April 17-19 hyatt regency crystal city
arlington, va
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Monday, April 16, 2018

W9: Visual Identity Design: Marketing & Branding ‘Look & Feel’

9:00 a.m. - 12:00 p.m.
Ithan Payne, CEO, Ithan Payne Creative
Elaina M Norlin, Professional Development Coordinator, Consortium, Association for Southeastern Research Libraries (ASERL)& Author, Six-Step Guide to Library Worker Engagement

To create a lasting impression with target audiences, making smart decisions when it comes to marketing and branding is the key. Commonly, when an organization is not getting the marketing results it wants, research has proven that the problem lies within the “intuitive visual design.” Visual identity design creates the “look and feel” of the marketing and branding campaign. By strengthening the overall marketing and branding strategy, your organization will have a firm foundation to ensure consistency in all branded communication. Ultimate success is much more than the logo, statistics, and benefit analysis; it also involves forming an emotional connection that is both informative and persuasive. Branding consultant and visual artist Payne introduces participants to the world of visual identity design and how to develop a sustainable model for their institutions. In this hands-on workshop, participants learn the following: What is visual identity design and why it should be a crucial part of your marketing strategy; elements that have to be present in excellent design; what the most common visual branding flaws are and how to make practical and quick adjustments; and core elements that are used to create emotional connections with the target audience to increase loyalty, advocates, and support systems for your organization clients.

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