Marketing | Design | Technology

marketing communications

Prudential Maxfield & CompanyDirector of Marketing for Prudential Real Estate affiliate, responsible for complete redesign and production of all advertising, print collateral, window display, and promotional materials in compliance with Prudential corporate identity standards; print vendor selection and production coordination; graphic illustration, photo retouching, copywriting, etc.

market research

State Street ConsultantsData collection for Boston firm serving the printing and graphic arts industry, including Agfa, Dupont, Fuji, Heidelberg, Hewlett-Packard, Kodak, Xerox and other major manufacturers

design & production

Randall Ross Communication DesignOwner of Boston office providing identity, collateral, advertising, and exhibit design services, as well as art direction for corporate multi-image audiovisual productions through script development, story-boarding, finished art, and editing.

Bob Wright StudioGraphic designer/account executive for Rochester, NY full-service studio

RIT CommunicationsPrincipal designer for federally funded National Technical Institute for the Deaf at Rochester Institute of Technology

business development & sales

Cameron, Inc.Account executive for Boston design and photography firm, from cold call sales to account management

Allison AssociatesProspecting, lead development, and client management for Boston typesetting and design service

Advanced Video TechnologiesLocal and nationwide online direct consumer sales of Trinitron monitors for authorized Sony distributor of displays to the computer industry

product development

GoggleTM Case for Apple iPodProduct concept and design, branding, packaging, and manufacturing coordination for a new Apple iPod case, including line extension electronics options

Off The Wall Storage SystemsRevolver Media/Bookcase for CD, DVD, videotape, and book storage:development from design concept to market launch of patented consumer product line, including modeling prototype, branding, marketing, manufacturing, and wholesale distribution. U.S. Patents 5,117,989; Design 327,381.

macintosh technical support

The Computer LoftField technician plus phone and in-store consultation for Apple authorized reseller/service provider offering on-site installation, repair, and maintenance of Macintosh systems and networks to Boston area businesses and individuals.

Dana-Farber Cancer InstitutePrimary Apple field technician for systems and network installation, maintenance, repair, and support of 800+ lab research Macintosh users

Agency contractorTemporary and extended IT support assignments, including maintenance, emergency troubleshooting, and executive training

education

RANDALL ROSS

PHONE [email protected]

notable clients

Aerotek African Film Commission Allen & Gerritsen Advertising American Academy of Arts and Sciences American Optical Boston Gas The Boston Ballet Bread and Circus Market Brookline Arts Center Burroughs Corporation Business Research Corporation Cahners Business Information Cambridge Seven Associates City of Boston Mayor’s Office of Cultural Affairs Civetta Comunicazioni CMG Architects Data General Eastman Kodak Greenfield Belser Design GunnDesign Harvard Coop Harvard-Smithsonian Center for Astrophysics Herb Chambers Motorcars Hewlett-Packard InterSystems Corporation iRobot Corporation Itek Graphic Products ITT Sheraton The Kushi Institute Lawyers Cooperative Publishing Liberty Mutual Insurance Marine Midland Bank Millennium Pharmaceuticals Mintz Levin Cohn Overseas Adventure Travel Pearson Education Pierce-Cote Advertising Polaroid Polese Clancy Advertising Prime Computer RHI Consulting Sheaffer Pen Standard Publishing Textron Trader Joe’s Trans National Travel Tufts University Wang Computer Wellpoint Wentworth Institute Weymouth Design Wood + Zapata Architecture Xerox Corporation

Specializing in corporate identity, branding, and integrated visual and verbal communications

Proficient in Adobe Creative Suite: InDesign, Illustrator, Photoshop, Acrobat Professional; plus Microsoft Office, FileMaker, QuarkXPress

Trademark, branding, corporate identity, and marketing programs

Advertising, PR, print collateral and other promotional materials from concept through print production and coordination

Media presentation art direction, design, photography, and production

Signage, trade exhibit design, presentation modeling, fabrication coordination, on-site installation

