1. brand identity | marketing collateral | packaging design

2. As brand design experts
we have ONE GOAL ,
to mAke you profitAble
W hat your customers think and feel about your company
and their expectations of your product or service determines
if they will choose you. Their experiences should be so
exceptional that they choose you over and over again…
Think of Chango as business craftsmen. Our expertise
is creating profitable strategies, designing smart identity
systems and customizing the tools you need to deliver
meaningful customer experiences at ever y touch point.
www.changodesign.com

3. brAnd identity
Perception = Behavior = Performance
While brands speak to the mind and heart, brand identity
is tangible. It is the visual and verbal expression of the brand.
When done right, the results can be remarkable.
At Chango, we have 18 years experience developing
smart identities, global to start-up. We employ disciplined
and strategic processes which ensure success.
Let us identify the drivers, develop the tactics, pinpoint visual
and verbal elements that will create the right perception...
and position you for profitability.
Beginning & Existing Brand Development | Brand Audits & Strategy
Identity & Style Guidelines | Naming & Logos
www.changodesign.com 3

4. logos: the entry point to A brAnd identity
Welston's – Grilled seafood restaurant chain Milton Bradley – Concept marks used to test Dell Computers – "Fast Access" software logo Guru Recruits – Recruiting firm specializing
brand concept new brand positioning strategies for a suite of facial recognition programs in contract and direct hire placements
East Shore – Upscale Houston residential Pescador – Fast casual restaurant chain Grand Bahamian – Resort concept for an Club Corp – A charity competition event
community for people who enjoy nature international developer
Young Presidents Organization – Editorial icon White Owl – "Dutchies", a specialty cigar Saxon Publishing – Educational supplemental Beauty Works – Image software for upscale
for an article about EuroDisney brand produced in the West Indies publishers for Houghton Mifflin Harcourt beauty salons and day spas
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5. Logos: the entry point to A brAnd identity
Sante Fe Satellites – a company that installs Inet – "Spider" logo for a line of wireless Nokia – internal launch identity for a new line Surge Advisors – a start-up consulting firm
home "dish" systems modems for laptops of cellular phones to be sold in the US focused on operational & pricing strategies
Allied Security – a home land security company Guaranty Couriers – a regional service that S3 Partners – technology consultants and Starr Contractors – general contractor and
based in the Lonestar State founded after 9/11 specializes in time sensitive documents internet security specialists handy man service
Arbortech – tree care specialists with a high Dallas Childrens’ Advocacy Center – CosgoveDawes – M & A specialist who work with Michelson Construction – retail construction
tech approach "Great Adventure Hunt" fund raising event midsize companies during transitions company founded by three brothers
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6. Brand IdentIty Case study
Tios Tortas Restaurant
New Concept Brand Design
Challenge
To create an “experience” reminiscent of Mexico City
culture and street-vendor attitude
solution
We imagined ourselves in Mexico City on a Harley...
sounds of a bustling international city... exotic and
colorful images, delightful aromas of tasty barbacoa
and chile marinated pollo draw us to a street vendor...
the bread is warm and toasted... after the first bite
we feel a little less “gringo”...
seRviCes PRovided
Logo Design, Menu Board Design, Billboards, External Signs,
Interior Graphics, Advertising, Take-Out Menus, Condiment and
Beverage Package Design
TA
E KE
Men O U T
u
HOT
SAU
CE
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7. mArketing CollAterAl
Make it Easy for the Sales Force to Sell
Whether it is a CEO selling vision to the board, an entrepreneur
pitching to venture capital firms, a Human Resource professional
recruiting top talent or a non-profit seeking donations, everyone
is selling.
At Chango, we create compelling documents that get you noticed
by leaping into the audiences’ mind and engaging them. If your
goal is to sell your product or service... tug at the heart strings or
satisfy the shareholders... Chango can develop the materials that
convey respect for your customer and make it easy to understand
and value your offerings.
Sales & Product Literature | Newsletters | Product Catalogs
Magazine Design | Annual Reports | Trade Show Materials
www.changodesign.com 7

