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Archive for the ‘Design’ Category

Schifino Lee - 4:54 pm March 9, 2017

At the 2017 Addy Awards, Seven is Schifino Lee’s Lucky Number

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All the outstanding work we did for clients last year continues to win big at award shows. Schifino Lee’s latest recognition came in mid-February at the 2017 AAF Tampa Bay Awards Gala, where we scored two Gold and five Silver awards.

Our award-winning work spanned a broad range of categories, from videos to out-of-home to digital to integrated campaigns; it also spanned a broad mix of clients, including the Tampa Museum of Art, Waypoint Capital Partners, the Clemente Museum, and Scream-A-Geddon. Several winners will advance to the Fourth District ADDY Awards where they’ll compete for the chance to go to the big national show in June.

“We’re proud to have another strong showing at the ADDY Awards this year,” said Ben Lee, Principal and Co-Founder of Schifino Lee Advertising + Branding. “It’s further proof of our focus on delivering the best quality work for our clients.”

The American Advertising Awards (the ADDYs) is the advertising industry’s largest and most representative competition, attracting over 40,000 entries every year in local Ad Club competitions. The mission of the American Advertising Awards is to recognize and reward the creative spirit of excellence in the art of advertising.

To see how we can bring the same award-winning strategic and creative thinking to your next project, contact us

Schifino Lee - 3:39 pm October 5, 2016

Reality-Is-Scarier-Than-Fiction In New Campaign From Schifino Lee

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We’ve done something tremendous. Looking party affiliates in the eye and daring them to laugh at a new reality. Whatever you believe, whomever you stand for, it’s time to smile, and make lite of the terror we’re all undergoing.

Mirroring the opening of Scream-A-Geddon — Tampa Bay’s scariest horror park — our nation’s scariest election is also taking place. Around the water cooler and across the media channels, we’re caught in a storm of worst-case scenarios where, if our candidate doesn’t win, you can’t imagine the screams that will be heard.

Scream-A-Geddon is now open, where the bravest souls enter the gates of Dade City’s haunted woodlands. Though, unlike the political realm, this phobic dream will be worse than the worst case scenario. And as such, we’ve highlighted your fears and displayed them by erecting unique double billboards that span Interstate 275 in Tampa.

Rather than take the typical path of showing off some hideous creature from the park, the tandem billboards will help break through the clutter and differentiate the attraction from its bigger competitors in Tampa and Orlando. These two tandem boards will also produce over 6,512,072 impressions during their 4-week period they are in-market. The full multi-media campaign placed by Schifino Lee also includes radio, Pandora and TV running from now until October 21st.

The billboard has only been posted for one week and has already garnered media attention from Tampa Bay Times, Brandon Tribune and NBC in addition to receiving 237,751 social media mentions.

Schifino Lee - 2:24 pm September 20, 2016

Schifino Lee Hits Homerun for Houston Astros Pitcher’s Foundation

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Schifino Lee recently teamed up with Athletes + Causes, a non-profit organization that creates and manages the charity organizations of professional athletes, to brand and launch the Lance McCullers Jr. Foundation for the Houston Astros pitcher and Tampa native.

When we met with McCullers, it was clear that animal advocacy would be the focus for his foundation. An already-avid volunteer and spokesperson for Houston Pets Alive, McCullers was a pro at promoting adoptions and raising awareness to end shelter euthanasia. He expressed that he especially wanted to help larger breeds because they are less likely to be adopted and tend to have higher kill rates, compared to puppies and small breeds. So, we knew his foundation’s logo and website should energize his community to save more animals through adoption and awareness.

The logo features a large dog in a house, representing the foundation’s goal of putting a roof over their heads. The house casts a shadow resembling a home plate – a subtle nod to McCullers’ career.

For more information or to get involved with the Lance McCuller’s Foundation, visit: www.LanceMcCullersFoundation.org.  Or to learn more about Athletes+Causes, visit www.athletesandcauses.org.

 

Schifino Lee - 2:14 pm July 27, 2016

To Lure High-end Prospects, We Created An Irresistible Brand Story

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One of the Southeast’s top real estate development firms, Pollack Shores, came to Schifino Lee with a tough challenge: they needed to brand their new luxury apartment community, Marisol at Viera, in a distinctive way that stands out to prospective residents interested in experiencing the finer moments in life, together.

As a result of our strategic discovery process, we differentiated the community in a crowded marketplace with a brand story that transforms the target audience’s value of high-end amenities into a celebration of high-end experiences. With “live in the very moment” at the core of our messaging, our brand story inspired the target audience of older, double-income families to enjoy their surroundings and take part in all of life’s little excitements.

Through an integrated branding campaign that includes website, sales kit, collateral, signage, and environmental pieces, we’ve dramatically increased visibility of Marisol, captured over 60 leads from the website alone, and most importantly— exceeded goals for net leases and move-ins.

Schifino Lee - 3:36 pm July 15, 2016

Remarkable Law Firm Advertising. We Do That Too.

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Paul, Elkind, Branz & Kelton, is one of the premiere legal firms in DeLand, Florida. They are known throughout the surrounding counties for their passion, integrity, and personal care. However, the market was largely unaware of the full extent of services offered and was not reaching out to the firm for additional types of legal assistance. Schifino Lee was glad to remedy that. In order to create brand awareness and drive inquiries and referrals, we answered every query that could be asked of PEBK’s breadth and scope. Estate planning? Marriage contract? Equine law? “We Do That Too” became our client’s rally cry as the variety of specialties began headlining billboards, banner ads, and all forms of marketing collateral in DeLand. Furthering their brand awareness, we developed a positioning statement that encapsulated their comprehensive legal offerings and holistic method of operation. Paul Elkind Branz & Kelton became “The Total Law Firm.”

The strategy was brought to life through eye-catching design and exuberant headlines. Schifino Lee developed the firm’s new logo, website, and collateral materials as well as designed and placed billboards and a digital banner ad campaign.

Paul, Elkind, Branz & Kelton is a full service law firm, and wherever you are in life, they can help. For more information, check out the website we designed for them at www.Paulandelkind.com.

Click here to view the full campaign casestudy.

 

Schifino Lee - 4:24 pm June 10, 2016

Sizzling Ad Campaign for New Steakhouse Chain

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Black Rock gives its guests the opportunity to choose from an award-winning selection of steaks and seafood to personally cook on top of a 755° volcanic rock. This unique experience makes Black Rock the perfect place to cook up rare and tender moments with family and friends.

The Michigan-based chain of restaurants recently selected Schifino Lee to promote its expansion into Florida and the South. When our creative team conducted customer interviews at Black Rock’s original location in Michigan, elated guests described their dining experiences as so amazing, they were already yearning for more: more fun, more play, more taste, more interaction, more memories, and, naturally, more steak.

