Browse Totems 2012 Portfolio of Sample Work

1. COMPANY PROFILE

2. COMPANY PROFILE - WHO WE ARE
PASSION
NOISSAP In order to be the best at what you do, you need passion.
At TOTEM, our passion is design.
TOTEM is an award-winning visual communications agency recognised as
a leading specialist in design services. We’re an innovative, versatile and
progressive company with a true passion for our craft, and a reputation for
delivering successful creative solutions.
From small projects to complex campaigns, we believe that design always
matters. So no matter what it is you want to say, or who you need to tell,
TOTEM has the expertise, the experience and the inspiration to ensure your
message is communicated both effectively, and with style.

3. COMPANY PROFILE - WHO WE ARE
TEAM
MAET
Each member of the TOTEM team has specialist skills and
knowledge with expertise in a very wide range of marketing
communications disciplines. It means our collective
capabilities as a company are much more than the sum of
our parts and enables us to provide virtually any solution
our clients ask us to deliver. From video, film, and print
Our Team
management to graphic design, designing or the web and
creative concepts for advertising, we can take care of it.
With confidence and creativity
Colin Byrne Maeve Phelan Susanne McCabe
Creative Director Studio Manager Sales Executive
Caroline Linenihan Doireann de Faoite Aaron Cartlidge Geoff Cowan
Administrator Senior Designer Senior Designer Freelance Designer

4. COMPANY PROFILE - WHO WE ARE
DECADE
EDACED CELEBRATING
2002 -
2012
2012
TOTEM is 10
» TOTEM was established in June 2002
CELEBRATING
We 2002 -
» currently employ 6 people in our home – a contemporary
2 12
2012
design studio on Dungarvan’s West side!
» Over the last 10 years we have grown and evolved into the
A DECADE A DECADE leading design studio
South East’s
OF DESIGN OF DESIGN
» During that time we have really enjoyed the opportunity to work
with and help great clients
»
We’re excited about turning 10, and look forward to working with
new and existing clients over the next decade

5. COMPANY PROFILE - WHO WE ARE
BRAND
DNARB TOTEM – A Brand Led Design Studio
» At TOTEM we listen to our clients, and really get to understand their
organisation and what audiences they want to reach
» We take a holistic approach with every job, no matter how small,
to insure it fits with the overall organisation vision
» Good design helps you tell your story, which delivers trust, the
bedrock of modern branding
» Branding when done correctly, will differentiate your organisation
in todays cluttered marketplace
» This has never been more important than in todays economic climate

6. COMPANY PROFILE - WHO WE ARE
CLIENTS
STNEILC Some Of Our Clients

7. COMPANY PROFILE - WHO WE ARE
AWARDS
SDRAWA Some Of The Awards We’ve Won
September 2011 Logo Lounge 7. An international publication of 2,000 logos selected from 33,000 world wide entries.
The brand identity for the White House will be published in Logo lounge 7, which is due to be
released early in 2012.
November 2009 Irish Design Effectiveness Award, from Design Business Ireland (DBI).
» Gold Award for the Tannery website.
January 2009 Hospitality Sales Marketing Association International Award [HSMAI].
TOTEM’s design for the Cliff House Hotel’s brochure was the winner of the category,
Best Hotel Brochure – Individual Property
November 2008 Irish Design Effectiveness Award, from the Graphic Design Business Association (GDBA).
» Silver Award for the Waterford Festival of Food, branding and marketing materials.
» Silver Award for the design and implementation of the Cliff House Hotel website.
September 2008 Logo Lounge. Emo Oil’s brand identity for Emo E85 was published in Logo Lounge 5.
November 2007 Graphis, The International Journal of Visual Communication
Gold award for the design and implementation of Alan Dalton Goldsmith brand identity.
November 2007 Irish Design Effectiveness Award, from the Graphic Design Business Association (GDBA).
» Gold Award for “My Life Story” a life history book designed from the Alzheimer Society of Ireland.
» Silver Award for the design and implementation of Crews brand identity.
November 2006 Irish Design Effectiveness Award, from the GDBA.
» Overall ‘Grand Prix’ Winner for YouGetItBack.com.
» Gold Award for the design and implementation of the YouGetItBack.com Brand Identity.
» Silver Award for the design and implementation of the YouGetItBack.com Point of Sale.
November 2005 Irish Design Effectiveness Award, from the GDBA,
Bronze Award for the O’Shea | O’Toole and Partners Corporate Identity.
September 2003 Irish Design Effectiveness Award, from the GDBA,
» Silver Award for the Student Counselling and Development [SCD] Corporate Identity,
a department in UCC.

