SamplesCOPYWRITING

DENALI SMELLS LIKE WILDERNESS, OPEN AIR AND FREEDOMMonkeys can have the jungle. A man should be king of a better-smelling place, like the wide open terrain where there’s no place for stink to hide. Out here, fresh can be anything it wants. A beautiful elk with a great rack or a giant man with a big chain saw and fresh smelling pits.

New product trade press introductionCopywriting: Word Design

PERSONAL CARE

WHATSAMATTERHORN?Freshness that will knock your lederhosen offMen who climb mountains in culottes and stockings are as impervious to the elements as they are to cross-dressing humor. But even this stalwart species of mankind will be blown away by the frosty windblown freshness in the scent of Matterhorn.

New product trade press introductionCopywriting: Word Design

PERSONAL CARE

THE ART OF THE DEALSooner or later everyone has to go shopping. But some people are born to do it. They have what’s known as the “shopping gene,” that built-in desire to grab a friend and hit the stores, discover the deals, bargain with clerks and handle the merchandise.

The mission? Find that exact right thing for a price low enough to brag about. But it’s not really about spending money. It’s about acquiring value. True shoppers aren’t spendthrifts at all—they’re traders at heart. Value for value. And that’s a valuable trait to have when it comes to investing in your retirement plan.

Direct mailDesign: Spur CommunicationsCopywriting: Word Design

FINANCIAL

A nationwide study of attitudes and behaviors among 401(k) plan participants

ANYTHING BUT CERTAIN

White paperDesign: Spur CommunicationsData: HarrisTitle, editorial, writing: Word Design

FINANCIAL

There’s nothing quite like a stock market downturn to get people thinking seriously about the long term.

RETIREMENT: THE NEXT GENERATION

In financial terms, the worries of the past year have brought into focus an economy that now appears to have been built on the beach at low tide. First the real estate market and the structured finance industry washed out, then the financial sector followed. Additional contributing factors included credit tightening and high gas prices. The U.S. auto industry, heavily dependent on an expanding economy and accessible credit, could no longer hold up under the weight of its costly operations and obligations. By then, the structural damage was done. The ensuing bailouts, a new administration and unprecedented levels of government spending were unable to keep rising unemployment, slumping stocks and a bottomless real estate market from dragging the rest of the economy down.

White paperDesign: Spur CommunicationsData: HarrisTitle, editorial, writing: Word Design

FINANCIAL

SET FOR LIFE

Financial independence isn’t just something that happens in the hazy future—if you’re lucky. It’s a condition that occurs once you begin working to achieve that future. It’s not about how much money you need, it’s about understanding the way money works. It’s about meeting your financial needs as you do every other basic need in your life.

An everyday guide to financial independence

Retail banking catalog 32 ppDesign/strategy: FRCHResearch, title, writing: Word Design

FINANCIAL

SET FOR LIFE

To understand how a checking account creates value, just imagine cashing your paycheck, paying your bills and keeping track of your money without one.Retail banking catalog 32 pp

Design/strategy: FRCHResearch, title, writing: Word Design

Cash and Checking Services

FINANCIAL

BUSINESS CASUAL—WHAT DOES THAT MEAN?...Wait—this is good. It means you can dress comfortably for the work day and still look great. Including your shoes. Especially your shoes. Whatever else you’re wearing, the right shoes should keep your feet happy and relaxed.

Take the Easy Spirit BOW TIE. It’s dressy, it’s casual. What else do you need? Plenty. And that’s what you’ll find in this great selection of new styles that work for business dress and business casual. From the store that makes you perfectly comfortable in both.

Direct mailCopywriting: Word Design

RETAIL

In store posterDesign: Branding GroundCopywriting: Word Design

RETAIL

All else being equal, the secret to perfect fries is pretty simple: make sure they stop cooking when they’re done. Of course that means someone has to be right there to raise the basket when that buzzer sounds, or...

Or you could have that part done automatically with an Auto Lift open fryer from Henny Penny. It automatically lowers the basket to start the cooking cycle and raises it at the end to drain. Pretty simple...

PERFECT FRIES EVEN WHEN YOU’RE, LIKE, TOTALLY BUSY.

FOODSERVICE

Trade advertisingCopywriting, art direction: Word Design

It means fryers that use 40% less oil and help make the oil you use last nearly twice as long.

It means powerful, boilerless combi ovens that require no de-liming maintenance and consume a fraction of the water most combis need for cooking and self-cleaning.

It means energy saving features like bright LEDs, insulated cabinets and triple-paned thermal glass.

It means smart controls that manage energy consumption.

It means ergonomic design, automated operation and simple, easy-to-use systems that save time and effort.

WHAT DOES IT MEAN WHEN WE SAY HENNY PENNY EQUIPMENT WILL LOWER YOUR COST OF OPERATION?

