Identity

Achatz Handmade Pie Co.

You say “Good Pie” and I say “Hello.” Achatz Handmade Pie Co. of Chesterfield, Mich., has been making pies the old fashioned way since 1993. This new retail line of freshly-frozen pies lets consumers bake up a delicious, all natural Achatz Pie in the comfort of their home. A product this inviting deserves an equally welcoming brand identity.

Beluga Pool Solutions

The little pool heater that makes a whale of a difference! This simple and economical alternative to home pool heating called for a fun, eye-catching brand identity that would really make a splash in the marketplace.

Jodway Heating & Cooling

Family owned and operated, Jodway Heating and Cooling are your energy experts in the Medina, OH area. When the time came for a brand identity refresh, NK provided a sleek new logo to take the company into the future.

Maggie’s Cafe & Catering

When Kalamazoo’s favorite breakfast joint made its triumphant return, the timing was right to breathe new life into the brand. Building on existing brand equity found in both the font and colors, NK created a timeless new logo for Maggie’s Café and Catering. The addition of “The Original” lets everyone know that this is the same Maggie’s they have grown to love.

Web/Video

The Law Firm of Mumford, Schubel, Norlander, Macfarlane & Barnett – westmichiganlawyers.com

This responsive site delivers a clean, professional look and makes it easy for clients (and potential clients) to navigate the firm’s areas of expertise, find insights into their legal concerns, and contact the attorneys directly.

Hot Potato 5k – hotpotato5k.org

It began when a potato products company sought ways to foster community spirit and raise charitable funds. It culminated in The 1st Annual Hot Potato 5K Run/Fun Walk – and a website to communicate the mission, details and spirit of the event with sleek, continuous scroll navigation.

OptiMed Pharmacy – optimedpharmacy.com

As this trusted Kalamazoo-based pharmacy expanded its services and added a state-of-the-art location downtown, it was time to make their website just as current and user-friendly. The new site boasts a clean look and quick links for refills, specialized services and more. With a responsive layout, the display is automatically optimized for any size screen.

Beluga Pool Solutions – belugapool.com

This eye-catching website draws big attention to “The little pool heater that makes a whale of a difference!” Beluga Pool Solutions offers fun, economical products that appeal to the do-it-yourself type. The new site illustrates how the device works, highlights its benefits and allows customers to place an order in just a few clicks.

Greif Containerboard Mills – greifcontainerboard.com

This new site attractively highlights Greif’s Containerboard Mills division, which produces a full range of both recycled and virgin fiber medium, linerboard, and specialty industrial grades including unique specifications. Users can easily browse key company information, read the latest news, and watch a custom video about modernizations at the Massillon Mill.

Greif Containerboard Mills – Massillon, OH Mill Video

The Greif Containerboard Mill in Massillon, Ohio, began operations in 1966. Thanks to significant modernizations, the Massillon Mill is now one of the most technologically advanced containerboard mills in North America. NK worked with Greif to develop a script and produce a video that showcases the mill’s technological advancements and eco-friendly features.

Sandridge Food Corporation – Come Grow With Us Video

Sandridge Food Corporation is well known for producing unrivaled fresh foods. They are also a family-owned company committed to providing a place of opportunity and professional growth for every employee. In an effort to attract the best and brightest, we went straight to the source: Sandridge employees. In this video, a diverse group of enthusiastic employees discuss how they’ve grown at the company.

Collateral

Reinhart Foodservice – Ridgeline Coffee Roasters Brochure

These sales materials were designed to build awareness, excitement and loyalty around the strategic re-launch of the Ridgeline Coffee Roasters Brand. With a rich, luxurious look, the brochure smoothly weaves the brand story, tier categories and product line details with major points of distinction.

Schuil Coffee Co. – Today’s Journey Campaign

This long-term marketing campaign works to connect Schuil’s drive to source the best beans on the planet with the journey that customers take every day – and the way that exceptional coffee transports you. The campaign has been successfully extended to bus ads, t-shirts, stickers, tattoos, web slides, marketing brochures and more.

Photography

Schuil Coffee Co. – Uncommon Imports

Schuil offers a gourmet coffee for every taste and every occasion. They needed a group photography shot that would quickly depict the breadth of offerings and introduce their new and alluring line of Uncommon Imports.

Achatz Handmade Pie Co.

