Sales and Marketing
Branding and Identity
Project/scope
The branding and identity for a sales and marketing tech company was suffering from a lack of direction and personality. I led the direction and process with our marketing team and cross discipline leadership. We started with defining an archetype, listing personas, tone and voice. Then we progressed with color, typography, icons and the writing structure details.
The goal was to create a brand that reassured quality for customers and inspired employees to have respect and love of their workplace.
Role/team
Creative Lead / Designer / Brand Research
team:
CEO and CMO
Copy Writer / Editor
Product Owner
Outcome/retro
The project was a great success for customers and employees. The company celebrated with a kickoff party and the new branding was quickly embraced. The executive team approved a high end printed brand book to be produced and distributed for guidance, adoption and education.
The book was submitted for an Addy award and won bronze in the company identity and marketing category.
Brand Book
These are some of the full page spreads from the brand book. Large dynamic photos and big bold type elements create a modern Bauhaus feel. This allowed the company which has its' own in-house specialty printing equipment to show off their production capabilities.
Defining an Archetype
The first challenge was to pick one out of twelve archetypes. After collaborating with executives, employees, sales, development, and clients we settled on the hero archetype. After this vital decision the direction became easier to define.
Subjective to Objective
The company's former branding was centered around subjective terms. This presented a challenge for stakeholders to agree on a common direction. Our writer formed simple objective descriptions that aligned with the new tone and voice.
