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Greenfield/Belser Ltd. is a Brand Design Firm headquartered in Washington, D.C. that focuses on professional services marketing. The firm is organized to deliver four core services: (1)brand research and brand strategy, (2) Web solutions, (3) identity and collateral design and development and (4) advertising and media/new media planning. The main industries served by Greenfield/Belser include the legal, accounting, technology, consulting and financial sectors.

Burkey Belser is the company’s current president and creative director and has served in this capacity since 1984 when Greenfield/Belser was officially incorporated. Donna Belser is the firm’s vice-president and general counsel. Greenfield/Belser principal Joe Walsh is located in Portland, ME and principal Diane Hartley works from Chapel Hill.

Greenfield/Belser has designed brands and programs for over 300 law firms including large international firms such as Jones Day , Clifford Chance and Morgan Lewis and very small firms such as Marger Johnson. They have also created brands and programs for the Big Four accounting firms plus fast-growing regional accounting firms, like Reznick Group, Dixon Hughes and BKD. Greenfield/Belser recently redesigned the U.S. website for the World Wildlife Fund[1]] and rebranded all aspects of the Society for Human Resources Management, one of the largest associations in the world with 220,000 members [2].

History

Greenfield/Belser Ltd. formed out of two companies in 1984 when Burkey Belser, Inc., founded by Burkey Belser, and Greenfield/Belser, Inc., founded by Donna Greenfield, merged. It was an Inc magazine fastest-growing company finalist in the Washington region in 1997 and is currently the largest graphic design firm headquartered in Washington, D.C. .

Work

In 1992, Burkey Belser was contacted by David Aaron Kessler's staff at the FDA to help with the Nutrition Facts label because of his prior success designing the EnergyGuide that appears on all major appliances in the U.S. Because Congress had mandated the reformulation of the label but not its redesign, Belser undertook the project as a pro bono effort, for which he ultimately received a Presidential Design Award from President Bill Clinton. Massimo Vignelli called the design solution a “masterpiece” . The success of that initiative led the FDA to once again call on Belser to design the Drug Facts label that now appears on all over-the-counter drugs.

Information Design, as in the Nutrition Facts assignment, is central to the firm’s work but is not strictly representative. Rather, the firm focuses on brand strategy and its implementation across a variety of communication tactics such as identity programs, Web solutions and collateral sales materials .

Awards

Most recently, Greenfield/Belser won four, first-place prizes, four second-place prizes, two third-place prizes and one honorable mention at the 2009 Legal Marketing Association [3]Conference as well as 2009 awards for Best Identity, Best Website, Best Advertising Campaign and a special award for Campaign Excellence from the Association of Accounting Marketers[4].

Greenfield/Belser has had work recognized and awarded by AIGA 50, American Corporate Identity,Communication Arts, Creativity magazine, American Graphic Design Awards Graphis, International Engraved Graphics Association, LMA Your Honor Awards,, Los Angeles Society of Illustrators, Print (magazine), Society for Marketing Professional Services andWebby Awards and Lifetime Achievement Awards from the Art Directors Club of Metropolitan Washington and the Legal Marketing Association.

Voted one of the “Best Places to Work” in 2003 by Washingtonian Magazine.

Greenfield/Belser has worked extensively in the legal industry, which has resulted in a Lifetime Achievement Award from the Legal Marketing Association as well as induction into its Hall of Fame for Burkey Belser.

Burkey Belser was one of nine judges for the 2007 Communication Arts Design Annual, regarded by many as the nation’s most prestigious graphic design competition.

Publications

Burkey Belser and Donna Greenfield authored 25 Years of Legal Branding (Sunnyside Press) published in 2004, a compilation of Greenfield/Belser’s professional services work from 1979-2004.

Greenfield/Belser’s work also appears in other publications including: Absolutely the Newest Logos, Best of Corporate Identity Design, Big Book of Corporate Identity Designs (Watson-Guptill), Big Book of Design Ideas (Collins Design), Big Book of Letterhead and Web Site Designs (Watson-Guptill), Global Corporate Identity, Global Graphics: Symbols (Rockport Publishing), HOW Colossal Design, Large Graphics (Rockport Publishing), The Newest Logos, Promotions that Work (Rockport Publishing), Small Graphics (Rockport Publishing), and White Graphics (Rockport Publishing).

External Links

• Greenfield/Belser Ltd.
• World Wildlife Fund
• Society for Human Resources Management
• Legal Marketing Association
• Association for Accounting Marketing
• Art Directors Club of Metropolitan Washington
• Print Magazine
• Energy Guide
• Nutrition Facts Label

References

1. http://gbltd.com/services.php 2. http://gbltd.com/industries.php 3. http://www.commarts.com/web-sites/world-wildlife-fund.html 4. PR Week 6/28/07 5. http://www.gbltd.com/thefirm.php?&sub=3 6. Washington Business Journals 2009 Book of Lists 7. July 1996 AIGA Journal 8. http://en.wikipedia.org/wiki/Burkey_Belser 9. http://gbltd.com/services.php 10. 2009 LMA Your Honor Awards 11. Association of Accounting Marketers 2009 Conference Winners 12. http://en.wikipedia.org/wiki/Burkey_Belser 13. November 2003 Washingtonian Magazine 14. http://en.wikipedia.org/wiki/Burkey_Belser 15. https://www.commarts.com/Annual.aspx?inum=356 16. http://en.wikipedia.org/wiki/Burkey_Belser 17 .http://en.wikipedia.org/wiki/Burkey_Belser