Words can only say so much about a pie before you need to show it! Achatz pies are one-of-a-kind, made by hand, and call for custom photography. This tempting shot was prepared especially for the Hello Good Pie frozen packaging.

Packaging

Achatz Handmade Pie Co. – Fresh Pie Boxes

When Achatz Handmade Pie Co. needed new boxes for their fresh, all-natural pies, we answered the call with a standout color scheme and a die-cut window that allows customers to see all the deliciousness first hand.

Schuil Coffee Co. – Uncommon Imports

These rare, distinctive coffees are sourced from every corner of the coffee growing world. To celebrate their exotic places of origin, NK designed a package reminiscent of the many exceptional coffee farms personally visited by Schuil Coffee.

Victorian Bakery Label

One of Kalamazoo’s delicious gems, The Victorian Bakery needed a new label that would maximize brand impact and convey a warmer, more inviting personality. Enter original illustrations by owner Maria’s son … and say hello to a brilliant layer of fun.

Beluga Pool Solutions – Solar Pool Heating Device Packaging

It’s all-eyes-on-deck with this fun & informative packaging for the Beluga Solar Pool Heating Device: Customers can see the product itself while reviewing the benefits and simple, colorful installation instructions. In other words, just one look and you can easily visualize the product in your own pool!

We were happy to welcome 26 clients to the NK family this year. From pancakes, pies, and pasta, to pool heaters and paper mills, their businesses and marketing challenges are as diverse as they are unique. To our new clients, we look forward to becoming even more immersed in your businesses and strengthening our relationships in the years to come.

And while we are proud of our new clients, we cannot say enough about our long-standing client partners. Strong relationships are built on mutual respect, and we are forever grateful for the trust you place in our team and the new opportunities that you challenge us with every day.

In 2012, we welcomed Lindsay Broveleit as Director of Account Services, Trisha Terns as Procedures and Operations Manager, and Nate Richards as Account Coordinator. Their respective talents have played in integral role in our success and we couldn’t be happier to have them aboard.

In March, we were honored to participate in the Labeling 101 workshop at the Kalamazoo Can-Do Kitchen, offering our packaging and labeling expertise to local start-ups and small businesses. Our continued work with Western Michigan University reinforces our deep connection with the Kalamazoo community. NK is also proud to contribute our services to charitable organizations; 2012 included Kitchen Gold and ARK Angel Network (new website on the way!).

We are constantly striving to be the best we can be for our clients, and 2012 was no different. As the result of an intensive overnight company retreat in April, NK has introduced a number of new processes and philosophies that make for a more efficient and effective workflow.

On the technology front, we are utilizing new project management software with more robust job tracking capabilities and new backup systems for enhanced file security. We also saw an influx of technology-based projects including responsive web design and app development. A culture of constant improvement will have us challenging ourselves into 2013 and beyond.

Lastly, 2012 was a year of new milestones as we achieved our best sales year to date. This wouldn’t have been possible without the shining testimonials and referrals from our clients and the incredible work ethic of our talented team. Here’s to another landmark year in 2013 with the customers who make it all possible.

Our friend and chef Mike Gross is a cancer survivor who developed an incredible master seasoning blend that enhances flavor in almost any cuisine. Mike is donating the proceeds from Kitchen Gold to the Cancer Prevention Research Fund (part of the OSU Foundation). To help him out, NK developed the Kitchen Gold logo, label and website.

The site is live at kitchengoldseasoning.com. Order some seasoning today and help Mike reach his goal of gathering $1 Million by December 31, 2015.

It’s an amazing product and a really great cause, so what are you waiting for?

Check out the video:

Lindsay Broveleit joins Newhall Klein as Director, Account Services. Previously a senior account executive at Biggs|Gilmore in Kalamazoo, Broveleit is a digital marketing specialist with a proven track record for enhancing client deliverables. Past positions include digital marketing account manager at Bolin Marketing & Advertising, Minneapolis, Minn., and senior project manager at MRM Worldwide, Minneapolis. She has served as a strategic contributor to social media for major consumer brands including Heinz, Betty Crocker, Freschetta, Tony’s and Red Baron. Broveleit graduated from The University of Iowa.

We also welcome Trisha Terns as Manager, Procedures & Operations. With a strong background in integrated supply management, Terns is focusing on process and workflow improvements to better serve each and every client. Terns graduated from Western Michigan University’s Haworth College of Business and has worked in management and purchasing for Viking Corporation in Hastings, Mich., and Johnson & Johnson in Malvern, Pa.

