One of the challenges of owning a design firm is deciding what type of clients to pursue and what type of work to take on. Historically, we have been very successful with professional services firms, including a number of Fortune 500 clients, mixed with the occasional not-for-profit or pro bono work. The mix keeps things interesting and forces our thinking to remain fresh.

We made the decision at the outset of 2010 to consciously pursue not-for-profit clients that were doing interesting and socially relevant work. This work comes not at the expense of our existing corporate clients, but in addition to them in our client portfolio. 

Our efforts have paid off, in our collaboration with AIDS Foundation Chicago on the 2010 Chicago AIDS Walk / Ride, and our continuing work with YMCA of the USA.

I'm thrilled to report we will be partnering with another great organization, the Illinois Humanities Council. The IHC, through programs and grants, promotes an understanding for and appreciation of, the humanities in Illinois. They fund numerous activities throughout the state, including seminars, discussions, performances, film, and the written word.

Any time we land a new client, it's always pretty exciting. But the opportunity to work with one whose mission directly correlates with many of my own hobbies and interests is a coup worth celebrating. 

Back in the day, Coca-Cola gave us an object lesson in how NOT to change your product. We all remember it. They wanted to reinvigorate their brand by refining the formula for Coke. After extensive research, including focus groups which universally lauded the new product, they released New Coke to massive fanfare.

It fizzled.

After a few months on the market, it was pulled and Classic Coke went back to being just plain Coke, the kind we still drink today.

This time around, a company finally gets it right when it comes to redoing their product. Of course it helps that their product was pretty terrible to begin with. Domino's Pizza overhauled their pizza formula after 18 months of growing criticism. Rather than close their ears and hide from the poor reviews, they embraced it. After a guerilla ad campaign that showed diners criticizing the pizza, comparing it to cardboard with sauce, Domino's is back with a new pizza and revived sales to show for it. The company profit has more than doubled in the wake of the new recipe and campaign.

I can't vouch for the quality of the pizza, not having sampled it. But from a marketing and crisis communication standpoint, the company did everything right. They admitted there was a problem, they addressed publicly in a memorable and humorous way, owning the story at every step. 

The commercials got people talking, the new product got people buying.