DeVenture and N2PS sign on with Tortorella Design

North Canton, OH: Two companies have signed on with Tortorella Design located in North Canton, Ohio, for the development of a variety of print projects. DeVenture Global Partners, Inc., located in West New York, New Jersey provides offshore business process outsourcing evaluation and management services for mid-sized companies. National Newspaper Placement Service (N2PS), located in Tallahassee, FL, provides newspaper advertising placement services.

DeVenture Global Partners, Inc.
"As a start up, DeVenture was in need of a mark and a stationary system to begin branding the company. In addition, a capabilities brochure was needed to work in concert with a PowerPoint presentation that was already in use," said Neil Tortorella, principal of Tortorella Design. The design process began with an interview to discuss the goals of the projects along with audience and competitive research to gain an understanding of the market. A profile of the typical DeVenture prospect was developed and used as a benchmark for testing the designs. Out of several dozen rough concepts, 17 were selected for presentation. These were distilled down to three for further development. The final logo is shown at left.

"Since the business is just getting off the ground, it was important not to box them in with a design that was too market specific. We elected to go with an abstract design that would enable DeVenture to expand or change its service offerings down the road as needed, without having to redesign their logo," said Neil Tortorella. The three arcs represent the three facets of the business — the DeVenture client, DeVenture management and the offshore service provider, and point in toward the company name. The red/black combination was chosen to give a very subtle hint of Asia, which is a primary source of the business' service providers.

The capabilities brochure uses illustration as metaphors for the various services and offerings provided by DeVenture Global Partners. Neil added, "During the research phase, it was evident that the majority of competitors used photography in their literature. We decided that "zigging" while the others "zagged" would provide a better positioning opportunity and create a contemporary image of the company."

A web site is slated for development beginning late-spring, 2003. The site will follow branding standards created by Tortorella Design during the logo development.

National Newspaper Placement Service (N2PS)
National Newspaper Placement Service is a division of the Florida Press Association/Florida Press Service and provides national and international ad placement for both corporate clients and advertising agencies.

With an ad agency trade show looming, Russ Moore, Advertising Director for N2PS, contacted Tortorella Design to help reposition the group with a full color media kit, support literature and a logo redesign. N2PS had been using a two-color, tri-fold media kit with several inserts to tell their story prospects. Mr. Moore, who had recently been brought on at the service, recognized that their current logo and promotional materials didn't accurately reflect the nature of N2PS and put them at a competitive disadvantage.

For the mark, Tortorella Design's research found that there was a good amount of equity in the design, so it was decided that a face-lift, rather than a complete redesign, was in order. To achieve this, Tortorella Design reworked the colors slightly, deepening both the blue and yellow. Adding a slight drop shadow to the "2" helped define the shape against a white field. In addition, the "P" was modified to simulate fanned newspaper pages.

The media kit uses images of business people to reflect the service nature of N2PS along with directional arrows to feature various copy points and aid eye movement through the page. The inside back cover contains a glued pocket for inserts which can be printed on-demand at N2PS through their high quality color laser printer.

Tortorella Design also created business stationary, full page color advertisements and a two-color support brochure for the service.

Media kit cover

Media kit interior spread

Two-color support brochure

Tortorella Design, located in North Canton, OH, specializes in developing marketing communication strategy and materials for business-to-business enterprises. For more information, please contact Neil Tortorella at Tortorella Design.

Tortorella Design
Graphic Design Consultants
1419 Schneider Street
Number Three
North Canton, OH 44720
330.305.1554 voice
330.305.0825 fax