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Substance151 is a strategic brand communications firm for organizations on the edge of evolution – whether that evolution is inspired by growth, changing conditions, stronger competition, new customers, products and services or a desire for a stronger, more relevant brand. Our expertise includes every step of the branding process – from strategy through design, across print and digital media, and covering all aspects of marketing communications.
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Exceptional brands emerge not from well-conceived strategies nor from great design, but from the convergence of both.
WEB www.substance151.comPH 410_732_8379EM [email protected]
Industry Expertise. Our industry expertise comes not
only from our work with numerous businesses similar
to yours, but also from our involvement with leading
industry organizations. Through our active membership
and leadership positions in these organizations, we stay
abreast of emerging trends, challenges facing specific
industries, and existing best practices.
Design Excellence. Substance151 has received a
multitude of industry awards and appears consistently in
national and international design publications. Our case
studies are used by AIGA (our industry’s professional
association) and by a number of colleges across the
country to educate and inspire both our peers and future
generations of designers.
Diverse Industry Experience. We have experience with
a variety of industry sectors – including education, arts
and culture, healthcare, government, corporate and many
others, which gives us working knowledge of your target
audiences and their needs. We are able to bring unique-
to-your-industry perspective and create outside-the-box
solutions that differentiate you from your competitors.
Culture. Beyond our credentials and expertise, you’ll find
we have a collaborative, flexible and responsive team of
senior-level professionals with a strong work ethic. We are
innovative thinkers. We listen. We deliver on our promise.
And we are committed to our clients’ success.
INDUSTRY FOCUS
» Built Environment» Technology» Professional Services» Green and Social Enterprise» Non-profit and Education
WHY SUBSTANCE151?
Substance151 is a strategic brand communications firm for organizations on the edge of evolution – whether that
evolution is inspired by growth, changing conditions, stronger competition, new customers, products and services, or a
desire for a stronger, more relevant brand.
ANALYTIC THINKING
STRATEGIC THINKING
CREATIVETHINKING
SUSTAINEDTHINKING
THINKINGOur work is provocative, meaningful, communicative and
connecting. It is the result of our rigorous application of
strategic thinking at all points in our process that evolves
your brand.
We work hard to earn our seat at your strategic table and
we make a commitment to bring the full force of our
thinking to every project we undertake on your behalf.
ANALYTIC THINKING
Fact-based thinking about your business, goals, desired out-comes, competitive landscape, current positioning and message, and what’s possible.
Yields: The Foundation
STRATEGIC THINKING
Insight-directed thinking about what your brand needs to be-come in order to meet objectives, connect with customers, inspire action.
Yields: The Vision
CREATIVE THINKING
Creative thinking in every aspect of your brand communications. Guided by strategic thinking, we transform strategy into unmatched brand experience.
Yields: The Brand
SUSTAINED THINKING
Ongoing management, refinement and informed thinking on behalf of your brand.
Yields: Your business at full marketing power at every point of contact
Design has the power to engage, transform and promote action.
But it’s the thought process underneath that gives it meaning
and creates lasting connections between companies and clients.
Naming and Tagline Development Corporate and Product IdentityBrand Books and Style Guides
Copywriting / Content Development
Print, Collateral, Packaging, PromoExhibit, Tradeshow, EnvironmentalWayfinding, Signage Systems
Information Architecture Web Design and Developmente-Marketing, Social Media
Visual Strategy and Concept
Messaging and Content Strategy
Print and Environmental DesignRecruitment MarketingInternal Communications
Digital Branding and MarketingUser Experience DesignDigital Marketing
Brand Experience Design
Goal SettingBrand AssessmentComparative AuditExisting Communications Audit Opportunity Mapping
SERVICESDISCIPLINES OUTCOMES
Clear Vision and RoadmapGap Analysis / SWOT Analysis Competitive AnalysisAudience and Market Profiles
Brand Research
Brand Strategy Positioning and MessagingBrand Architecture Brand PlatformMarketing Communications Mix
Brand StrategyMarCom Strategy
Brand Management Integrated MarketingOngoing Campaign Development Market IntelligenceClient Services
Sustainability ReportingGreen and Cause Marketing
Communications Across All MediaTargeted Campaign DevelopmentOngoing Industry Trends ResearchCompetitive IntelligenceProject and Account Management
Sustainability Reports, MicrositesSustainability and Cause Campaigns
CAPABILITIESOur expertise includes every step of the branding
process, all forms of media and all aspects of marketing
communications.
