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The Institute of Inspection, Cleaning and Restoration Certification (IICRC) had built a sterling reputation within the industry they served. Their name however was creating a challenge. Although inclusive, business-like and function-descriptive, it was hard to remember, even as an acronym. And as the IICRC grew from a national to an international organization, with plans to go beyond standards and certification in the B2B world, their “all-inclusive” name was becoming a liability.

Working with the board and executive committee, Ruth reached into the promise that the organization brings to the industry; through their registrants and the end consumers they serve. And as a result IICRC became the CleanTrust ‒ a broader, yet inclusive name, that was both benefit-focused and a lot easier to remember. Further we positioned the organization with the tagline ”where professionals find training and consumers find peace of mind”.

Rename, Branding, Print Collateral

the cleantrust

Graphic Standards Manual

the cleantrust

Outtakes

Waste is perceived as a problem, not a solution. Increasing numbers of high profile companies and individuals are committing to being “zero waste,” whereas others claim that no byproducts of their operations reach landfills. Waste Management has demonstrated its growing commitment to

digital communications by investing time and

energy to build valuable relationships with the online community. Edelman was tasked with branding a campaign concept to encourage and measure recycling, giving the consumer spendable points through recycling centers that keep track of recycling products.

The final solution was to design the function

of the UPC barcode into the program logo. Being green is symbolized by grass, and theblades become an actual readable bar code

to track products and record points. To depict the product’s life cycle, we enclosed the logo with a frame that uses arrows to represent a continuous cycle. The type with the circular letters echo the full circle concept. Edelman was granted a Design USA award for the logo development, but more importantly the Greenopolis program has recycled more than 5 million tons of waste and awarded more that 9 million Think Green points that reward a new generation of recyclers.

Logo Design

Waste Management, Greenopolis

Ruth and Edelman’s international PR team joined forces to deliver a brand platform and visual identity to the Panama Canal that fully expressed the Canal’s dynamic economic, cultural and environmental ecosystem as it prepares for an historic expansion. The galvanizing idea that the Canal is Panama’s “Gateway to Tomorrow” anchored brand messages and creative delivery of logo and visual identity designs for merchandise packaging, apparel, signage and business materials.

Branding, Tagline

The Panama Canal

Outtakes

Integrated Marketing

The Panama Canal

Population Services International (PSI) engaged Edelman to help retool the organization’s logo and brand. PSI knows something about branding, as they use the power of persuasion to lead social marketing programs around the globe, tackling huge issues such as AIDS, malaria, water quality and childhood survival. The company’s research showed that its image suffered largely because key audiences were beginning to see them as market-driven, corporate, competitive and uncaring. We softened the look of the logo by using lower-case letters, allowing PSI to appear more personable.

The green and orange brackets communicate precision, problem solving and compassion in the same gesture. Since the brackets never close, they allow the eye to move through them without creating a feeling of being hemmed in. This allows the mark to seem friendly, inviting and open. It also makes PSI appear easy to work with and approachable. The new Logo is emblazed on more than 30 social franchise clinic networks worldwide. Together these programs represent a 500 million dollar investment to improve global health.

Identity

Population Services International (PSI)

Outtakes

Circana is a membership-based organization created for those who live abroad and seek access to high quality health and wellness services in the United States. Initially targeted to Latin and South American clients, Circana tagged Ruth to help refocus their brand on a wider international market.

Moving away from Circana’s original passport look (which focused more on travel and less on healthcare) we created a cleaner, more sophisticated look, anchored by a circular mark that uses several shades of Circana’s corporate colors -- communicating Circana’s global presence as well as their ability to incorporate the many elements of care (patients, providers, insurers, employers and travel).

Branding

Circana Health Solutions

Outtakes

Branding

Circana Health Solutions

The American Nurses Credentialing Center (ANCC) provides individuals and organizations throughout the nursing profession with the resources to achieve practice excellence. After twenty years and substantial growth, ANCC came to Ruth for a complete brand refresh.

