Samples and descriptions of recent projects

1. Bob Zeni & Associates
Case Studies, 2007- 08
Understanding Communication Design

2. Bob Zeni & Associates
works closely with clients
to develop visual strategies
that support branding and
create dynamic, compelling
communications that connect
with employees and contribute
to the bottom line.

3. Baxter Leadership Expectations
Project
Corporate-wide communications program for
Baxter International’s initiative to create an
B A X T E R L E A DE R S H I P E X P E C TAT I O N S
environment where 75,000 employees across
EVERYONE EVERYDAYEVERYWHERE
the globe consider themselves leaders.
Bob Zeni & Associates
How We Define
425 North Park Road
Challenge
LE A D E R S H I P E X P E C TAT I O N S AT BA X T E R
LaGrange Park, Illinois
Create an engaging, attractive presentation for a
Leadership is expected of everyone at Baxter – regardless of role or level in the
organization. The Baxter Leadership Expectations (Shared Values, Competencies
60526 1804 and Personal Attributes) are our guide for hiring, evaluating and developing all
•
voluminous amount of information in a way that’s
of our employees.
Shared Values
flexible, easy to use, comprehensive, and conforms
708 352 4700 (v)
• •
… are the common beliefs and standards we bring to our work.
to the Baxter corporate identity.
708 352 4725 (f)
• •
PassionPassioninnovate andand
Passion to to innovate
to innovate and Personal accountability
Personal accountability
Personal accountability Eagerness to learnto learn and
Eagerness to learn and
Eagerness and
drive for solutions
drive for for solutions
drive solutions for results and andand integrity
for for results integrity
results integrity continuously improve
continuously improve
continuously improve
Solution
bob@bzeni.com Generates new and unique ideas; easily Accepts personal responsibility; demonstrates Regularly assesses his/her own, team, process
makes connections among previously unrelated ownership for achieving results; consistently or organization effectiveness; seeks feedback;
• Design foundational icon, interfaces for Intranet
ideas; is good at developing creative ideas meets or exceeds goals; operates in accor- analyzes both successes and failures to learn
Uncompromising
Uncompromising
Uncompromising dance with Baxter’sfocus on on
Relentless focusglobal business practice
Relentless on
Relentless focus and improve; open individuals and
Respect Respect individuals and learns quickly
Respectindividuals change;
for for for to and
into actionable products or services; looks
dedication to quality quality
dedication to quality
dedication to standards; and andand disciplined action
rapid understands and promotes
rapid disciplined action
rapid disciplined action whenthe the contributions of all all all and
the diverse diverse contributions of
facing new problems; of
diverse contributions pursues
beyond the obvious and doesn’t stop at
PassionPassioninnovate andand
Passion to to innovate
to innovate and Personal accountability
Personal accountability
Personal accountability shares new to learnto learn and experiments
Eagerness knowledge and skills;
Eagerness to learn and
Eagerness and
and all components of leaders packet and all-
the first answers; appropriately challenges compliance with Baxter policy and legal
the status quo drive solutions obligations; for and andand integrity
for seeks advice from appropriate and will continuously to find solutions; enjoys
try anything improve
drive for for for solutions
drive solutions for results results integrity
results integrity continuously improve
continuously improve
experts; encourages open dialogue about the challenge of unfamiliar tasks
ethics and compliance questions as they arise
employee packet – including envelopes, mailing
labels, folder, brochure, poster, letter from EVP
Uncompromising
Uncompromising
Uncompromising Relentless focus on on on
Relentless focus
Relentless focus Respect Respect individuals andand
