What’s in a name? ZGraphics does more than just make your marketing materials look good; we can help you build a complete identity from the ground up, starting with that most important element: name selection.

CHALLENGE: American Academy of Pediatrics is the leading publisher in the field of pediatrics. AAP looked to ZGraphics for the name, look and feel for a new web site where healthcare professionals can browse and purchase full-text, online versions of AAP titles. The challenge was to create a cohesive package from name and logo development, to icon and web design and then working with programmers in India to make our vision a reality.

SOLUTION: After researching and reviewing ecommerce sites in the publishing sector, ZGraphics provided a list of names to be considered for this new online book store. Once a name was selected we developed logo concepts that were to convey an AAP branded, accurate representation of the service. Upon approval of the logo, we developed a set of 14 icons that represented the topics and features found on the AAP eBooks web site. The final phase in product development was the overall design of the web site. The site needed to stay consistent to the AAP brand, clearly display products and be user friendly. The approved web site design was shared with a group in India that we worked with to implement the backend functionality. We helped promote AAP eBooks through banner ads and direct mail.

RESULTS: Research conducted by the AAP indicated that the eBooks platform, as a whole, has broad appeal to pediatricians, with 72% of respondents saying they were extremely or very interested in using the service after reading a description. Along with the visually appealing design ZGraphics provided, we can conclude that AAP eBooks will be another successful product for the AAP.