Talk to us at:
info :at: paulhowelldesign.com
602.840.3116
We are a design studio specializing in corporate identity, brand development and advertising. We are strategic, creative thinkers who place high value on quality, craft and above all, intelligent ideas that deliver results.
Our approach is rooted in a rigorous design philosophy and built over years both practicing in and teaching our respective disciplines. Focused and highly experienced, we bring fresh and diverse perspectives to each and every client. We pride ourselves on our business relationships, as the majority of our work comes from repeat clients who understand the value of what we bring to the table. We actively seek to build and maintain more of these relationships.
We are passionate about design and visual communication and are fervent believers in their ability to inform, influence and affect commercial and cultural change.
Paul Howell
His creative work has resulted in a steady stream of success for his clients and over 75 advertising and design awards, including the One Show, numerous Addy awards, PRISMA Awards, a Best of Show in the MMA Awards and a gold CASE Design Award. His work has been recognized in leading creative publications including HOW Magazine, Print Magazine, Retail Ad World, American Corporate Identity 12, American Corporate Identity 17, The AIGA Guide to Education and The One Show Vol. 24.
Paul has created work for local, national and international clients across a variety of industries. After more than 12 years as a designer, art director, manager and mentor, Paul formed his studio in 2002.
Stacey Pilcher
Stacey Pilcher has 20 years of experience marketing products and building brands for companies from a wide range of industries such as construction and development, financial, manufacturing and retail, education, entertainment and more. Stacey holds an MBA from the Thunderbird School of Global Management.
She has developed a diverse and productive portfolio in the advertising and marketing profession by working at advertising agencies, large corporations, and as an independent brand consultant. Stacey helped build strong brands such as Bank One and America West Airlines. Her résumé includes positions as Vice President at The Martin Agency, an award
Clients
Over the past 15 years we’ve had the pleasure of working with interesting organizations with inspiring ideas. What can we do for you?
Cultural
- Heard Museum
- Musical Instrument Museum
- Phoenix Art Museum
- Phoenix Symphony
Consumer Goods
- PING Golf
- Smith & Wesson
Education
- Arizona State University
- Tesseract Schools
- University of Phoenix
- Verde Valley School
Manufacturing
- AvNet
- Ferndale Laboratories
- NKK Switches
- Stirling Energy Systems
Medical Services
- Banner Health Systems
- Catholic Healthcare West
- FHP Healthcare (Pacificare)
- NDC Health Information Services
- Planned Parenthood
- USC University Hospital
Optical
- Breitfeld & Schliekert, GmbH
- Breitfeld & Schliekert USA
- Briot Weco / Canada
Professional Services
- Latz Negotiation Institute
- Phoenix Chamber of Commerce
- Snell & Wilmer
- Walkers Global
Real Estate Development
- EnsembleDevman
- Salt River DevCo
- Showlow Bluff
- Standard Pacific Homes
Restaurant/Retail
- Fat Tuesdays Restaurants
- RA Sushi / Benihana
- SOL Barra • Cocina • Baja
- V’s Barbershop
- Waldenbooks
Software
- DxSuite
- ExpertNegotiator
- iFactor
Travel/Entertainment
- Arizona Lottery
- Austin Lehman
- Casino Del Sol
Contact
info :at: paulhowelldesign.com
paul howell : design, LLC
824 N Central Ave
Phoenix, AZ 85004
602.840.3116
: case studies
Breitfeld & Schliekert, GmbH & USA
Evolving a long-standing brand
Breitfeld & Schliekert is Europe’s #1 manufacturer and retailer of tools, machinery and repair parts for opticians. In preparation for the U.S. launch, and based on client research, the brand voice and personality were adapted to appeal to the new audience. The launch campaign was a success with awareness of the brand and its signature products increasing dramatically. These direct selling efforts coupled with advertising, design and interactive marketing helped double sales in 2003.
Breitfeld & Schliekert continues to grow in the U.S. and abroad, as we continue to help them evolve. In 2006, we led the company through an evaluation of their international identity. Ultimately it was determined to change the name to B&S and update the logo. The process for development of the identity unfolded in two phases. The first evolution of the mark launched in 2007 and a further evolved mark was developed for future consideration. The decision to change the name and evolve the logo was well received by customers worldwide and B&S continues to be the leader in its field.
Most recently, we have been engaged to develop an identity for a sub-brand of value oriented products currently under development.
Breitfeld & Schliekert, USA
U.S. launch advertising
Breitfeld & Schliekert, USA
Tradeshow advertising
Breitfeld & Schliekert, USA
U.S. trade show pavillion
Breitfeld & Schliekert, USA
Press kit
Breitfeld & Schliekert, USA
Removable magazine inserts to accompany U.S launch advertising.