So of course, Schifino Lee created an outreach campaign that centers on the core messaging strategy: Crave More Black Rock. “We want to give our guests an experience like no other. We knew Schifino Lee was the right agency to craft that message,” said Paul Samson, co-owner of Black Rock Bar & Grill.

Recently, Black Rock Bar & Grill opened its new Windermere, FL location to great success.  The grand opening campaign included an integrated mix of radio, outdoor, digital, and social media. Combined with PR and a superstar management team at Black Rock, Schifino Lee knocked it out of the park. “It was slammed packed and our guests were thrilled with the experience. We even received tons of media coverage,” Samson said. Black Rock’s new Carrollwood and Brandon locations are scheduled to open in coming months.

Schifino Lee - 11:06 am February 2, 2016

Schifino Lee Wins a W3 Award!

 

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This was a pretty sweet win for us at Schifino Lee. Not only was it an awesome site, but it was our own. The W3 Awards, judged by the Academy of Interactive and Visual Arts, only recognizes greatness as it exists on the internet. Websites are judged on their “creativity, usability, navigation, functionality, visual design, and ease of use.”

W3 Award 3           Website Wording Capture

What started as a simple grid based website turned into a full team effort. Creative directors, art directors, videographers, photographers, copywriters and programmers were all working behind the scenes to bring this site online. We first hit you in the face with our bold message of “Outsmart” on a simple orange background. Scrolling further down reveals a basic grid layout, however our homepage comes to life with the ability to start a video by hovering over each of the squares.

Geez, this was a lot of work. Just one square alone, the “WaZoo Beer Festival,” required building a very slim aquarium to hold the poured beer, but still allow the art work to be seen after the pour. We blended beers to get the right color, and tried several pours to get the right speed and foamy spillover. Which continued to spillover. Everywhere. The office smelled like a frat house in the middle of summer.

Another favorite was for Westshore Pizza, where we ordered the pizza, put it in a new clean box, and then shot it from above. The office immediately consumed every slice. Did you notice the random werewolf hand at the end?  Go back and look, it’s there.

The team page also followed this format, with each team member bringing their own personality to their own unique feature video with a Brady-Bunch-esque layout.

The about page is a super cool addition, diving more into our philosophy of “Outsmart” with a user controlled journey down the page.

So check it out, tell us what you think, and revel at our digital prowess.

Schifino Lee - 12:14 pm January 14, 2016

SCREAM-A-GEDDON’S MEDIA STRATEGY IS A MONSTROUS SUCCESS.

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What’s it take for an advertising campaign to create thrilling results that exceed revenue goals and attendance projections? To dramatically outperform expectations, you need strategic media ideas that engage your audience in just the right context.

Schifino Lee approaches media as both an art and a science. So when horror park Scream-A-Geddon came to us with a formidable challenge, we wowed them with frighteningly impressive results.

The Goal: Attract throngs of Halloween enthusiasts by building public awareness, engaging key influencers, and driving ticket sales.

The Challenge: Promote a new event in a new area against big-name competitors like Universal Studios and Busch Gardens.

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Our integrated advertising campaign introduced the theme park through a unique strategy of broadcast and outdoor media, as well as elaborate digital assets (including pre-roll video, banner ads, and mobile geo-fencing strategies). Our full service capabilities eliminated the need for outsourcing and minimized project segmentation. Plus, our understanding of the media landscape helped garner promotional support and added value—permitting the budget to expand further into the digital realm and creating a competitive presence against the big name theme parks.

The Result: We vastly exceeded Scream-A-Geddon’s overall attendance goal for 2015 and greatly increased the client’s digital presence through social media optimization.

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Schifino Lee implements a holistic strategy when creating a campaign’s media mix, which is individualized per client, per industry and per region.

To hear how we can create equally thrilling media results for your campaign, contact our VP/Media Director, Nordin Benhalima at 813-258-5858, ext.236 or at Nordin@schifinolee.com.

Schifino Lee - 5:18 pm August 28, 2015

The Creative Process by Pat Floyd

I was recently in a client meeting presenting logos and the client asked about a favorite logo. “How did you come up with that?” they asked. My answer was, “Beating my head into the concrete for days on end.”

This particular logo was defeating me. I was losing a battle because I just couldn’t seem to come up with something beyond the ordinary. Although ordinary is easy, easy is boring. For me, I stare at great logos for hours. Then, I create okay logos for hours. Then I create more. Then I delete most of them. Then I create more. I then end up with a few logos I’m happy enough with to show to the team. In this client’s case, there were definitely a few good options there, but I really needed one more solid concept; so, back to beating my head into the concrete.

What’s funny about the creative process is after thinking you’re never going to come up with a logo that will please yourself, the answer is easy. It just pops into your head like a random thought fairy. Most of the time, like this one, I wasn’t even exactly thinking about the problem. But when I did, it was a rush to get it out of my head and onto the screen (I’m a digital doodler- many designers will sketch every idea first, but I find I can do it faster and better going straight to Illustrator).

Creating the logo in this case took maybe 30 minutes after deciding on a direction. The road to get there, however, took hours and dozens of failed attempts. You just can’t stop at the easiest solution. Keep thinking. Keep doodling. Keep daydreaming. I can’t stress this one enough.

Schifino Lee - 12:58 pm August 5, 2015

The Campaign Behind the Campaign

BillIn the fall of 2014, Bill Schifino — respected Tampa attorney, managing partner of Burr & Forman – Tampa, and husband of our very own Paola Schifino — began his campaign for the position of President-Elect of The Florida Bar. The next six months were a test of endurance for both parties. Bill met the voters while speaking at conferences, offices, receptions and events all across the state. Schifino Lee went to work behind the scenes, developing messaging, advertising, and a website for his campaign.

GGGGWe focused the campaign message on Bill’s “show, not tell” integrity. Our strategy used social media, videos, and email marketing to effectively showcase his strengths. We made it clear that his extensive experience in the field of law paralleled his sincere focus on family and community. This resonated well with voters as they were able to see how Bill’s proven leadership would extend beyond Burr & Forman to The Florida Bar.

Unlike normal product advertising, this political campaign challenged us to adjust our way of thinking. The concept was built with a foundation based solely on the merit and skills that Bill possessed, not in comparison to his competitors. We wanted his past alone to dictate his future. This meant keeping our social media efforts up to date with Bill’s intense campaign schedule. As his endorsements came in, they were captured in the website database to keep track of them for future correspondence and support.

“Not only did we work hard, but the quality of what we, as a team, put out there was tremendous. I can’t count the number of compliments I’ve received about the campaign. The website was amazing and I’m sure the eblast with the letter to all the membership cemented the victory,” said Bill of the support our team provided him and his campaign.

Bill Schifino’s campaign for President-Elect, and the work developed by Schifino Lee in support of it, proved to be abundantly successful. He was sworn in on June 26, 2015, as President-Elect and will serve one year before being sworn in as President of The Florida Bar in June 2016.