Tradeshow exhibit panelCopywriting, art direction: Word Design

FOODSERVICE

The ability to hold food properly after cooking makes everything you do more productive

INSIDE THE BOX: BETTER FOOD, HIGHER MARGIN

Heated holding cabinets have for the most part remained low-tech stalwarts of institutional feeding—heated boxes that safely store large quantities of cooked food long enough to be served hot. Behind this mundane view, however, is a function in the food production system that can be mined for extraordinary gains in productivity and cost reduction. What a properly utilized holding function really does is suspend time. Ideally, food that is served after being held for any length of time will be just as good as when it was first cooked. The more time foodservice operators obtain through holding, the more potential they have to maximize the efficiency of practically every other function in the food manufacturing and delivery system.

Sound a bit more exciting?

White paperResearch, design, writing: Word Design

FOODSERVICE

Behind every menu is a vision of how food should be prepared, cooked and served. Matching the right equipment to that vision makes all the difference. That’s where Globe Countertop Cooking comes in. Soups, appetizers, entrées, sides… grilled boiled, sautéed, or fried… one company that can supply the capability to create practically anything, order by order all day long, and all within arm’s reach.

CatalogDesign: Branding GroundCopywriting: Word Design

REACH OUT AND COOK SOMETHING!

Countertop cooking

FOODSERVICE

Logo design: BenchmarkProduct/brand name: Tom Vangeloff

FOOD & BEVERAGE

Print sales promotionDesign: BenchmarkCopywriting: Tom Vangeloff

A TASTE OF THE WORLD’S QUALITY TEAS AND FINE FOODSTeas for all tastes, from the traditional blends to the exotic herbal mixes and the “zesty” taste of flavored tea. Lipton recognized a growing demand for herbal and specialty teas and responded by introducing exciting flavor alternatives for a new tea-drinking market.

FOOD & BEVERAGE

Headline, print advertisinghospital-affiliated weight loss programCopywriting: Tom Vangeloff

HEALTHCARE

PGA golf tournament sponsorship Promotional theme Marketing: Group SOCCopywriting: Word Design

HEALTHCARE

COPYWRITING

Logo design: BenchmarkProduct/brand name: Tom Vangeloff

HEALTHCARE

4FRONT FOR SAP IMPLEMENTATION

Man shapes the tools that then shape him. SAP integrated software is a powerful tool that can literally transform the way business information flows and the way business people interact. It can flatten the barriers to increased productivity. It can open more efficient channels of communication. And it can make planning for change a routine assignment.

Sales brochureDesign: Zender + AssociatesCopywriting: Tom Vangeloff

TECHNOLOGY & INDUSTRY

Print advertisingAgency: DovetailArt direction, design: Branding GroundCopywriting: Word Design

AFRAID IMPLEMENTATION MEANS OCCUPATION?

IT security companies come and go, but mostly they hang around. Not Cadre.

Our front end assessment work yields an exact approach to securing your information environment and training your staff. When we arrive, it’s all business. And we’re gone before you know it. When you need us, we come right back.

IT just isn’t that complicated for us. We promise not to make it complicated for you.

Cadre. We’re in, we’re out, we’re done.

TECHNOLOGY & INDUSTRY

Turning innovation into value™Design: ClientTagline: Word Design

TECHNOLOGY & INDUSTRY

WHAT’S NEW AND WHAT’S COOL AND WHAT WILL GET YOU THAT PROMOTIONNormally, it's a good idea to keep the cool stuff and the fun stuff separate from the stuff that helps you do your job. That's all out the window now. Come to Detroit on March 20/21 and see how much fun it's going to be turning into a genius at work…

SIEMENS AND ELECTRO-MATIC INVITE YOU TO ATTEND MANUFACTURING IN AMERICA…

Put away the manuals and get involved with leading manufacturing executives, thought leaders and technologists as they deliver information your company can actually use to gain a competitive edge.

E-mail blastArt direction, design: clientCopywriting: Word Design

TECHNOLOGY & INDUSTRY

Trade advertising/headlineCopywriting: Word DesignArt direction: client

TECHNOLOGY & INDUSTRY

We have a pretty big tool kit here. We’re able to look at parts manufacturing and fabrication as a work flow process, where different capabilities are brought to bear at the appropriate time. For each stage, the work specifications determine which capabilities are employed. It might seem obvious, but having the right tool for the right application is the first step toward making a quality part. It also means we can make that part in the most cost-effective way possible.

WebsiteDesign: Dovetail/Branding GroundCopywriting: Word Design

TECHNOLOGY & INDUSTRY

DON’T TRY TO CHANGE WHAT PEOPLE THINK. CHANGE WHAT THEY DO.Genuine change is hard to come by. People are stubborn; just look through any history book and you’ll find dozens who chose death over change. Memo to the next senior vice president who is convinced that ”change” is the ticket to success: Good luck!