Respectindividuals and
for for for individuals
dedication to quality quality
dedication to quality
dedication to rapid and andand disciplined action
rapid disciplined action
rapid disciplined action the diverse contributions of all all all
the the diverse contributions of
diverse contributions of
HR, joint letter from CEO & EVP HR, introductory
Emphasizes the need to deliver quality Demonstrates appropriate sense of urgency Shows regard and consideration for others;
Powerpoint presentation and working documents
products and/or services; defines standards and decisiveness; quickly senses what will help understands and is able to relate to the
for quality and evaluates products, processes or hinder accomplishing a goal; quickly zeros perspectives of other people; sensitive to
and/or services against those standards; in on the critical few and is able to set aside challenges and situations in the work and
creates an environment that supports continu- lower priorities; establishes steps that are non-work lives of others; values and leverages
that list FAQs, define values, indicate scope, and
ous improvement repeatable and sustainable the perspectives and skills of the entire team;
seeks and includes diverse perspectives;
creates an inclusive environment where
present implementation tips.
diversity of all kinds is embraced, respected
and valued
• Manage print production and translation of
all components into metric-size English and 14
foreign languages: Chinese, Czech, Dutch,
Passion to innovate and Personal accountability Eagerness to learn and
E AD E R S H I P E X P E C TAT I O N S B A X TER LEA DER S H I P EX PECTATI O NS B AXT E R L E AD E RSH IP E XP E C TAT IO N S
French, German, Italian, Japanese, Korean,
drive for solutions for results and integrity continuously improve
EV ERYONE EV ERYDAY EV ERYWHERE
Polish, Portuguese Brazil, Portuguese Europe,
Uncompromising Relentless focus on Respect for individuals and
SHARED
VALUES
dedication to quality rapid and disciplined action the diverse contributions of all
MISSION
COMPETENCIES
BAXTER
LEADERSHIP
EXPECTATIONS
Spanish, Thai, and Vietnamese.
together
VISION
SHARED
PERSONAL
ATTRIBUTES
CULTURE & SHARED VALUES
VALUES
one Everyday Eve Critical Thinking and
ery Communication
STRATEGY
ry Problem Solving
VA LU E S
Ev
our integrated approach
COMPETENCIES
n to innovate and drive for solutions
wh
ere
ere
al accountability for results and integrity
BAXTER Collaboration
Everywh
Business Acumen
ness to learn and continuously improve
and Teamwork
Everyone Eve
LEADERSHIP
promising dedication to quality The Mission, Vision and Values
less focus on rapid and disciplined action
statement, or “pyramid” defines
EXPECTATIONS
yday
ct for individuals and the diverse
Motivating and Dealing with
Baxter’s integrated approach to
butions of all
Developing Others Ambiguity
ver
being a great company. Our mission
ryd
eE
TENCIES ay
describes why we are in business; on
Eve
rywhere Every
l Thinking and Motivating and
Customer Focus Technical/Functional
our vision statement describes what
m Solving Developing Others SHARED
we want Baxter to become; and our VALUES
unication Dealing with Ambiguity
ss Acumen Customer Focus
strategy tells us how we are going COMPETENCIES
oration and Technical/Functional BAXTER
to get there. Our culture establishes
PERSONAL
LEADERSHIP
ork
EXPECTATIONS
expectations for how we work
ATTRIBUTES
A L AT T R I B U T E S together to achieve goals. The
Pragmatism
ity and Trust
Leadership Expectations support our
Humility
Ethic PERSONAL
strategic direction as a company ATTRIBUTES
Integrity Sound
Courage and
Judgment
Work Ethic
Conviction and are the foundation of the
ctual Honesty and Trust Judgment
Sense of Purpose
ism
culture section of the pyramid.
Intellectual
Optimism Pragmatism
Honesty
Intranet site at
r.inbaxter.com/leadership_expectations/
Courage and Sense of
EV ERY ON E EV ERY D AY EV ERY WHERE
itions and other resources.
Humility
Conviction Purpose