Brand Purpose and Sustainability Green Branding and Marketing Community Outreach InitiativesCorporate Responsibility StrategyEmployee Involvement Strategy
Green Lens
We view each project through a “green lens” and engage
in a dialogue about sustainable alternatives and benefits
of more sustainable solutions with each and every client.
We follow green office and green living practices – 100%
of our electricity comes from renewable energy sources.
Continuous efforts are made to use eco-friendly materials
and energy savings practices throughout daily operations.
We contribute our time and expertise to the organizations
that promote economic, social and environmental
responsibility: Social Enterprise Alliance, Koolhof Earth,
The ASSOCIATED Sustainability Initiative, U.S. Green
Building Council Maryland.
We partner with vendors and suppliers who share our
philosophy of environmental and social responsibility and
whose products are sustainable.
We work to advance the understanding of environmental
and social issues among the general public and other
designers through speaking engagements, writing, and
panel discussions.
Our case studies are used by AIGA’s (our professional
association) Center for Sustainable Design, re-nourish.
com and by a number of colleges across the country to
educate and inspire both our peers and future generations
of designers.
QUICK FACTS
Ida Cheinman is named EcoCEO by Baltimore SmartCEO
Ida Cheinman is listed as one of Baltimore’s Green Masterminds by Bmore Media
Substance151 has adopted The Designers Accord principals
Substance151 is Green America certified business
Substance151 is one of the first three Benefit LLCs in Maryland and in the country
2012 Benefit Report
2011 Benefit Report
CORPORATE RESPONSIBILITY
Since its inception, Substance151 has made a commitment to be environmentally and socially responsible and help
foster a new sustainable design model through its design practice, education and example. Sustainability is not simply
a section on our website – it’s a part of our corporate DNA.
PROFESSIONAL SERVICES
The Daily Washington Law ReporterDesign for ContextFortigent, a Lydian CompanyGMAC Financial ServicesHR Anew, Inc.Kowitz Financial GroupManagement Resource ServicesMarketPointMind InventionsNARFE Premier Federal Credit UnionPlanFirst Financial Solutions
NONPROFIT / ENVIRONMENTAL
THE ASSOCIATED Sustainability InitiativeBuy Local BaltimoreChesapeake Innovation CenterChesapeake Sustainable Business AllianceDelaware Valley Green Building Council (DVGBC)Eco-CoachThe Green Building InstituteHabitat for Humanity of the Chesapeake/ReStoreThe Institute for Integrative Health (TIIH)Koolhof EarthU.S. Green Building Council Maryland Evergreen Elementary SchoolHorizon Foundation
BUILT ENVIRONMENT
Apex CompaniesBarton Malow CompanyBignell Watkins Hasser ArchitectsCho Benn Holback+Associates Inc.EBA EngineeringEntellis Collaborative (formerly Hamel Green)Garver Development GroupJ. A. Rice, Inc.Lorax PartnershipsSoltesz (formerly Loiederman Soltesz Associates)PLDA Interior Design | Interior ArchitectureStraughan EnvironmentalTerraLogos eco architecture
TECHNOLOGY
AlphaInsight CorporationAltum, Inc.Chesapeake Innovation Center (CIC)Chesapeake Regional Tech CouncilEMMES Corporation/Advantage SuiteThe Fillmore GroupIBM/TriTekLCG TechnologiesLitecastNetLink ResourcesOnline Resources CorporationRFID-ProstriCerat
PARTIAL CLIENT LISTFrom enhancing and repositioning established brands to
launching new products and markets, we are proud to
showcase the client roster of organizations we’ve had the
opportunity to represent.
ADDY Awards
Art Directors Club of Metro DC
Create Magazine Awards
Creativity Annuals
GD USA: American Graphic Design Awards
Horizon Interactive Awards
HOW Magazine
National Creative Competitions Association
PRINT Magazine
The Web Marketing Association
SELECT AWARDS
AIGA Center For Sustainable Design
American Corporate Identity Annuals
Best of Business Cards series, Loewy, London
Big Book of Green Design, HarperCollins
Designing for the Greater Good, HarperCollins
Graphic Recycling: Logo Redesign, Rockport
Letterhead and Logo Design series, Rockport
LogoLounge Project, Master Library Series, Rockport
Packaging Design, IndexBook, Barcelona, Spain
Pictogram and Icon Graphics 2, Tokyo, Japan
re-nourish.com
SELECT BOOKS AND PUBLICATIONS
AWARDS AND PUBLICATIONS
In two decades of ongoing commitment to creative
excellence and collaboration with our clients, our team has
earned an impressive number of industry awards and our
work has been recognized both nationally and worldwide.