Our visual and verbal makeover began with an updated and versatile adaptation of ANCC's signature laurel leaf and ribbon design. A distinctive color palette was created to both unify and differentiate ANCC’s new family of unique, sub-branded programs. Photo standards were also updated to include more action and emotion. And a powerful three word theme line (Innovate. Involve. Inspire.) punctuated the design, reflecting the purpose of both the organization and the nurses it supports.

Branding

American Nurses Credentialing Center

Outtakes

Branding

American Nurses Credentialing Center

The Johns Hopkins University International Vaccine Access Center (IVAC) is the main sponsor of World Pneumonia Day. It is celebrated each year on November 12th to raise awareness about pneumonia being the world's leading killer of children, and to advocate for global action to protect against, effectively treat, and help prevent this deadly disease. While the World Pneumonia Day partners have a wealth of research, these materials are so data heavy that it is difficult for a supporter to get a quick overview of the problem.

In an effort to provide shareable, content for World Pneumonia Day supporters, Edelman and Ruth designed an interactive infographic. The visual depicts basic statistics about childhood pneumonia, piquing supporters interest to learn more and take action.

The infographic was placed on the World Pneumonia Day website, and lives on its own tab on the World Pneumonia Day Facebook page. This tab allows viewers to interact with the infographic, download a PDF version, share the file through his/her own Facebook or Twitter presence, and also embed the interactive version on his/her own blog or website.

Childhood Pneumonia Infographic

World Pneumonia Day

The content on National Mining Association’s Minerals Make Life website needed to be compelling for visitors, and encourage advocates to share the information across online platforms.

Ruth and Edelman took the client’s existing fact sheets that were basic Word documents that had valuable messages but were not engaging and designed an interactive infographic to tell the same story, but in a more visually interesting way. The interactive elements of the infographics entice website visitors to engage with the content, which increases the length of time they spend on the website and encourages them to share the content with their peers.

 The Infographic was placed on the Minerals Make Life website, shared on NMA’s social media platforms, highlighted in the monthly email to supporters, and shared with bloggers and traditional media. In the first two weeks that the Infographic was on the website, it was viewed 466 times and visitors spent an average of 2:02 minutes on the page.

Minerals Make Life Infographic

National Mining Association

For several years, NHTSA distributed a vehicle theft prevention brochure that was shared with partner organizations. This brochure was not web-friendly and did not offer online partners and blogs an opportunity to leverage the tips and data from the brochure to online platforms.

Edelman and Ruth proposed creating an infographic to display statistics and tips from the vehicle theft brochure, making the data and numbers easier to understand. This would provide NHTSA the opportunity to share the brochure information in a creative and visually stimulating way that would appeal to automotive bloggers and their respective audiences.

The NHTSA vehicle theft prevention brochure was shared with influential automotive websites and blogs, resulting in placement on widely-read sites and their respective social media platforms, including, KBB, Cars.com, Autoblog, TrueCar.com, AOLAutos.com, AskPatty.com. As a result of the combined placements, the infographic reached 10,029,900 unique blog readers and 83,380 followers/fans on Twitter and Facebook.

Auto Theft Prevention Infographic

NHTSA

Bag the Ban was initiated by our client, Hilex Poly, a leading manufacturer of recycled content, high density polyethylene (HDPE) bags and films. The program was launched in response to a proposed country-wide law regarding taxing or banning plastic bags. Hilex had a robust database of facts but no tangible content to share with stakeholders.

To educate consumers on the benefits of plastic bags and the unintended consequences of implementing bag bans and taxes, Edelman and Ruth developed three interactive infographics that share basic facts about the economic, environmental and health benefits of plastic bags.

The infographics live on the Bag the Ban website, and were shared across Facebook and Twitter. In addition, we used all three infographics to support ongoing outreach using the infographics as needed to further bolster the story shared with specific media and bloggers. The infographics have been viewed 3,500 times on the Bag the Ban website alone, and have also been reposted across a number of blogs, garnering more than 58,000 downloads.

Bag the Ban Infographics

Hilex Poly