Case Study for Brand Development
Texas Instrument, Communication Services
When the department manager asked our group to contribute ideas that would help promote the communication services brand, I submitted the following concepts and creative rationales.
One of them was selected from more than 25 entries. The communication services group functioned as an internal agency for Texas Instruments. Project managers, writers, designers, coders, photographers, illustrators, digital gurus and others made up the 60+ member group.
The goal was to generate more business from our internal clients. From wireless to IT, sales to human resources, corporate to security, our group had many different clients with a range of creative and marketing needs. Following are seven concepts I contributed to this project – ideas from the brain of Jane.
Concept 1
YES! We can do that.
Concept 2
Work Smarter. Go Here.
Concept 3
Where imagination meets know-how.
Concept 4
Our goal is to challenge, inspire, fascinate, reward and engage.
How are we doing so far?
Concept 5
Brains-in-Hyperdrive
Concept 6
Creative juice. Organic know-how.
Fresh perspectives. Mix well and serve.
Concept 7
We attempt the impossible on a daily basis.
It makes our work better.
CONCEPT RATIONALES
Concept 1 – YES! We can do that.
The word ‘YES’ connotes infinite possibilities. The sound of the spoken word YES, resonates and is
perpetuated by the letter ‘s’. This concept signifies the ultimate CAN DO attitude, and a willingness to take on new challenges.
Concept 2 – Work Smarter. Go here.
Most people embrace the idea of working smart rather than working hard. The two words embody what TI Communication Services does on any given project, large or small – work smart. Go here is the link to the communications services site.
Concept 3 – Where imagination meets know-how.
The concept of imagination opens the door for creative ingenuity. Creativity is a major part of what the communication services group provides, and adding the value of expertise, knowledge, and know-how produces the ideal combination.
Concept 4 — Our goal is to challenge, inspire, fascinate, reward, and engage. How are we doing so far? This is a potential tagline or messaging component that invites input while reinforcing the value proposition.
Concept 5 – Brains-in-Hyperdrive
This concept communicates fun, enthusiasm, action, and intelligence, without being too serious and overstated. It has the potential to live long and be remembered easily because of its edginess.
Concept 6 – Creative juice. Organic know-how. Fresh perspectives. Mix well and serve.
Imaginatively metaphoric, yet simple and to the point. It carries a message that ensures the best ingredients are present for the best solutions. [My favorite]
My Roles: Copy editing and design coordination
Client: Texas Instruments, DLP Deliverables: 4-page case study of Plano ISD integrated classrooms using DLP technology