While Substance151’s primary focus is on addressing the
needs of our clients, we continue to share our knowledge
and expertise through teaching, lecturing, committee
and jury work, setting the standards of excellence for the
graphic design discipline.
TEACHING
State University of New York, College at Plattsburgh
Champlain College
Towson University
Stevenson University
Maryland Institute College of Art (MICA)
UMBC
SPEAKING
Society for Marketing Professional Services (SMPS): Washington, DC, Maryland, New York
Chesapeake Regional Tech Council (CRTC)
Greenbuild International (USGBC)
MD Chamber of Commerce
AIGA Baltimore
Ida Cheinman has 18 years of design and management
experience with a primary focus on brand strategy and
design across print and digital media. With clients in-
cluding Loiederman Soltesz Associates, Bignell Watkins
Hasser Architects, Cho Benn Holback+Associates, U.S.
Green Building Council Maryland, NIH, TerraLogos eco
architecture, MdTA, Straughan Environmental and many
others, her work has earned multiple design awards and
industry recognition and appears consistently in national
and international design publications.
When founding Substance151, Ida made a commitment
to advance sustainable values through the firm’s design
practice, education and community involvement. Under
her leadership, Substance151 has built a solid reputation
for its stellar strategy and design work and its passion for
advocating environmentally and socially responsible busi-
ness practices. In 2010, Ida was named an EcoCEO by
Baltimore SmartCEO.
Ida holds her MFA in graphic design from Towson Univer-
sity, BA in graphic design from the State University of New
York, and diploma from the School of Applied Arts in St.
Petersburg, Russia. She is on the board of the Society for
Marketing Professional Services (SMPS) Maryland, the
U.S. Green Building Council (USGBC) Maryland, the and
Social Enterprise Alliance (SEA) Maryland. She also sits
on the Maryland Chamber of Commerce Marketing Com-
mittee, The Associated Sustainability Initiative Executive
Committee, and the Chesapeake Regional Tech Council
(CRTC) Women in Tech (WIT) Forum. Ida is a SmartCEO
BRAVA! Awards winner and has been named a 2010 and
2012 Top 100 MBE in the Mid-Atlantic Region.
Principal, Creative Director
IDA CHEINMAN
PRINCIPALS
CONNECT
[email protected]_732_8379
@substance151@idacheinman
Rick Salzman has over 20 years of diverse industry
experience covering all aspects of the design discipline.
Well versed in the communications needs of large
organizations and fledgling brands alike, Rick brings
energy and a fresh conceptual approach to every client
engagement.
Rick’s partial client list includes National Institute for
Humanities, Rail City Brewery, EBA Engineering, Music
Contact International, TerraLogos eco architecture,
Baltimore Ravens, Alliance to Save Energy, Whiteface/
Lake Placid Ski Resort, and State University of New York.
His previous experience ranges from being a tenured
professor at the State University of New York, Plattsburgh
to founding and managing a design boutique where he
was responsible for the conceptual design development
of corporate communications for both profit and non-profit
organizations Since leaving academia, Rick has worked
for such nationally renowned creative agencies as gr8,
Greenfield/Belser and Gilden Integrated where his respon-
sibilities ranged from creative problem solving to managing
teams of print and interactive designers. Rick’s work has
earned numerous awards for design excellence.
Rick holds an MFA from Syracuse University and a BA
from Florida State University. He is an adjunct professor at
the Maryland Institute College of Art (MICA).
Principal, Design Director
RICK SALZMAN
PRINCIPALS
CONNECT
[email protected]_732_8379
@Sub151Rick
In today’s challenging environment, we help your firm develop strategies to maximize every marketing dollar and to gain unparalleled competitive advantage: from a brand platform that uniquely positions you in the sea of competitors and a clear and powerful brand message, to compelling brand identity, flexible collateral system and a robust web presence. Are you ready to take advantage of early opportunities as the market recovers?
01. PLDA Interior Design & Architecture
02. Bignell Watkins Hasser Architects
03. US Green Building Council Maryland
04. Soltesz03
01
04
02 BUILT ENVIRONMENT
As the technology industry continues to thrive, many technology firms are ill-prepared to take advantage of the favorable market conditions. Substance151 helps technology firms develop brand and marketing strategies that build awareness, assert and broaden your position in the marketplace and increase revenues. Is your firm poised to compete?
