Brand and Infographic Portfolio

2. the cleantrust
Rename, Branding, Print Collateral
The Institute of Inspection, Cleaning and
Restoration Certification (IICRC) had built a
sterling reputation within the industry they
served. Their name however was creating
a challenge. Although inclusive, business-
like and function-descriptive, it was hard to
remember, even as an acronym. And as
the IICRC grew from a national to an
international organization, with plans to go
beyond standards and certification in the
B2B world, their “all-inclusive” name was
becoming a liability.
Working with the board and executive
committee, Ruth reached into the promise
that the organization brings to the industry;
through their registrants and the end
consumers they serve. And as a result
IICRC became the CleanTrust ‒ a broader,
yet inclusive name, that was both benefit-
focused and a lot easier to remember.
Further we positioned the organization with
the tagline ”where professionals find
training and consumers find peace of mind”.

3. the cleantrust
Graphic Standards Manual

4. Waste
Management, Greenopolis
Logo Design
Waste is perceived as a problem, not a solution.
Increasing numbers of high profile companies and
individuals are committing to being “zero waste,”
whereas others claim that no byproducts of their
operations reach landfills. Waste Management
has demonstrated its growing commitment to
digital communications by investing time and
energy to build valuable relationships with the
online community. Edelman was tasked with
branding a campaign concept to encourage
and measure recycling, giving the consumer
spendable points through recycling centers
that keep track of recycling products.
The final solution was to design the function
of the UPC barcode into the program logo.
Being green is symbolized by grass, and the
blades become an actual readable bar code
Outtakes
to track products and record points. To depict
the product’s life cycle, we enclosed the logo
with a frame that uses arrows to represent a
continuous cycle. The type with the circular
letters echo the full circle concept. Edelman
was granted a Design USA award for the logo
development, but more importantly the
Greenopolis program has recycled more
than 5 million tons of waste and awarded
more that 9 million Think Green points that
reward a new generation of recyclers.

5. The Panama Canal
Branding, Tagline
Ruth and Edelman’s international PR
team joined forces to deliver a brand
platform and visual identity to the
Panama Canal that fully expressed the
Canal’s dynamic economic, cultural and
environmental ecosystem as it prepares
for an historic expansion. The
galvanizing idea that the
Canal is Panama’s “Gateway to
Tomorrow” anchored brand messages
and creative
delivery of logo and visual identity
designs
for merchandise
packaging, apparel, signage and
business materials. Outtakes

6. The Panama Canal
Integrated Marketing

7. Population Services
International (PSI)
Identity
Population Services International (PSI)
engaged Edelman to help retool the
organization’s logo and brand.
PSI knows something about branding,
as they use the power of persuasion to
lead social marketing programs around
the globe, tackling huge issues such as
AIDS, malaria, water quality and
childhood survival. The company’s
research showed that its image suffered
largely because key audiences were
beginning to see them as market-driven,
corporate, competitive and uncaring.
We softened the look of the logo by
using lower-case letters, allowing PSI to
appear more personable.
The green and orange brackets
Outtakes
communicate precision, problem
solving and compassion
in the same gesture. Since the brackets
never close, they allow the eye to move
through them without creating a feeling
of being hemmed in. This allows the
mark to seem friendly, inviting and
open. It also makes PSI appear easy to
work with and approachable. The new
Logo is emblazed on more than 30
social franchise clinic networks
worldwide. Together these programs
represent a 500 million dollar
investment to improve global health.

8. Circana Health Solutions
Branding
Circana is a membership-based
organization created for those who live
abroad and seek access to high quality
health and wellness services in the
United States. Initially targeted to Latin
and South American clients, Circana
tagged Ruth to help refocus their brand
on a wider international market.
Moving away from Circana’s original
passport look (which focused more on
travel and less on healthcare) we
created a cleaner, more sophisticated
look, anchored by a circular mark that
uses several shades of Circana’s
corporate colors -- communicating
Circana’s global presence as well as
Outtakes
their ability to incorporate the many
elements of care (patients, providers,
insurers, employers and travel).