Breitfeld & Schliekert, USA
Direct mail pieces introducing the company and tools to buyers from large optical groups
Breitfeld & Schliekert, GmbH
Process book outlining the evolution of the international identity
64 pages
Breitfeld & Schliekert, GmbH
Application of the new mark to business cards
Breitfeld & Schliekert, GmbH
Application of the new mark to catalog covers
Show Low Bluff
Envisioning a new way of life
From the very beginning, Show Low Bluff has been conceived, planned and developed as a unique community. Situated on 1,500 acres in the White Mountains of Arizona, Show Low Bluff is providing a distinctive lifestyle reflecting a simpler time when people knew their neighbors, while integrating the conveniences and technologies of today.
Research informed the planning of the property and the development of the marketing. It revealed “boomers” as the target demographic interested in value, community, and fun. The tag line “Discover your own frontier” embodies the idea of individuality, letting the consumer define the experience —retreat from the city, enjoy a bustling small community, or escape into the outdoors. The logo’s circular shape suggests community, and at the center, a single drop of water signifies the ample supply of this precious resource.
The initial campaign captured the experience of living at Show Low Bluff from the owner’s perspective, “in the moment,” whether mountain biking, kayaking or engaged in other recreational and social activities. Designed as a teaser campaign, it did not tell the whole story, but focused on peaking consumer interest to drive traffic to the web site. The campaign combined out-of-home, radio, print and television advertising. The result: web traffic tripled during the campaign.
Show Low Bluff
Logo, signature and tagline lock up
Show Low Bluff
Brand book introducing the mark and outlining brand values, attributes, and visual/verbal cues for use in promoting the brand
32 pages
Show Low Bluff
Database driven website designed to promote the development project and show inventory of homes/homesites in real time
Smith & Wesson
Leveraging brand equity to tap new markets
Smith & Wesson is an American brand with over 150 years of heritage. In 2002, they launched Smith and Wesson Advanced Technologies (SWAT), to develop tools and technology for law enforcement and homeland security agencies.
Among the first of the division’s product offerings was a hand-held computer. Built on various smart phone platforms, it delivered real-time information such as DMV records and warrant/background checks to officers in the field. Smith & Wesson realized they needed a strong name to resonate with the product’s end users: police and security officers. We guided Smith & Wesson through a naming process developing suitable names for trademark research with the criteria that the name be short, memorable, and personable. It needed to be easy to say and spell and have strong masculine appeal. We presented our short list and Smith & Wesson selected LexMDC as the product name. Lex met all of the criteria with the added benefit of being the Latin translation of “the law.” MDC (mobile digital computer) was added to help describe the product’s function and increase the likelihood of trademark availability.
We went on to position the product as a trusted partner for law enforcement officers, developing the tagline: LexMDC. Reporting for Duty. The name, positioning and resulting marketing materials were well received by the law enforcement community.
Smith & Wesson
Product name development
Smith & Wesson
Supporting marketing collateral for law enforcement and national security community
Smith & Wesson
Licensing & Branding Program Collateral
Smith & Wesson sought to increase revenue from it’s licensing division and tapped us to develop a straightforward collateral piece that would generate interest and leads. The effort led to a 212% increase in revenues.
Smith & Wesson
Investor advertising
RA Sushi
Evolving a local brand into a national one
Our relationship with RA dates back to 2001 and has encouraged us to rethink almost every consumer touch point from advertising to packaging, retail goods to affinity programs. Together, we've evolved the brand personality of a small local chain of four high-energy, fun sushi establishments from a small Arizona-based concept to a more sophisticated national concept with a fresh attitude and signature appearance.
Our efforts have helped raise the awareness, sales and visibility. In December 2002, RA Sushi was acquired by Benihana, Inc. and has opened over 21 new locations in California, Florida, Georgia, Illinois, Maryland, Nevada, Texas, and Kansas with additional locations scheduled to open in coming years. We continue to work closely with RA Sushi on advertising and design projects nationwide.
RA Sushi Bar Restaurant
To-go bag
RA Sushi Bar Restaurant
Private label sake packaging
RA Sushi Bar Restaurant
Brand standards guide outlining correct use of the identity, brand assets, tone and voice
RA Sushi Bar Restaurant
2007 national print & outdoor advertising
RA Sushi Bar Restaurant
2009 national print & outdoor advertising
RA Sushi Bar Restaurant
2010 national print & outdoor advertising
: identity
Breitfeld & Schliekert, GmbH
Karben, Germany
Breitfeld & Schliekert, GmbH
Karben, Germany
As part of a year long process for Breitfeld & Schliekert, Europe’s #1 manufacturer and distributor of tools and parts for opticians, our brief was to renew a 75 year old mark to address technical reproduction issues, express a more modern corporate sensibility and incorporate a name change. The resulting mark and signature honor the company’s heritage while positioning the company for future growth.
Ojos
San Juan, PR
Ojos
San Juan, PR
Our logo for this optical boutique conveys simplicity and personality and references the business core offering.
