Graphic Design Firm's Brand-Building Strategy Helps Set Fabrication Company Shine in Winter Olympics

A client-customer relationship that began eight months ago has turned into the kind of success story that many companies dream of.

Hudson Valley Graphic Design, a firm based in Croton-on-Hudson, has been instrumental in creating a unique brand for blackwalnut, a set fabrication company based in Rockland County that was responsible for the design and creation of two studio sets that are being used by NBC in their coverage of the Winter Olympics in Sochi, Russia.

Owner Janeen Violante, along with her team, met with blackwalnut last summer, planning a marketing strategy and brand program that would spotlight their unique talent and extreme dedication in an industry that is populated by a handful of firms in the United States.

Violante presented several design options to the blackwalnut team, each depicting an aspect of this global company. "We explored various graphic design techniques, such as typography, bold shapes and the use of icons and images, and our colleagues at blackwalnut settled on a design that depicted their unique heritage while conveying a strong brand message," Violante explains.

In fact, Violante says blackwalnut's managing partner, Jacob Gendelman, was very deliberate in his branding and marketing strategy. "He was very aware of the power of branding and its role in catapulting a business from one level to the next. He was ready to implement this kind of process in his own company, even as they completed their work for NBC."

The process of re-branding for blackwalnut was extensive, says Violante, who conducted several "brainstorming" sessions with six of the company's key decision-makers. "We asked them many questions, recording their answers for use in understanding their intent and brand story. We believe that listening to our clients enables us to understand their needs and figure how best to service them."

The end result of this comprehensive branding and marketing strategy is one that is uniquely suited to blackwalnut's target audience, and to their history," says Violante. "Their icon, the blackwalnut tree, is of unique significance because it is based on their brand story," adds Violante, referring to the moment when Gendelman and fellow managing partner Mike Van Dusen came up with the name for their company as they looked out Gendelman's front yard at a blackwalnut tree.

"Based on that anecdote, I wanted to tell the story of blackwalnut's roots, and I felt that using the icon of a tree would depict a natural strength and bold presence for them," Violante explains.

That bold presence has paid off as blackwalnut uses their new branding as a way to interact with potential clients, but also as a platform to showcase the Olympic sets they've created for NBC. For Violante, it's thrilling to see her company's work become part of a larger, much talked-about event.

"It is a brand we are passionate about and a relationship we are extremely proud of," says Violante. "At Hudson Valley Graphic Design, it's all about building relationships with our clients and putting our heart and soul into their projects. After all, great relationships equal great design."

Hudson Valley Graphic Design, LLC, has been offering smart design solutions to the business communities of Westchester, Rockland and Orange counties since 1991. Established by Janeen Violante, HVGD is a creative team made up of talented designers, marketing exporters and production technicians with over 25 years of national brand experience. The company's strength lies in its strong, strategy and visionary thinking, creating brand identities and packaging that perform in today's marketplace. For more information on HVGD, visit http://hudsonvalleygraphics.com. To see the company's work for blackwalnut, visit www.blackwalnut.tv.