The Only Thing We Ever Quit
Quit Culture was a tobacco cessation initiative of Interact for Health, a nonprofit dedicated to improving the health of Greater Cincinnati. Conceived as a safe space where smokers could vent frustrations, celebrate wins and be inspired, this campaign aimed to change the culture and narrative around smoking in the Cincinnati’s Black communities.
Led by Wordsworth Communications and SunnyBlu, our team—which included strategic contributors to influencer relations, experiential activations, program evaluation and digital/traditional media—planned and executed a variety of paid, earned, owned and shared media tactics to drive long-term behavior change. Over nearly two years, Quit Culture successfully built a strong foundation of Quitters, arming them with tools, resources and tips to guide them on their journey to a smoke-free life. Furthermore, the campaign directly equipped participants with the resources to improve community health, wellness and quality of life.
The campaign increased Black adult smokers who have made a quit attempt by 1.1% (365 individuals). Most importantly, the campaign addressed the life-threatening and ever-present issue of tobacco use. The total economic cost of smoking in Ohio is more than $5.64 billion/year. Yet every dollar spent on tobacco prevention reduces tobacco-related health care expenditures by up to $55—which added up to approximately $90,687/Quitter—$33.1 million, total—a nearly 5,500% ROI.
Client Binder: It’s More Than Capital It’s Community.
Binder the App, is a social application aiming to connect small business owners with capital in an innovative, gamified manner, Binder approached SunnyBlu Creative Agency to develop a brand strategy and collateral. We, saw an opportunity to create a brand identity for Binder that was not only vibrant and clean but also aligned with the app's witty, curious nature.
Client Background: Binder the App
Binder the App is an upcoming social application designed to bridge the gap between small business owners and investors. With a gamified approach to funding, the app allows users to create profiles and match based on shared interests, initiating conversations that could lead to funding partnerships. The app's core values are accessibility, interactivity, and fun, aiming to make the process of securing capital more engaging for small businesses and startups.
Approach
Discovery Phase: SunnyBlu began by conducting in-depth research into Binder's target audience. They analyzed the preferences, pain points, and aspirations of small business owners and investors. This research guided the development of a brand strategy that would resonate with these groups.
Brand Workshop: To align visions, SunnyBlu conducted a brand workshop with the Binder team. This workshop delved into the app's mission, values, and unique selling points. Through collaborative exercises, they identified key brand attributes such as "fun," "innovative," "approachable," and "trustworthy."
Brand Identity Development
Visual Identity: SunnyBlu crafted a visual identity that reflected Binder's values. The color palette comprised vibrant blues and greens, symbolizing growth and trust. Clean, modern typography was chosen to convey professionalism and accessibility.
Logo Design: The logo featured a stylized "B" intertwined with a playful icon representing connections and growth. This logo aimed to be memorable and versatile, suitable for both digital and print applications.
Brand Messaging: SunnyBlu developed taglines and messaging that spoke to Binder's target audience. Phrases like "Swipe to Success" and "Where Ideas Meet Investment" were crafted to resonate with small business owners and investors alike.
Brand Collateral:
Website Design: SunnyBlu designed a user-friendly website for Binder, focusing on clear navigation and engaging visuals. The website featured user testimonials, app features, and a blog section to establish credibility and provide valuable content.
App Interface Concepts: While Binder was still in development, SunnyBlu created mockups of the app interface. These concepts showcased the user experience, highlighting the intuitive swipe-right matching system and interactive profiles.
Print Materials: For promotional purposes, SunnyBlu designed print materials such as business cards and brochures. These materials maintained consistency with the app's visual identity, reinforcing brand recognition.
Testing and Refinement: Throughout the process, SunnyBlu collaborated closely with the Binder team, seeking feedback and making iterative improvements. They conducted focus groups and user testing to ensure the brand strategy resonated with the target audience.
Results:
Strong Brand Identity: SunnyBlu successfully developed a strong brand identity for Binder the App. The visual elements, including the logo and color palette, reflected the app's values of innovation and accessibility.
Positive Reception: The brand strategy received positive feedback from focus groups and stakeholders. Small business owners appreciated the app's approachable and engaging brand image, while investors found it trustworthy and professional.
Increased Anticipation: As a result of the brand strategy and collateral, anticipation for the app's launch grew among its target audience. The website received positive traffic, with users expressing interest in signing up upon launch.
Versatile Brand Collateral: Binder now possesses a range of versatile brand collateral, from a user-friendly website to engaging app interface concepts and promotional materials. These assets will support the app's marketing efforts post-launc
Brand Videos
Below are some examples of brand videos we've done for different clientele. Videos are a very effective way of telling a story and we believe could fit nicely into the CBS ecosystem as a way to build narrative. At SunnyBlu, we believe that every brand has a story worth telling. Our team of skilled storytellers, filmmakers, and artists collaborates closely with each client to understand the essence of their brand. Whether you're a cutting-edge tech startup, a timeless luxury brand, or an innovative non-profit, we tailor our approach to authentically represent your identity.
Together imagine what we could create.