8. Marketing Collateral Case study
Young Presidents’ organization
Increasing awareness of past and future events
Challenge
YPO offers its members access to numerous events on
a global scale. The effort needed to communicate event
schedules and travel information as well as information
from past events
solution
Magazine distributed to the world wide membership
to increase awareness and participation in YPO events.
Development of interactive CD-ROM that welcomed
new members and provided information about the
organization and how to access member benefits
seRviCes PRovided
Publication Design, Art Direction, Illustration, Interactive Design
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9. Marketing Collateral Case study
UT southwestern Medical Center
Capital Campaign - “Innovations in Medicine”
Challenge
State appropriations only provided core support. Private
support was needed in the amount of 450 million for
equipment and facilities to keep UT Southwestern at the
forefront of biotechnology
solution
Developed engaging materials focusing on the favored
position of UT Southwestern, home of four active Nobel
Laureates and the center’s unique strength to contribute
crucial medical breakthroughs. The campaign resulted in
a record setting fund raising effort of 750 million dollars
American Heart Association
National Brand Revitalization
Challenge
Align brand communications materials nationally
solution
Developed identity and style guidelines for both internal
and external creative teams. Designed multiple mass
market awareness campaigns and educational brochures
which unified the visual and verbal brand identity of
chapters across the nation
seRviCes PRovided
Brand Strategy, Identity and Style Guidelines, Event Graphics,
Marketing Collateral, Annual Report
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10. Marketing Collateral Case study
viscern
National Brand Repositioning
Challenge
Viscern was the new parent company of two very different
companies, RSI and Ketchum. Both fund raising
consultants that share the mission of developing and
building community support around causes. Ketchum
clients were liberal organizations, while RSI clients were
faith-based groups with very conservative views
solution
Developed unified marketing materials that would
communicate the core mission of building community
involvement around causes to both secular and
religious organizations
seRviCes PRovided
Brand Strategy and Identity and Style Guidelines, Logo Design,
Internal Launch Video, Headquarters Sign, Trade Show Booth,
Advertising, Web Sites, Sales Materials
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11. pACkAging design
A Package Is A Silent Salesperson
The way it looks on the shelf… the shapes, colors, texture...
the best packages connect the brand and the consumer.
With fast-paced new product innovation, expanded consumer
choice and dynamic changes in retail, packaging is critical
in taking a brand to market.
At Chango, we consider everything... materials, structure,
how it will get to them. When it is opened... what’s that like?
Instructions, are they clear? What about your competitors?
We think about the consumers full experience with your brand.
Consumer Products | Retail Packaging Systems | Concept Prototypes
Green Initiatives | User Experience Design | Structural Design
www.changodesign.com 11

12. Packaging
Timpone Fine Foods – “Mom’s Pasta Sauce” is retail brand that has become a El Paso Chile Co. – An innovative company known for its salsa, condiments
stand out in the crowded pasta sauce aisle and cookbooks. Desert Pepper Marinades were designed for the European market
El Paso Chile Co. – Roasted Salsa designed as a private
W.R. Case & Sons Cutlery – Retail clamshell packaging sold in label for William Sonoma
national retail hardware and cutlery store chains
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13. greAt brAnds don't just hAppen
We work passionately to create options that are strategic,
competitive, effective and cost conscious. Let us help you
build customer loyalty in today’s competitive environment.
Chango is a powerful mix of experience, talent, heart and
soul with more than just a little splash of eagerness that will
work hard to get you noticed at every customer touch point.
Con tAC t:
Dan Birlew, Principal Designer
d.birlew@ changodesign.com
214.763.9067
Cynthia Herrera, Managing Partner A brAnd design firm
c.herrera@ changodesign.com 9919 El Patio Dr, Dallas, Texas 75218
214.766.5254 O:214.660.9860 Fx:972.499.2399
www.changodesign.com