Substance151 is a strategic brand communications firm for organizations on the edge of evolution – whether that evolution is inspired by growth, changing conditions, stronger competition, new customers, products and services or a desire for a stronger, more relevant brand. Our expertise includes every step of the branding process – from strategy through design, across print and digital media, and covering all aspects of marketing communications.

1. Exceptional brands emerge not from well-conceived strategies
nor from great design, but from the convergence of both.
WEB www.substance151.com
PH 410_732_8379
EM contact@substance151.com

2. WHY SUBSTANCE151?
Substance151 is a strategic brand communications firm for organizations on the edge of evolution – whether that
evolution is inspired by growth, changing conditions, stronger competition, new customers, products and services, or a
desire for a stronger, more relevant brand.
INDUSTRY FOCUS
Industry Expertise. Our industry expertise comes not
Diverse Industry Experience. We have experience with
» Built Environment
» Technology
» Professional Services
» Green and Social Enterprise
» Non-profit and Education
only from our work with numerous businesses similar
a variety of industry sectors – including education, arts
to yours, but also from our involvement with leading
and culture, healthcare, government, corporate and many
industry organizations. Through our active membership
others, which gives us working knowledge of your target
and leadership positions in these organizations, we stay
audiences and their needs. We are able to bring unique-
abreast of emerging trends, challenges facing specific
to-your-industry perspective and create outside-the-box
industries, and existing best practices.
solutions that differentiate you from your competitors.
Design Excellence. Substance151 has received a
Culture. Beyond our credentials and expertise, you’ll find
multitude of industry awards and appears consistently in
we have a collaborative, flexible and responsive team of
national and international design publications. Our case
senior-level professionals with a strong work ethic. We are
studies are used by AIGA (our industry’s professional
innovative thinkers. We listen. We deliver on our promise.
association) and by a number of colleges across the
And we are committed to our clients’ success.
country to educate and inspire both our peers and future
generations of designers.

3. THINKING
Our work is provocative, meaningful, communicative and
We work hard to earn our seat at your strategic table and
connecting. It is the result of our rigorous application of
we make a commitment to bring the full force of our
strategic thinking at all points in our process that evolves
thinking to every project we undertake on your behalf.
your brand.
ANALYTIC
THINKING
STRATEGIC
THINKING
CREATIVE
THINKING
SUSTAINED
THINKING
ANALYTIC THINKING
STRATEGIC THINKING
CREATIVE THINKING
SUSTAINED THINKING
Fact-based thinking about your
business, goals, desired outcomes, competitive landscape,
current positioning and message,
and what’s possible.
Insight-directed thinking about
what your brand needs to become in order to meet objectives,
connect with customers, inspire
action.
Creative thinking in every aspect
of your brand communications.
Guided by strategic thinking, we
transform strategy into unmatched
brand experience.
Ongoing management, refinement
and informed thinking on behalf of
your brand.
Yields: The Foundation
Yields: The Vision
Yields: The Brand
Yields: Your business at full
marketing power at every point
of contact
Design has the power to engage,
transform and promote action.
But it’s the thought process
underneath that gives it meaning
and creates lasting connections
between companies and clients.

4. CAPABILITIES
DISCIPLINES
SERVICES
OUTCOMES
Our expertise includes every step of the branding
Brand Research
Goal Setting
Brand Assessment
Comparative Audit
Existing Communications Audit
Opportunity Mapping
Clear Vision and Roadmap
Gap Analysis / SWOT Analysis
Competitive Analysis
Audience and Market Profiles
Green Lens
Brand Purpose and Sustainability
Green Branding and Marketing
Community Outreach Initiatives
Corporate Responsibility Strategy
Employee Involvement Strategy
Brand Strategy
Brand Strategy
MarCom Strategy
Positioning and Messaging
Brand Architecture
Brand Platform
Marketing Communications Mix
Brand Experience Design
Visual Strategy and Concept
Naming and Tagline Development
Corporate and Product Identity
Brand Books and Style Guides
Messaging and Content Strategy
Copywriting / Content Development
Print and Environmental Design
Recruitment Marketing
Internal Communications
Print, Collateral, Packaging, Promo
Exhibit, Tradeshow, Environmental
Wayfinding, Signage Systems
Digital Branding and Marketing
User Experience Design
Digital Marketing
Information Architecture
Web Design and Development
e-Marketing, Social Media
Integrated Marketing
Ongoing Campaign Development
Market Intelligence
Client Services
Communications Across All Media
Targeted Campaign Development
Ongoing Industry Trends Research
Competitive Intelligence
Project and Account Management
Sustainability Reporting
Green and Cause Marketing
Sustainability Reports, Microsites
Sustainability and Cause Campaigns
process, all forms of media and all aspects of marketing
communications.
Brand Management

