cannes and Sundance, there’s a new film festival in town! Go East recently created the identity for the Beyond Borders Film Festival, which launches its first festival March 25-29th, 2009, at The New Parkway Theater. Although in its premier year, Beyond Borders hopes to become a larger more interactive event for Twin Cities film enthusiasts and spiritual dwellers looking to diversify their creative, cultural and spiritual selves.
Beyond Borders may not have the rich history that Cannes International Film Festival has — commencing in 1935 with political feats, a budgetary crisis, and embracing documentary skill-sets and the arts. Working on a new start-up event like this, I was fascinated to read how other film festivals had endured political fiascos, budget crises etc. All of these groups had to start with nothing and make “something” out of nothing … which created and grew into history in the making! Such film festivals are renowned for their works of art, star sightings, fashion trends and paparazzi scandals.
Although the Beyond Borders Film Festival started its program from the bottom up (again, with nothing but an idea) a few of the titles have been handpicked from the Sundance Film Festival ’09. These award-winners have film enthusiasts excited to not only view local screenings but also to grow film groupie membership. While there is a children’s program on Saturday, March 28, there are also late night screenings of Bill Plympton’s Oscar-nominated Idiots & Angels, as well as Hot Dog, shorts that premiered in 2008. Other diverse films include some from Native American women filmmakers, a Buddhist documentary and U.S. Indies and world cinema features, to name a few.
Twin Cities, a new film festival is born. Be the first to experience a tradition!
Festival’s new brand identity launches across multiple print and
interactive solutions
St. Paul, Minnesota (March 16, 2009) – Go East announces a pro bono partnership with Beyond Borders Film Festival. The festival, which runs March 25–29 in Minneapolis, features new films from around the world with a strong emphasis on cultural and spiritual heritage. Go East developed a number of creative solutions for the festival, including a film festival logo, website, direct mail announcements and film posters.
“We are thrilled to be working with Go East and to have them as a major Presenting Sponsor of this year’s festival,” said Jennifer Manion, co-director of Beyond Borders Film Festival. “We knew that, as a new festival, we needed Go East’s branding expertise to help us begin to establish ourselves as a recognizable presence in the Twin Cities arts scene and to distinguish us from the other terrific film festivals in the area.”
“And Go East’s work has been outstanding,” she continued, “not only in terms of design and branding, but also in terms of the amazing working relationship we’ve developed with Go East’s staff. Their creativity and responsiveness has exceeded our expectations.”
The partnership with Beyond Borders is part of Go East’s pro bono initiative, the firm’s commitment to giving back to the Twin Cities community by providing design, branding and interactive services for local non-profit organizations. Go East’s pro bono clients have included, among others, United Family Medicine, Tubman Family Alliance and United Way.
“The quality work that we have done for our pro bono clients over the years is gratifying for me personally and professionally,” says Ric Pace, principal and founder at Go East. “And, in this case, helping Beyond Borders create a public image that will resonate with the mission of the film festival and with its audiences has been an exciting challenge ⎯ not to mention the fact that helping introduce a new film festival to the Twin Cities is a designer’s dream job.”
Go East created the logo and illustrations for this year’s Beyond Borders Film Festival and applied it to theater posters, direct mail announcements and a website. The firm’s interactive team built BeyondBordersFilmFestival.com on a search-engine friendly, flexible content-management system, which allows the client to access and administer the site for free.
Go East is a design and interactive media firm that turns business ideas into successful marketplace results. Its clients include GE, Target, Smead, United Hospital, Travelers and 3M brands including Post-it®, Thinsulate™ and Scotch-Brite®.
Beyond Borders Film Festival, presented by the Rimé Foundation, features films and cultural performances to raise awareness of the need for more international, cross-cultural understanding, to get the general public involved in cross-cultural exchanges, and to promote local cultural and social organizations. To learn more about the film festival, visit www.beyondbordersfilmfestival.com.
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