Campaign / Upper Makefield Fire Co.
Again asked to create the fundraising campaign for the Upper Makefield Fire Company, the development of this years campaign was based on building their value and highlighting their importance to the community. As the concept and creative for the prior year's campaign had been developed, the project began with the development of the concept and message, applied to the development of the look and feel. As in the previous year's campaign, the concept and message communicated the importance of the fire company within the community without guilting the reader, or making claims that overplay the fire company.
With the concept development based on the value of the fire company, who they are and what they provide to the community, especially in an emergency, the developed concept, "in time or too late" was created, and based on the fire company needing to be "at the ready" to ensure an emergency did not become as disaster. That value-driven concept was developed into multiple elements of that message and message concept, that built-on, expanded-on, and played-into the message. The messaging was then incorporated into the writing and applied to the visual development.
The design approach and the creative development focused on using the message and a prominent visual element, using a strong image to enhance the message. With the design applied to the layout and development of the mailer-a two-sided tri-fold letter mailed in a window envelope. When opened the folded letter was hard hitting in design and message. The campaign design was then applied to multiple components for the web and social media.
As in the previous year's campaign and the current campaign, rather than guilting the reader or making over-the-top claims, the campaign was based on the value the fire company provides, the importance to the resident and the community, especially in an emergency, based on the services provided. It then used the value to communicate what they need in order to provide these services. In the development of the current campaign, the new messaging and creative built on that concept, using new creative applied in the message and design.
Building on Established Value
Again asked to create the fundraising campaign for the Upper Makefield Fire Company, the development of this years campaign was based on building their value and highlighting their importance to the community. As the concept and creative for the prior year's campaign had been developed, the project began with the development of the concept and message, applied to the development of the look and feel. As in the previous year's campaign, the concept and message communicated the importance of the fire company within the community without guilting the reader, or making claims that overplay the fire company.
With the concept development based on the value of the fire company, who they are and what they provide to the community, especially in an emergency, the developed concept, "in time or too late" was created, and based on the fire company needing to be "at the ready" to ensure an emergency did not become as disaster. That value-driven concept was developed into multiple elements of that message and message concept, that built-on, expanded-on, and played-into the message. The messaging was then incorporated into the writing and applied to the visual development.
The design approach and the creative development focused on using the message and a prominent visual element, using a strong image to enhance the message. With the design applied to the layout and development of the mailer-a two-sided tri-fold letter mailed in a window envelope. When opened the folded letter was hard hitting in design and message. The campaign design was then applied to multiple components for the web and social media.
“Building on the organization value and the importance of the fire company in an emergency, the messaging was developed into an if/then, action/outcome structure, to highlight the importance of the fire company in an emergency.”
Project Summary
As in the previous year's campaign and the current campaign, rather than guilting the reader or making over-the-top claims, the campaign was based on the value the fire company provides, the importance to the resident and the community, especially in an emergency, based on the services provided. It then used the value to communicate what they need in order to provide these services. In the development of the current campaign, the new messaging and creative built on that concept, using new creative applied in the message and design.
Creative Approach
Developed as an either/or, if/then, action/outcome structure,the developed messaging played on consequences, highlighting the importance of the fire company in an emergency. As the message is an essential element of the campaign goal and what will drive donations, the design approach focused on developing the message as prominent visual element, delivered through designing with typography.
Summary & Notes
Building on the importance of the fire company in an emergency, the messaging was developed into an if/then, either/or, action/outcome structure, playing on consequences and highlighting the importance of the fire company in an emergency.
With “At the ready” a core element of the message, that concept was written as: “When minutes matter at the ready is the difference between in time or too late.”
With the preparation concept as “at the ready”, that element was incorporated with the either/or, action/reaction format, with the potential negative outcome that would effect the reader/resident: "At the ready is the difference between in time and too late".
With the negative outcome element from the danger of a fire, the writing asks the reader: “When it matters can we count on you?”
This writing structure was developed from the established core organization value element, created to justify and ask for donations that would ensure their service to the community continued.
Building on the importance of the fire company in an emergency, the messaging was developed into an if/then, either/or, action/outcome structure, playing on consequences and highlighting the importance of the fire company in an emergency.
With “At the ready” a core element of the message, that concept was written as: “When minutes matter at the ready is the difference between in time or too late.”
With the preparation concept as “at the ready”, that element was incorporated with the either/or, action/reaction format, with the potential negative outcome that would effect the reader/resident: "At the ready is the difference between in time and too late".
With the negative outcome element from the danger of a fire, the writing asks the reader: “When it matters can we count on you?”
This writing structure was developed from the established core organization value element, created to justify and ask for donations that would ensure their service to the community continued.
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Select Projects
The projects and work of Adam Garlinger, including logo design, business identity, and brand development for clients that include attorneys, insurance companies, networking, advisors, consultants, voice artists, and underwriters who are rebranding their corporation, building their business, and establishing a strong business presence. It's not only what we do, but how we do it.view projects
The projects and work of Adam Garlinger, including logo design, business identity, and brand development for clients that include attorneys, insurance companies, networking, advisors, consultants, voice artists, and underwriters who are rebranding their corporation, building their business, and establishing a strong business presence. It's not only what we do, but how we do it.
view projects
Select Case Studies
The select project case studies and in-depth examination of strategy, approach, process, and the development of creative that provides the solutions clients need to build their brand, establish the presence of their business, generates revenue, strengthens online visibility, and evolves the creative that ensures their brand is fresh and relevant in markets saturated with competition.view case studies
The select project case studies and in-depth examination of strategy, approach, process, and the development of creative that provides the solutions clients need to build their brand, establish the presence of their business, generates revenue, strengthens online visibility, and evolves the creative that ensures their brand is fresh and relevant in markets saturated with competition.
view case studies
Featured Projects & Work
The featured projects and works of Adam Garlinger, with projects that include brand development, building a product offering, business ecosystem development, visual branding, campaign design, website development, creative process, and the brand evolution of a renamed business.view the featured projects
The featured projects and works of Adam Garlinger, with projects that include brand development, building a product offering, business ecosystem development, visual branding, campaign design, website development, creative process, and the brand evolution of a renamed business.
view the featured projects
Projects in Development
From various ongoing projects that are in development to various graphic elements from within those projects. This includes logo and identity design, graphics, icons, and visual elements in all phases of the project development.view the projects in development
From various ongoing projects that are in development to various graphic elements from within those projects. This includes logo and identity design, graphics, icons, and visual elements in all phases of the project development.
view the projects in development
Located in New Jersey where Washington crossed the Delaware into New Jersey to win the war, Design Solutions Adam Garlinger is an advertising and design studio that helps clients differentiate their business from those they compete with...to stand out, be seen, and be remembered.
Delivering the first impression their business needs to accelerate the return on investment that is their business.
38 River Drive, Titusville New Jersey | adam@adamgarlinger.com
38 River Drive, Titusville New Jersey | adam@adamgarlinger.com
Design Solutions Adam Garlinger | 908.581.3393
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