Firm: Daniel Pipitone (freelance)

The identity for Emmanuel Christian Church marks the first step in their approach towards an entirely new branding program. With a renewed focus on outreach and engaging their community in Pittsburgh’s Northside neighborhood of Brighton Heights, Emmanuel is committed to reshaping their church, making themselves more accessible, inviting and becoming a bright spot in their community.

Leading up to this identity redesign, I worked together with Emmanuel’s pastoral staff to carefully consider a range of branding “markers,” including:

Reputation: How well is your organization known?
Esteem: How highly regarded are you?
Relevance: How important are your organization’s mission and activities to the concerns of the audience?
Differentiation: Are there others that do what you do? What makes you different than them? What  makes you the same? Where are the points of  “alignment”?

We also underwent an in-depth profiling exercise (as outlined by DK Holland in her book, Branding for Nonprofits), where we looked closely across a spectrum of issues in order to craft ourselves a creative brief to work against. These items we examined were:

• Profile
• Context
• Positioning
• Audiences
• Personality
• Current  Situation
• Budget
• Schedule
• Design Media
• Technical / Practical Requirements

Following through on this examination proved incredibly valuable in helping us uncover many of the reasons why Emmanuel stands out among many established and emerging churches. The results of our preliminary work together provided the basis for an identity and branding program that not only stands out among other Christian evangelical churches, but has made Emmanuel confident they now possess a voice that expresses their core values and personality as closely as possible.

// Emmanuel Christian Church Background /

According to Tom Fodi, Associate Minister of Community Involvement, Emmanuel Christian Church exists to:

1) Proclaim that Jesus is Lord (preaching and teaching), 2) Love God (worship), 3) Serve the world (community involvement), and 4) Witness to humanity the salvation made available through the sacrifice of Christ.

Firm: Daniel Pipitone (freelance)

Taking into account the founder’s “vision,” an identity was created surrounding the idea of that Vision Marketing Group (VMG) is committed to working with clients who “understand the value of strategic thinking and appreciate how far our vision can take them.”

With this in mind, an identity was created to help launch VMG into their market with a clear focus and the ability to make an immediate emotional connection with potential clients. An enlightened feel and emotive “sunburst” graphical approach carry the identity.

/ VMG Background /

While their roots are planted in Western Pennsylvania, Vision Marketing Group’s reach extends far beyond. From their base in Punxsutawney, and with offices just outside Pittsburgh, the founder and his three sons work with an array of specialists in fields from branding to broadband, from market positioning to multimedia, from copywriting to corporate identity.

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Firm: Daniel Pipitone (freelance)

Previously, Advanticom already had a well-established name for itself nationally as a leader in IT services, consultation and technology infrastructure.

With a shift in focus and a new value proposition, Advanticom sought to reinvent themselves with a new identity to set them apart even more so.

I first participated in an intensive market research study and the crafting of a comprehensive communication plan. Once a clear strategy emerged, I began by creating the new identity system and worked with Advanticom to integrate the new mark into their corporate culture.

/ Advanticom Background /

Advanticom is in the business of designing, engineering, assembling and servicing IT solutions that help organizations become more efficient and more productive. Their strategy is simple: recruit people with the right experience and talent, cultivate knowledge and business savvy, and create a culture of excellence from top to bottom. It’s a strategy that produces powerful solutions for their clients.

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Firm: Daniel Pipitone (freelance)

A fresh identity was created for Revolution Wellness to introduce the health and wellness start-up to potential investors, subscribers and used for all marketing materials, including sales / proof-of-concept presentations.

“Active lifestyle” and “lightness of being” were the watchwords for this identity’s creation. An important requirement was for the mark to become a personality that struggling dieters might be able to connect with on an emotional level easily and without intimidation.

Exercise and nutritional awareness are the keys to this plan, but they make no promises it will be easy. Revolution Wellness offers a strategy for holistic wellness through a total lifestyle shift.

/ RevolutionWellness Background /

RevolutionWellness is the result of one man’s heartfelt desire for wellness. A personal search for a balance in diet, exercise and emotional well being led to a platform from which he could share his research and plan for healthful success.

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Firm: Daniel Pipitone (freelance)

With strict national identity guidelines to adhere to, CASA of Allegheny County made clever use of their standards to recreate a full set of materials from the ground up.

I was responsible for the design of an updated identity system, including business papers and personal note cards.

This identity was also extended to a refreshed website, quarterly newsletter, corporate brochure, annual report and various other collateral.

/ CASA Background /

CASA of Allegheny County is a truly special client. CASA works hard for one sole purpose…children. They act as a child’s advocate in the courts, in situations of abuse, neglect and family-centered issues, when children would otherwise have no voice.

/ Award /
2005 ADDY
Public Service | Campaign Elements

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