01. Online Resources
02. AlphaInsight Corporation
03. LCG Technologies
04. Altum
TECHNOLOGY 01 02
03 04
In an industry with a very homogenous competitive landscape it is imperative to clearly articulate why your firm is the premier choice. It is not enough to simply list your key differentiators, you must go deeper below the surface to communicate how you are different in achieving those qualities and what it means to your audiences. Substance151 helps you develop a strategic, relevant message and distinctive design. Isn’t it time your firm stood tall among its competitors?
01. NARFE Federal Credit Union
02. HR Anew
03. QoS
04. PlanFirst Financial Solutions03 04
PROFESSIONAL SERVICES 01 02
Through professional services, consulting and pro bono work, we have provided support to organizations that work to improve our lives and benefit our communities – helping them reach membership targets and fundraising goals and build greater awareness of their missions. By putting flexible marketing and design systems in place, we help non-profits to maximize the value of every dollar.
NON-PROFIT /ENVIRONMENTAL
01. Habitat for Humanity Chesapeake
02. CSBA
03. Eco-Coach
04. Baltimore Bioneers
01 02
03 04
“Substance151 is the strateg y and design firm you want on your team! They are excellent at what they do and extremely responsive. Substance151 created a unified voice for our company, translating that into a sales-focused website, product campaigns, tradeshow materials and more. We now have the marketing foundation to effectively and powerfully communicate Altum’s brand to our target audiences.”
STEVE PINCHOTTI, CEO, ALTUM
“Substance 151 has a unique and extraordinary touch and passion for the work that they do. The company helped HR Anew revitalize our brand and ensure it builds relevance and value in the government and business marketplace. They also helped us to reposition our brand to create a greater differentiation for HR Anew. The new brand strateg y has also influenced our staff to make positive changes, which have resulted in us becoming more solutions driven. The result is truly a customer value proposition.”
DEBORAH STALLINGS, PRESIDENT AND CEO, HR ANEW
“If I could take just one design firm with me to a desert island, Substance 151 would be my only choice. Never before have I found a company that truly understands “strategic creativity” the way Ida Cheinman and her team do. They always come through with flying colors – on time and on budget. I highly recommend them if you need a top-notch professional firm that really ‘gets it.’”
NELSON DUFFLE, VP OF MARKETING, ONLINE RESOURCES
“When AlphaTech changed its name to AlphaInsight and launched its rebranding campaign, it retained Substance151 as creative consultant. They combined creativity with an unusual understanding of the business drivers, and showed a rare parallel grasp of aesthetic as well as the strategic considerations. An untold number of prospects and business partners have been impressed by the design and, as a result, the AlphaInsight brand became both noted and valued. Equally important, the team were consummate professionals, delivering superior value.”
VISH VARMA, VICE PRESIDENT, CACI
CLIENT TESTIMONIALS
“USGBC Baltimore Region engaged Substance151 to rebrand the organization as USGBC Maryland. Their team clearly understood our business objectives and translated them into a strategic redesign for our website and all forms of print communications. They quickly grasped the essence of who we are. The end product Substance151 delivered undoubtedly positions USGBC Maryland as a leader in green building, with a professional, credible image and the perception of a large, well-established organization. The results have been extremely successful and have led to a long-term relationship between our organizations.”
PAT THOMAS, EXECUTIVE DIRECTOR, USGBC MARYLAND
“We recently worked with Substance151 on the design of our new website, and I have been very pleased with how well the design team has met our needs and requirements throughout the design process. They have exhibited a strong understanding of the comprehensive nature of marketing and provided creative solutions that have met and exceeded our expectations.”
ADENIYI PAUL, PRINCIPAL, BWH ARCHITECTS
“The American Advertising Federation of Baltimore is a membership driven organization and the annual ADDY awards
– the biggest event of the year – is critical to its success. We handed Substance151 a challenging assignment for a tough audience and they came up with a fantastic theme, and using superb print and electronic materials generated a lot of excitement in the Baltimore creative community ensuring maximum participation among its members. Thanks to Substance151, we had one of the most successful awards shows in AAFB history. They’re great to work with, but it’s their attention to detail and creative drive that sets them apart.”
JIM ASTRACHAN, ASTRACHAN GUNST THOMAS, AAFB
“Substance151 was the perfect fit for our firm. The research and strateg y that Substance151 provided built our new brand to what it is today. Many times, their ability to clearly articulate our goals and to refocus us was incredibly helpful. They always kept the big picture in mind. What’s more is Substance151 proved to be agile, responsive, and a joy to collaborate with.”
MICHELLE MARTIN, DIRECTOR OF MARKETING, SOLTESZ
CLIENT TESTIMONIALS
WEB www.substance151.comPH 410_732_8379EM [email protected]