5. CORPORATE RESPONSIBILITY
Since its inception, Substance151 has made a commitment to be environmentally and socially responsible and help
foster a new sustainable design model through its design practice, education and example. Sustainability is not simply
a section on our website – it’s a part of our corporate DNA.
QUICK FACTS
We view each project through a “green lens” and engage
We partner with vendors and suppliers who share our
Ida Cheinman is named EcoCEO
by Baltimore SmartCEO
in a dialogue about sustainable alternatives and benefits
philosophy of environmental and social responsibility and
of more sustainable solutions with each and every client.
whose products are sustainable.
Ida Cheinman is listed as one of
Baltimore’s Green Masterminds
by Bmore Media
We follow green office and green living practices – 100%
We work to advance the understanding of environmental
Substance151 has adopted The
Designers Accord principals
of our electricity comes from renewable energy sources.
and social issues among the general public and other
Continuous efforts are made to use eco-friendly materials
designers through speaking engagements, writing, and
Substance151 is Green America
certified business
and energy savings practices throughout daily operations.
panel discussions.
We contribute our time and expertise to the organizations
Our case studies are used by AIGA’s (our professional
that promote economic, social and environmental
association) Center for Sustainable Design, re-nourish.
responsibility: Social Enterprise Alliance, Koolhof Earth,
com and by a number of colleges across the country to
The ASSOCIATED Sustainability Initiative, U.S. Green
educate and inspire both our peers and future generations
Building Council Maryland.
of designers.
Substance151 is one of the first
three Benefit LLCs in Maryland
and in the country
2012 Benefit Report
2011 Benefit Report

6. PARTIAL CLIENT LIST
From enhancing and repositioning established brands to
launching new products and markets, we are proud to
showcase the client roster of organizations we’ve had the
opportunity to represent.
PROFESSIONAL SERVICES
BUILT ENVIRONMENT
The Daily Washington Law Reporter
Design for Context
Fortigent, a Lydian Company
GMAC Financial Services
HR Anew, Inc.
Kowitz Financial Group
Management Resource Services
MarketPoint
Mind Inventions
NARFE Premier Federal Credit Union
PlanFirst Financial Solutions
Apex Companies
Barton Malow Company
Bignell Watkins Hasser Architects
Cho Benn Holback+Associates Inc.
EBA Engineering
Entellis Collaborative (formerly Hamel Green)
Garver Development Group
J. A. Rice, Inc.
Lorax Partnerships
Soltesz (formerly Loiederman Soltesz Associates)
PLDA Interior Design | Interior Architecture
Straughan Environmental
TerraLogos eco architecture
NONPROFIT / ENVIRONMENTAL
TECHNOLOGY
THE ASSOCIATED Sustainability Initiative
Buy Local Baltimore
Chesapeake Innovation Center
Chesapeake Sustainable Business Alliance
Delaware Valley Green Building Council (DVGBC)
Eco-Coach
The Green Building Institute
Habitat for Humanity of the Chesapeake/ReStore
The Institute for Integrative Health (TIIH)
Koolhof Earth
U.S. Green Building Council Maryland
Evergreen Elementary School
Horizon Foundation
AlphaInsight Corporation
Altum, Inc.
Chesapeake Innovation Center (CIC)
Chesapeake Regional Tech Council
EMMES Corporation/Advantage Suite
The Fillmore Group
IBM/TriTek
LCG Technologies
Litecast
NetLink Resources
Online Resources Corporation
RFID-Pros
triCerat

7. AWARDS AND PUBLICATIONS
TEACHING
State University of New York,
College at Plattsburgh
Champlain College
In two decades of ongoing commitment to creative
While Substance151’s primary focus is on addressing the
excellence and collaboration with our clients, our team has
needs of our clients, we continue to share our knowledge
earned an impressive number of industry awards and our
and expertise through teaching, lecturing, committee
work has been recognized both nationally and worldwide.
and jury work, setting the standards of excellence for the
Towson University
graphic design discipline.
Stevenson University
Maryland Institute College of Art
(MICA)
SELECT BOOKS AND PUBLICATIONS
SELECT AWARDS
UMBC
AIGA Center For Sustainable Design
ADDY Awards
American Corporate Identity Annuals
Art Directors Club of Metro DC
Best of Business Cards series, Loewy, London
Create Magazine Awards
Big Book of Green Design, HarperCollins
Creativity Annuals
Designing for the Greater Good, HarperCollins
GD USA: American Graphic Design Awards
Graphic Recycling: Logo Redesign, Rockport
Horizon Interactive Awards
Letterhead and Logo Design series, Rockport
HOW Magazine
LogoLounge Project, Master Library Series, Rockport
National Creative Competitions Association
Packaging Design, IndexBook, Barcelona, Spain
PRINT Magazine
Pictogram and Icon Graphics 2, Tokyo, Japan
The Web Marketing Association
SPEAKING
Society for Marketing Professional
Services (SMPS): Washington,
DC, Maryland, New York
Chesapeake Regional Tech
Council (CRTC)
Greenbuild International (USGBC)
MD Chamber of Commerce
AIGA Baltimore
re-nourish.com