Schifino Lee - 3:11 pm June 23, 2015

Aerial Adventure Park Coming to Tampa Bay Area

Schifino Lee recently collaborated with Point Summit to develop the brand identity, name and media strategy behind a new aerial adventure park in Dade City. The name TreeHoppers was deemed worthy of the new attraction’s intrigue, excitement, and adventure. TreeHoppers will provide customers with an exciting day of exploration that challenges and inspires them.

Opening in August, the park will feature nearly 100 aerial components, including dozens of zip lines, rope bridges, and aerial climbing elements, to make up eight unique courses. TreeHoppers offers a course for everyone. Children over the age of 5, athletes, experienced climbers, nature lovers, and everyone in between will all find a course that fits their skill and comfort level. Each course will be different so that an adventurer can return to TreeHoppers again and have a completely new experience each time. Climbers will be equipped with the latest safety climbing technology and receive full safety instruction from highly-trained climbing instructors. TreeHoppers will fully utilize its 60 acres on Saint Joe Road in Dade City to allow visitors to travel through the canopy trees and cross picturesque landscapes of hilly forests with sprawling oak trees and beautiful lakes.

The park is opening in Dade City, just 35 minutes north of Tampa. Dade City is the perfect location for an aerial adventure park because it has been dubbed “Tree City, U.S.A.” for its highly wooded areas, is home to people who are known for loving the outdoors, pulls from the tourist-friendly attitude in the nearby Tampa Bay area, and has great weather year round.

With an exact August opening date still to be determined, TreeHoppers will be open year-round, 7 days a week. Check them out on Facebook or their website for more information.

Schifino Lee is excited to venture out into the canopies of TreeHoppers for our next outdoor bonding activity!

Schifino Lee - 10:57 am June 18, 2015

Redefining The Powers Company from Consultants to “Unsultants”

Schifino Lee Advertising + Branding partnered with The Powers Company to shake up the management consulting industry with unconventional branding and messaging focused on the company’s unique new positioning as unsultants. The company’s new website reflects this unexpected, customer-centric philosophy.

During the discovery phase of our rebranding process, Schifino Lee realized The Powers Company was truly different in their approach to doing business. In addition, the target audience of C-level executives had a jaded perception of the consulting industry in general. Schifino Lee created the unsultants positioning to overcome the industry’s unfavorable stereotype as well as capitalize on the client’s authentic uniqueness. The Powers Company immediately embraced the campaign’s new positioning.

“At The Powers Company, we don’t see ourselves as consultants. We’re collaborators who partner with your team and leverage the ‘Power of UN’ to unleash your organization’s true potential,” said Randall Powers, President and Managing Partner of The Powers Company. “It’s an uncommon approach you won’t find anywhere else except from our unsultants.”

In addition to new branding and a redesigned website, Schifino Lee developed an integrated campaign of web videos, emails, social media elements, and various collateral pieces that bring the unsultants philosophy to life.“We created a visual language for this campaign that’s as unique, professional, approachable, and unstuffy as the unsultants themselves,” explains Schifino Lee Associate Creative Director, Kevin Byrd. “No matter what medium we’re playing in, it instantly stands out in the category as The Powers Company.”

The unsultants campaign, produced by Schifino Lee, was recently awarded a local Gold ADDY in the Integrated/Regional B-to-B category of the 2015 American Advertising Awards.

To see more of our latest work, visit www.SchifinoLee.com.

Schifino Lee - 10:30 am June 9, 2015

Creating A Sharper Brand Image for MaxiVision

With many new competitors entering the eye health dietary supplement space, MedOp Inc. knew it was critical that they revamp the look of their MaxiVision line of products. So they reached out to Schifino Lee to partner with them on the development of a new brand identity, along with packaging, that reflected their high-quality premium products which improve and maintain vision affected by age-related macular degeneration.

The result is a lineup of sleek, clean designs for MaxiVision’s bottle labels, boxes, and drink packets. A fresh color system was utilized to differentiate between each of the product offerings: Eye, Eye & Body, Whole Body, and Ocular.productdisplay

“Schifino Lee gave us the fresh, contemporary update our products needed,” claims Brenda Gaulin, MedOp Director of Marketing. “Reaction to the new packaging has been very positive from our team and our customers.”

Once the packaging redesign was complete, the Schifino Lee team moved on to creating promotional support including point-of-sale displays, trade show banners, a presentation box, and an engaging outreach campaign that targeted optometrists.

To see more of our recent work, visit SchifinoLee.com

Schifino Lee - 11:52 am April 29, 2015

Scoring big with Bradshaw & the HCBF

The Hillsborough County Bar Foundation’s (HCBF) big annual fundraising event is the Law & Liberty Dinner. Each year it features a well-known celebrity keynote speaker and this year the spotlight is on one of the biggest: four-time Super Bowl-winning quarterback, Terry Bradshaw. As we have since 2008, Schifino Lee partnered with the HCBF to develop all the creative materials that attract donors to this prestigious event.

Playing off of Bradshaw’s larger-than-life personality and his long and storied Steelers career against some of the league’s toughest competitors, we developed a hard-hitting print ad, save the date mailer, invitation and event program.

On May 14th, Tampa Bay gets to see and hear firsthand what makes Bradshaw an NFL Hall of Famer, best-selling author, Emmy-winning TV co-host and much more. For more information on the event, visit The Law & Liberty Event Page. Tickets and sponsorship opportunities are still available. To purchase tickets, call 813-221-7777. For sponsorship info, call 813-221-7774.

Schifino Lee - 2:32 pm March 3, 2015

Our Biggest Night Ever at the Tampa Bay American Advertising Awards

Last Thursday night the Schifino Lee team attended the American Advertising Awards Gala (they’ll always be the ADDYs to us) at Port Tampa Bay. We won big, coming home with 13 awards including 7 Golds and 2 “Best of the Bay” trophies. Here’s a list of everything we won:

  • Best of the Bay, Gold, and two Silver awards in Newspaper, Color category for Sweetwater Organic Farm, “Ourganic is Better Organic”
  • Best of the Bay and Gold award in Advertising Industry Self-Promo category for “Be the Santa Toy Drive”
  • Gold award for Gerdau Ameristeel “New NY Bridge” print ad
  • Gold awards in Digital Advertising and Elements of Advertising categories for Ameriflight website and photography
  • Gold award in Integrated Campaigns category for The Powers Company’s “The Power of Un” campaign
  • Gold award in Elements of Advertising category for P&S Transportation photography
  • Silver award in Radio, Campaign category for Lizard Juice
  • Silver award in Television category for Tampa’s Lowry Park Zoo’s “London Frightmare” TV commercial

The American Advertising Awards, formerly the ADDYs, is the advertising industry’s largest and most representative competition for creative excellence. It attracts over 40,000 entries every year in local ADDY competitions. Thursday night’s local show was sponsored by AAF Tampa Bay. The winning work now moves on to the district level competition in Orlando on May 2 for a chance to compete at the national level in Las Vegas in June.

