February 4, 2015

Top of the Table: San Francisco

Custom Illustrations

Top of the Table is an exclusive forum for the world’s top financial service professionals. This elite international membership gathers each year at a luxurous resort to share knowledge, build their network, and see the sights. This was the first year that the meeting was hosted in an urban location and the materials celebrated this change.

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January 1, 2015

METAvivor: Branding

METAvivor is a non-profit organization dedicated to raising awareness and support for those suffering from metastatic (Stage 4) breast cancer. In memory of those who have died battling this cancer, the organization features photos of the individuals on their home page through a dynamic “living wall” which allows visitors to journey back in time and see pictures of their lost loved ones. In addition to the main website, we developed a microsite built around thought-provoking statement that “Women Don’t Die from Breast Cancer” – in reality, both women and men die when only once breast cancer metastasizes.

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July 19, 2012

NeoCon 2012: Branding


NeoCon is not just a convention for professionals who work with commercial interiors, it is a destination. As the largest exposition and conference of its kind in North America, it is an event where people “Think BIG”. This big idea featured figurines of conference-goers in the presence of larger-than-life iconic furniture pieces. Set against the Chicago skyline, the slogan adorned a wide range of marketing materials leading up to the event including the website, print/web ads, and direct mail. The website served as a central repository of information for each of the conference’s targeted audience groups.

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October 31, 2011

Why Do We Carve Pumpkins?

Pumpkins are perfectly fine in their own right – bold orange gourds, each with their unique size, shape, stem, and surface bumps. But when we pick up the knife to transform our pumpkin into a jack-o-lantern, the process of revealing the pumpkin’s identity really says a lot about the person carving it. Many of us get excited about the idea of carving a pumpkin, only to find suddenly that we are frozen by the endless choices. Should I carve a spooky face? A smiley face? A famous person’s face? What about no face at all – I could use this surface to unveil a ghost, or a haunted house, or my name instead. Ahh! The paralysis of possibility spooks us and some may never bother to carve, leaving instead a perfectly fine pumpkin, but one that just sits there on your front step without drawing any attention from the neighbors. Pumpkin carving takes decisiveness and commitment. So does marketing a business.

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July 1, 2011

Do You Need A Spark?

The great thing about fireworks is that they come in all different shapes and sizes, and no two shows are the same. Some are loud, some are REALLY loud, others are colorful, and some fill the sky. You can have your own little custom fireworks display at the end of your driveway, or you can watch the magnificent show downtown (although not this year, if you live in Chicago). With 2011 halfway over, this is a good time to take a step back and evaluate how your marketing efforts are working. Some companies might just need a little spark, while others might need to get out the old rocket boosters and make a bigger bang. Here are a few questions to help you figure out what type of fireworks your organization needs.

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April 6, 2011

How Do You Change Your Perspective?

Perspectives, Ltd. specializes in helping make workplaces healthier by providing an organization’s employees with high-touch employee assistance programs (EAPs). Their goal is to create a more productive work environment by providing employees with resources to allow them to fully focus on work. They approached us to help them tweak their brand in order to better represent the quality of their company through their communication materials.

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January 26, 2011

How Could We Contain Ourselves?

About two weeks ago my wife was finally fed up. “We have to do something with this closet!” She was referring to the semi-walk-in-closet upstairs in our house where we keep all of her clothes along with blankets, towels, shoes, purses, linens, diapers… you get the point. It is a hodgepodge of our life wrapped up into one 5×5 room that had gotten out of control. With baby number 2 on the way we knew it was time to turn it into something that made our lives easier.

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January 17, 2011

Who is da Champion?

Certainly many sports pundits will voice their opinions on the abilities of the Chicago Bears and the Green Bay Packers in the coming days leading up to this weekend’s NFC Championship game. Since GD Squared is based in Chicago, we certainly have our thoughts (or hopes) on who will be victorious come game day. But since the rest of the sports world will be covering the topic of football, we figured we would take this opportunity to discuss each team’s logo, and see when push comes to shove, after 60 minutes on the field, which logo would be the victor.

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December 6, 2010

When everyone else Zigs, how do you Zag?

We have yet to work for a client who says, “We want to be like everyone else in our industry. Could you make our website/brochure/logo look as plain as the next guy, please?” No way. In the initial project meeting, every client states that they want to be represented by what makes them unique and for the fresh perspective that they bring to their customers. But as the projects unfold, most clients find it incredibly difficult to break away from what is considered the norm in their industry. They don’t want to be too different, it turns out – don’t want to “go too crazy.”

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October 28, 2010

What Are You Going To Be?

This Halloween, the sidewalks will be filled with all sorts of scary characters … ghosts, ninjas, and little Rod Blagojeviches. Halloween is usually billed as a time to put on a disguise, but another way to look at it is as an opportunity to reveal your true inner self – around here at the GD Squared offices, that means showing off the superheroes we always wanted to be. For superheroes, it isn’t about putting on colorful costumes, but rather it’s about always being prepared to tear off your button-down shirt and make some headlines.

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