Good Stuff Happens in 1:1 Meetings: Why you need them and how to do them well
Success landor final_10242005
1. SUCCESS STORY
Renewing brand power
Global firm takes brands from concept to reality using
Adobe® Illustrator® CS2 software and the Adobe Creative Suite 2
Products such as toothpaste, laundry detergent,
and dog food are essential ingredients of life for
today’s consumers. But how do shoppers select
among brands when they gaze at shelves lined with
dozens of alternatives in their local supermarkets?
With clients such as Procter & Gamble and
representing brands like Crest, Tide, Febreeze,
and Iams, Landor Associates understands that
consistent branding can persuade consumers
to select one tube, box, or bag over another—a
high-stakes proposition for companies catering
to choosy consumers.
2. With hundreds of millions of dollars on the line,
clients rely on Landor Associates’ ability to increase
product appeal and customer loyalty. “At Landor, our
job is to create a cohesive strategy, theme, and visual
identity for clients,” says Joe Stitzlein, design director
for Landor Associates in Cincinnati, Ohio. “Consistent,
appealing branding is what helps keep consumers loyal
and ultimately increases clients’ revenues.”
“From increasing Landor Associates is among the world’s most
recognized branding and design consultancies.
performance to Offering a multidisciplinary range of brand strategy,
design, naming, interactive, and research services,
providing key Landor helps clients worldwide create, renew, and
enhancements that strengthen their brand power.
make it easier to A complete design environment
Much of Landor’s design process revolves around
work with vector creating vector artwork such as logos and line art for
packaging. The primary application the firm has at
art, we can work its designers’ fingertips roughly 70% of the time is
more efficiently and Adobe Illustrator CS2 software, used in conjunction with
the other components of the Adobe Creative Suite 2.
creatively than ever
Landor’s designers also use Adobe Photoshop® CS2
using Illustrator CS2.” software to incorporate imagery into designs,
and Adobe InDesign® CS2 software for multipage
Phillip Lauer, documents such as corporate identity guidelines. For
senior technology specialist, Landor, standardizing on the Adobe Creative Suite 2
Landor San Francisco promotes productivity across the workflow, from
At Landor, design is a highly collaborative affair. By
standardizing on the Adobe Creative Suite 2, everyone
generating initial concepts to final output. can share files. Once materials such as packaging
line art are developed in Illustrator CS2, advanced
“Exciting capabilities in Adobe Illustrator CS2 presets for generating Adobe PDF files and integration
software such as Live Paint and Live Trace with Adobe Acrobat software enable staff to create
promise to streamline our packaging workflow customized files for efficient electronic reviews.
tremendously,” says Phillip Lauer, senior technology
specialist for Landor San Francisco. “At the same
time, overall improvements to Illustrator CS2 and the
Adobe Creative Suite 2 are saving time and money.
Adobe is providing what we need to improve our
business, and that’s not just my opinion, it’s the
consensus here at Landor.”
The Adobe Creative Suite 2 enables an integrated,
speedy workflow for Landor designers. Drag-and-
drop functionality between Illustrator CS2 and
Photoshop CS2 saves time in combining vector and
bitmap artwork. And, designers can easily leverage
artwork to produce corporate identity guidelines From branding elements and billboards to ads and
and publish them in Adobe Portable Document brochures, Landor creates a wide variety of client
materials using the Adobe Creative Suite 2. Adobe
Format (PDF). “The Adobe Creative Suite 2 is
software enables an integrated, speedy workflow
continually becoming a more cohesive, productivity- for Landor designers. For instance, drag-and-drop
enhancing design environment,” says Lauer. functionality between Illustrator CS2 and Photoshop
CS2 saves time in combining vector and bitmap artwork.
3. Practical improvements
Designers start by creating composite boards
with dozens of different concepts. Illustrator CS2
provides tools that enable creative freedom in
presenting a variety of ideas. They often take scans
of hand-drawn line art and trace them using Live
Trace, then fill it in with colors using Live Paint.
Live Paint lets them work with color and objects in a
single layer, making it easier to visualize and present
ideas. Once a concept is decided upon, designers
start producing artwork in Illustrator CS2.
Says Lauer, “From increasing performance to
providing key enhancements that make it easier to
work with vector art, we can work more efficiently
and creatively than ever using Illustrator CS2.”
Efficient reviews
Once materials such as packaging line art are
developed in Illustrator CS2, advanced presets
for generating Adobe PDF files and integration
with Adobe Acrobat® software enable staff to create
customized files for efficient electronic reviews. For
instance, staff can create standard Adobe PDF files
or highly compressed files that can be sent to clients
faster over the Internet.
Clients can use the markup and review tools in
Acrobat to provide their comments. Electronic reviews
typically shave days off the review cycle and can
save clients tens of thousands of dollars each year
otherwise spent creating multiple rounds of printed
proofs distributed by overnight delivery services.
From sales to final artwork
Once packaging artwork, logos, and other elements
of a client’s corporate identity are developed, Landor
designers provide clients with interactive, Web-
based corporate identity guidelines specifying
details such as typefaces, corporate colors, and logo
sizes. Easy access to these detailed instructions help
clients preserve branding consistency.
Designers can place native Illustrator and Photoshop
files such as logos and photos into layouts of identity
guidelines in InDesign, without having to flatten
them first or manage multiple versions of files.
InDesign CS2 then offers one-click output to Adobe
PDF for posting online.
