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Corporate Identity


It’s a new day at Horizon Health Services. Horizon had used large advertising agencies in the past and just did not find it economical for producing its modest brochures and
collateral materials. Old pieces were so outdated and incorrect, Horizon had stopped handing them out. Its business had changed, but its communications hadn’t. JCharlier Communication Design was called in to design a brochure – actually as a referral from an agency that found Horizon to be too small a client for them – and their business hasn’t been the same since.

Result That brochure project resulted in a great business relationship that has produced a new identity, more brochures, posters, wallet cards, script pad promotions, newsletters,
letterhead, business cards, notecards, signage, a website and more. The result? Horizon found that quality marketing communications can be created on more affordable budgets.


Health Services Brochure Campaign

Out of date and inconsistent. That was the state of printed collateral when Horizon Health Services, Buffalo Niagara’s largest provider of behavioral and chemical dependency care, called on JCharlier Communication Design.

Result Since 2002 – starting with designing the company logo – JCharlier has designed brochures for Horizon’s services, keeping them looking like they’re all coming from the same company, while “color-coding” so staff can easily tell the difference between brochures – using a palette of cheerful uplifting colors to reflect optimism and hope for recovery.


Tourist Attraction

If the weather’s good, the boats are full.

If it’s bad, they’re just less than full. The world’s busiest boat tour operation knows how to fill the boats. Awareness was not an issue, either. After more than 150 years of operation, who hasn’t heard of the Maid of the Mist? The challenge was to position the Maid of the Mist brand as a tourist destination among hundreds of entertainment options. We set out to create better relationships with travel agents and tour operators. We positioned the brand as premier. First-class. The ride of a lifetime.

Result Maid of the Mist has built a sterling reputation among travel agents and tour operators. The new website makes communicating its opening and closing dates instant and easy. A special area of the site invites travel agents to join an e-mailing list for information on up-to-the-minute changes in hours, fares and specials. Consistent graphic standards applied to everything from thank you notes to banners to merchandise helped create an easily-recognized identity. Mother Nature’s cooperation also helps.
Projects completed while employed by Mitchell DeTine & Neiler.


Package Display

Dinosaurs for kids: now there’s a new concept.

Actually, for the children’s drink market, it was. Capitalizing on kids’ love of everything prehistoric, Cliffstar Corporation wanted to extend its brand and capture more of the kids’ market. Because eyeshare on store shelves turns product, characters and backgrounds were developed in neon colors matching the drink flavors. Collateral and trade show support attracted buyers from large grocers.

Result Labels in nearly neon colors with endearing characters attracted kids, moms and retailers. Sales, as a private label drink, remain strong. It even got Cliffstar into some retail outlets that hadn’t considered them before. It was, well, dino-mite!
Projects completed while employed by Eric Mower and Associates Buffalo.


Wine Seller

A champagne campaign!

The assignment was to take Cook’s, the west coast’s top-selling party champagne, and build a promotion to encourage sales of its lesser-known family – red & white wine. This definitely had to be a holiday promotion. Definitely had to grab consumers by the collar. A free music giveaway was the basis of the campaign. Moving, lighted displays, gift-packs and bottle neckers added punch at point of sale. “Party!” was the concept.

Result More Cook’s corks popped that season than any previous season. Wine sales increased proportionately to the champagne sales. Now there’s something to celebrate!
Projects completed while employed by Eric Mower and Associates Rochester.