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Case Study — Authenticity Marketing
Apr'8, 2019
  • 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.
  • before
    authenticity marketing icon
    after
    wine/websites icon
    authenticity marketing icon
    wine/websites icon
    authenticity marketing icon
    wine/websites icon
    authenticity marketing icon
    wine/websites icon
    authenticity marketing icon
    wine/websites icon
    authenticity marketing icon
    wine/websites icon
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Design Process — What to Expect
March'5, 2019
  • Initial Consultation (free) — Our chance to get to know each other a bit and compare notes on your branding needs relative to my service offerings.
  • Creative Brief — Assuming we plunge ahead, we’ll meet to fill in a Creative Brief (one concise page) as a ‘springboard’ to the creative process. We’ll cover objectives, target market(s), key messages, call(s) to action, scope of work, budget, deadlines, desired results, and success criteria. I use this brief to ensure focus and to make sure we’re on the same page. We’ll refer back to it and refine as we go.
  • Conception — My task, then, is to generate design concepts to achieve the results we’re after. It’s not enough to simply arrange graphic elements into pleasing forms – designs must clearly and expressively deliver the intended message. This ‘conception’ process is a bit more rigorous than scribbling on a sketch pad until an idea ‘pops.’ It involves ample doses of analysis, incubation, and (hopefully, ha!) illumination.
  • Design — Once I’ve crystalized design concepts in ‘rough’ form, I will articulate them more fully in detailed ‘comprehensive,’ or ‘comp’ form using Adobe Creative Suite tools. I always generate at least two design options for consideration. We’ll then select and revise, iterating through focus group and stakeholder reviews as necessary – you’ll find that I am very open to client input.
  • Coding — If website development is in-scope, I’ll generate code for all pages, sitemap(s), and SEO implementation - with client review, of course, as work progresses.
  • Implementation — You’ll also find that I am with you every step of the way, providing images, source files, and usage guidelines as applicable.
  • Debrief — We’ll meet afterward to address any loose ends, gauge success, and identify any process learnings that I can apply. I am a bit of perfectionist, so be assured that I'll follow-through until you're completely satisfied.
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