Thank you to all of our wonderful clients and production partners! We’re grateful for the opportunities we’ve had to produce excellent work this past year and we’re committed to raising the bar even higher next year.

Schifino Lee - 11:44 am February 26, 2015

Schifino Lee Named Agency of Record for Gasparilla Interactive Festival

Schifino Lee has partnered with the first-ever Gasparilla Interactive Festival (GIF) as Agency of Record and a festival Founder. The GIF festival, to be held on March 6, 2015, is anticipated as the Southeast region’s showcase event for cutting-edge technologies, digital innovation, and entrepreneurial inspiration as well as a long-awaited addition to Tampa Bay’s multi-faceted Gasparilla Arts Month.

Schifino Lee agreed to the pro bono agency partnership with GIF including the creation of branding, logo, print ad campaign, posters, a website, visual designs, broadcast radio, and festival banners. The concept for GIF’s branding evolved out of the festival’s focus on interactivity and connectivity: each part of the logo is autonomous yet, when banded together, creates something greater than each individual part.

“Our commitment to the Gasparilla Interactive Festival aligns with Schifino Lee’s goal to seek out new and innovative creative solutions in the digital world; the fact that it also supports Tampa’s business and creative communities makes our support even more important,” said Paola Schifino, Principal and Co-founder of Schifino Lee. “We are honored and excited to be involved with this inaugural festival and look forward to this event being an integral part of the Gasparilla season.”

In addition to becoming integrated into the Tampa Bay Area’s festival-packed Gasparilla season, March 6, 2015 has been named “Gasparilla Interactive Festival Day” in Hillsborough County by the Hillsborough County Board of Commissioners and District 2 County Commissioner Victor Crist.

The festival features compelling presentations and forums from the brightest minds in emerging technology, interactive media, and disruptive entrepreneurialism. It includes exciting networking events hosted by industry leaders, a keynote speaking series including Faris Yakob, Joanna Lord, and Peter Shankman, two speaker panels, and an expo open to the public.

The Gasparilla Interactive Festival is a community event organized by Gasparilla Interactive Festival Inc., a Florida non-profit organization which was founded by leadership members of the American Advertising Federation and Ad 2 Tampa Bay chapters. It is made possible through the collaboration of Tampa Bay’s public, private, non-profit, and academic institutions including Schifino Lee.

Schifino Lee - 1:25 pm January 29, 2015

Pumping Up a Unique New Fitness Brand

When the former Executive Vice President of Operations at Lifestyle Family Fitness and the founder of Advance Physical Therapy came to Schifino Lee with their innovative vision for a fully integrated fitness concept, we knew just how to whip their brand into shape for a grand opening.

Today’s workout achievers and weekend warriors are desperately looking for a combination of fitness, wellness, and recovery services previously only available to professional athletes. So, we created a name that perfectly captures the path of balance, performance training, recovery, and fitness education on which these individuals would travel to optimal fitness: BODYSSEY.

We brought these 4 fitness pillars and the BODYSSEY brand to life through logo design and brand identity elements, followed by a webpage, collateral, social media support, public relations, and dramatic oversized wall graphics to support their VIP grand opening.

The awareness and buzz we generated resulted in an outstanding event turnout along with strong consumer interest, media coverage, site traffic, and membership signups.

Schifino Lee - 5:01 pm January 15, 2015

Schifino Lee’s Creative Excellence is Rewarded with Three Davey Awards

Schifino Lee‘s work for three of our clients was honored with gold and silver trophies from the Davey Awards. These international creative awards recognize outstanding big ideas from small advertising and design firms around the world. Nominees are carefully selected by The Academy of Interactive and Visual Arts, which oversees all judging.

“Our agency is incredibly honored to be recognized with such prestigious, highly respected awards for our hard work and creativity,” said agency principal, Paola Schifino. “We’re a group of passionate, creative people who take pride in our work and are happy our passion came through in these campaigns.”

Schifino Lee won a gold award for HOPCO’s memorable direct mail campaign featuring actual worn out shoes, a silver award for posters promoting the Hillsborough County Bar Association’s Law & Liberty Dinner, and a silver trophy for Lowry Park Zoo’s WaZoo Beer Fest posters with bottle cap animal art created by our team.

Schifino Lee - 1:16 pm January 9, 2015

Schifino Lee Named Agency of Record for Gasparilla Interactive Festival


The first Gasparilla Interactive Festival will be held on March 6, 2015 as part of Gasparilla Arts Month at Port Tampa Bay, Cruise Terminal 3. The Gasparilla Interactive Festival is Tampa Bay’s showcase for cutting-edge technologies, digital innovation and entrepreneurial inspiration.

The Gasparilla Interactive Festival features compelling presentations and forums from the brightest minds in emerging technology, interactive media, and disruptive entrepreneurialism and includes exciting networking events hosted by industry leaders. The event will have a series of speakers and an expo. Confirmed speakers include Faris Yakob, Joanna Lord, and Peter Shankman. More speakers will be announced in the coming month.

The festival is a community event and is made possible through the collaboration of Tampa Bay’s public, private, non-profit, and academic institutions. Partners of the Gasparilla Interactive Festival include AAF Tampa Bay, Ad 2 Tampa Bay, Hillsborough County, EDI2, Schifino Lee, the University of Tampa, Port Tampa Bay, Visit Tampa Bay, and the Gasparilla International Film Festival.

“Our pro bono commitment to the Gasparilla Interactive Festival shows our dedication to and support of the digital and creative industries in the Tampa Bay area,” Paola Schifino, co-founder of Schifino Lee and the designers of the festival’s logo, website and branding materials.

The festival is organized by the Gasparilla Interactive Festival Inc., a Florida non-profit organization that was founded by leadership members of the American Advertising Federation and Ad 2 Tampa Bay chapters. Founders of the festival include Akerman LLP, de la Peña & Holiday LLP, Hillsborough County, EDI2, Pinstripe Marketing, Port Tampa Bay, Tricycle Studios, Sign-Age, Ad 2 Tampa Bay, and AAF Tampa Bay.

Attendees can register beginning today at an Early Bird rate of $125 or purchase a Founder’s Club membership for $1,000. Founders and sponsors will be invited to an Opening Reception on Thursday, March 5 in the evening. Visit www.gasparillainteractive.org to register and for more information.

Follow the Gasparilla Interactive Festival on Facebook and Twitter for updates.

Schifino Lee - 4:14 pm December 22, 2014

Schifino Lee Takes Ameriflight’s Brand to New Heights

Ameriflight, the world’s largest regional air cargo carrier, looked to Schifino Lee to help them develop a clear and consistent brand which embodied their focus on customer service. In addition, they wanted to feature the true heroes of their business: their people.

Schifino Lee brought these ideals to life with Ameriflight’s new “Above & Beyond” campaign. Original photography featured their mechanics, pilots, and employees front and center. A new Ameriflight website and new collateral explained how Ameriflight’s people go above and beyond in all aspects of their work.