Consumer product development: concept, branding, and packaging

Business solicitation; sales, marketing, and promotional proposal writing; project management

Copywriting, feature writing, interviews, editing, proofreading

Film and radio programming and promotion

TECHNOLOGYDESIGNMARKETING

Rochester Institute of TechnologyCommunication Design department Bachelor of Fine Arts

MIT VLW ‘The New Graphics: A Computer Workshop’Seminar at Massachusetts Institute of Technology Visible Language Workshop, Muriel Cooper’s precursor to the MIT Media Lab

TECHNOLOGYDESIGNMARKETINGRANDALL ROSS

o v e r v i e w

Representative examples

leftTrade and service marks: Cinemasters film series, Atlantic Productions, Automan auto broker, Westwood Public Library, Events Incorporated, InterSystems Corporation

Corporate identity program components: InterSystems Corporation, Events Incorporated (Art Directors Club of Boston exhibition award)

Emblem commission: The Boston Ballet 20th Anniversary Program (tight registration of embossed cover color art to match flopped image on inside cover)

Illustration concept and art direction: City of Boston ‘Walk to the Sea’ Parade for International Year of the Child and Dedication Ceremony for The Children’s Museum

centerInformational problem-solving to summarize coherently a private psychiatric facility’s intricately coordinated treatment programs and schedule (below) through corresponding type styles and color coding.

Art direction, illustration, and print coordination: invitation to New York premiere of short film expressing how women are inhibited by society and culture (metallic blue on blue acetate)

rightRetail exterior design for Apple authorized reseller/service provider, The Computer Loft:from plans for custom glass, metal, and neon fabrication to installation

Trade exhibit design and scale presentation model

Product concept and branding for patented rotating storage case line: Revolver Media/Bookcase

Catalog layout and production: Overseas Adventure Travel

I.D. 10.875"

13.0" center to center

14.5"

I.D. 10.875"

0.6875"

0.25"

2.0"

Portlight interior finishing ring plan: 1/2 scale R. Ross 617-851-7151THE COMPUTER LOFT Front door portlight Allston, Mass. 8/03


DBT SkillsTrainingGroupStage I

DBT SkillsTrainingGroupStage II

Pharmaco-therapy

SkillsCoaching

Pharmaco-therapy

SkillsCoaching

AdolescentDBT Skills

Groups[2 Stage I Groups]

Parents’Group

IndividualDBT

Psycho-therapy

IndividualDBT

Psycho-therapy

Intake,Evaluation, and

Consultationto the widercommunity

ResearchIndividual

SkillsTraining

ResearchIndividual

SkillsTraining

www.twobrattle.com TEL. (617)441.7500 ��

3:30 – 7 pm• Community

Meeting• Tutoring

9 am – 1 pm• Weekend Review• Skills Sharing• Behavioral Med.1• Commitment• Mindfulness

9 am – 12:30 pm• Addictive

Behavior• Interpersonal

Effectiveness• CBT Group

4 – 6 pm• Tutor Group• DBT Skills

Integration

9 am – 1 pm• Developing Daily

Structure• Psychodrama• Emotional

Modulation• Behavioral Med. 2

9 am – 1 pm• Distress Tolerance• Skills Integration• Homework &

Weekend Planning• Community

Meeting

9 am – 1 pm• Metaphor• Behavior. Analysis• Interpersonal

Strategies• Behavioral

Analysis 2

3:30 – 7:20 pm• Creative Interests• Homework• DBT Family Group

AdultIndividualOutpatientDBTProgram

AdultIntensiveDBT DayTreatmentProgram

AdolescentIndividualOutpatientDBTProgram

AdolescentIntensiveDBT DayTreatmentProgram

The AfterSchoolProgram

TheTransitionsProgram

10 am – 2 pm• Weekend Review• Mindfulness• Contemplating

Change• Behavioral Med.