Nathan Richards was promoted to Account Coordinator at Newhall Klein. A graduate of Western Michigan University’s Haworth College of Business, Richards is skilled at bridging communication between clients and internal teams to meet or surpass client goals. Richards previously served as assistant promotions coordinator for J.M. Wilson Corporation of Portage, Mich., and marketing director of Duffy’s Food & Spirits in Jackson, Mich.

Thanks to Mashable and 360i.

When troubleshooting issues that a client may have on a website, the first thing to do is try to replicate the problem. There’s a plethora of variables that come into play between one user’s online experience and another, so the very first question is often “which browser are you using?”.

When the answer to this question is unclear, there’s a quick, free, online tool that can give precise answers. It’s appropriately called Support Details (supportdetails.com). Visiting the site will tell the user a handful of details on their end that would be helpful for us to know as we’re troubleshooting. Browser (and version!), operating system, screen resolution and more.

They’ve made it simple to share this data – with a built in email tool as well as PDF and CSV download options.

So visit Support Details – even if you’re not troubleshooting – and you might even learn something about yourself.

Well, I had one of those awakenings in 7th grade English class. One of my essays came back with a loud circle of red ink and a note like a slap of the wrist written alongside: “Don’t make this mistake again.”

The sin?

“Its time to go once again…”

The teacher went up to the whiteboard and, as if talking directly to me, promptly explained the mistake. I had confused a contraction with a pronoun.

What I meant was: “It is time to go once again…”

To use a contraction – smashing together two words until some letters disappear – I should have written, “It’s time to go once again…” By omitting the apostrophe, I had actually used another word – its, which is a pronoun just as her, his, my and your.

Back in that classroom, my young mind was racing. “You mean I’ve been in school for over 8 years, and not a single teacher had explained this rule or corrected my mistake?”

Well, I’ve been on a mission ever since. It’s versus its is still one of the most common grammatical errors that I see, and by learning this quick trick now, you can go on your merry writing way.

Quick Rule: It’s vs. Its

If you can say “it is,” use “it’s.” If you can’t, use its.

It’s hot today → It is hot today → Yes!

The sun lost its cool → The sun lost it is cool? Nope, I’ll stick with its, thanks!

There’s always something new about language to learn – or unlearn. Did you know, for example, that “begging the question” is misused by almost everyone? (Hint: It does not mean “raising the question.”)

I applaud everyone out there trying to make the words right, and having fun at the same time. You can even sign up for a stream of easily digestible grammar tips from Grammar Girl on Facebook.

Mr. E, this column is for you. Thank you for noticing.

In 21 stores across Michigan, Kroger has installed an end-cap filled with delicious Michigan-made products (including the products of another client, Brownwood Farms). All products in the display have received the Pure Michigan seal of approval, meaning 51% or more of the product’s value is from Michigan. With a growing consumer demand for local and Michigan made products, the timing couldn’t have been better for Kroger to launch this initiative.

NK was involved every step of the way – from developing campaign messaging, to sketching display concepts, all the way through the actual printing and installation of the signs.

From a design perspective, we wanted to create something that had stopping power – something that would make this Pure Michigan end-cap a go-to destination in the store. The design had to be bold, fresh, approachable, and also flexible so that it could be hung in Kroger stores of all shapes and sizes yet still carry a consistent look. We landed on a large, 3-dimensional hanging sign. The bright colors and unique shapes encourage shoppers to stop and take a look, and the agricultural imagery symbolizes the strong tie to the land that we all share here in Michigan. Those same aesthetics were carried over into the design of the shelf strips.

The sign itself was printed on Sintra PVC board, which is lightweight yet rigid and durable, and takes well to printing. The printing was done using a Gerber CAT UV wide format inkjet printer in Kalamazoo which allowed us to print directly on the substrate.

We are proud to be a part of this program that supports Michigan businesses and we hope you get the chance to visit your local Kroger and see it for yourself!

Below is a list of Kroger stores featuring the Pure Michigan display:

During our relationship, we’ve provided solutions for Gold Company concert promo posters & album art, a variety of Jazz Program collateral, admissions brochures, magazines, photography and more. Below are just a few samples of our work over the years (click each image to enlarge).