The website was developed around an innovative bottom-to-top parallax design which literally takes visitors from the ground up into the clouds. It also features a dynamic aircraft gallery, interactive route maps, and a media center with company news, videos, and downloads.

The new branding positions Ameriflight as the industry-leading company they truly are. To view the website or find out more about Ameriflight, visit www.Ameriflight.com.

Schifino Lee - 1:53 pm December 12, 2014

Help “Sabrastian” Find a Home for the Holidays

This year, in keeping with our tradition of Random Acts of Merry, the Schifino Lee team is putting our considerable creative talents to work helping a pair of “adoption-challenged” canines find a loving home in time for the holidays.

To hear their touching backstory, see our efforts to raise awareness, and find out how you can help, check out our “Two Is Hotter Than One” video.

To follow their story and spread the good word about these wonderful pooches, like us on Facebook.

Happy Holidays from everyone at Schifino Lee.

Watch the video we made to help support Sabrastian and find them a forever home this holiday season:

Schifino Lee - 11:46 am November 19, 2014

New Branding for An Established Leader: Great Insights + Passions = Greater Outcomes

Tindale Oliver has provided industry-leading planning, design and engineering to public and private sector clients throughout the United States since 1989. However, the company’s image and message had not kept pace with its national growth and expansion of service offerings. So Schifino Lee was engaged to refresh Tindale Oliver’s branding, website and collateral as part of its 25th anniversary.

Schifino Lee brought this plan to life with a new brand positioning: “Great Insights. Greater Outcomes.” It demonstrates how the company’s depth of knowledge results in unique solutions for clients. Schifino Lee brought the campaign to market with a new logo, new case studies, new website, and new corporate identity as well as new collateral and digital materials.

More importantly, Tindale Oliver’s updated branding was well received by their clients:

“The site and mission are wonderful! You can tell how much research and planning it took to make that happen. Not to mention some amazing java script work! You should be very proud! Congrats!”
– Marissa Segundo, Recycling Coordinator with City of Largo

“We here at HCPS just rolled out a new design as well – I looked at yours and felt so ‘invited’ to click in further and further. So easy to navigate…pleasing to the eye and an easy-to-use page.”
– Lorraine Suarez, General Manager of Growth Management & Planning with Hillsborough County Public Schools

Tindale Oliver also saw a dramatic increase in website engagement following the rebrand launch. The number of viewers on the site nearly tripled from August to September from 650 views to 1,687, with new visitors also tripling from 431 to 1,110.

Tindale Oliver’s rebranding effort was featured in the Business Observer on September 26. To view the article click here.

For more information about Tindale Oliver, please visit tindaleoliver.com.

Schifino Lee - 5:23 pm October 21, 2014

Schifino Lee Creates Original Artwork to Promote Tampa Museum of Art’s Pavilion XXIX Gala

Original artwork created by Schifino Lee Advertising + Branding is being used to promote the Tampa Museum of Art’s Pavilion XXIX gala. The artwork features the human form illuminated by glowing hand-drawn letters in multi-colored light, depicting the word “Pavilion” and the museum’s logo.

The artwork conveys the fundraising event’s theme, “Immersion of Light & Art,” as well as the immersive experience attendees can look forward to. Schifino Lee created the black-tie gala’s invitations, posters, Save-the-Date mailings, and patron invitations. Schifino Lee contributed its work pro bono in support of the museum and its arts culture.

Pavilion, in its 29th year, is Tampa Museum of Art’s premier black tie gala and its biggest event of the year with over 400 people anticipated to attend. The event will feature fine dining, music, dancing, a live auction, and an original interactive art installation created by Chicago-based Luftwerk to be unveiled during the event.

“This year Schifino Lee embraced Pavilion’s use of artistic and freeform illumination to reflect the theme in a new and different way,” says Ben Lee, a Founder and Principal at Schifino Lee.

Pavilion XXIX will be held on Saturday, November 1st from 7:00 p.m.-12:00 a.m. Visit http://tampamuseum.org/pavillion-xxix/ for more information.

Schifino Lee - 4:57 pm September 18, 2014

Who Created a Winning Case with Ben Stein? Anyone? Anyone? Schifino Lee.

 

The Law & Liberty Dinner is an annual fundraising event put on by the Hillsborough County Bar Foundation that Schifino Lee has been a creative partner for since 2008. Once again, we developed the creative materials used to introduce the keynote speaker and attract donors for the event. This year’s speaker was Ben Stein, who most people know for his role in the movie Ferris Bueller’s Day Off or the Clear Eyes commercials. But he’s much more than just a one-trick pony.

In addition to being an actor, Ben Stein is truly a jack of all trades: attorney, economist, professor, Wall Street Journal columnist, political commentator, speech writer and Emmy-winning TV game show host. So it seemed only fitting to commemorate this modern-day Renaissance Man by creating a bust in his likeness—which was used in all event collateral and communications, including a print ad, invitation and on the program cover. The result? The 550-seat ballroom at Hilton Downtown Tampa was packed with Foundation members anxious to hear Mr. Stein’s words of wisdom.

During a photo opp at the event, the team had a brief chat with Mr.Stein. After learning Schifino Lee was responsible for the event’s creative, he asked where the physical bust was. Unfortunately we had to break it to him that it was all done on the computer. We’ll take that as a compliment.

Schifino Lee - 4:01 pm August 6, 2014

Schifino Lee repositions NorthStar in new “Bank Up” campaign

With Florida’s economy on the rise, NorthStar Bank sought to redefine the banking experience for Tampa Bay area businesses. NorthStar engaged Schifino Lee to create an equally compelling brand strategy that positions them as the community bank for the business community.

Through discovery, Schifino Lee discerned that NorthStar’s target audience wants a business bank that’s safe, stable and understanding of their whole financial picture. The target audience – small and medium-sized businesses and professional services – desire all the services of a big bank, but the courtesy and relationships of a community bank.

Aligned with this insight, the new campaign utilizes the aspirational tagline ”Bank Up” to reinforce that NorthStar Bank provides them with the strength, support and integrity they need to be bold and grow their business. NorthStar Bank President & CEO, David Stone, further defines “Bank Up” as, “Doing the unexpected to deliver unparalleled customer service and quality products to the Tampa Bay community.”

The new brand positioning was successful in creating an overarching image for all of NorthStar’s communications including website design, brochures, in-lobby posters, billboards, app icon, and revitalized logo.

To find out more about NorthStar Bank visit NorthStar-Bank.com.

Amanda Koenn - 1:20 pm July 25, 2014

Some ideas are outside the box. Others, inside a bottle.

Tampa’s Lowry Park Zoo asked Schifino Lee to “brew up” unique concepts and advertising materials for the 19th annual WaZoo Beer Fest, taking place on August 2nd. This nationally reowned event, named one of the “10 Great Beer Festivals in the Country” by USA Today, features over 275 brews, food and live music throughout the Zoo.