9 am – 1 pm• Interpersonal

Effectiveness• Skills Integration 1• Addictive Behavior• Interpersonal

Strategies

(As scheduled)• Individual DBT

Therapy

11am–12:30pm• DBT Consultation

Team Meeting

(As scheduled)• Pharmacotherapy

2 – 4 pm• Stage I DBT Skills

Group or Stage II DBT Skills Groupor Individual Skills Training

9 am – 1 pm• Recovering

Worker Role• Commitment• What is DBT?• Distress Tolerance

9 am – 1 pm• Emotion

Modulation• Skills Integration 2• Homework &

Weekend Planning• Community Mtg.

9 am – 1 pm• Behavior. Analysis• Psychodrama• Metaphor• CBT Group

4 – 6:20 pm• Fixed Role

Therapy Group• Transitions Group

4 – 6:20 pm• CBT Group• Work Issues / Life

Structure Group

3:40 – 8:20 pm• DBT Skills Group• CBT Group

(As scheduled)• Individual DBT

Therapy

2 – 3 pm• Adolescent DBT

ConsultationTeam Meeting

(As scheduled)• Pharmacotherapy

4 – 5 pm• Stage I DBT

Skills Group orIndividual Skills Training

(As scheduled)• Intake evaluations

&/or consultation to the community

(As scheduled)• Intake evaluations

&/or consultation to the community

Monday Tuesday Wednesday Thursday Friday

WeeklyTeam

Meeting

Ongoing telephone consultation through

our voicemail network

Paging for situational

skills coaching

©2003 Two Brattle Center, Ltd. All rights reserved.

™™

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DBT SkillsTrainingGroupStage I

DBT SkillsTrainingGroupStage II

Pharmaco-therapy

SkillsCoaching

Pharmaco-therapy

SkillsCoaching

AdolescentDBT Skills

Groups[2 Stage I Groups]

Parents’Group

IndividualDBT

Psycho-therapy

IndividualDBT

Psycho-therapy

Intake,Evaluation, and

Consultationto the widercommunity

ResearchIndividual

SkillsTraining

ResearchIndividual

SkillsTraining

WeeklyTeam

Meeting

Ongoing telephone consultation through

our voicemail network

Paging for situational

skills coaching

™

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©2010 R. Ross

RANDALL ROSS

mark my words



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You’re home.Prudential Real Estate:tagline for targeted residential sales campaign

Coffee’s just the first perkTime to stir things upAre you the cream for our coffee?Prudential Real Estate:copywriting and Adobe Photoshop illustration for series of three postcards for new agent recruitment through Career Coffee seminars. The coffee art and gradient color tint block progressively lightened in each consecutive mailing to reflect the respective headline.

Shaping solutions . . .PacificTech Molded Products: logotype and tagline for make-to-order contract manufacturer

BUILDING REFINEMENT

Coastal Installations: service mark and tagline for architectural detailing contractor and supplier

WELCOME HOME

YOUR PLACE IN THE SUN

Western Holdings: logotype and taglines for rental property management identity and marketing programs, ranging from tenant magnet to building brochures as shown

SEE YOUR MESSAGE IN A NEW LIGHT

Laminated Lighting:logotype, tagline, bullet points, and sequencing for dealer sample (4 of 58 frames shown) demonstrating innovative state-of-the-art lighting technology signware

MAKING YOUR MARK

Yoko Ink.: identity image plus logotype and tagline for “licensed tattoo artistry” shop in North London, England

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©2010 R. Ross

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RANDALL ROSS

s e e t h e l i g h t


Logotype, product naming, and sell sheets for startup introducing innovative state-of-the-art lighting technology signware featuring full-spectrum color animation in an ultra-thin, lightweight, pliable panel as thin as a credit card.

Upper right: merging typographic form and graphic function, the logo is readily seen as the letter, “L”, curved to signify pliability, as well as the technology’s light-emitting color layers.

Center right: elements of the new logo build progressively to illustrate basic animation process.

Lower right: select frames highlight just a few potential eye-catching effects

Sell sheet copy excerpts:This uniquely positioned solution is purpose-designed to expand and enhance the impact of any advertising or branding strategy and is one of the most valuable product promotion/brand recognition vehicles available in today’s visual display marketplace.

