Exceptional brands emerge not from well-conceived strategies nor from great design, but from the convergence of both.

WEB www.substance151.comPH 410_732_8379EM contact@substance151.com

Industry Expertise. Our industry expertise comes not

only from our work with numerous businesses similar

to yours, but also from our involvement with leading

industry organizations. Through our active membership

and leadership positions in these organizations, we stay

abreast of emerging trends, challenges facing specific

industries, and existing best practices.

Design Excellence. Substance151 has received a

multitude of industry awards and appears consistently in

national and international design publications. Our case

studies are used by AIGA (our industry’s professional

association) and by a number of colleges across the

country to educate and inspire both our peers and future

generations of designers.

Diverse Industry Experience. We have experience with

a variety of industry sectors – including education, arts

and culture, healthcare, government, corporate and many

others, which gives us working knowledge of your target

audiences and their needs. We are able to bring unique-

to-your-industry perspective and create outside-the-box

solutions that differentiate you from your competitors.

Culture. Beyond our credentials and expertise, you’ll find

we have a collaborative, flexible and responsive team of

senior-level professionals with a strong work ethic. We are

innovative thinkers. We listen. We deliver on our promise.

And we are committed to our clients’ success.

INDUSTRY FOCUS

» Built Environment» Technology» Professional Services» Green and Social Enterprise» Non-profit and Education

WHY SUBSTANCE151?

Substance151 is a strategic brand communications firm for organizations on the edge of evolution – whether that

evolution is inspired by growth, changing conditions, stronger competition, new customers, products and services, or a

desire for a stronger, more relevant brand.

ANALYTIC THINKING

STRATEGIC THINKING

CREATIVETHINKING

SUSTAINEDTHINKING

THINKINGOur work is provocative, meaningful, communicative and

connecting. It is the result of our rigorous application of

strategic thinking at all points in our process that evolves

your brand.

We work hard to earn our seat at your strategic table and

we make a commitment to bring the full force of our

thinking to every project we undertake on your behalf.

ANALYTIC THINKING

Fact-based thinking about your business, goals, desired out-comes, competitive landscape, current positioning and message, and what’s possible.

Yields: The Foundation

STRATEGIC THINKING

Insight-directed thinking about what your brand needs to be-come in order to meet objectives, connect with customers, inspire action.

Yields: The Vision

CREATIVE THINKING

Creative thinking in every aspect of your brand communications. Guided by strategic thinking, we transform strategy into unmatched brand experience.

Yields: The Brand

SUSTAINED THINKING

Ongoing management, refinement and informed thinking on behalf of your brand.

Yields: Your business at full marketing power at every point of contact

Design has the power to engage, transform and promote action.

But it’s the thought process underneath that gives it meaning

and creates lasting connections between companies and clients.

Naming and Tagline Development Corporate and Product IdentityBrand Books and Style Guides

Copywriting / Content Development

Print, Collateral, Packaging, PromoExhibit, Tradeshow, EnvironmentalWayfinding, Signage Systems

Information Architecture Web Design and Developmente-Marketing, Social Media

Visual Strategy and Concept

Messaging and Content Strategy

Print and Environmental DesignRecruitment MarketingInternal Communications

Digital Branding and MarketingUser Experience DesignDigital Marketing

Brand Experience Design

Goal SettingBrand AssessmentComparative AuditExisting Communications Audit Opportunity Mapping

SERVICESDISCIPLINES OUTCOMES

Clear Vision and RoadmapGap Analysis / SWOT Analysis Competitive AnalysisAudience and Market Profiles

Brand Research

Brand Strategy Positioning and MessagingBrand Architecture Brand PlatformMarketing Communications Mix

Brand StrategyMarCom Strategy

Brand Management Integrated MarketingOngoing Campaign Development Market IntelligenceClient Services

Sustainability ReportingGreen and Cause Marketing

Communications Across All MediaTargeted Campaign DevelopmentOngoing Industry Trends ResearchCompetitive IntelligenceProject and Account Management

Sustainability Reports, MicrositesSustainability and Cause Campaigns

CAPABILITIESOur expertise includes every step of the branding

process, all forms of media and all aspects of marketing

communications.

Brand Purpose and Sustainability Green Branding and Marketing Community Outreach InitiativesCorporate Responsibility StrategyEmployee Involvement Strategy

Green Lens

We view each project through a “green lens” and engage

in a dialogue about sustainable alternatives and benefits

of more sustainable solutions with each and every client.