Schifino Lee was responsible for developing the creative concept and executing posters, flyers, t-shirts, outdoor, print and digital advertisements. The message “Drink Beer. Save Wildlife.” was derived from the core focus of the event and the visuals were created utilizing individual bottle caps to execute animal artwork including a macaw, giraffe and elephant.

A ticket to WaZoo Beer Fest includes unlimited tastings of over 275 beers from around the world, accompanied by food from local restaurants throughout the Tampa Bay area. Although they won’t have the animals on exhibit, there will be live animal encounters throughout the park and live music from local artists.

Click here for more information or purchase tickets online.

Amanda Koenn - 10:58 am July 11, 2014

You Don’t Know Duck!

For stormwater management, Thirsty Duck provides a radically advanced technology as a solution compared to traditional technology. This new flow control product allows for a constant discharge rate regardless of the water surface elevation, delivering a “cruise control” function which replaces the convention that only large ponds are the time-tested solution in stormwater management. Thirsty Duck can reduce the size of detention ponds by up to 50%.

With this innovation, Thirsty Duck engaged Schifino Lee to build an integrated marketing campaign to establish credibility and educate engineers, real-estate developers and government officials.

Schifino Lee identified that the industry was unaware of Thirsty Duck’s products and how they could benefit from them. “You Don’t Know Duck,” an in-your-face campaign headline, was developed to get the attention of the target audience in an impactful and humorous way. The campaign focused on the product benefits such as optimization in flow rate and pollution control and was communicated through strategic branding, web videos, eBlasts, print ads, brochures, print ads, and a microsite.

Amanda Koenn - 11:24 am June 18, 2014

Thinking right inside the box for HOPCO

A national trend over the past 18 months in the foodservice industry to consolidate regional brokers was causing some unforeseen problems. By centralizing brokerage, manufacturers began experiencing a decline in the level of service they received.

HOPCO FoodService Marketing, a 30-year veteran of the foodservice industry and representative for brands such as French’s Mustard, Cattleman’s BBQ Sauce, Bush’s Baked Beans, and Dole, was determined to call out this negative trend. HOPCO approached Schifino Lee to develop a way they could appeal to manufacturers needing better representation in the southeastern United States and let them know that they were ready and able to offer the superior level of service that comes along with such a track record of success.

Schifino Lee developed a unique direct mail campaign to showcase HOPCO’s dedication to its exceptional street-level service. The mailer to manufacturer owners/CMOs contained a sleek-boxed pair of well-used men’s business shoes with the soles worn through. The outside messaging, “We don’t just talk the talk”, was answered within with “Our results go for miles, our feet even further” along with a prompt to call HOPCO’s senior management to set up a live capabilities presentation.

Dan Stevenson, Executive Creative Director at Schifino Lee, said, “HOPCO asked our team to give them an out-of-the-box mailer idea to turn heads at some of their prospects; ironically enough, the breakthrough idea ended up being delivered inside a shoebox.”

Schifino Lee - 11:25 am May 15, 2014

Want proof of the power of email marketing? Check it out.

This week, we’re sharing insights on how to create successful email campaigns, using our own emails that were sent to top executives. Not to toot our own horn, but we sent out a series of nine eblasts over the past six months to a targeted database and it has significantly outperformed the industry average for open rates and click-through rates (CTR).

Now before outlining some factors that impacted our success, let’s look at the big reason for using email in the first place. According to The Direct Marketing Association (DMA) and Constant Contact, companies are seeing a sales boost of up to 40x their email investment. Which probably explains why many businesses are allocating a larger percentage of their marketing budget towards email marketing.*

A few things to keep in mind when developing an unbeatable eblast:

GO VISUAL OR GO HOME

Engaging photos and links to videos are proven to increase click-through rates. Our emails on ad campaigns for Alessi Foods and Westshore Pizza were the only ones featuring videos and delivered the highest CTR of all (3.87% and 2.41% respectively).

PINPOINT YOUR AUDIENCE
We purchased a targeted list of over 4,200 CEOs, CMOs, and Marketing VPs at Tampa Bay companies with sales of $25 million and up to receive our series of emails.

SUBJECT LINES MATTER

No matter how great your email is, it’s pointless if you can’t get recipients to open it. Subject lines need to be concise (ideally, under 40 characters), attention-getting, and relevant to the audience.

TIMING IS CRITICAL
Typically, Tuesdays, Wednesdays, and Thursdays are the days when prospects are most receptive to emails. First thing in the morning or after working hours are usually the best send times. Of course, the age range of your audience may also influence that decision.

BE MOBILE FRIENDLY
Over 50% of emails are now opened on smart phones, so your emails better look darn good on mobile devices as well as PCs.

*According to 2013 survey released by Vocus/Edge Research

Amanda Koenn - 1:47 pm November 13, 2013

We.Love.Good.

With 32 stores, Westshore Pizza is the largest regional pizza chain in Hillsborough and Pinellas. However, they had a branding problem: inconsistency. Franchisees had different menus, different color schemes and logo variations from store to store.

Westshore Pizza engaged Schifino Lee to help boost sales and grow their franchises with a rebranding effort and an outreach campaign. The first step was organizing focus groups and interviewing more than 800 people about Westshore’s food, branding, pricing and other features. The research findings revealed that Westshore was viewed as a high quality, great value restaurant, but their inconsistencies were holding them back.

Incorporating these insights, Schifino Lee developed a new brand identity including a new logo — a simple circle with the name Westshore Pizza & Cheesesteaks; the “we” in Westshore distinguished to support the community feel of pizza. Schifino Lee also updated marketing materials, packaging and restaurant menus. Additionally, the research inspired TV and radio commercials and billboards across the region that targets the social nature of pizza.

Schifino Lee - 5:48 pm November 4, 2013

We’re Hiring a Production Artist

You are a production machine. An expert within Adobe Suite, and believe that God is in the file’s details. Understand that deadlines mean something. You’re fast, smart, intuitive, and you have a sense for design when the opportunities arise to make your mark. If you are a production artist and looking for a new opportunity where striving for excellence lives and breathes throughout our entire agency creative process – not just the beginning, the middle or the end, we’d like to meet you. Contact us today and set up an appointment to chat. We look forward to seeing how your skills complement ours!

Job Functions Include:

  • Building print-ready mechanicals.
  • Executing creative concepts that are on strategy across all media (DM, email, online, print, TV, radio and out-of-home).
  • Partnering with senior creative to develop great work within clients’ branding guidelines.
  • Partnering with members of the creative department for art/mechanical preparation, file release to press, color correction and general prepress functions.
  • Remaining abreast of technological advances in the field and being able to identify areas of use in the organization.