8. PRINCIPALS
IDA CHEINMAN
Ida Cheinman has 18 years of design and management
Ida holds her MFA in graphic design from Towson Univer-
experience with a primary focus on brand strategy and
sity, BA in graphic design from the State University of New
design across print and digital media. With clients in-
York, and diploma from the School of Applied Arts in St.
cluding Loiederman Soltesz Associates, Bignell Watkins
Petersburg, Russia. She is on the board of the Society for
Hasser Architects, Cho Benn Holback+Associates, U.S.
Marketing Professional Services (SMPS) Maryland, the
Green Building Council Maryland, NIH, TerraLogos eco
U.S. Green Building Council (USGBC) Maryland, the and
architecture, MdTA, Straughan Environmental and many
Social Enterprise Alliance (SEA) Maryland. She also sits
others, her work has earned multiple design awards and
on the Maryland Chamber of Commerce Marketing Com-
industry recognition and appears consistently in national
mittee, The Associated Sustainability Initiative Executive
and international design publications.
Principal, Creative Director
Committee, and the Chesapeake Regional Tech Council
(CRTC) Women in Tech (WIT) Forum. Ida is a SmartCEO
CONNECT
When founding Substance151, Ida made a commitment
BRAVA! Awards winner and has been named a 2010 and
ida@substance151.com
410_732_8379
to advance sustainable values through the firm’s design
2012 Top 100 MBE in the Mid-Atlantic Region.
@substance151
@idacheinman
her leadership, Substance151 has built a solid reputation
practice, education and community involvement. Under
for its stellar strategy and design work and its passion for
advocating environmentally and socially responsible business practices. In 2010, Ida was named an EcoCEO by
Baltimore SmartCEO.

9. PRINCIPALS
RICK SALZMAN
Rick Salzman has over 20 years of diverse industry
His previous experience ranges from being a tenured
experience covering all aspects of the design discipline.
professor at the State University of New York, Plattsburgh
Well versed in the communications needs of large
to founding and managing a design boutique where he
organizations and fledgling brands alike, Rick brings
was responsible for the conceptual design development
energy and a fresh conceptual approach to every client
of corporate communications for both profit and non-profit
engagement.
Principal, Design Director
organizations Since leaving academia, Rick has worked
for such nationally renowned creative agencies as gr8,
Rick’s partial client list includes National Institute for
Greenfield/Belser and Gilden Integrated where his respon-
Humanities, Rail City Brewery, EBA Engineering, Music
sibilities ranged from creative problem solving to managing
Contact International, TerraLogos eco architecture,
teams of print and interactive designers. Rick’s work has
Baltimore Ravens, Alliance to Save Energy, Whiteface/
earned numerous awards for design excellence.
Lake Placid Ski Resort, and State University of New York.
CONNECT
rick@substance151.com
410_732_8379
@Sub151Rick
Rick holds an MFA from Syracuse University and a BA
from Florida State University. He is an adjunct professor at
the Maryland Institute College of Art (MICA).

10. BUILT ENVIRONMENT
01
02
In today’s challenging environment, we help your firm develop strategies
to maximize every marketing dollar and to gain unparalleled competitive
advantage: from a brand platform that uniquely positions you in the sea
of competitors and a clear and powerful brand message, to compelling
brand identity, flexible collateral system and a robust web presence.
Are you ready to take advantage of early opportunities as the market
recovers?
01. PLDA Interior Design & Architecture
02. Bignell Watkins Hasser Architects
03. US Green Building Council Maryland
03
04
04. Soltesz

11. TECHNOLOGY
01
02
As the technology industry continues to thrive, many technology firms
are ill-prepared to take advantage of the favorable market conditions.
Substance151 helps technology firms develop brand and marketing
strategies that build awareness, assert and broaden your position in the
marketplace and increase revenues. Is your firm poised to compete?
01. Online Resources
02. AlphaInsight Corporation
03. LCG Technologies
03
04
04. Altum