We follow green office and green living practices – 100%

of our electricity comes from renewable energy sources.

Continuous efforts are made to use eco-friendly materials

and energy savings practices throughout daily operations.

We contribute our time and expertise to the organizations

that promote economic, social and environmental

responsibility: Social Enterprise Alliance, Koolhof Earth,

The ASSOCIATED Sustainability Initiative, U.S. Green

Building Council Maryland.

We partner with vendors and suppliers who share our

philosophy of environmental and social responsibility and

whose products are sustainable.

We work to advance the understanding of environmental

and social issues among the general public and other

designers through speaking engagements, writing, and

panel discussions.

Our case studies are used by AIGA’s (our professional

association) Center for Sustainable Design, re-nourish.

com and by a number of colleges across the country to

educate and inspire both our peers and future generations

of designers.

QUICK FACTS

Ida Cheinman is named EcoCEO by Baltimore SmartCEO

Ida Cheinman is listed as one of Baltimore’s Green Masterminds by Bmore Media

Substance151 has adopted The Designers Accord principals

Substance151 is Green America certified business

Substance151 is one of the first three Benefit LLCs in Maryland and in the country

2012 Benefit Report

2011 Benefit Report

CORPORATE RESPONSIBILITY

Since its inception, Substance151 has made a commitment to be environmentally and socially responsible and help

foster a new sustainable design model through its design practice, education and example. Sustainability is not simply

a section on our website – it’s a part of our corporate DNA.

PROFESSIONAL SERVICES

The Daily Washington Law ReporterDesign for ContextFortigent, a Lydian CompanyGMAC Financial ServicesHR Anew, Inc.Kowitz Financial GroupManagement Resource ServicesMarketPointMind InventionsNARFE Premier Federal Credit UnionPlanFirst Financial Solutions

NONPROFIT / ENVIRONMENTAL

THE ASSOCIATED Sustainability InitiativeBuy Local BaltimoreChesapeake Innovation CenterChesapeake Sustainable Business AllianceDelaware Valley Green Building Council (DVGBC)Eco-CoachThe Green Building InstituteHabitat for Humanity of the Chesapeake/ReStoreThe Institute for Integrative Health (TIIH)Koolhof EarthU.S. Green Building Council Maryland Evergreen Elementary SchoolHorizon Foundation

BUILT ENVIRONMENT

Apex CompaniesBarton Malow CompanyBignell Watkins Hasser ArchitectsCho Benn Holback+Associates Inc.EBA EngineeringEntellis Collaborative (formerly Hamel Green)Garver Development GroupJ. A. Rice, Inc.Lorax PartnershipsSoltesz (formerly Loiederman Soltesz Associates)PLDA Interior Design | Interior ArchitectureStraughan EnvironmentalTerraLogos eco architecture

TECHNOLOGY

AlphaInsight CorporationAltum, Inc.Chesapeake Innovation Center (CIC)Chesapeake Regional Tech CouncilEMMES Corporation/Advantage SuiteThe Fillmore GroupIBM/TriTekLCG TechnologiesLitecastNetLink ResourcesOnline Resources CorporationRFID-ProstriCerat

PARTIAL CLIENT LISTFrom enhancing and repositioning established brands to

launching new products and markets, we are proud to

showcase the client roster of organizations we’ve had the

opportunity to represent.

ADDY Awards

Art Directors Club of Metro DC

Create Magazine Awards

Creativity Annuals

GD USA: American Graphic Design Awards

Horizon Interactive Awards

HOW Magazine

National Creative Competitions Association

PRINT Magazine

The Web Marketing Association

SELECT AWARDS

AIGA Center For Sustainable Design

American Corporate Identity Annuals

Best of Business Cards series, Loewy, London

Big Book of Green Design, HarperCollins

Designing for the Greater Good, HarperCollins

Graphic Recycling: Logo Redesign, Rockport

Letterhead and Logo Design series, Rockport

LogoLounge Project, Master Library Series, Rockport

Packaging Design, IndexBook, Barcelona, Spain

Pictogram and Icon Graphics 2, Tokyo, Japan

re-nourish.com

SELECT BOOKS AND PUBLICATIONS

AWARDS AND PUBLICATIONS

In two decades of ongoing commitment to creative

excellence and collaboration with our clients, our team has

earned an impressive number of industry awards and our

work has been recognized both nationally and worldwide.

While Substance151’s primary focus is on addressing the

needs of our clients, we continue to share our knowledge

and expertise through teaching, lecturing, committee

and jury work, setting the standards of excellence for the

graphic design discipline.

