1. Hoefig Design
turns businesses
into brands people
care about.
international brand consultants I paris seattle I www.hoefigdesign.com

2. hoefig design clients

3. ge imagination at work
GE, one of the world’s biggest brands, asked us
to compress its online brand information into a
small, portable handbook for those employees
who are charged with keeping the brand fresh
and on track every day. We responded
with ‘Brand in Brief’, a condensed
brand history, guidelines and train-
ing manual. Our flexible binder
system helps GE communicate
its brand worldwide, with
consistency and style.

4. bp beyond petroleum
With the environment at the very heart and
soul of it’s future, BP sought a new image
that would signal their drive to become an
environmental leader and progress into more
sustainable energy forms. With its eco friendly
feeling, the Helios Mark positions BP as a
company moving “beyond petroleum”. The bro-
chure system we created sends the message
that this is a company that strives to conduct
itself in a way that is respectful to the individ-
ual, the community and the environment.
© hoefig design 2009

5. enormo everywhere
The largest real estate web portal in the world
asked us to create a new brand identity to
communicate their size and ubiquity. Our new
name “Enormo” has great recall and is easy
to pronounce. Our identity emphasizes the
Barcelona based company’s global reach by
featuring a large graphic “O”. We went on to
create a consumer website, b2b html ads and
business papers for this web 2.0 company
whose real estate listings encompass
“Every property. Everywhere.”
© hoefig design 2009

6. macy’s more

“The World’s Largest Store” began to face
David and Goliath-like challenges from small
specialty retailers who were eroding Macy’s
market share. To address this competition,
Hoefig Design focused our brand campaign
on a single, compelling idea that has meaning
to the customer and is unique to Macy’s of-
fering: its vast and unrivaled selection. With
a theme of “more” as the central brand prom-
ise, we helped Macy’s secure its position as
one of the world’s top retailers.
© hoefig design 2009

7. dialcom spontaneous
Dialcom asked us to develop a brand for its
web conferencing product that communicates
from any device, any network, anywhere.
To create a meaningful differentiation in an
increasingly crowded market, our new name,
Spontania, and dynamic new identity focused
on the idea of flexibility. With an integrated
branding campaign, we helped position the
Madrid based company for expansion into the
global marketplace.
© hoefig design 2009

8. genii contrarian
Genii Capital, the Luxembourg based private
investment firm, creates value by investing
in innovative ideas and brands that are often
disruptive to their business environment. Genii
asked us to create a new identity that commu-
nicates their contrarian approach to investing.
By simply reversing some letterforms our new
identity reflects the refined sophistication ap-
propriate for Genii’s exclusive deal flow, and a
company that follows its own lead.
© hoefig design 2009

9. ford luxury destinations
“Nobody buys their father’s car.” That was
the challenge we faced in marketing the
Lincoln. We shifted this conventional thinking
by creating a series of brochures that feature
glamorous destinations such as a spa in the
desert. By featuring a lifestyle of travel and
adventure, we repositioned the Lincoln brand
as a younger, sexier choice—and helped to
increase the product’s visibility and sales.
© hoefig design 2009

10. securewave sanctuary
When SecureWave launched a visionary
endpoint security solution, our job was to sur-
round it with an evocative story and bring it to
life with words and pictures. We envisioned
a peaceful safe haven, free from fear and
threat—and named the product Sanctuary.
Our job was accomplished—and the Luxem-
bourg company has gone on to dramatically
expand it’s growth by launching the new brand
into the US and UK markets and making a
successful exit with a strategic sale.
© hoefig design 2009

11. derivium capital access
Our work for this financial services firm tar-
gets high net worth individuals seeking to
access their wealth while remaining invested.
Our new ‘open box’ identity got to the core
of the concept by symbolizing how inves-
tors could unlock their assets’ potential. We
named the company Derivium Capital and
created a branding campaign with sophisti-
cated imagery that depicts the key product
benefits of liquidity, hedging and opportunity.
© hoefig design 2009

12. hoefig design capabilities
design
strategize
brand strategy
Brand Architecture
Positioning
Research
Interviews
Audit and Analysis communicate
naming and verbal branding
Corporate Name
Product Name
Brandline Development
Copywriting write
visual identity
Identity Design
Brochures name
Web Design
Power Point Format
Data Sheets
Advertising
Direct Marketing implement
Brand Guidelines
Production

13. hoefig design process
listen
analyze both research and competitor materials
conduct interviews:
management
industry analysts
listen plan customers
track the customer’s journey
evaluate existing brand equity
assess competitive opportunities
plan
articulate a core brand idea:
true - ownable positioning
desired - relevant to customers
unique - differentiated from competitors
create
create a visual and verbal expression of the
create execute brand idea:
powerful visual expression
differentiated brand communications
clear and meaningful brand message
execute
graphic guidelines for consistent implementation
final mechanical art

14. hoefig design contact us
hoefig design europe
23 rue lecourbe
75015 paris france
+33 (0) 6 33 12 30 55
hoefig design usa
800 5th avenue
suite 101-333
seattle WA 98104 usa
+1 206 201 2211
info@hoefigdesign.com
www.hoefigdesign.com