Portfolio | Putting the Art in Marketing to Nonprofits

 
 
 
 Artsmarketing is a boutique telemarketing and telefunding agency founded over 30 years ago. They specialize in fundraising for non-profit arts organizations, charities and cultural institutions across North America. We refreshed logo, colours and website. Web design and user experience had changed so much since their last website design. Branding and website design by Bonnie Summerfeldt Design – helping successful professionals get online and look like the bosses they are.
 

the client

This boutique tele-funding agency is a leader in Canada and has now raised over 1 billion dollars not-for-profits and charities all across North America in over 3 decades.

Their clients are not only in the performing arts but also museums, hospitals and healthcare, libraries, education, and more. Services include capital campaigns, in-house staffing, strategic planning, and data analysis. 

Challenges

They are often seen as a necessary evil, but they are really a strategic partner. They’re telemarketing team are so highly trained and engaging that they are actually brand ambassadors. They’re storytellers, great listeners, and highly motivated because they care.

Goals

The primary goal is to communicate the value of the art of conversation and human touch that direct mail and digital marketing can’t match. That they are a strategic partner.

A secondary goal is attracting people who want to work for AMS. They look to hire dreamers and believers. Many work as actors and performers. They want to work with us because of our clients who tend to be mission-based companies who do great things like helping children in 3rd world countries.

They want nonprofits to reach out for more information and potential storytelling fundraisers to apply online.

 
 
 

 
 

moodboard

 
 Professional and corporate but also reflects the creative flair of this boutique telemarketing agency in Toronto who serves the arts as well as healthcare, libraries, museums, education, and more. The refreshed logo has more modern feel so will go well with the corporate colour palette – all softened by the more feminine hand-lettering. By Bonnie Summerfeldt Design – brand and website design for professional services such as consultants, therapists and advisors. https://bonniesummerfeldt.com
 

 
 
 

brand LOGO REFRESH

The original logo was based on the symbol for Mercury and they wanted to stay with this symbolism so I refreshed it rather than a total redesign. I created alternate logos for them to use for other media applications.

The golden yellow we chose brings in energy, creativity, warmth, and positivity. Grey, navy and black help align them with their more corporate clients. Navy blue brings in calmness, responsibility, stability, and tends to be gender neutral.

Brand words are storytelling (connection), collaboration (lasting strategic partnerships), passion (generosity), integrity, leadership (approachable), professional (expertise), respect, innovative (always listening and improving). 

 
 
 
 A refreshed logo design for a more modern feel to match the mix of corporate and feminine typography in the new website design for Artsmarketing Services. Telemarketing and fundraising for nonprofits, Toronto, Canada. Design by Bonnie Summerfeldt Design – brand and website design for professional services such as consultants, therapists and advisors where credibility counts. https://bonniesummerfeldt.com
 
 

 
 
 

design STRATEGY

The art of conversation is what sets AMS apart from other telemarketing companies and positions them as a higher quality service. Their fresh and innovative nature is reflected through a total refresh of their website. From a black background with tons of text to a clean to a modern website design with lots of white space, more concise copy, and quality stock images showing happy endings.

We put the spotlight on solving problems for their clients so the text is less about features and more about results.

A fresh colour and font palette give the brand a more creative feel. Images show warmth and personality that reflect the touchy-feely nature of your conversations and the results and outcomes their nonprofit clients are looking for.

Testimonials throughout the site provide social proof of the transformation and value. They’re not from clients but from the people who receive the fundraising calls. Our goal was to reinforce the idea that patrons appreciate the calls and counter negative perceptions about telemarketing.

We’ve created a more engaging page for attracting new employees including forms so they ask questions, learn more, or apply for jobs. And it’s listed at the top and bottom of every page.

Plus, they’re showcasing their expertise with a new blog for articles and case studies. These have lots of visuals for better engagement and longer lengths to help with SEO. 

 
 
 

 
 
 Artsmarketing is a boutique telemarketing and telefunding agency who specialize in fundraising campaigns for non-profit arts organizations, charities and cultural institutions in Toronto and across North America by using the Art of Conversation. Responsive web design and logo refresh by Bonnie Summerfeldt Design – brand and website design for professional services such as consultants, therapists and advisors where credibility counts. https://bonniesummerfeldt.com
 
 

 
 

Homepage strategy

 Artsmarketing has a fresh and innovative nature that's reflected through this modern website design. We show the creative and artistic side with a fresh colour and font palette. High-quality images speak to the value and quality of the work clients receive. The images show results the clients want, rather than obvious images you’d instantly think of when picturing a telemarketing company. By Bonnie Summerfeldt Design https://bonniesummerfeldt.com
 

Fun Fact: The original Artsmarketing logo was designed in the 1970’s by legendary Canadian designer Heather Cooper – best known for designing the Roots logo.


 
 Responsive website design is a must with half of your clients looking you up via mobile now. Clients are busy so website copy must be shortened with less about features and more about results. Squarespace web design and logo refresh by Bonnie Summerfeldt Design – brand and website design for professional services such as consultants, therapists and advisors where credibility counts. https://bonniesummerfeldt.com
 

 
 
 

collateral + Custom graphic design

In addition to brand and website graphics, my clients often need social media cover images, launch graphics, plus some backgrounds and templates for posts. Each branding project also comes with a style guide to help them keep their visuals on brand across platforms.

 
 
 Marketing design and brand collateral design for Artsmarketing - a telemarketing company focused on helping nonprofits with fundraising using the art of conversation. Brand and logo redesign by Bonnie Summerfeldt. Serving Aurora, Newmarket and GTA Canada. Branding and logo refresh by Bonnie Summerfeldt Design – brand and website design for professional services such as consultants, therapists and advisors where credibility counts. https://bonniesummerfeldt.com
 
 
 
 

happy clients

 
 Working with Bonnie: “It was important to use both words and images to inspire a call to action from our visitors. When we struggled to find the right words and images she was able fill in the blanks and keep us on brand.”
We found Bonnie to be easy to work with and was understanding of our trepidation in redesigning our website. She did a great job of updating our logo and redesigning our website. She had a great sense of the emotion behind our work and was able to communicate that through our website. We had a very short time frame and were concerned about completing the project on time but she made sure that we launched right on schedule which is somewhat unheard of when undertaking a redesign.
— Ava Paulin, CEO + CFO, Artsmarketing Services
 
 
 Working with Bonnie: “Stay on target, follow the project calendar provided and your website will launch on time which in turn will provide your company with a valuable marketing tool. Don’t be afraid to add input. Bonnie is very flexible with incorporating your ideas while making sure you a) do not go off course and b) you keep to your brand with the look and feel of your site.”
Bonnie, is very proud of the work she does and her work does not stop if you are unhappy or apprehensive. She also provides training tools to allow you to maintain your site now and into the future so you can keep it current. We have a much easier website to navigate now. Bonnie was very flexible about incorporating our ideas into a final product that we are all very proud of. And she was a lot of fun to work with! It wasn’t as painful as I’d envisioned and we’re so pleased with the results.
— Ruth Egherman, Director of Marketing + Sales, Artsmarketing Services
 

 
 

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