Job Requirements:

  • Strong interpersonal skills, with a can-do attitude.
  • 1+ years experience in an agency environment
  • Expertise in Adobe Suite
  • Ability and desire to work in a fast-paced, deadline driven environment.
  • Ability to manage multiple, concurrent projects.
  • Detail oriented

Please apply with your cover letter, resume, portfolio and salary requirements to kerry@schifinolee.com
This is an on-site position, local applicants only.

Amanda Koenn - 12:20 pm October 30, 2013

Dine, Drink and Dance at Zoofari on Nov. 2nd!

Tampa’s Lowry Park Zoo tasked Schifino Lee with developing a fun and energetic creative concept for the 27th annual Zoofari food tasting event. Zoofari, one of Tampa’s biggest outdoor parties, features food from more than 50 local restaurants, nationally acclaimed live music, art auctions and open bars throughout the park. Robert Randolph & The Family Band will take the main stage and live music from other local artists will be found throughout the park.

Schifino Lee was responsible for creating posters, flyers, t-shirts, print, VIP button and digital advertisements and radio for the annual event. We knew the creative needed to be just as fun, lively and unique as the event itself. We accomplished this by featuring headlines like “Party Like a Croc Star” and “Like to Party? You’re Koalafied.” with simple animal photography and type treatment. Four variations were created and rotated throughout the creative deliverables.

Zoofari will be held on Saturday, November 2nd at 7 p.m. General admission tickets start at just $75 and VIP tickets are available. Visit their microsite for tickets or more information. Be sure to bring your biggest appetite and get ready to party!

Amanda Koenn - 9:52 am July 2, 2013

Website Wins Award of Excellence

Greater Tampa Chamber of Commerce has received an Award of Excellence in a national competition sponsored by the American Chamber of Commerce Executives (ACCE), a national association of professionals who manage chambers of commerce.

The Chamber received the award for their TampaMediaCenter.com website and campaign launched by Schifino Lee Advertising & Branding in advance of the 2012 Republican National Convention! Congratulations!

Amanda Koenn - 11:23 am May 23, 2013

AM820 launches new brand campaign to position it as the source for breaking news

AM820 News, the all-news AM radio station based in Tampa, FL, wanted to build awareness and position the station as the source for breaking news in Tampa Bay. AM820 News engaged Schifino Lee to develop messaging and an advertising campaign to gain listenership and enforce this unique positioning.

“Listening to AM820 gives you access to the fastest and most relevant reporting of breaking news, both local and national,” said Bruce Maduri, CEO of parent company Genesis Communications. “We realized breaking news is our competitive advantage and we needed to get this message out to as many potential listeners as possible within our broadcast area.”

Schifino Lee prepared a media campaign consisting of two :15 TV spots and a digital RSS billboard that provides up-to-date breaking news headlines. The producers at AM820 News are responsible for updating the billboard message with the latest breaking news using a new application which feeds data to the boards within seconds. AM820 was the first advertiser in the country to use this new RSS feature offered by CBS Outdoor.

Schifino Lee - 11:10 am January 3, 2013

Gopher Resource launches new brand campaign to support its mission, values and growth

There are over 200 million vehicles on U.S. roads. Every one of them has a battery that eventually must be recycled. Gopher Resource is a global leader in the safe and sustainable recycling of automotive and industrial batteries. Gopher engaged Schifino Lee to tell their story in a way that will inspire achievement in employees and confidence in communities where Gopher has facilities.

An important foundation of Gopher’s success is their culture of operational excellence and working together. Employees working together with each other and their communities. Gopher facilities in Minnesota and Tampa working together to implement best practices. Everyone working together to embody the Gopher principle of “A step ahead and the vision to be greater.”

To communicate this positioning and immerse employees in Gopher’s culture, Schifino Lee created a new corporate logo, a series of core values posters, screen savers, newsletter design, and iconic new signage.

The work was premiered at a town hall-style meeting to generate maximum enthusiasm and involvement amongst employees. Following the employee launch, customer-facing marketing materials were created. These included an updated website, corporate identification package, and building signage. A media kit, several new Web initiatives, and a community communications plan are in process for 2013.

“We help the world achieve a cleaner, safer future by the conservation of resources through recycling,” said Mark Kutoff, CEO of Gopher Resources. “That’s a social mission and a business mission wrapped into one.”

The new brand positioning communicates this message in ways that inspire employees to live the Gopher culture and achieve greater success. It enhances a perception with community leaders that Gopher is a responsible and valuable corporate citizen. And it creates confidence in the Gopher brand that helps build the foundation for future growth.

Schifino Lee - 3:29 pm March 14, 2012

Florida Museum of Photographic Arts launches new website to coincide with museum’s move to new downtown Tampa location

Schifino Lee takes unusual design approach to showcase photography on website

To better capture the essence of its photography exhibits and complement its new location, the Florida Museum of Photographic Arts (FMoPA) commissioned Tampa branding agency Schifino Lee to create a new website for the nonprofit museum.

The new site, www.FMoPA.org,, coincides with the museum’s move into a new downtown location this month. The website is meant to serve as an extension of the museum and offer a flavor of the displayed work for potential visitors and donors, including the Tampa Bay area’s growing class of creative professionals.

The site also describes how the museum — in addition to its historic and contemporary exhibits of internationally known photographers — offers an array of events, classes, membership programs, and community outreach activities.

With an untraditional look-and-feel and atypical navigation, visitors open the site to see eye-catching photography take over the computer screen. “This was a different approach than what’s often used in web design, and the visual power of the site is tied to its simplicity,” said Schifino Lee Creative Director Evan Brownstein. His team creatively and thoughtfully selected big, beautiful images “designed to make the photography the star,” he said.

Founded in 2001 as the Tampa Gallery of Photographic Arts, the museum was renamed in 2006 to better describe its purpose and mission of “exhibiting important photographic art as central to contemporary life and culture.”

The museum has recently relocated a few downtown blocks from N Tampa Street to Rivergate Plaza, located at 400 N Ashley Drive. The museum occupies the second and third floors of Rivergate’s architecturally significant Cube, a highly visible location in the heart of the Downtown Tampa Arts District.

About FMoPA

The Florida Museum of Photographic Arts is a museum dedicated to exhibiting important photographic art as central to contemporary life and culture.ÊFMoPA collects, preserves and exhibits historic and contemporary works by nationally and internationally known photographic artists. FMoPA also enriches the community by operating outreach programs to educate children and adults.

Schifino Lee - 8:10 pm October 7, 2011

AM 820 News launches with new format and brand, offering Tampa Bay: “All News. All Day.”

News radio on the AM side of the dial has been long dominated by loud and angry talk.  Knowing Tampa Bay residents spend a substantial amount of time in their cars, the station owners of WBBA 820AM saw an opportunity to give radio listeners something needed, desired and different: all news, all day in a straightforward and nonpartisan delivery. 