ShoMat and GloMat panel enclosures are both suitable for vertical mounting or as countermats. GloMat also offers the unique distinction of positioning as a floormat such that the impact of the lighted message on a floor is immediately eye-catching and memorable. For a more economical, yet contemporary solution, ShoCase serves up a letter-sized form of sleekly curved acrylic.

The core of every Laminated Lighting solution is the ultra-thin ShoStopper panel, facilitating low-profile installation in physical applications that no other medium can approach.


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POSITION ONLYSTOPPER

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©2010 R. Ross

RANDALL ROSS

’b r a n d’ n e w

TECHNOLOGYMARKETING DESIGN

Product concept and design, branding and packaging comp for a new Apple iPod case.

Pre-production technical drawings (below) for conversion into 3D CAD data for silicone injection molds and projected development of uniquely integrated electronic components.

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©2010 R. Ross


RANDALL ROSS

b l o o d l i n e


27-page promotional marketing proposal for blood donor drives to communications managers of 18 American Red Cross Blood Services Regions nationwide detailing concept, production, and distribution of an exclusive tee shirt incentive plus a major tie-in to Super Bowl XL expanding on the New England region’s original idea of a ticket giveaway to the Rolling Stones’ national tour kickoff concert at Boston’s Fenway Park.

An extensive media reference section reinforced a compelling case for a successful program, resulting in positive response from half the regional managers to consider soliciting corporate sponsorship for the shirts as well as a grand prize trip to the NFL’s 40th anniversary Super Bowl for which the band was to perform during halftime.

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Rolling Stones World Tour UnveiledKicking Off At Fenway ParkMay 10, 2005 – The Rolling Stones today announced another mega world tour during a media event at New York’s Juilliard School of Music. The Rolling Stones On Stage outing begins August 21 at Fenway Park in Boston, and tickets to many dates go on sale this weekend. As on the 2002-2003 Licks tour, the band will play clubs, theaters, arenas and stadiums, with each sized venue boasting unique production elements and set lists.

��August 3, 2005 – Anyone who donates blood at an American Red Cross center in Maine and four other states during the latest blood drive could win tickets to a Rolling Stones concert.

Blood donors who contribute for two weeks starting Thursday will be entered into a drawing for a pair of tickets to the rock group’s Aug. 23 concert at Fenway Park in Boston.

Ameriquest Backs Rolling Stones TourMay 11, 2005 – Ameriquest, one of the nation’s largest mortgage lenders, has signed an agreement with the Rolling Stones, making Ameriquest the presenting sponsor of the U.S. leg of the legendary rock band’s upcoming world tour.“In today’s saturated marketplace, the Rolling Stones break through the clutter to reach fans in a way that few iconic brands can,” Brian Woods, Ameriquest CMO, said in a statement. “Being the presenting sponsor of this tour allows Ameriquest the opportunity to reach those fans by fulfi lling their dream to see the Stones on stage live.”

© 2005 Randall Ross • Boston. All rights reserved. Tongue and Lips Design: Trademark of Musidor, B.V.

ConceptThe American Red Cross Blood Services – New England Region donor promotion for a chance to win Rolling Stones concert tickets provides a rare opportunity for a fitting tie-in with rock merchandising’s most enduring staple: the tee shirt.

Though the Red Cross has long issued shirts to thank blood donors, a shirt incorporating the Rolling Stones’ well-known Tongue and Lips design trademark, as presented on the preceding page and above, can actually serve to increase donor turnout well beyond the timeframe and appeal of a ticket giveaway alone. The attraction of an exclusive shirt which cannot be purchased or obtained by any other means must not be underestimated as rock fans would literally give blood to wear one.

Most importantly, given the surprisingly small donor population to date, any method to introduce a potentially vast new base of donors to the procedure should be seriously considered, especially if it ideally might foster unconditional future altruism.

