All brands need a platform to build upon which is made up of the vision, mission, values, personality and tone of voice. Whether fully developed for your brand or not, our process will refine or develop these key attributes to your brands success. This is a highly collaborative process with your involvement key to success.
Once the brand platform is solidified, we combine those foundational elements with our extensive, in-depth study of your market and competitors to begin the development of the visual expression of your brand, which includes the name, logo, colors and typography. Visual development by our team always begins with a pencil and sketchbook not software.
When your brand identity is well established but the strategy to connect with the existing or new target audience needs an overhaul, we have the tools and experience to bring your target back into focus. This strategy should inform all aspects of brand operations and communications across an organization.
A natural output from our identity development and brand strategy projects is creative copy development for slogans, taglines and mottos for both the primary brand or individual products and services. Raw copy provided by you can also be shaped into high impact copy developed for print and digital channels by our team.
The digital channels your brand utilizes to interact with its target audience must offer a seamless experience that is an effective extension of your brand identity and brand strategy. Our in-house team provides custom design and development for websites, ecommerce, social media elements and digital display ads that aligns with your brand strategy.
Customizing your existing type or creating lettering from scratch that is unique to your brand is a powerful way we can set your brand identity above the rest. Custom lettering vs. “off-the-shelf” gives your brand identity it’s own visual voice. Your brand can avoid being associated or confused with another brand.
The Foundation for Excellence in Education
This non-profit, non-partisan organization was founded by former Florida governor Jeb Bush with the mission of helping build an American education system that equips every child to achieve his or her God-given potential. The foundation has also laid out as their vision an education system that maximizes every student's potential for learning and prepares all students for success in the 21st century.
We were approached by the communications department at the foundation in early 2013 asking us to concept, develop and design an infographic that would visually communicate the successes of education reform efforts in Florida over the past decade in print and online formats. Our next and even larger challenge from the foundation was to completely overhaul their policy library in preparation for making it available digitally for viewing, downloading and printing. The foundation wanted to ensure that no matter who was viewing any of these policy papers it was very evident from the branding that it was a foundation document. The library was made up of over 100 documents with an average of 15-20 pages each. The policy papers were formatted in Microsoft Word and utilized very basic visual data tools. We would need to reimagine how the data would be presented to the reader as well as provide a cohesive identity system.
Infographics utillize graphics to visually present complex data and information quickly, clearly and with high-impact. There is a fine line between visually communicating the information well and overwhelming the viewer with too many graphical elements. Our challenge was to visually communicate the success stories while keeping the viewer engaged but not overwhelming them. We successfully extended the existing foundation brand identity into the new infographic while ensuring the design layout would work for both print versions and online versions.
For the digital policy library project, we developed an entirely new identity system that would tie the seven key reform areas into a cohesive brand system in the exterior covers as well as the editorial layout and visual data system for the content of the papers. Another challenge was again to extend but not overhaul the existing foundation brand identity into this new sub-brand. The foundation was able to successfully launch the digital library in October 2013 on their website, making the documents available to a wider audience.
- brand development
- identity development
- brand strategy
- creative copywriting
- editorial development
- infographic development