8. COMPANY PROFILE - WHO WE ARE
ADDED VALUE
EULAV DEDDA
t
Why Choose TOTEM
rerseul
ensd he
We believe that good design increases market
share, adding to your bottom line.
Thtsart
s
i
We do this by listening. Really listening. Which allows us to understand
your business – what makes it tick and where you need to go.
Then we use design to link strategy and creativity, by shaping ideas
to become practical and attractive propositions for your consumers.
These ideas will differentiate you.
Our holistic approach and design versatility allows us to roll out these
ideas, consistently, across every customer touch point – online and offline.
TOTEM’s high level of customer service means we deliver
our projects on-budget, on-time, every time.
Finally, the service we provide is good value for money
and delivers a genuine return on your investment.

9. SELECTED WORK
THE K CLUB

10. SELECTED WORK - HOSPITALITY/LIESURE

11. SELECTED WORK - HOSPITALITY/LIESURE

12. SELECTED WORK - HOSPITALITY/LIESURE

13. SELECTED WORK - HOSPITALITY/LIESURE

14. SELECTED WORK - HOSPITALITY/LIESURE

15. SELECTED WORK - HOSPITALITY/LIESURE

16. CASE STUDY
THE TALL SHIPS RACES WATERFORD 2011

17. CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
The Big Idea – A Quayside Odyssey
The high seas have always offered we may never set sail. We get to
the promise of adventure and explore new things, see rare and
an opportunity to experience beautiful sights, tall ships at close
people, places and ideas beyond quarters, meet new people and
the realms of our own every day learn a little about the world.
existence. Any voyage aboard a Music, crafts, food, fireworks,
tall ship, now as then, gives us people, dancing, FUN, FUN, FUN
the chance to set off on an epic and the ships themselves all pay
voyage of self discovery and their part in making our journey
adventure. through the Tall Ships Race very,
very special indeed. It becomes
But what happens on the our very own QUAYSIDE ODYSSEY
quayside? As a very special – from Rice Bridge to Reginald’s
gathering of the fleet, the Tall Tower.
Ships Races still offer us a unique
chance to experience something Tall Ships Races Waterford 2011 –
completely different – even though Ireland’s Biggest Quayside Party!

18. CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Brand Identity
Reflecting the energy, vibrancy celebrates the coming together of text to create some county pride.
and diversity that the Tall Ships cultures, crews and communities. A sense of the fun, excitement
Race brings with it, this brand 3 distinctive intersecting sail and energy of this unique festival
identity creates high impact in its shapes unify to create a singular, is encapsulated within this
colourful representation of this dynamic Tall Ship icon. identity, which was integrated
very special event in Waterford’s A strong, solid slab-serif font is into all marketing collateral,
2011 calendar. Using a strong, used to compliment the fluid sail making a striking and memorable
festive colour palette to create shapes and to clearly identify the brand.
a fun, family friendly feel, it location. Blue’s are used in the

19. CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Marketing
e
ic
5.00
Literature
Pr
lY ival
E
On feSt
The Tall TOTEM applied the brand
identity to a variety of marketing
ShipS RaceS materials, from the 106 page
A5 Official Programme, to the
multifunctional Corporate Folder
2011 and 5 Sales Inserts which were
pitched at securing different
WaTeRfoRd levels of sponsorship.
A variety of other items were
also designed such as postcards,
menus, buntings, door stickers
and banners.
Official SOuvenir
BrOchure
L L S HI PS R
TA A
CE
E
TH
S
es
30 june – 3 july WATERFORD CiTy, iRElAnD
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Sail Training
Waterford Institute of Technology
International INSTITIÚID TEICNEOLAÍOCHTA PHORT LÁIRGE

20. CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

21. CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Outdoor
Advertising
A 48 sheet poster on a mobile
ad-van was used in Hartlepool,
U.K., the closing destination for
the 2010 race, to advertise that
Waterford would be the start of
the Tall Ships Race for 2011.
In the run up to the race national
48 and 96 sheet posters were
used to promote the event.
Ireland’s largest poster – 120
feet wide – hangs on Waterford’s
North Quays, which was used
to promote the race to the local
people in the 12 months leading
to the event. It is now used to
commemorate the wonderful
occasion that was Ireland’s
Biggest Ever Quayside Party.

22. CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

23. CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Press Advertising
The primary format for the press
ads was a 3 column wide advert
that was the full height of the
publication [next page]. This
distinctive shape helped the ad
to stand out, while also subtly
reinforcing the ‘Tall’ aspect of the
All shake a shiver me
event.
These ads were then amended AboArd! leg! timbers!
shake a
FOR IRELAND’S BIGGEST IT’S IRELAND’S BIGGEST
for a variety of shapes – Irish EVER QUAYSIDE PARTY AT IRELAND’S BIGGEST EVER QUAYSIDE PARTY
leg!
Times front and back page Solus EVER QUAYSIDE PARTY In June 2011 a spectacular carnival
In July 2011 the world’s most will light up the quayside, as the
beautiful ships will set sail from If you love to party then Waterford
world’s most beautiful ships set
[above], and a reverse L shaped the city of Waterford to embark
on an epic sailing race. Join us as
will be the place to be during the
summer of 2011. We’ll be celebrating
sail on an epic sailing voyage from
Waterford city. Four days of parades,
we celebrate four days nights of the start of an epic sea voyage with
pageantry and performers will
advert [above] for GO the Travel fantastic entertainment, fun, food
and fireworks. Tell your friends
live music and free concerts right on
the quayside. Join us for four days
colour the streets as we celebrate
this unique festival and atmosphere
and family to come home and of great entertainment, theatre
on Waterford’s quayside.
Supplement from the same paper. experience the magic! Get on and street parties. So shake a leg!
Tell your friends and family
board and support the festival!
Call to the Race Office at
Tell your friends and family
and get on board!
and get on board!
Call to the Race Office at
at I R e l a N D ’ s
Call to the Race Office at
41 The Quay, Waterford
or visit: 41 The Quay, Waterford
or visit:
41 The Quay, Waterford
or visit: BIggest eVeR
WaterfordTallShipsRace.ie
TA
L L S HI PS R
A
WaterfordTallShipsRace.ie
TA
L L S HI PS R
A
WaterfordTallShipsRace.ie
TA
L L S HI PS R
A
qUaYsIDe PaRtY
CE
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es
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ent
ed by Szc
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Sail Training Sail Training Sail Training
International International International
The Tall ShipS RaceS The Tall ShipS RaceS The Tall ShipS RaceS
P r e s e n t e d b y s z c z e c i n P r e s e n t e d b y s z c z e c i n P r e s e n t e d b y s z c z e c i n
Orga nised by s a il t r a ining int ern at iOn a l Orga nised by s a il t r a ining int ern at iOn a l Orga nised by s a il t r a ining int ern at iOn a l
30 june – 3 july 2011 30 june – 3 july 2011 30 june – 3 july 2011
W aT e R F O R D c i T y W aT e R F O R D c i T y W aT e R F O R D c i T y
www.WaterfordTallShipsRace.ie www.WaterfordTallShipsRace.ie www.WaterfordTallShipsRace.ie
food TA
L L S HI PS R
A
If you love to party then Waterford is the place to be this summer.
cRafT
CE
E
T hE TA ll Ship S R AcE S
TH
vIllageS We’ll be celebrating the start of an epic sea voyage with fRee live
S
music on the quayside of Ireland’s oldest city.
P r e s e n t e d b y s z c z e c i n
Organised by sail tr aining internatiOnal STReeT With four days of great entertainment, street parties and exciting
TheaTRe es food stalls, there’s no better excuse for a daytrip.
cin
ze
Pr
ent
ed by Szc
30 june – 3 july 2011 lIve
Sail Training
International
So shake a leg! Tell your friends and family and get on board.
muSIc
WATERFORD ciT y
gReaT
w w w.Wat e r f o r dT a l l S h ip s R a c e . i e value
ShoppIng
Waterford Institute of Technology
INSTITIÚID TEICNEOLAÍOCHTA PHORT LÁIRGE

24. CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Waterford Institute of Technology
INSTITIÚID TEICNEOLAÍOCHTA PHORT LÁIRGE
TV Advertising
TOTEM conceived and directed a 30 second TV advert that
was aired on the RTE channels for the month of June, in
the run up to the event. We worked in partnership with
Nemeton TV who did the production work on the advert.
Some of the final story board is above and the actual 30
second ad is an mpeg file that accompanies this pdf.

25. CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Testimonial
The appointment of TOTEM led by Colin Byrne was pivotal
to the success of The Tall Ships Races Waterford 2011
campaign.
From the creation of a unique identity for the event which
led to the development of the advertising creative, the
artistic direction of the brochures and point of sale –
TOTEM delivered it all, culminating in the appointment
of Colin as Director for the production of a bespoke
TV commercial, written and produced especially for a
heavyweight campaign four weeks before The Tall Ships
event which was very highly regarded by the people of
Waterford.
TOTEM brought creativity in design and copy writing,
together with outstanding production capability to produce
a campaign which attracted over 500,000 people to
Waterford making it the most successful event in Ireland in
2011.
In terms of result and value, TOTEM brought full-service,
excellent quality, partnership and on-time delivery to the
table. I can assuredly recommend them for future work to
anyone looking for a progressive agency.
Stephen Kent, Chairperson of the Marketing Committee, Tall
Ships Races Waterford.
Director of Marketing and On Trade Sales, Bulmers Ltd.

26. SELECTED WORK
DOWN SYNDROME IRELAND

27. SELECTED WORK - NON PROFIT
One of them will have
a happy childhood,
find love and get
a well paid job.
The other one
will too.
www.downsyndrome.ie
DSI Landscape [Snap Frame].indd 5 15/03/2012 09:14

28. SELECTED WORK - NON PROFIT
Hello.
There’s no place
like home
My name is James.
Any chance of “ The most powerful influence
on the progress of a baby with
Down Syndrome is to be loved,
a cuddle... wanted and absorbed into the
everyday life of the family...
Therapies will definitely help
but must be kept in perspective
“
and not allowed to create stress
and anxiety for families
(Sue Buckley Ben Sacks 2001)
www.downsyndrome.ie www.downsyndrome.ie
DSI Landscape [Snap Frame].indd 1 15/03/2012 09:13 DSI Landscape [Snap Frame].indd 7 15/03/2012 09:14
He’s helpful, smart,
loves a laugh and She’s my sister.
enjoys life to the full.
And he’s my
Just like his son.
brother...
www.downsyndrome.ie www.downsyndrome.ie
www.downsyndrome.ie
DSI Landscape [Snap Frame].indd 8 15/03/2012 09:14 DSI Landscape [Snap Frame].indd 6 15/03/2012 09:14