The proposed shirt design employs “Let It Bleed” (title, and title song, of the 1969 album shown above, top right) with a turn of phrase in this specific context that instantly relates directly and uniquely to blood donation, effectively prompting the viewer to contribute as well. The typographic treatment derives from a classic 1972 tour poster

by John Pasche (above right) who also happened to create for the band the red and white tongue and lips identity first applied to the LP label and jacket of Sticky Fingers in 1971 (above center).

While the mark has been transformed ever since through dozens of tours and record releases (page 11), the familiar, original red and white graphic returned in this year’s initial Ameriquest tour poster (page 2), suggesting a “back to basics” approach that coincidentally suits the identical color scheme of the American Red Cross for this purpose perfectly.

And whatever one’s opinion of the Rolling Stones – good, bad, or indifferent – the facts speak for themselves: through four decades of millions of album and concert ticket sales, the group holds the record for the two highest grossing tours in North America (page 20) and just received the World Music Award for “World’s Greatest Touring Band of All Time” (page 26). Even the latest release, A Bigger Bang, is receiving high marks as their best, most consistent work in over twenty years (representative reviews on pages 22-25), which may well result in increased radio play and prospective on-air mentions of the local Red Cross blood drive.

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© 2005 Randall Ross, Off The Wall • Boston. All rights reserved. Tongue and Lips Design: Trademark of Musidor, B.V.��

© 2005 Randall Ross, Off The Wall • Boston. All rights reserved. Tongue and Lips Design: Trademark of Musidor, B.V.

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Long before the disaster of Hurricane Katrina, the American Red Cross issued an urgent national appeal for blood donations as blood inventory levels have dropped well below a safe and adequate supply. Every two seconds, someone in America needs blood and the American Red Cross provides nearly half of the nationʼs blood supply to 3000 hospitals and emergency treatment facilities.Giving blood is a safe and easy process and takes very little time. Yet, out of about 60 percent of the people in America eligible to donate blood, only 5 percent do. Anyone 17 years and older, weighing 110 pounds or more and feeling in good health may be eligible to donate blood.The American Red Cross strongly urges anyone who is eligible to give blood to call 1-800 GIVE-LIFE or log on to givelife.org as soon as possible to schedule an appointment to donate.And in appreciation, every blood donor in <region> through <date> will receive:• An exclusive Rolling Stones ʻLet It Bleedʼ tee shirt, available only to Red Cross blood donors• A chance to win a pair of tickets to see the Rolling Stones On Stage at <venue> on <date>, sponsored by Ameriquest Mortgage • A chance to win a trip for two to Super Bowl XL February 5, 2006 at Detroitʼs Ford Field, featuring the Rolling Stones in performance at halftime, sponsored by FedEx Kinkoʼs

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© 2005 Randall Ross, Off The Wall • Boston. All rights reserved. Source: tickets.rollingstones.com

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MUSIC REVIEW

Stones are solid in showmanship and their set listBy Steve Morse, Globe Staff | August 24, 2005