12. PROFESSIONAL SERVICES
01
02
In an industry with a very homogenous competitive landscape it is
imperative to clearly articulate why your firm is the premier choice. It
is not enough to simply list your key differentiators, you must go deeper
below the surface to communicate how you are different in achieving
those qualities and what it means to your audiences. Substance151
helps you develop a strategic, relevant message and distinctive design.
Isn’t it time your firm stood tall among its competitors?
01. NARFE Federal Credit Union
02. HR Anew
03. QoS
03
04
04. PlanFirst Financial Solutions

13. NON-PROFIT /
ENVIRONMENTAL
01
02
Through professional services, consulting and pro bono work, we have
provided support to organizations that work to improve our lives and
benefit our communities – helping them reach membership targets and
fundraising goals and build greater awareness of their missions. By
putting flexible marketing and design systems in place, we help nonprofits to maximize the value of every dollar.
03
04
01. Habitat for Humanity Chesapeake
02. CSBA
03. Eco-Coach
04. Baltimore Bioneers

14. CLIENT TESTIMONIALS
“Substance151 is the strateg y and design firm you want on
your team! They are excellent at what they do and extremely
responsive. Substance151 created a unified voice for our
company, translating that into a sales-focused website,
product campaigns, tradeshow materials and more. We now
have the marketing foundation to effectively and powerfully
communicate Altum’s brand to our target audiences.”
STEVE PINCHOTTI, CEO, ALTUM
“If I could take just one design firm with me to a desert island,
Substance 151 would be my only choice. Never before have I
found a company that truly understands “strategic creativity”
the way Ida Cheinman and her team do. They always come
through with flying colors – on time and on budget. I highly
recommend them if you need a top-notch professional firm that
really ‘gets it.’”
NELSON DUFFLE, VP OF MARKETING, ONLINE RESOURCES
“Substance 151 has a unique and extraordinary touch and
“When AlphaTech changed its name to AlphaInsight and
passion for the work that they do. The company helped HR
launched its rebranding campaign, it retained Substance151 as
Anew revitalize our brand and ensure it builds relevance and
creative consultant. They combined creativity with an unusual
value in the government and business marketplace. They
understanding of the business drivers, and showed a rare
also helped us to reposition our brand to create a greater
parallel grasp of aesthetic as well as the strategic considerations.
differentiation for HR Anew. The new brand strateg y has
An untold number of prospects and business partners have been
also influenced our staff to make positive changes, which have
impressed by the design and, as a result, the AlphaInsight brand
resulted in us becoming more solutions driven. The result is truly became both noted and valued. Equally important, the team
a customer value proposition.”
were consummate professionals, delivering superior value.”
DEBORAH STALLINGS, PRESIDENT AND CEO, HR ANEW
VISH VARMA, VICE PRESIDENT, CACI

15. CLIENT TESTIMONIALS
“USGBC Baltimore Region engaged Substance151 to rebrand
“The American Advertising Federation of Baltimore is a
the organization as USGBC Maryland. Their team clearly
membership driven organization and the annual ADDY awards
understood our business objectives and translated them into
– the biggest event of the year – is critical to its success. We
a strategic redesign for our website and all forms of print
handed Substance151 a challenging assignment for a tough
communications. They quickly grasped the essence of who we
audience and they came up with a fantastic theme, and using
are. The end product Substance151 delivered undoubtedly
superb print and electronic materials generated a lot of
positions USGBC Maryland as a leader in green building, with excitement in the Baltimore creative community ensuring
a professional, credible image and the perception of a large,
maximum participation among its members. Thanks to
well-established organization. The results have been extremely
Substance151, we had one of the most successful awards shows
successful and have led to a long-term relationship between our in AAFB history. They’re great to work with, but it’s their
organizations.”
attention to detail and creative drive that sets them apart.”
PAT THOMAS, EXECUTIVE DIRECTOR, USGBC MARYLAND
JIM ASTRACHAN, ASTRACHAN GUNST THOMAS, AAFB
“We recently worked with Substance151 on the design of our
“Substance151 was the perfect fit for our firm. The research and
new website, and I have been very pleased with how well the
strateg y that Substance151 provided built our new brand to what
design team has met our needs and requirements throughout the it is today. Many times, their ability to clearly articulate our goals
design process. They have exhibited a strong understanding of
and to refocus us was incredibly helpful. They always kept the big
the comprehensive nature of marketing and provided creative
picture in mind. What’s more is Substance151 proved to be agile,
solutions that have met and exceeded our expectations.”
responsive, and a joy to collaborate with.”
ADENIYI PAUL, PRINCIPAL, BWH ARCHITECTS
MICHELLE MARTIN, DIRECTOR OF MARKETING, SOLTESZ

16. WEB www.substance151.com
PH 410_732_8379
EM contact@substance151.com