The result: AM 820 News.  Currently in the midst of launch, several programming and outreach components are in place, while others are continuing to roll out over the coming weeks. Audience response has been extremely positive. Per Arbitron, between June-August the station’s market share of listeners 18+ increased 67% and its cumulative listenership is up 31%.

AM 820 News offers a constant stream of local stories, traffic, and weather, along with news-you-can-use and national headlines. A joint content agreement with WTSP-TV (CBS-10) will include local forecasts, local updates, and simulcasts of 10 News broadcasts. AM 820 News has a 50,000-watt transmitter that covers most of central Florida, keeping traveling locals in the loop on hometown news.

In support of the station’s launch campaign, Tampa-based branding and marketing agency was called upon to Schifino Lee create the new branding, logos, print ads, digital billboards, and social media.  Outdoor billboards began appearing last week all around the Tampa Bay area, and print ads are schedule to run in the 4th Quarter. Meanwhile, social media including Facebook and Twitter is already starting to ramp up.

Beyond consumers, a key target audience for the AM 820 News marketing campaign in this early stage is advertisers. Schifino Lee was selected partly because of its knowledge of what media advertisers want, gained from its long experience in national and local media buying. As part of its partnership with AM 820 News, Schifino Lee will also create and run its own ads on the station which is, ironically, a unique and unconventional practice for advertising agencies. Agency Principal Ben Lee said, “We are convinced the editorial environment of all-news is a smart place to advertise.”

AM 820 News is owned by Genesis Communications, which also owns five other stations in central Florida including 1040AM Tampa Bay, an ESPN station. “Our challenge for AM 820 News is to change people’s perception of AM radio and let them know that there’s a new and different option for those who desire news without all the partisan talk,” said Bruce Maduri, president of Genesis Communications.  “When you gotta know now, we hope people tune into AM 820 News.”

Ben Lee - 12:16 pm January 11, 2011

Logo Evolution

A client asked last week, “When is it time to change our logo?” Eric answered him briskly, “When your company changes.”

Your logo symbolizes your company. It stands for all your corporate values and represents the customer experience. When those aspects change significantly—that is they improve—the logo needs to be updated to capture them. That’s what Starbucks Coffee will be doing in March when it rolls out its new mark.

Among my favorite logos are AT&T, Shell Oil and Volkswagen—all old ones that have evolved over the years with their corporate ancestor. Mostly they get modernized to reflect progressing aesthetics. Shell Oil, for instance, has updated its shell and evolved it from a representational image to an expressionistic one. Volkswagen’s initials-in-a-circle have gotten sleeker, more high-tech (and expensive) looking as their cars have done the same.

Apple Computer started out with a crunchy-granola, fruit label type logo that spoke of its California upbringing and small-company, “hand selected” philosophy. It was a great way to represent food and wine and a new way to talk about technology. As Apple dedicated itself to simplicity and being the computer anyone and everyone could use it drastically simplified its logo to just the apple with rainbow. Changes from rainbow to black to white to chrome reflect contemporary aesthetics as well as Apple’s position as a technology leader.

None of the companies we just discussed use their name as part of their logo. This is partly language-neutral globalism, partly ubiquity and partly pride. Starbucks has joined this crew with a 40th anniversary iteration of their mermaid. A company spokesman said that the mnemonic refinement reflects refinement of their strategy.  The Associated Press dug a little deeper (January 5, 2011)

“The brand is now evolving to a point where the coffee association is too confining and restrictive,” said John Quelch, a marketing professor at Harvard Business School. “Starbucks is fundamentally selling an experience, but by no means is coffee the only part of the experience. It is important that they not have a logo that is too confining.”

I never did see the connection between mythical human-fish hybrids and coffee. I sort of get how she can symbolize the other-worldly, get-away-from-it-all experience of relaxing with a good cup of coffee (something Starbucks has never had). But what she has to do with students and officeless consultants sponging wi-fi, lines of SUVs snaking toward the take-out window and the pseudo-socializing of social networks someone needs to explain to me.

Paola Schifino - 3:10 pm January 4, 2011

Luxury & Vanity

HermesFWAdCampaign8

What is significant about this ad from fashion and luxury goods purveyor Hermes?
It’s not that there’s nothing the least bit vulgar or titillating about it. Or that it occupied the back cover of a speciality magazine (Opera News) with advertising focused almost exclusively on its specialty.

(more…)

Paola Schifino - 11:12 am May 27, 2010

Fresh from the kitchens of Schifino Lee

Two new websites are hot out of our creative and programming ovens.

The first is for La Segunda Central Bakery, the premier maker of Cuban-style breads and pastries in the U.S. (at least according to a  poll of diners at Columbia Restaurant). The site greatly enhances the hundred-year old Ybor City bakery’s profile in the food service industry and spearheads their expansion as a regional commercial baker. Senior Interactive Art Director Nico Gomez (an expert on the Cuban sandwich) designed and built this great-looking site. I personally quality-tested all the products before they were photographed.

Our other delicious new website is for HOPCO Food Brokers. Tampa-based HOPCO represents national and local brands to the food service industry in the southeast states. It allows the brokerage and its clients to extend their reach into the kitchens of restaurants, hotels, schools, hospitals, retirement homes and other institutions. In addition to information about the brands, the site features important resources for food managers and contact info for all of HOPCO’s offices. Creative Director Max Blevins took the lead and was assisted by Mark, Nico and Eric.

Schifino Lee - 12:57 pm May 11, 2010

Meet us in the Lounge

Two designs created at Schifino Lee will be included in Logo Lounge 6: 2000 International Identities by Leading Designers.

tua_logo_RGB

The book prints the very best of 34,000 submissions sent to LogoLounge.com in 2009. In addition to compiling the best of the best, Logo Lounge is a source of inspiration to designers in need of ideas.

Sr. Interactive Art Director Nic Gomez created this icon for a revolution lead by children for Financial Literacy for Kids, a grass roots organization that hopes to make the next generation better at handling money than the current one.

studio_c_logo_RGBThis comfy design was crafted by yours truly for Studio C. That’s the interior design division of global real estate developer Corvus International. The use of the ‘C’ families with the parent company logo.

Schifino Lee - 2:32 pm May 3, 2010

He served us well

The greatest graphic designer you never heard of has passed away. His name was Leslie Buck. He lived and worked in New York, and if sheer production volume is the measure, he is one of the greatest designers ever.

What you don’t know what he designed? But it’s an icon! It’s blue, white and gold and fits in your hands. It’s very New Yawk. Still don’t know? I’ll just cue up a re-run of Law and Order (doesn’t matter which one). Here are the detectives walking down a cold Manhattan street. One moodily sips some coffee. Okay, freeze-frame. What’s that in his hand? That’s right. Leslie Buck is the designer of the ubiquitous take-out coffee cup known as the Anphora.

As befits a gentleperson of great accomplishment, Mr. Buck, a Czech-born Holocaust Survivor, got a feature obit in the New York Times, which we are pleased to share with you.