The Rolling Stones completed their two-show siege of Fenway Park with another over-the-top display of staging and music last night. The sound was better, the lighting was more coordinated, and any glitches from day one were far less apparent. And day one was already pretty flawless by opening-night standards.It’s hard to critique last night’s show if you hadn’t seen it before. However, if you caught the Sunday opener, you couldn’t fail to notice that it had an almost identical set list. The only change was substituting the song “Bitch” for “Doo Doo Doo Doo Doo (Heartbreaker)” about midway through the show.It seems that the Stones are going to use a more rigid set list on this tour, after really mixing it up on their last world tour. That was especially true in Boston in 2002 when they moved from the FleetCenter to Gillette Stadium to the Orpheum in succession. Fans got used to a rotating set list – and it was a bit of a shock to see things fall back into rigidity at Fenway. They even did the same four new songs from their forthcoming album, “A Bigger Bang,” yet it would have been nice to see them debut some others.That said, the show was still phenomenal. It’s shaping up to be easily the best stadium tour by the Stones since 1988’s “Steel Wheels.” The Stones are already the Dorian Grays of rock ’n’ roll – most are in their 60s but they perform like musicians half their age – and this new tour is their most animated spectacle yet. Singer Mick Jagger was all over the Fenway outfield last night, racing along catwalks on each side the stage, and up flights of stairs to an overhead perch for “Sympathy for the Devil,” as jets of fire shot up from the top of the 90-foot-high stage (which looked like a futuristic airport terminal with two balconies in back full of standing-room-only patrons) with such intensity that fans could feel the fire’s heat well into the crowd.The Stones were clearly on a mission to prove they could still rock. With celebrity guests Whoopi Goldberg, John Kerry, and Sox owner John Henry in the house, the Stones blistered through their first three songs (“Start Me Up,” “You Got Me Rocking,” and “Shattered”) in tight-combo, clubland fashion. These featured just the core unit, allowing guitarists Keith Richards and Ron Wood to interact with swashbuckling glee. It wasn’t until the fourth tune, “Tumbling Dice,” that the band’s backup singers and four-man horn section made an appearance.The unquestioned highlights last night were the punky oldie, “She’s So Cold” (which the Stones have rarely performed) and the rip-roaring blast of tunes done on the B stage in the middle of the field: “Miss You,” the new rocker “Oh No, Not You Again,” the venerable “(I Can’t Get No) Satisfaction” with Jagger prancing like a madman, and concert staple “Honky Tonk Women.” Fans around the B stage were dancing as though it were closing time at Avalon.The Stones again excelled with their Ray Charles tribute on “Night Time is the Right Time” (featuring a smoking duet between Jagger and backup singer Lisa Fischer while photos of the classy Charles were shown on the 60-foot-high video screen). They also soared on the climactic troika of “Sympathy for the Devil,” “Jumpin’ Jack Flash,” and “Brown Sugar” before the same encores of “You Can’t Always Get What You Want” and “It’s Only Rock ’N’ Roll.”Bottom line: The Stones had definitely improved from the first night, as had opening act Black Eyed Peas, which delivered its party funk with more confidence and style.

© Copyright 2005 The New York Times Company

A small number of fans were given tickets to watch the show from the wings onstage. REUTERS

©2010 R. Ross


RANDALL ROSS

re-development


Comprehensive design upgrade and marketing program as Director of Marketing for Prudential Real Estate affiliate, from print advertising and collateral to sales office window displays.

Starting with weekly newspaper advertising (right), all materials were redesigned for optimum contemporary effect and impact in accordance with Prudential corporate identity standards.

Complementary gradient tints in the corporate color, Pru blue, integrate the more consumer-oriented tagline, “You’re home” at top and a new standardized company signature block at bottom. A new “info” number assignation improved on the too common identity number (Before upper right) to direct readers to the company website.

The new format readily established a consistent company look while retaining maximum flexibility for text and images, also enhanced by a portrait border and drop shadow framing each property image. Blue text color similarly highlighted locations as well as agent info, set off with bullets subtly relating to both the circular “i” info number element and even the Prudential rock trademark.

Various other pieces expanded on the tagline and gradient tint motif, including weekly Open House notices each Friday (lower left); window posters for 1st Thursday, local community events through spring and summer, with work by different artists each month exhibited in the agency’s main office (lower right); as well as property highlight sell sheets and postcards (following page).


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Locally owned. Nationally known.