4. Anson Industries annual report to employees
Project
Annual, 24-page financial report to employee-
EXCE E DI NG CUSTOM E R EXP ECTATIONS
owners of one of the country’s largest specialty
subcontracting companies (by revenues).
ANSON INDUSTRIES INC.
Bob Zeni & Associates
Challenge
425 North Park Road
Create report celebrating accomplishments of
LaGrange Park, Illinois
Anson’s 4,000 employees while detailing financial
60526 1804
•
condition without a budget for photos.
708 352 4700 (v)
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Solution
708 352 4725 (f)
• •
• Enlist project managers to take photos.
bob@bzeni.com • Write detailed instructions on how to make
appropriate aesthetic decisions and how to use
consumer-grade digital cameras to shoot high-
quality photos.
• Carefully edit and crop photos for visual impact.
2007 ANNUAL REPORT

5. McDonald’s Gold Card
Project
Discount program for McDonald’s 550,000
Welcome to the Gold Card Site McDonald’s Gold Card
employees involving exclusive deals at stores
Get the latest on savings available!
and web sites of 75 retail partners.
Bob Zeni & Associates
Challenge
425 North Park Road Categories Travel Home/Utility/Health Entertainment/Retail Automotive Services
• Market program to McDonald’s restaurant
LaGrange Park, Illinois
owner/operators.
Featured Retailer Answer & Win
60526 1804
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• Explain program benefits to managers.
• Encourage usage by employees.
➤ How to use my Gold Card
708 352 4700 (v)
• •
Save 15% off select Win iPods, headphones, special
➤ How to save $500
• Enhance employee awareness of the
Apple products for the discounts at any of our retailers, and
708 352 4725 (f)
• •
➤ Log Out
month of August! more! Just take our survey!
McDonald’s brand.
➤ Add / Remove
☛ Click here to take our quick
bob@bzeni.com E-mail address
survey! Let us know how you
like your Gold Card..
➤ FAQs
Solution
Other Savings Develop and design components that individually
target defined audience and simultaneously reinforce
10% off all Kids Check out our Ford Sears Optical
each other through consistent visual identity, including:
Foot Locker discount website has the discounts
Merchandise for deals that will you need to get
drive you crazy designer eyewear!
• Pocket-size Guide to Discounts with abbreviated offer
information in English & Spanish.
• Breakroom posters in English & Spanish.
• Implementation Guide for store managers.
McDonald’s Gold Card 2007-2008
• Guide to Discounts with retailer display ads.
www.mcdgoldcard.com
• Web site featuring multiple entry paths, retailer
®
display ads, clear disclaimers and offers stated
in plain-language in English & Spanish.
McDonald’s® Gold Card
Implementation Guide
McDonald’s Gold Card 2007-2008
www.mcdgoldcard.com
®
Guide to Discounts
(Pocket version) (Versión de Bolsilo)
Employee benefit
Retention tool
Easy to implement
Staff

6. Walgreen World magazine
Project
Annual Report to Employees
Bi-monthly, 32-page, full-color magazine for
January/February 2008
Walgreen’s 180,000 employees.
Challenge
Bob Zeni & Associates
Make each issue fresh and appealing while
425 North Park Road
maintaining a familiar, friendly visual approach.
LaGrange Park, Illinois
Solution
60526 1804
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To create novelty:
708 352 4700 (v)
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• Develop unique layout concepts
708 352 4725 (f)
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before assigning photography.
bob@bzeni.com
• Use diverse typefaces for headlines.
• Use dramatic layout for headlines.
To create unity:
• Limit typefaces for body copy, captions
and ancillary text to only two families.
• Use standard one-, two- or three-column
grid on all pages
Searching
for Answers?
We Got ’Em! n W th
ld
Results of Our Employee Survey Page 4
ee 75
or
lgr py
Answers to Your Questions Page 8
Wa Hap

7. International Truck & Engine Climate for Performance
Project
CLIMATE FOR Comprehensive communications package involving
hundreds of pieces – including reports, booklets,
PERFORMANCE posters, folders, T-shirts, badges, banners, etc. –
TM
developed, designed and produced for a variety
Bob Zeni & Associates International
VALUES GUIDING BEHAVIORS
Truck and Engine AND
of internal audiences during a span of ten years.
Corporation
425 North Park Road
LaGrange Park, Illinois
Challenge
60526 1804
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Engage every one of International’s 15,000
DIVERSITY IS employees in initiative to totally transform
708 352 4700 (v)
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corporate culture.
708 352 4725 (f)
INTERNATIONAL
• •
TM
Solution
bob@bzeni.com I N T E R N AT I O N A L T R U C K E N G I N E C O R P O R AT I O N
AND
For the entire project:
• Develop thematic design to convey initiative’s
excitement.
VALUES TOOLBOX
• Use striking colors and powerful typefaces.
• Subtly vary stable elements in layouts to maintain
cohesion and build narrative structure.
• Continuously repeat program icons (Diamond and
Value & Behaviors wheel) to remind and reinforce
corporate vision and goals.
INTERNATIONAL TRUCK AND ENGINE UNIVERSITY

8. Discuss a project.
See our portfolio.
Call:
708•352•4700
E-mail:
bob@bzeni.com

9. Bob Zeni & Associates
425 North Park Road
LaGrange Park, Illinois 60526 1804
•
708 352 4700 (v)
• •
708 352 4725 (f)
• •
bob@bzeni.com
Understanding Communication Design