Here are some of the more recent posters for annual Gold Company concerts. NK art directs the photography to include in these pieces:

Below is the Curriculum and Admissions brochure, updated each year or semester with a consistent branded look. NK also lays out the content of this 30+ page brochure:

Perfect Pitch is an annual magazine used to attract new musicians and to keep students, alumni and donors informed. Stories highlight new happenings and projects, new faculty, awards & achievements, and more. The School of Music is approaching its 100-Year anniversary and the next issue (currently in production) will feature an amazing look back:

Working within the community is always a pleasure and we look forward to maintaining our relationship with WMU. We’d also like to wish Gold Company Director Steve Zegree the best with his new endeavors. It’s been a pleasure working with you and you will be missed!

In web design, it’s crucial to build something that is compatible for every type of user, regardless of their device, browser or email client. For e-blasts, this is an even harder task to accomplish. Why? Two reasons: 1: users are more diverse – different email services, different email clients, etc. And 2: HTML and CSS in emails are very restricted in terms of what you can or should do – email services strip out a lot of modern coding (mostly for security reasons), forcing coders to revert to way old-school techniques that are pretty inefficient.

Here are some tips that will help build more effective e-blasts:

1. Include text and include images but don’t only include images of text.

Confused? Don’t be. Basically, the goal is to deliver as much of your content as possible in actual, readable, searchable text – rather than a photo or picture file with a flat image of the text. Emails with only images and no text are a trigger for spam filters and are likely to automatically land in a Junk Mail folder and dismissed without ever seeing the glorious interior of a user’s Inbox. Not only that, but most email services require the user to click a ‘Display images’ button before automatically downloading all the contents of an HTML email. In that case, you want the user to be able to see some other content that will assure them that the email is worthwhile and not junk.

Left: a test eblast before images are displayed. Notice how all the pertinent text is still visible. Right: the same test after images are loaded.

2. Don’t go wider than 650 pixels.

Chances are that your recipient is viewing your e-blast in a preview pane within their email service like GMail or Yahoo!. A safe width for e-blasts is between 600 and 650 pixels. Height isn’t really an issue, just consider the length of your message, its purpose and the attention span of the reader.

2. Use a proper e-blast service.

Make sure you’re sending e-blasts from a proper Email Marketing service, rather than an individual’s email account. At NK, we’ve seen a lot of success with Vertical Response. There are a million technical reasons for this and they’ll take care of all of them so you don’t have to. Here are a few tip-of-the-iceberg things you can do:

• build a reader database
• host all your images on their servers
• track the success of your campaigns
• test your code as much as you want before you send it

3. Have a text version for backup.

Here’s another reason to use a service like Vertical Response – not everybody’s email supports HTML emails and not everybody chooses to accept HTML emails. Whether it’s a workplace security setting or personal preference, you don’t want to exclude these users altogether. A good email marketing service will build in a way to send text backups.

Here’s some more info about text versions:

4. Include a hosted version link.

Ever notice how HTML emails always have a link that says “Having trouble viewing this email? Click here to view it in a browser.”? That’s because it’s a practical solution for giving anybody the option to properly view the message if their email service is mucking it up. Again, a good e-blast service will include this by default.

5. Remind people why they’re receiving your email and make it easy to unsubscribe.

As a courtesy to your readers, it’s a good idea to end your email with a reminder that says something like “You’re receiving this message because you signed up for … Click here if you wish to unsubscribe.” Doing this reminds the reader that they signed up before they get trigger happy with the ‘This is Spam’ button. Of course, if they do decide to unsubscribe, that option must be clearly available to them.

6. Choose the right time to send.

Make an informed decision about when to send your email. Send a couple at different times and track which times your audience was more likely to read them. This will vary for different audiences, but some studies have shown that business e-blasts will often get better traffic when sent on Tuesday or Thursday morning. Find out when your audience is reading, and use it to your advantage.

That’s all (for now), folks!

There’s a look at getting started with e-blasts. One of the most important things to remember is to plan well. Plan exactly what date and time you want to send the message, and give yourself at least a week and a half to get it designed, coded and tested. There are a ton of more coding and design guidelines to consider that are not mentioned in this article. Creating a good, universally viewable HTML email can sometimes be one of the most tedious tasks in web design.

Give us a call, we’ll have e-blast!