9. Circana Health Solutions
Branding

10. American Nurses
Credentialing Center
Branding
The American Nurses Credentialing
Center (ANCC) provides individuals and
organizations throughout the nursing
profession with the resources to achieve
practice excellence. After twenty years
and substantial growth, ANCC came to
Ruth for a complete brand refresh.
Our visual and verbal makeover began
with an updated and versatile adaptation
of ANCC's signature laurel leaf and
ribbon design. A distinctive color palette
was created to both unify and
differentiate ANCC’s new family of
unique, sub-branded programs. Photo
standards were also updated to include Outtakes
more action and emotion. And a powerful
three word theme line (Innovate. Involve.
Inspire.) punctuated the design, reflecting
the purpose of both the organization and
the nurses it supports.

11. American Nurses
Credentialing Center
Branding

12. World Pneumonia Day
Childhood Pneumonia Infographic
The Johns Hopkins University
International Vaccine Access Center
(IVAC) is the main sponsor of World
Pneumonia Day. It is celebrated each year
on November 12th to raise awareness
about pneumonia being the world's
leading killer of children, and to advocate
for global action to protect against,
effectively treat, and help prevent this
deadly disease. While the World
Pneumonia Day partners have a wealth of
research, these materials are so data
heavy that it is difficult for a supporter to
get a quick overview of the problem.
In an effort to provide shareable, content for
World Pneumonia Day supporters, Edelman
and Ruth designed an interactive infographic.
The visual depicts basic statistics about
childhood pneumonia, piquing supporters
interest to learn more and take action.
The infographic was placed on the World
Pneumonia Day website, and lives on its
own tab on the World Pneumonia Day
Facebook page. This tab allows viewers to
interact with the infographic, download a PDF
version, share the file through his/her own
Facebook or Twitter presence, and also
embed the interactive version on his/her own

13. National Mining Association
Minerals Make Life Infographic
The content on National Mining Association’s
Minerals Make Life website needed to be
compelling for visitors, and encourage
advocates to share the information across
online platforms.
Ruth and Edelman took the client’s existing
fact sheets that were basic Word
documents that had valuable messages but
were not engaging and designed an
interactive infographic to tell the same story,
but in a more visually interesting way. The
interactive elements of the infographics
entice website visitors to engage with the
content, which increases the length of time
they spend on the website and encourages
them to share the content with their peers.
The Infographic was placed on the
Minerals Make Life website, shared on
NMA’s social media platforms, highlighted
in the monthly email to supporters, and
shared with bloggers and traditional media.
In the first two weeks that the Infographic
was on the website, it was viewed 466
times and visitors spent an average of 2:02
minutes on the page.

14. NHTSA
Auto Theft Prevention Infographic
For several years, NHTSA distributed a
vehicle theft prevention brochure that was
shared with partner organizations. This
brochure was not web-friendly and did not
offer online partners and blogs an
opportunity to leverage the tips and data
from the brochure to online platforms.
Edelman and Ruth proposed creating an
infographic to display statistics and tips
from the vehicle theft brochure, making the
data and numbers easier to understand.
This would provide NHTSA the
opportunity to share the brochure
information in a creative and visually
stimulating way that would appeal to
automotive bloggers and their respective
audiences.
The NHTSA vehicle theft prevention
brochure was shared with influential
automotive websites and blogs, resulting in
placement on widely-read sites and their
respective social media platforms, including,
KBB, Cars.com, Autoblog, TrueCar.com,
AOLAutos.com, AskPatty.com. As a result of
the combined placements, the infographic
reached 10,029,900 unique blog readers
and 83,380 followers/fans on Twitter and
Facebook.

15. Hilex Poly
Bag the Ban Infographics
Bag the Ban was initiated by our client, Hilex
Poly, a leading manufacturer of recycled
content, high density polyethylene (HDPE)
bags and films. The program was launched
in response to a proposed country-wide law
regarding taxing or banning plastic bags.
Hilex had a robust database of facts but no
tangible content to share with stakeholders.
To educate consumers on the benefits of
plastic bags and the unintended
consequences of implementing bag bans
and taxes, Edelman and Ruth developed
three interactive infographics that share
basic facts about the
economic, environmental and health
benefits of plastic bags.
The infographics live on the Bag the Ban
website, and were shared across Facebook
and Twitter. In addition, we used all three
infographics to support ongoing outreach
using the infographics as needed to further
bolster the story shared with specific media
and bloggers. The infographics have been
viewed 3,500 times on the Bag the Ban
website alone, and have also been reposted
across a number of blogs, garnering more
than 58,000 downloads.