TEACHING

State University of New York, College at Plattsburgh

Champlain College

Towson University

Stevenson University

Maryland Institute College of Art (MICA)

UMBC

SPEAKING

Society for Marketing Professional Services (SMPS): Washington, DC, Maryland, New York

Chesapeake Regional Tech Council (CRTC)

Greenbuild International (USGBC)

MD Chamber of Commerce

AIGA Baltimore

Ida Cheinman has 18 years of design and management

experience with a primary focus on brand strategy and

design across print and digital media. With clients in-

cluding Loiederman Soltesz Associates, Bignell Watkins

Hasser Architects, Cho Benn Holback+Associates, U.S.

Green Building Council Maryland, NIH, TerraLogos eco

architecture, MdTA, Straughan Environmental and many

others, her work has earned multiple design awards and

industry recognition and appears consistently in national

and international design publications.

When founding Substance151, Ida made a commitment

to advance sustainable values through the firm’s design

practice, education and community involvement. Under

her leadership, Substance151 has built a solid reputation

for its stellar strategy and design work and its passion for

advocating environmentally and socially responsible busi-

ness practices. In 2010, Ida was named an EcoCEO by

Baltimore SmartCEO.

Ida holds her MFA in graphic design from Towson Univer-

sity, BA in graphic design from the State University of New

York, and diploma from the School of Applied Arts in St.

Petersburg, Russia. She is on the board of the Society for

Marketing Professional Services (SMPS) Maryland, the

U.S. Green Building Council (USGBC) Maryland, the and

Social Enterprise Alliance (SEA) Maryland. She also sits

on the Maryland Chamber of Commerce Marketing Com-

mittee, The Associated Sustainability Initiative Executive

Committee, and the Chesapeake Regional Tech Council

(CRTC) Women in Tech (WIT) Forum. Ida is a SmartCEO

BRAVA! Awards winner and has been named a 2010 and

2012 Top 100 MBE in the Mid-Atlantic Region.

Principal, Creative Director

IDA CHEINMAN

PRINCIPALS

CONNECT

ida@substance151.com410_732_8379

@substance151@idacheinman

Rick Salzman has over 20 years of diverse industry

experience covering all aspects of the design discipline.

Well versed in the communications needs of large

organizations and fledgling brands alike, Rick brings

energy and a fresh conceptual approach to every client

engagement.

Rick’s partial client list includes National Institute for

Humanities, Rail City Brewery, EBA Engineering, Music

Contact International, TerraLogos eco architecture,

Baltimore Ravens, Alliance to Save Energy, Whiteface/

Lake Placid Ski Resort, and State University of New York.

His previous experience ranges from being a tenured

professor at the State University of New York, Plattsburgh

to founding and managing a design boutique where he

was responsible for the conceptual design development

of corporate communications for both profit and non-profit

organizations Since leaving academia, Rick has worked

for such nationally renowned creative agencies as gr8,

Greenfield/Belser and Gilden Integrated where his respon-

sibilities ranged from creative problem solving to managing

teams of print and interactive designers. Rick’s work has

earned numerous awards for design excellence.

Rick holds an MFA from Syracuse University and a BA

from Florida State University. He is an adjunct professor at

the Maryland Institute College of Art (MICA).

Principal, Design Director

RICK SALZMAN

PRINCIPALS

CONNECT

rick@substance151.com410_732_8379

@Sub151Rick

In today’s challenging environment, we help your firm develop strategies to maximize every marketing dollar and to gain unparalleled competitive advantage: from a brand platform that uniquely positions you in the sea of competitors and a clear and powerful brand message, to compelling brand identity, flexible collateral system and a robust web presence. Are you ready to take advantage of early opportunities as the market recovers?

01. PLDA Interior Design & Architecture

02. Bignell Watkins Hasser Architects

03. US Green Building Council Maryland

04. Soltesz03

01

04

02 BUILT ENVIRONMENT

As the technology industry continues to thrive, many technology firms are ill-prepared to take advantage of the favorable market conditions. Substance151 helps technology firms develop brand and marketing strategies that build awareness, assert and broaden your position in the marketplace and increase revenues. Is your firm poised to compete?

01. Online Resources

02. AlphaInsight Corporation

03. LCG Technologies

04. Altum

TECHNOLOGY 01 02

03 04

In an industry with a very homogenous competitive landscape it is imperative to clearly articulate why your firm is the premier choice. It is not enough to simply list your key differentiators, you must go deeper below the surface to communicate how you are different in achieving those qualities and what it means to your audiences. Substance151 helps you develop a strategic, relevant message and distinctive design. Isn’t it time your firm stood tall among its competitors?

