Does a company logo in the wrong color drive you bananas? How about company emails with a notebook paper background? Better yet, who loves Comic Sans? Every professional services firm has a unique style, yet very few have approved Style Guides.
Learn from graphics and writing pros in this hands-on workshop. Part I: Brand Manual focuses on graphic elements such as logos, colors, fonts and formatting. Part II: Writing Guidelines are specific to each company’s communication style and include an abbreviated reference list tailored for company use of acronyms, software and industry terms (typically following AP Style).
This interactive workshop will: 1) Discuss the importance of brand management and writing style; 2) Share components of a Style Guide (Part I: Brand Manual and Part II: Writing Guidelines); 3) Use handout templates for each attendee to develop a draft framework for their company’s style guide; 4) Provide real-life examples for implementation.
Julie Shaffer, Shaffer Creative
Julie Shaffer, CPSM, founded Shaffer Creative in 2012 with a vision: to provide creative marketing and graphic design solutions through communication strategy, company branding, photography, and data management. Julie makes her clients stand out from the competition through visual design and strategy. As an Adobe Certified Expert in InDesign CC 2015, she is a go-to expert for marketing collateral development and hands-on learning. Julie has provided multiple software presentations for SMPS Fort Worth and clients with accolades for more. She has also presented to SMPS Dallas and the Society for Design Administration on marketing and graphic design best practices. Julie is a member of SMPS Fort Worth, served as Sponsorship Director (2011-2012) and President (2013-2014). She was the Communications Chair for SMPS’s Southern Regional Conference in 2015. Prior to founding Shaffer Creative, she honed her skills during 11 years in marketing, creative design, and management with a Texas-based engineering firm.
Lindsey Kubes, Shaffer Creative
Lindsey Kubes, CPSM, is a Senior Marketing Strategist with Shaffer Creative. Her passion is strategy development and brand implementation through efficient company communications and outreach. Her approach includes both internal and external communications to yield measurable results. Lindsey has received 11 state and national awards from SMPS, IABC, PRSA and AMCP for projects that span branding, direct mail, brochures, magazines, marketing plans, marketing campaigns and graphic standards. With 13 years in marketing and management for regional and national A/E/C firms, Lindsey has led teams of staff and executives in every area of marketing: proposals and presentations; marketing and communications plans; public relations; public involvement; brand audits; and integrated communications programs for corporate and expert positioning. Lindsey was a founding board member of the SMPS Fort Worth Chapter and also served as Secretary. She holds a bachelor’s degree in English and Professional Writing Certificate from Texas A&M University.