Branding Blog

Newsletter redesign creates a stronger brand for Sundance Square.

Written by Dale Berkebile | Wed, Aug 12, 2009

In this article we thought we would show an example of before and after to give a perfect example of why you need to get brand wise with your marketing.

A while back we were approached by Sundance Square of Fort Worth, TX. They were looking to upgrade their current newsletter. Basically the newsletter was a bonus to being one of Sundance Square retail tenants. You got to pass out their community newsletter and offer coupons in each issue. This was a win-win situation for Sundance, their retail clients and actually for the consumer.

The downside was that early on Sundance Square was doing their newsletter internally. This was taking them more time than needed and since the staff was not professional designers, it was hard from them to create the image they were shooting for.

The goal was to take the original newsletter on the left and create a new an improved image that represented Sundace and showcased them a hip and trendy like the part of downtown Fort Worth they created.

As you can see we did this by first establishing a strong/bold header graphic to make the newsletter more like a magazine. We then set up a way to easily use articles each month again formating the newsletter like a magazine. Then we managed the coupons so that as you clip on coupon on the front page, you were not cutting through the coupon on the back. Although this seems simple, not everyone knows how to set this up and can manage this on a regular basis.

You can see on the right the big difference between the before and the after. The new issue stands out on the desks, display stands and mailboxes of the prospective readers of the Insider. We worked with Sundance on the redesign and then implementation for the next year or so. This is a great example of the importance of design and an understanding of how to use it for the medium in which you will market or brand your company.

We will start to offer more before and after articles so check back soon for the next one.