01. NARFE Federal Credit Union

02. HR Anew

03. QoS

04. PlanFirst Financial Solutions03 04

PROFESSIONAL SERVICES 01 02

Through professional services, consulting and pro bono work, we have provided support to organizations that work to improve our lives and benefit our communities – helping them reach membership targets and fundraising goals and build greater awareness of their missions. By putting flexible marketing and design systems in place, we help non-profits to maximize the value of every dollar.

NON-PROFIT /ENVIRONMENTAL

01. Habitat for Humanity Chesapeake

02. CSBA

03. Eco-Coach

04. Baltimore Bioneers

01 02

03 04

“Substance151 is the strateg y and design firm you want on your team! They are excellent at what they do and extremely responsive. Substance151 created a unified voice for our company, translating that into a sales-focused website, product campaigns, tradeshow materials and more. We now have the marketing foundation to effectively and powerfully communicate Altum’s brand to our target audiences.”

STEVE PINCHOTTI, CEO, ALTUM

“Substance 151 has a unique and extraordinary touch and passion for the work that they do. The company helped HR Anew revitalize our brand and ensure it builds relevance and value in the government and business marketplace. They also helped us to reposition our brand to create a greater differentiation for HR Anew. The new brand strateg y has also influenced our staff to make positive changes, which have resulted in us becoming more solutions driven. The result is truly a customer value proposition.”

DEBORAH STALLINGS, PRESIDENT AND CEO, HR ANEW

“If I could take just one design firm with me to a desert island, Substance 151 would be my only choice. Never before have I found a company that truly understands “strategic creativity” the way Ida Cheinman and her team do. They always come through with flying colors – on time and on budget. I highly recommend them if you need a top-notch professional firm that really ‘gets it.’”

NELSON DUFFLE, VP OF MARKETING, ONLINE RESOURCES

“When AlphaTech changed its name to AlphaInsight and launched its rebranding campaign, it retained Substance151 as creative consultant. They combined creativity with an unusual understanding of the business drivers, and showed a rare parallel grasp of aesthetic as well as the strategic considerations. An untold number of prospects and business partners have been impressed by the design and, as a result, the AlphaInsight brand became both noted and valued. Equally important, the team were consummate professionals, delivering superior value.”

VISH VARMA, VICE PRESIDENT, CACI

CLIENT TESTIMONIALS

“USGBC Baltimore Region engaged Substance151 to rebrand the organization as USGBC Maryland. Their team clearly understood our business objectives and translated them into a strategic redesign for our website and all forms of print communications. They quickly grasped the essence of who we are. The end product Substance151 delivered undoubtedly positions USGBC Maryland as a leader in green building, with a professional, credible image and the perception of a large, well-established organization. The results have been extremely successful and have led to a long-term relationship between our organizations.”

PAT THOMAS, EXECUTIVE DIRECTOR, USGBC MARYLAND

“We recently worked with Substance151 on the design of our new website, and I have been very pleased with how well the design team has met our needs and requirements throughout the design process. They have exhibited a strong understanding of the comprehensive nature of marketing and provided creative solutions that have met and exceeded our expectations.”

ADENIYI PAUL, PRINCIPAL, BWH ARCHITECTS

“The American Advertising Federation of Baltimore is a membership driven organization and the annual ADDY awards

– the biggest event of the year – is critical to its success. We handed Substance151 a challenging assignment for a tough audience and they came up with a fantastic theme, and using superb print and electronic materials generated a lot of excitement in the Baltimore creative community ensuring maximum participation among its members. Thanks to Substance151, we had one of the most successful awards shows in AAFB history. They’re great to work with, but it’s their attention to detail and creative drive that sets them apart.”

JIM ASTRACHAN, ASTRACHAN GUNST THOMAS, AAFB

“Substance151 was the perfect fit for our firm. The research and strateg y that Substance151 provided built our new brand to what it is today. Many times, their ability to clearly articulate our goals and to refocus us was incredibly helpful. They always kept the big picture in mind. What’s more is Substance151 proved to be agile, responsive, and a joy to collaborate with.”

MICHELLE MARTIN, DIRECTOR OF MARKETING, SOLTESZ

CLIENT TESTIMONIALS

WEB www.substance151.comPH 410_732_8379EM contact@substance151.com