1ST THURSDAY

OpeningArtist

Showing

July 6 : 6–8 pmPhotographer Erik GehringJuly 1–July 31

Turner Deadwater | August 2005, Baxter State Park, Maine

OPEN HOUSES:JAMAICA PLAIN Single Family

85 Rockview #2

$698,000

Will Brokhof

Sunday 1 - 2

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ROSLINDALE 2BR Condos

137 Cornell St. #1 & 2

$309,000 & $319,000

BJ Ray

Sunday 12 - 1:30

JAMAICA PLAIN 2BR Condo

332 Jamaicaway #204

$349,000

Alison Zilzer

Sunday 12 - 1:30

DORCHESTER Single Family

70 Brookledge Street

$559,000 - $648,876 PVRM*Will Brokhof

Sunday 2 - 3

JAMAICA PLAIN Condos

18 Custer Street #2 & 3

$279,000 - $338,876 PVRM*Will Brokhof

Sunday 1 - 2

JAMAICA PLAIN 2BR Condos

281 Forest Hills Street

$309,000 & $319,000

Lucian Estevez

Sunday 1 - 2

WEST ROXBURY Single Family

17 Garth Road

$649,000

Kathy Power

Sunday 12 - 1:30

JAMAICA PLAIN Single Family

2 Saint Johns Street #1

$299,000

Susan Zutrau

Sunday 12 - 1

WEST ROXBURY Single Family

9 Ravenna Road

$589,000

Paula Narenkivicius

Sunday 11:30 - 12:30

JAMAICA PLAIN 2BR Condos

6 Germania Street

$279,000 - $289,000

Paula Narenkivicius

Sunday 1 - 2

CONCORD Single Family

19 Bolton Street

$499,900

Trisha Solio

Sunday 2 - 4

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DORCHESTER 2BR Condo

43C Quincy Street

$249,000

Will Brokhof

Sunday 1 - 2

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SUNDAY 7/16

Before

©2010 R. Ross

RANDALL ROSS

re-development


Property highlight sheet handouts (right), window display posters, and direct mail postcards (lower left) all extended the newly established print advertising format with corresponding tagline and company signature gradient tint blocks as well as the revised property info number.

In addition to PVRM (Prudential Value Range Marketing) pricing when applicable, “numbers at a glance” below the exterior photo provided an instant summary of each property.

Even the most average digital snapshots (lower right) were put in the best light by novel graphic elements including an address number as unique as each property itself, plus “architextural” details of distinct features when appropriate (upper right), and a variety of gradient background colors.


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©2010 R. Ross

RANDALL ROSS

re-development



Renderings in Adobe Illustrator and Photoshop for proposed new window displays, the culmination of three months of company positioning and development, providing the most contemporary presentation of property posters in the most economical structural design possible (framework plan at bottom), with savings ideally affording the purchase of a flat-panel monitor for DVD-programmed material promoting properties, agents, and the company alike (lower detail center).

The left windows (full image at top) primarily are devoted to the main office’s listed properties, while the right windows are segmented for general sales and rentals flanking a section for Prudential’s Fine Homes select properties.

Adding some flair are inexpensive blue neon strips below each of the equally low-cost display structures of aluminum window channel, simply fabricated and installed to mount easily removable individual poster frames, neatly organized in place of the previous plain acrylic holders haphazardly strung with monofilament line (Before at top).

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©2010 R. Ross

RANDALL ROSS

new lease on life


Comprehensive corporate identity and marketing program for rental property management firm, encompassing applications of new logotype and two taglines to stationery, ad specialty items for new tenants (calculator, keychain, emergency info refrigerator magnet), and four-page brochures for each of 19 properties, including all copywriting, photography, photo retouching, original map art, and website prep.

Upper left: the frame surrounding each property brochure’s cover page reflects the distinctive border “holding” the new logo’s interlocking monogram.

Upper right: in addition to the taglines, “Your Place In The Sun” and “Welcome Home” (likewise derived from the new monogram’s “WH”), the types of properties referenced on each back cover are now categorized – Residences, Professional Residences, Executive Residences, and The Terraces (the latter to convey the unique views and street locations actually named Emmet Terrace and Floyd Terrace in the Hollywood Hills).

Avoiding copyright infringement or licensing costs from existing sources, original map art conforms to the new corporate black and copper color scheme, situating each property in the context of area streets and landmarks such as parks and hospitals as well as public transit bus and subway lines.

Lower right: each inside spread details the respective property’s features and amenities, superimposed when possible over a characteristic photo detail (following page: bottom).


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©2010 R. Ross

Documents

Marketing | Design | Technology