Case Study — Authenticity Marketing
- Challenge — I was chatting with an eventual client at a business gathering earlier this year who faced an intriguing challenge: How could she, as a successful entrepreneur with multiple disparate enterprises, create strong and cohesive brand identity with an eye toward boosting overall sales?
- Orientation — The various businesses she leads are all couched under an overarching Authenticity Marketing brand. Our initial consultation revealed that she wants these businesses to be perceived above all else as: genuine (delivering value), sophisticated (drawing from proven expertise), and easy to work with (responsive and personable). Her enterpises are focused on marketing, web-design, and management consulting. Existing (previous) logos for each are depicted in the 'before' column below.
- Design — The client had already established a good deal of brand equity in many of these businesses, so I pursued an evolutionary approach and retained key design elements - e.g., the 'digital' theme, the 'wood' graphic, the 'global' notion. I sought to achieve strong brand identity and cohesion through consistent design choice: 1) color - rich gold and burgundy tones for a genuine, yet sophisticated and affluent feel, 2) typography - use of script (again, sophisticated) and complementary serif/sans-serif fonts in each case. After an iteration or two, we arrived at the new logos in the 'after' column and new icons to the right. The client is pleased.