Larry Groff

Gilman Guidelli & Bellow is a high end, custom residential construction company in the metro Boston area. Work consisted of customer acquisition planning, logo update, site signage, business cards, postcards, binder, brochure and website.

---

POSTCARD

Gilman Guidelli & Bellow wanted to create some brand awareness before starting a hands-on, face-to-face new business strategy. These trade mailers were the foot-in-the-door they needed.

---

WEBSITE

This high-end, custom residential builder needed a website that was all about the work, which speaks for itself. Have a closer look. www.ggbbuilds.com

---

OVERVIEW BROCHURE

This square brochure was created to leave behind after face-to-face meetings with architects.

---

PROPERTY CARDS

These property cards get mailed with personal letters to target architects on a regular basis throughout the year.

---

View More Work

Kettle Cuisine is a food service soup maker, crafting uncompromised soup the traditional way, using artisan techniques that honor each ingredient. Work consisted of brand positioning and brand standards, logo, identity systems, naming, soup photography production and art direction, brochures, sell sheets, pocket folders, soup packaging, tradeshow booths, advertising, banners, vehicle wraps, merchandising kits and more.

---

IDENTITY SYSTEM

Business cards, letterhead, envelopes and note cards were created, as well as a series of herb icons used throughout the marketing materials to add visual interest and support the position of honoring food.

---

OVERVIEW BROCHURE & SOUP CATALOG

This overview brochure is a hard worker. It explains how Kettle Cuisine honors food every day and acts as a full food service product guide — saving the expense of additional pieces and keeping the brand story with the product listing.

---

SELL SHEETS

A consistent and practical series of sell sheets were created to showcase seasonal selections, soups by category or by dietary needs, and promote new soups.

---

POCKET FOLDER

The overview brochure, sell sheets and many other marketing materials are housed in this die cut pocket folder which emphasizes the Kettle Cuisine ladle and showcases one of Kettle Cuisine’s best sellers.

---

TRADESHOW BOOTHS

National and regional tradeshow booths showcasing soup and soup ingredients.

---

IMAGE AD & HOLIDAY CARD

---

TRUCK WRAP

---

PRIVATE LABELS

A variety of private label soup cup labels for regional grocery stores.

---

RETAIL LINE OF GLUTEN FREE SOUP

Trade ad, product brochure and coupon to help retailers promote, educate and sell Kettle Cuisine’s line of all natural, gluten free soups.

---

MERCHANDISING KIT

This extensive merchandising kit was developed so Kettle Cuisine could provide their customers the tools to sell soup, while positioning themselves as experts in soup and soup sales. Kits pieces included: posters, countertop signage, window signage, ceiling danglers, soup variety cards, kiosks, shelf strips and danglers, sneeze guards, table tents, weekly menu calendars, server buttons and club cards.

---

View More Work

New England Coffee is New England’s largest specialty coffee roaster with a thriving food service component. Food service work consisted of extending and redefining the CPG positioning, coffee catalog, pocket folder, sell sheet system, presentations, tea packaging, private label naming and logo, and supplemental product architecture and sales enablement plan.

---

POCKET FOLDER

The pocket folder and coffee catalog set the visual stage — combining history, sourcing, roasting, quality control and customer service.

---

COFFEE CATALOG

This all-in-one catalog features New England Coffee’s history and continued commitment to quality, consistency and service, while also sharing their complete coffee offerings.

---

SELL SHEETS

A series of hardworking sell sheet templates were created for future in-house use. Templates consisted of clear category notation, imagery and icons, as well as branding and contact info. All sell sheet backs can accommodate product lists, product spec charts and associated POS imagery.

---

SALES TEAM PRESENTATIONS

After months of coffee industry research, sales presentations were created utilizing the new research data — positioning New England Coffee as coffee and beverage experts. Once an overview presentation was created, product-specific presentations followed.

---

TEA PACKAGING

Caffeinated and decaffeinated tea bag packaging for food service. Boxes ship flat and can remain flat in back-of-house, or can be converted to a self-serve display box.

---

“BEYOND COFFEE” LOGO

Springboarding off the success and long-term market acceptance of the New England Coffee brand, Coffee House Favorites was created to tie together a diverse group of food service products.

