Trace Analytical Laboratories realizes that small entities can have an edge through good branding and marketing. Over the past few years, Borns has developed a branding and marketing communications program that positions Trace with larger labs.

Trace's program consists of the following:

Trace's corporate brand identity includes the Trace logotype and brand message, 'Science of compliance'. The message captures the partners' roots in chemistry and their desire to help businesses comply with environmental standards. This rhyming tagline also conveys the friendly persona that pervades this organization.

Trace's service brand identity, proposed by Borns, distinguishes the company's new industrial hygiene service. Since competing services use a generic reference, Borns wanted to set Trace's service apart from the rest. Borns coined the name/descriptor 'WorkWell, wellness at work' and designed a visual identity.

Trace's website coordinates with all other components. All the company's services are presented in great detail for the visitors' perusal. Certifications are included for quick qualification/pre-qualification. The WorkWell industrial hygiene web page serves as the landing page for the direct mail campaign. Customers can submit an RFQ online. News is updated quarterly to show that Trace is keeping up with state and EPA requirements. This is emphasized by the ticker-tape message strip on the homepage, featuring current news. Visit www.trace-labs.com.

Direct mail series are developed annually to promote new service offerings, events, the website, etc. A holiday card is also created and printed with the direct mail. All direct mail pieces are mailed in distinctive translucent envelopes in colors that complement the respective inserts.

Trace's leave-behind brochure is designed and produced in low volume to be flexible and practical to update on a regular basis with current equipment, capabilities, and EPA information.

Trace's trade show exhibit, featuring Trace's signature trillium/red flask photo-illustration, captured much attention at various Army Corp of Engineers trade shows around the USA. At an event in Oregon, a decorated general came by to "see the booth everyone was talking about."

Sampling slide chart giveaway for trade show visitors is functional and coordinates with the rest of the marketing communications program.

Custom photo-illustration library, which juxtaposes lab glassware in various outdoor seasonal scenes, has become a distinctive part of Trace's identity. These images are used throughout—print, web, direct mail, trade show exhibit, and lobby artwork.