People don’t change. They may adjust their behavior from time to time in order to fit in, achieve pleasure or avoid pain. But if you’re waiting for them to see the light, you might as well get comfortable. Better yet, just retire from the changing business. You are out of your league. They will outwait you and management’s plans for change. What’s more, those who stand to benefit most from changing are the least likely to do so.

Don’t bother asking why. The fact that people don’t change isn’t a problem, it’s a human condition. Left untreated, it can grow into a poisonous attitude of subtle resistance that spreads quickly through an organization by virtue of its small ‘victories” over management.

If you’re going to deal with this issue, the first thing you have to do is lower your expectations. There is a big difference between trying to change what people think and what they do. Go for what they do. From a practical standpoint, getting people to do things your way is almost as good as getting them to see things your way… and it’s a lot easier.

Management book, 179 ppAuthors: Condry & Carpenter Ghost-writing, editing: Tom Vangeloff

BOOKS & ARTICLES

MANAGING TO THE MISSION

…major changes in the banking industry are driven largely by advances in information technology [that] allow accurate movement of funds from one “place” to another. The movement is executed and recorded easily and almost instantly. So easily, in fact, that the ability to do this now lies within the grasp of our clients. Time is still money. But money is now mostly information. While this has been the case for some time, only recently have the implications begun to affect the behavior of consumers and the delivery of retail financial serves.

If, as the trend suggests, people will soon be “doing” their own banking, a sensible question arises: What will people need a bank for?

Sales management guide, 192 ppResearch, writing: Tom Vangeloff

A guide to relationship banking sales management and practice

BOOKS & ARTICLES

ANGLES OF INCIDENCE...Angles of Incidence is a portfolio of architectural photographs that represents Mr. Wolf’s ongoing affair with the city of Cincinnati, its buildings and bridges, its riverfront, its historical places, its sights and structures of architectural significance.

These particular images were selected not only on their technical merit, but for their ability to demonstrate the intangible quality that allows certain photographs in the hands of designers and writers to communicate well beyond the objects they show.

Promotional bookletPhotography: J Miles WolfDesign: Mike ZenderTitle, text: Tom Vangeloff

BOOKS & ARTICLES

Event poster/newsletterDesign: ZeitgeistText: Tom Vangeloff

AARON JONES

While no one ever got rich being ahead of his time, the savvy innovator manages to overtake the style he has inaugurated and become its proprietor. Such is Aaron Jones, painter, tinkerer, and commercial photographer. Jones didn’t take up photography until his mid-thirties. He learned by trial and error—mostly trial. “I found photography to be frustrating and limiting, he says. “[So]... I set out to explore other possibilities.”

The images he creates seem to question the difference between subject and light, and are more the art of invention than communication. This is probably why they work so well in advertising. From the beginning, clients in the Northwest—Nike, Speedo, and Soloflex—liked what they saw....

Jones and his staff build much of the specialized equipment he uses to achieve his lighting effects. This tinkering led him to invent, manufacture and market a patented fiber optic “light painting” system called Hose Master. This remarkable tool allows one to walk about a darkened room “painting” a subject with light while exposing film along the way. Some speculate that Jones is actively marketing this device in order to provide those responsible for copying his style with the means to do it correctly.

With the Columbus Society of Communicating Arts

BOOKS & ARTICLES

“Innovation is about challenging assumptions, doing things differently, trying something new. You can’t just box that up and hope to succeed. What you CAN do is make sure it’s pointed in the right directions.”

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“We have to know our customers well-enough to understand their pain, and to be there when they begin to ask what can be done. When you’re around for each other, the right problems get solved. And then you change the game.”

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“Basically, you have people, equipment, consumable resources and food all interacting together. What’s the best way for that to happen?

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“This combi harvests heat from hot drain water and uses it to preheat incoming cool water for steaming or self-cleaning. Less energy, less water.”

Corporate video 7:35Videography & production: Promedia VideoScript, direction: Word Design

VIDEO

Take the number one food-cost condiment in your restaurant… cut that cost by twenty percent or more… and actually serve a higher quality product.

That’s what technology can do. That’s what imagination can do. And that’s what you get with the Low Oil Volume fryer from Henny Penny.

What does it all add up to?

Forty percent less oil in the vat…

Auto-top off continually replenishes oil…

Hot oil is drained, filtered, returned and ready for cooking in less than four minutes…

With less oil and frequent filtering, oil lasts twice as long!

McDonald’s LOV fryer video 4:55Videography & production: Promedia VideoScript, direction: Word Design

VIDEO

Newspaper display advertisingArt direction/copywriting: Word Design

PROPERTY

COPYWRITING & CREATIVE SERVICES TOM VANGELOFF

513 560 3352

tom@worddesigner.com