---

View More Work

KETTLE CUISINE

A food service and retail soup maker, crafting uncompromised soup from the source to the kitchen to the table.

---

CLEAN MEMBRANES

Water treatment equipment company focused on applying ultrafiltration membrane technology to address problems of water conservation, treatment and reuse.

---

A.CLARA, BOSTON

A maker of fine, handcrafted cork handbags from Portugal.

---

VAULTIVE

Cloud data security solutions provider.

---

NEWTON FOOD PANTRY

A new logo for a historic organization ready to modernize and show that all are welcome.

---

SHAW’S KIDS’ CLUB

In-store Kids’ Club program for Shaw’s supermarket.

---

SHAW’S COMMUNITY PROGRAMS

Various community programs for Shaw’s supermarket.

---

MAINLY HOME

Mainly Home is a boutique interior design firm creating spaces that feel lived in and collected over time.

---

ATLANTIS PARTNERS

A software recruiting company.

---

BANNOCKBURN

Corporate tax-advantaged investments firm whose name comes from a landmark battle in Scottish history.

---

THE UNION CHURCH IN WABAN

A church in Waban, MA where the focus is on people and relationships.

---

FULFILLED GOODS

A low-waste, package-free market and refillery to simplify a sustainable life.

---

CINDY KAPLAN

Parent coach and practitioner of Yoga for the Special Child.

---

GREENWOOD FOOD MERCHANDISING SYSTEM

Custom food service furniture, specializing in craftsman style.

---

CHAPMAN CONSULTING

Communications strategist for non-profits and foundations in the U.S. and around the world.

---

WELLPOWER FOODS

An allergen-free food company specializing in desserts and breads for every body.

---

ATHLETE IMAGERY

A group of photographers focused on capturing athletes.

---

MADE BY HAND

Seamstress who specializes in custom drapery and home décor.

---

QUERY OBJECT

A data querying software company.

---

STRIDE & ASSOCIATES

A software recruiting company.

---

SAVANNAH’S COUTURE DESIGN & EVENTS

Boutique interior design and event planning shop.

---

OZONE

A Todd English restaurant located at Boston’s Logan International Airport.

---

NEW ENGLAND COFFEE HOUSE FAVORITES

Private label food service brand for New England Coffee.

---

JLM ACTUARIAL

JLM Actuarial is a boutique actuarial consulting firm offering direct access to senior consultants and personalized advice.

---

CLARE LANDRIGAN

Clare Landrigan is a staff developer who works with various school systems around the country to implement best practices in the field of literacy.

---

WILLOW OAK THERAPY

Willow Oak Therapy is a private practice that provides counseling to adults, children and adolescents.

---

BARRY WEINER STRATEGIES

A legal consultant specializing in issue evaluation and strategy in order to reduce the time and resources required to successfully resolve disputes.

---

View More Work

North Shore Community Health is a network of family health centers serving over 14,000 patients, with three community-based sites and seven school-based locations. Work consisted of an awareness communication plan (followed by a COVID pivot to a vaccine communication plan), messaging refinement, website updates, community partner and patient email campaigns, Zoom coffee talks, media relations, media planning, online display, social and search ads, postcards, social media plan and patient text messages.

MESSAGING & WEBSITE UPDATES

Messaging refinement started with existing mission statements and competitive analysis. Then moved to stakeholder interviews and a synthesis of all gathered data. The result led to the creative expression: Everyone deserves extraordinary care.

---

LOGO UPDATE

During the discovery phase, we learned that very few people (staff and patients alike) refer to the organization by the parent name and no one used the acronym NSCH. Most used their local health center name. Therefore, a family of logos was created.

---

COMMUNITY PARTNER OUTREACH & EDUCATION

We utilized community leaders and partners, such as health departments, housing directors, school administrators and non-profits, to reach those in need of affordable healthcare. Tactics included Zoom coffee talks and emails.

---

PATIENT OUTREACH

In order to directly reach patients, we utilized paid display ads, targeted social ads and keyword search ads. All direct patient outreach went to patients in their preferred language and with the health center location logo closest to them.

---

PATIENT VACCINE EDUCATION

COVID-19 vaccine education and process information went directly to patients (in their preferred language) via postcards, social media posts, emails and text messages.

---