2 case studies – Beyond Beautiful what can design do for Business – presentation to Canadian Manufacturers at the Design Exchnage / DX Business Forum witf RGD Ontario.

6. CLIENT M-real; A European manufacturer of white paper for commercial printing. OBJECTIVE Launch an altogether new corporate brand and paper lines into a heavily commoditized, North American biased, merchant-laden (and shrinking) market. RISE ABOVE COMMODITIZATION

7. M-real Driving sales by high-level brand recognition RISE ABOVE COMMODITIZATION

8. M-real RISE ABOVE COMMODITIZATION Brand persona – European iconography

9. M-real RISE ABOVE COMMODITIZATION Brand building by association – capture attention + desire

10. M-real RISE ABOVE COMMODITIZATION Credibility by example – ‘the choice of champions’

11. M-real RISE ABOVE COMMODITIZATION Proof by printed samples – order on-line

12. M-real RISE ABOVE COMMODITIZATION Paper Specifier kit – innovative format, ideal for cross selling

13. M-real RISE ABOVE COMMODITIZATION Swatch books – useful, usable and desirable

14. M-real RISE ABOVE COMMODITIZATION Print advertising – seen in all the right places

15. M-real Vehicle graphics RISE ABOVE COMMODITIZATION – big-time exposure without the cost

16. M-real Trade shows and events RISE ABOVE COMMODITIZATION

17. M-real We “Make it Real” – M-real beats commoditization – achieves leading brand status in print, online and at events RISE ABOVE COMMODITIZATION

18. “ We’ve achieved #1 brand status in less than 18 months – much bigger competitors are astounded” Jeff Tapping President, M-Real Canada Big Ideas Work

19. “ Our sales are up by 10% in a market that’s down by 7% – our trading-up approach sets us apart and protects our margins. Jeff Tapping President, M-Real Canada Big Ideas Work

20. CLIENT Direct Line; A distributor of high-density filing equipment serving hundreds of independent dealers across the U.S. OBJECTIVE Grow sales and reward dealer loyalty with a bold new Preferred Partner Program integrating print, Web and email. Big ideas at work

21. CREATE NEW RELATIONSHIP MODELS Direct Line In 2005 this 216-page book shook up the industry

22. CREATE NEW RELATIONSHIP MODELS Direct Line Created for end-customers – customized for every dealer

23. CREATE NEW RELATIONSHIP MODELS Direct Line “ When we started handing out the Buyer’s Guide, we saw significant increases in order sizes and more frequent orders. Sales are up 43% over the same time last year.” David Stoutamire Colonel USA Fr Ret. – Vice President, Advanced Filing Systems Florida

24. CREATE NEW RELATIONSHIP MODELS Direct Line And then we added the Web

25. CREATE NEW RELATIONSHIP MODELS Direct Line Market-leading turn-key packages – fast and affordable

26. CREATE NEW RELATIONSHIP MODELS Direct Line Completely interactive and customized for every dealer

27. CREATE NEW RELATIONSHIP MODELS Direct Line Search Engine Optimized for Google, Yahoo, MSN and AOL

28. CREATE NEW RELATIONSHIP MODELS Direct Line Portal sites to drive even more leads to local dealers (100 dealers X 250 pages each = 250,000 optimized pages!)

29. “ We’ve transformed our role to become a distribution and marketing partner – driving leads to dealers in ways that no other manufacturer or distributor has.” David Downs President, Direct Line Corporation Big Ideas Work

30. “ There were skeptics, but not anymore. We’ve seen sales growth of 30% in 2006 alone. Context has delivered in building the Team for Team Direct Line” David Downs President, Direct Line Corporation Big Ideas Work