Show Low Bluff
Show Low, AZ
Show Low Bluff
Show Low, AZ
This mark for a 1500+ acre, development in Northeastern Arizona references the natural setting. The logo’s circular shape suggests community, and at the center, a single drop of water signifies the ample supply of this precious resource.
Chimera Screems
Denver, CO
Chimera Screems
Denver, CO
We designed this mark for a photographic lighting scrim made of wire mesh. The logo marries a representation of the product material with the initial letter of the product name.
Howler
Vail, CO
Howler is a horticulture business specializing in tree brokerage sales.
SOL
Newport Beach, CA
SOL
Newport Beach, CA
This logo and identity for a restaurant and bar serving fresh, coastal mexican cuisine focuses on rich colors and natural materials to convey the brand’s core attributes.
ExpertNegotiator
Scottsdale, AZ
ExpertNegotiator
Scottsdale, AZ
This mark for a negotiation planning and management software represents the negotiator, the counterpart and the outcome.
Fine Art Framing
Phoenix, AZ
Fine Art Framing
Phoenix, AZ
For Fine Art Framing, we took creative license and created a mitered corner joint that references both the craftsmanship of this high-end framing studio and a monogram of the studio’s name.
Ganymede
Phoenix, AZ
Ganymede
Phoenix, AZ
Ganymede is Jupiter’s largest moon and the name of a Phoenix firm specializing in retail and exhibit design. The identity features stylized celestial imagery to further reinforce the name.
Celebrity City
Phoenix, AZ
Celebrity City
Phoenix, AZ
We created the identity for a proposed infill development anchored by a live music venue and applied the mark to various items to demonstrate how the brand could be extended.
Link Design Collaborative
Phoenix, AZ
Link Design Collaborative
Phoenix, AZ
This logotype for a local architecture partnership is as simple bold and straightforward as the architecture it represents.
: collateral
Verde Valley School
View Book
This 64 page view book is designed as an interactive recruitment workbook and for prospective students exploring the option of attending a private boarding school. We featured student interviews, games and exercises designed to get students thinking about what is most important to them in the boarding school experience.
Snell & Wilmer
Recruiting Brochure
We developed a 16 page brochure to help one of the largest regional law firms in the country recruit new associates. The piece features profiles of associates and partners, captures their stories and highlights the benefits of working at any of the 8 regional offices.
Planned Parenthood
Annual Fund Drive Solicitation
As part of a brand realignment engagement, we developed a fundraising piece that tells Planned Parenthood’s story and highlights milestones and achievements. The result: the number of donors and gifts doubled, and the average contribution amount increased by 56%.
Smith & Wesson
Licensing & Branding Program Collateral
Smith & Wesson sought to increase revenue from it’s licensing division and tapped us to develop a straightforward collateral piece that would generate interest and leads. The effort led to a 212% increase in revenues.
Latz Negotiation Institute
Capabilities Brochure
We worked with negotiation expert Martin Latz to develop a capabilities brochure for Latz Negotiation Institute, a leading provider of business and legal negotiation consulting, training and seminars.
Breitfeld & Schliekert, USA
Catalog
Working in conjunction with Breitfeld & Schliekert GmbH and its european agency, we developed the design direction and tone for a several catalogs over the years, each featuring approximately 1,200 items over 120 pages.
Seeds for a Future
Brochure
Inspired by the rich colors and heritage of Guatemala, this gatefold brochure was designed as a companion to a website to help raise funds for Seeds for a Future, a non-profit organization helping the Guatemalan town of Chocolá escape poverty by providing the knowledge and skills necessary to cultivate their land with high-value crops. The brochure outlines and presents Seeds for a Future’s systemic approach to helping the people of Chocolá help themselves through agricultural and educational reform.
: interactive
Seeds for a Future
Inspired by the rich colors and heritage of Guatemala, this fundraising site for Seeds for a Future tells the organization’s agricultural and educational reform story and puts a simple donation process one click away.
Show Low Bluff
Website for a 1,500 acre master planned community in Northern Arizona
Chas Roberts
Website for the largest residential air conditioning installer in the U.S.
Snell & Wilmer
Corporate site for a large regional law firm
Snell & Wilmer
Recruiting site for a large regional law firm
Berkana Homes
Website for a series of infill real estate developments
SOL Barra • Baja • Cocina
Website for a restaurant serving fresh, coastal Mexican cuisine
: advertising
Breitfeld & Schliekert, USA
U.S. launch advertising
Breitfeld & Schliekert, USA
Tradeshow advertising
Smith & Wesson
Investor advertising
RA Sushi Bar Restaurant
2007 national print & outdoor advertising
RA Sushi Bar Restaurant
2008 national print & outdoor advertising
RA Sushi Bar Restaurant
2009 national print & outdoor advertising
RA Sushi Bar Restaurant
2010 national print & outdoor advertising
BriotWeco
Print advertising
Vista Systems
Print advertising
Walkers Global
Print advertising
You can use the arrow keys, scroll wheel or trackpad instead of clicking the arrows to navigate the site.