Contact Pressroom Portfolio Philosophy

First Phase of AFT Identity is Launched cleverSPIN Style

April 21, 2003
CleverSPIN has worked closely with the national office of the American Federation of Teachers (AFT) since Fall 2002 in order to develop identity guidelines. Based on research and information gathering, the guidelines were broken into five categories: identity (i.e., logo use), correspondence, design, meetings, and give-a-ways.

The first two components, identity and correspondence, were launched today at the AFT through a party for all of staff. CleverSPIN planned the event to incorporate the main elements of the AFT identity. “The party theme was about coming together and uniting around AFT’s blue color,” Kris Kemmerer of cleverSPIN explains. “So we only selected music that had the word ‘blue’ or ‘together’ in the lyrics, we served blue food and drinks, we gave out blue jackets and AFT tattoos, and we even wore blue wigs.”

Prior to the launch date, cleverSPIN wrote the guidelines, designed the custom binders and slipcase, formatted the physical version, and designed an electronic version for the AFT intranet and CD-ROM; created the necessary correspondence Word templates and identity logo files; and integrated the AFT mission statement and identity into the office space.

For the week following the launch party, cleverSPIN will train the entire staff on the guidelines.

The last phase of the AFT identity guidelines will include the last three sections: design, meetings, and give-a-ways. It will be completed in July 2003.
cleverSPIN 1115 w. belmont avenue, suite 2f 773 293 0500