IG
× Cupples Keller Designs logo INNOVATIVE GROUP × CKD
Asset Library · Brand Foundation Project

A look at what you actually get.

You told us the real worry is time — that marketing pulls your team's attention when everyone already wears three hats. So we built the Brand Foundation as four finished deliverables that live on our side and get handed to you done. Below are the actual formats, previewed with redacted samples from past client work. Nothing of yours or anyone else's is shared.

Prepared for
Amy Cupples · Keith Billick
Built by
Innovative Group
Engagement
Brand Foundation · one-time
Status
Ready to start
Why this page exists

Built on our side. Handed to you finished.

Every deliverable in the foundation is defined in plain terms, delivered once, and yours to keep — whether or not we ever work together again. The split on each asset shows how little sits with your team. This is what "plug and play" actually looks like.

40+

Pages of finished work

Four deliverables — brand platform, messaging & voice guide, 40-for-40 kit, and a 90-day roadmap — written, designed, branded, and yours to keep.

~85%

Of the work is ours

Across the four assets, Innovative Group carries the load. Your team joins one working session and a couple of short reviews.

8 wks

One-time, minimal meetings

One kickoff, the all-staff charrette, then async check-ins. No retainer, no open-ended work, no standing weekly on your calendar.

The four assets

Redacted samples, so you see the format before you commit.

This is the section from the proposal — made real. Click any card to jump to a full preview of that deliverable.

ADeliverable A

Brand Platform & Positioning

Your whole team in one room, turned into the written brand you use everywhere.
Innovative Group 75%CKD 25%
What's inside
  • The positioning statement — "Designing for how people live and work together, sustainably"
  • The Public Place / Private Space practice-area architecture, defined
  • Brand pillars, proof points, and the 38-year story made legible
  • Audience map: districts, developers, healthcare, hospitality
  • Output of the facilitated all-staff charrette, written up for reuse
PDF, ~16 pagesEditable sourceYours to keep
Sample · Redacted
IGCKDBrand Platform
03 / Positioning
The core idea
One studio. Two practice areas. One story.
"Public-grade trust. Private-grade craft. Designing for how people live and work together — sustainably."
Practice-area architecture
Public Place
Private Space
Proof points
Prepared by Innovative GroupSample — not client data
16 pages — the full brand platform, written and designed for you, yours to keep
Sample · Redacted
IGCKDMessaging & Voice
05 / Voice
How CKD sounds
One firm, one voice — from a proposal to a post.
Voice principles
We say / we avoid
✓ We say
✕ We avoid
Boilerplate & taglines
Prepared by Innovative GroupSample — not client data
BDeliverable B

Messaging & Voice Guide

So everyone — proposals, website, LinkedIn — sounds like one firm.
Innovative Group 85%CKD 15%
What's inside
  • Voice principles — how CKD sounds, in three rules the team can hold
  • A "words we use / words we avoid" list for consistency
  • Approved boilerplate, taglines, and the elevator description
  • Ready-to-use messaging for public vs. private audiences
  • Snippets your team pastes into proposals and posts, no writing from scratch
PDF, ~12 pagesCopy-paste snippetsPublic + private
12 pages — the complete messaging & voice guide your team writes from
CDeliverable C

40-for-40 Content Checklist

A simple kit so anniversary assets get collected early, not scrambled for later.
Innovative Group 90%CKD 10%
What's inside
  • Content-capture guidelines — what to shoot, gather, and save while work is fresh
  • A per-project checklist: photos, short video, client quotes, drawings
  • Brand & format guidelines so anniversary content stays consistent
  • A running tracker your team ticks off — no strategy meetings required
  • Set up now so the 2027 40-for-40 push starts with assets already in hand
Google Sheet + PDFPer-projectSet-and-forget
Sample · Redacted
IGCKD40-for-40 Kit
Capture checklist
Per project
Collect it once, while the work is fresh.
Photography
Voices & story
Drawings & data
Prepared by Innovative GroupSample — not client data
8 pages & tabs — the full 40-for-40 kit: capture checklist, tracker, and format guides
Sample · Redacted
IGCKDActivation Roadmap
First 90 days
After hand-off
What to do first, week by week.
Wk 1–2
Wk 3–4
Wk 5–6
Wk 7–8
Wk 9–12
Owner & cadence
Prepared by Innovative GroupSample — not client data
DDeliverable D

90-Day Activation Roadmap & Playbooks

A clear plan and self-serve guides so your team keeps moving after we hand off.
Innovative Group 90%CKD 10%
What's inside
  • A 90-day activation roadmap — what to do first once the foundation is live
  • A website & SEO playbook Candice can follow to keep leveling up the site
  • The path from this foundation into the 2027 anniversary year, mapped
  • Owners and cadence spelled out, so there's no last-minute guesswork
  • Self-serve guides your team runs without us on the clock
PDF roadmapWebsite + SEO playbookSelf-serve
10 pages — the 90-day roadmap plus the website & SEO playbooks your team runs
How it works

Three touches from your team. That's the whole lift.

We designed the engagement so the foundation gets built without turning into a job for CKD. Here's the entire ask on your side.

1

One kickoff

A short call to align on goals, timing, and who owns what. Thirty minutes, once.

2

The all-staff charrette

Your whole team in one room for a facilitated working session. We run it; you show up and talk.

3

A couple of reviews

Two async check-ins to react to drafts. Everything else happens on our side, then lands finished.

IG×CKD logo

The heavy lifting is already ours.

Four finished assets, yours to keep, built to set up the 40th. When you're ready, the proposal takes about two minutes to walk through — and the hard part is already done.