Steve Jobs is a great example when it comes to marketing and entrepreneurship. The way he has build his company(s) and always remained true to himself and his values is extraordinary.

There are not many companies in the world as big as Apple therefor you can call it exceptional how their values remained the same from a small company in a garage to one of the biggest brand in the tech-industry.

Steven Jobs belongs in my opinion to a select group of people who repeatedly has proven that if you build quality products or services with passion and the right presentation, you can turn every product you make in a success.

In this article I describe what I learned form watching Steven Jobs talk about marketing en how he used it to build up Apple by promoting its products.

Values Marketing

If you think about marketing, you might not think of values right away, but you should. The world we live in is very complex and noisy. This makes it easy for people to forget about your company or product.

To avoid this you must be very clear in your communications to costumers. Apple is at the top when it comes to quality brand names. Just like Nike, Disney, Coca Cola, and Pixar it needs to find a way to remind potential customers about their existence. And why they are the right choice for their needs.

After Steven Jobs got fired from Apple the brand was in bad weather and lost “focus”. When Steven returned to Apple, this focus has been restored in a way that only Steven could do.

Talk to customers, “Apple-style”?

Most companies have developed a way to convince their customers that their brand or product is better than the competitor. And the way companies in the computer industry do this is by talking about technology that is superior to that of “the guy next door”.

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Its finally finished, the new website of Lemo-Design is online! It took a while but it was worth every it.

Its always tough being your own customer, its making it very hard to be satisfied with the end result. There are always small points that can be improved.

Thats why tips are always welcome, I am also curious about the reactions in general. So feel free to leave a comment! I probably will make some adjust and minor changes in the coming months before I’m completely satisfied.

In this article you can follow step by step my workflow. Also, each page is briefly explicated.

My previous website (see illustration under this section) was my first layout where I used a white background. All my previous designs had a dark background. This turned out to be the best choice. Combining the black with the color orange ensures that the color really “pops” off the screen! This was also one of the reasons why I felt it was time for a new website.

Lessons learned from the past

The design of the previous website received a lot of reactions. Visitors found it simple and clear. This was largely because the site was divided in two parts (a greeting & portfolio). This avoids struggling true larger amount of text before finding the information that you find important.

I wanted to bring these good experiences into the new design. But a layout with minimal text has also its problems, there was no room to say something about myself. That’s why I wanted the new website a separate page to include this.

The portfolio

The most important of the entire site is obviously the portfolio. This is what visitors are interested in. So I made this the homepage of the website. I wanted to provide a clear overview of my projects. It is now possible at a glance to see what I’ve done for clients.

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Teaching materials

Full color / Printing
During courses, participants receive information on paper. Each participant gets his or her own “book” in order to ensure that everyone has their own reference material.

In this way it is possible for to read different methods / information back at a later date. There is also space in the book designed to write down experiences or other personal information.

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Rollup(s)

dimensions 10″/6’5″
A quick and elegant way to create for visitors a certain atmosphere can be done by Rollup’s. These give you the ability to quickly get your message across.

A total of seven designs where made on the right I show you two of them. They are all full color and each has its own style / function. The two designs shown here are provided with a coating to improve the quality of the colors.

Corporate Identity & Logo

Design / Development
It is never easy to change a 100 years old logo. The old logo was not outdated, but it has been converted into a more modern look without damaging the tradition of the name and age. It was therefore decided to create a new version of the existing logo. There are no changes made to the company name.

The colors for the corporate identity and style of the font have remained neutral to focus only on the name.

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Advertising

dimensions 260/40cm
To communicate the new colors towards visitor it has been decided to create a “banner” and other forms of advertising so that customers are getting comfortable with the new branding-style.

Corporate Identity & Logo

Design / Development
Since the previous logo largely met the requirements, the only problem was the subtitle. The previous one was hard to read so by using a new font it creates a better readability.

The color purple and green are darker then in the old logo. This provides higher contrast and results in better use of color.

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Corporate Identity & Logo

Full color / Branding / Vector
Brienoek was a startup company, there was no logo or branding in anyway. The logo and the colors are specifically selected to indicate different categories. This gives each category its own page style without getting to far away from the corporate identity.

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Corporate Identity & Logo

Design / Development
The color purple was chosen to get a good contrast with the colors white and black. Furthermore, the color purple in combination with white and black gives the style there uniqueness and character. This gives the style the images that belongs to a quality brand. The black and white version can be found in their labels or black and white advertisement.

Because this is an Internet store, there are only small print versions of the logo. This keeps the price low and the customer pays only for what is actually used.

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Corporate Identity

Business cards / Letterhead / Folder
The identity got changed into a clean and clear style aimed to get the company messages across. The business cards have been given a transparent border giving it a clean, minimalist look.

The paper used to created the Folder has a coating to give the folder strength and the feel of quality and style.

Promotional material

Ads / Pens / Labels
In order to let many people know that you’re name has been changed. We created a number of promotional items to get clients familiar with the new style and name.

Pencils, stickers and advertisements in various newspapers and magazines are the result.

Logo

FullColour / Pantone / Black & White
Once a new name has been introduced its also important to adapt your logo. The idea was to create a logo that can be used as a symbol. This made ​​it easy to use the logo in different places using the existing communications material to their customers.

Zkopers

Zkopers is a product of Stipter
Zkopers is a product by Stipter. It was created for people who work in healthcare and wanted to be inform about the latest news.

This product is so unique that they decided to give it their own identity so it is completely different from the company. This promotional product is designed to get people comfortable with this new service.

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Page
Webshop

Rollup(s)

dimensions 25/200cm
The quickest way to fill your showroom with with quality presentation material is to use “roll-ups”. This allows you to give visitors / customers an impression of whatever type of message you want to get across.

Of the five designs two are shown on the right. These designs are full color and can be easily transported without the need to be folded up. They are very light and are perfect if you want to give presentations or go to events.

E-mail Newsletter

Design / LemoMailing
Addition to the website and online store it is important to keep your existing customers informed by email. A e-mail campaign is a perfect way for this. Customers are kept informed about the latest offers and news related to the company.

In total there are 5 designs each is has a different “layout”. The version on the right is for “Rolls Royce”.

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Letterhead

A4 / Full Color
We used white paper with a “Full Color” design. The logo is used as a watermark. In doing so the logo does not take too much space and still shown so it is clear to what company this letter belongs to.

The business cards below are also part of this project.

Business Cards

Full Color / High Gloss / Double print
We decided that the business card should be printed on both sides. It is a “full color” design with a coating to make it strong and sustainable. The front is solid purple and contains the logo.

The other side is white to balance between the two brand colors. It contains a unique design to present the contact information.

Logo

FullColour / Pantone
Because it was a startup company, there was no logo. This is also designed by Lemo-Design together with the brand identity.

The logo includes the outline of a mountain. This symbolizes the growth of the client while being coached. The ring around it is the symbol of life. The result is a logo that simple and easy to remember, making it perfect for print and digital communications towards customers.

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