Archive for the ‘Campaigns’ Category

Jammin’ with BlackBerry

September 28, 2012 | buchanandesign

The opportunity to work on branding a BlackBerry global campaign was exciting from the start. They wanted to establish a brand look for a campaign aimed specifically at the developer community to coincide with the launch of the BlackBerry 10 platform. RIM (parent company name) came in with the campaign name, Jam, a fun play on collaborating and working together. The name extended into four areas, BlackBerry 10 Jam (identifying conferences around the globe), Jam Zone (website exclusively for developers), Jam Sessions (for all events outside of conference), and Jam Space (regional offices throughout the globe exclusively for developers).

Everything we created would be used around the world, so there was great emphasis on creating guidelines that could be interpreted in many languages and reproduced anywhere in the world by a regional team. The campaign was scheduled to premiere in San Jose, California.

We started by presenting design concepts that were unique on their own and also complemented the existing BlackBerry brand. Anything we did was reviewed by the global brand team, it took a couple rounds but soon one of the concepts stood out among the rest. Most likely because we integrated the BlackBerry gradients into the selected designs in a way that they had not ever explored, it looked fresh and different.

We were also very respectful of the massive amount of black used, as this too is a key brand element for BlackBerry. Once we proved that we would be respectful of their brand we instantly picked up the speed of the project. The final BlackBerry Jam brand manual is 23 pages of brand guidelines, approved graphics, and strict no-no’s. Once the manual left our hands, it was circulated around the globe and I’m excited to see all the imagery that comes back.

Branding, Campaigns, Events, Projects


September 19, 2011 | admin

Today is the first day of Prostate Cancer Awareness Week and Genesis Healthcare Partners asked us to develop a campaign to increase the awareness and importance of prostate cancer screening for men over 40.

I initially thought this would have to be a very institutional campaign, but after doing some research, we realized bold and eye catching would allow Genesis to stand out among some great national organizations who are also getting the word out.

The first step was the campaign theme, after much discussion, we settled on Check It. It worked as a headline and strong call to action. Although not worn by every male, we created a “Tighty-Whitey” icon and paired that with the perfect campaign hero shot—5 guys in their underwear. The photo immediately demands attention and reinforces the alarming statistic that 1 in 5 men will be diagnosed with prostate cancer. We wanted the campaign to erase any embarrassment or stigma around a prostate exam, based on the overwhelmingly positive feedback, I think we did just that. Oh, and for the guys over 40 reading this, please CHECK IT. It’s important.




June 17, 2011 | Buchanan Design


AIGA San Diego is embarking on a new community outreach project called Bowhaus and we will be in charge of all communications. This will be similar to the Hearts in San Francisco or the Cows on Parade in Chicago.

Local and regional artists will be given the opportunity to create the most unique and artistic doghouses. The houses will be unveiled at the premiere, have a public exhibit for the community, and the very best will be auctioned off at closing Gala. Proceeds will help local animal advocacy groups and AIGA’s ongoing mission to advance design as a professional craft, strategic tool, and vital cultural force.

Petco has already signed up as the title sponsor and while it’s just starting to gain momentum, you will definitely be seeing and hearing much more in the months to come.
you can learn more at but the event is now going to happen in the spring of 2012.


Branding, Campaigns, Design Community, Projects