29. SELECTED WORK - NON PROFIT
2 3 6 7
telling Brothers anD sisters DoWn synDrome
taBle of Contents Congratulations Parents generally worry about the effect of this baby with Down syndrome on Down syndrome occurs when there is one extra copy of chromosome 21 in cells
on the Birth of your BaBy! their family. Research tells us that the effect of Down syndrome on the family is
far more positive than negative. As a parent you are the best person to decide
in the body. Down syndrome is one of the most common congenital chromosomal
abnormalities and it is named after the person who first described it. Dr. John
how much information your children need. Langdon Down was a doctor in London and in 1866, he was the first person to
accurately describe the syndrome which today bears his name. In 1959 Professor
Congratulations 3 The birth of a baby, whether your first child or fifth, is an exciting and happy time Some parents report that children under six years take the news in their stride. Jerome Lejeune a doctor of genetics in Paris first identified the extra chromosome
for the whole family and you can rest assured that this occasion is no different. Children over ten react in much the same way as parents and may need time to as being the cause of Down syndrome.
As you will discover, the fact that your baby has Down syndrome is very much process their feelings.
feelings and emotions 4 secondary to the fact that he or she is an individual. Your baby has the exact
same needs as every other baby and like all children, he or she will be sure to let Follow your child’s lead. They will notice that you are sad and it is ok to tell them What is a syndrome?
you know about these needs. This baby will also bring you all the same joy and that the baby has Down syndrome and will take longer to learn things.
telling Brothers and sisters 6 A syndrome is a collection of several symptoms and signs that usually
happiness.
They should know the baby will always have Down syndrome and that ‘you can’t occur together.
Being a parent of a new baby who has Down syndrome can be a traumatic catch it’ as it happens in Mummy’s tummy even before the baby is born.
Down syndrome 7 experience for parents. Many will feel disappointed and possibly scared at the
prospect of bringing up a child with an intellectual disability. They may also They should know that Down syndrome is not anyone’s fault, it just happens and What is a chromosome?
wonder if they have the strength and ability to do their best for their is not an illness or a disease.
Question time 9 son/daughter. Some may worry about health issues, family life and about
the effect of this condition on their child, family and each other. Parents often say that it is important to talk openly about Down syndrome rather
There is a lot of misunderstanding about why a child may be born with Down than setting aside a day in the future to “break the news”. When everyday
a Bright future ahead 10
syndrome. It is important for you to realise that the presence of the syndrome is opportunities are taken to answer questions then worries are alleviated.
not a result of anything that you did or did not do. Down syndrome is a
stimulation and Bonding 12 chromosomal condition, it cannot be controlled and it is not your fault. At a sibling course one young boy of nine years suggested that knowing what is
happening is much better than imagining what might be happening. “If parents
All people with Down syndrome are unique individuals with talents and abilities. say nothing then the children might think they had done something to cause it.”
What to ask your Doctor 14 They are more like their families than anyone else. The only thing people with
Down syndrome have in common is an extra copy of chromosome 21 in the cells
in his/her body. Physically, people with Down syndrome may share similar Chromosomes are minute particles within the cells of our bodies. Very simply, they
characteristics but they also resemble their families. It is important for you to are the building blocks which determine our individual characteristics such as eye
entitlements 18 and hair colour. Chromosomes are normally grouped together in 23 pairs
know that the presence or absence of these physical characteristics is of absolutely
no relevance to your child’s development. (46 in total), half of which come from the mother and half from the
Down syndrome ireland 20 father. Most babies with Down syndrome have an extra copy
of chromosome number 21, making 47 chromosomes in total.
recommended reading 22
Parent
Information
Booklet
4 5 22 23
feelings anD emotions Whatever the range of emotions you are going reCommenDeD reaDing
through right noW, you Can Be sure that many
People react in many different ways when told their baby has Down syndrome. have experienCeD them Before
Many people say the moment remains very clear in their minds and they
“
remember it for a long time. They remember a feeling of overwhelming sadness
and some feel protective towards their child.
This booklet was written and compiled by
DaD... Down syndrome may gannon, Down Syndrome Ireland.
Many parents describe a feeling of shock which affects them physically,
emotionally and psychologically. Shock may make it difficult for you to
understand everything that your doctor is telling you, so do not hesitate to ask
questions when you feel ready. Don’t be shy in asking to meet with the Doctor
again either before you leave the hospital or at a later stage. It may be helpful
At the beginning when I looked at our baby, all I could
see was Down syndrome.It was a terrific feeling the day
I realised that I was no longer seeing ‘Down syndrome’.
I was seeing Sinead.
“ an introduction for
parents Carers
Cliff Cunningham
Babies with
Down syndrome
Karen Stray-Gendersen
[Counsellor, Psychotherapist and Dramatherapist]
May is the Director of Down Syndrome Ireland’s National Resource Team and
provides therapy and education for parents, family members who have Down
to have a written list of questions to which you need answers. syndrome, siblings and extended family members.
“
May is the founder and director of the nationwide Parent Link support service.
Feelings of rejection are not unusual. The bond between a parent and child does
May lectures and provides information for trainee mid-wives and trainee
not always happen suddenly – it is a process that continues to grow and develop
neo-natal nurses and is consulted by schools and universities nationwide.
throughout a child’s life. As time passes most people realise that it was not the
baby they were rejecting, but the condition of Down syndrome. mum...
e Ireland © 2011
SyndromDo not assume that your partner experiences these feelings in the same way you We never tried to cover up the fact that our baby had
A publication by Down
do. We all react in an individual way and there is no right or wrong way. It may
be difficult at times to support each other and sometimes a friend, family member
or a parent who has had a similar experience to yours may be able to help.
Down syndrome. We found that often people coped
better by us being open and showing off our baby.
We talked about her future in a positive way and soon
they began to see her ability too.
“ early Communication
skills for Children
Down syndrome
it takes two to talk
Jan Pepper
aCknoWleDgements
gráinne murphy, National Resource Team, Down Syndrome Ireland
Dr. Joan murphy (phd), Health Specialist
Most parents report that as their child grows and develops they get to know Libby Kumin Elaine Weitzman
the person and forget the label of Down syndrome. There may be times when annette o’ neill, Down Syndrome Ireland
“
feelings of sadness recur as you notice your baby is slower in reaching milestones
than your friend’s baby or other babies in your family. However, this happens pat Clarke, Chief Executive, Down Syndrome Ireland
less and less as your child develops.
sister... Clare leonard, President, Down Syndrome Ireland
When my little brother was born, my Mum and Dad
told me that he would be slow to walk and talk.
Now he can do lots of things and I bring him out to
play with my friends and their brothers and sisters,
“
some of the time. Building Printed thanks to the fundraising efforts of the staff at L’Oreal Ireland.
a minor adjustment healthy minds
“
Andy Merriman Stanley Greenspan M.D.
aDult With DoWn synDrome...
The worst thing about having Down syndrome is
having parents who fuss about me all the time.
I know I have Down syndrome but it doesn’t stop me
doing anything. Sure it takes me a bit longer to learn
things but people need to see past the Down
“
syndrome and see the person.

30. SELECTED WORK - NON PROFIT

31. SELECTED WORK
GORTA