We’ve been busy creating new work for Paradise Valley Estates, a continuing care retirement community in beautiful Northern California just south of Napa Valley. After we conducted several discovery sessions, we developed brand positioning and message strategy. We designed and updated logos and created a fresh new identity package as well as print advertising and a sales collateral system . The campaign emphasizes the fact that residents can enjoy an active and adventurous lifestyle at Paradise Valley Estates. We enlisted the talent of photographer George Fulton, who captured the personality of PVE beautifully. And going live very soon will be a new website by our WECOmates truematter. Thanks to everyone involved on this project!
Literacy 2030 is an initiative lead by the Central Carolina Community Foundation that unites literacy organizations across the Midlands of South Carolina. With the admittedly aspirational goal of achieving 100 percent literacy in South Carolina by 2030, the organization supports literacy service providers by facilitating member communication, encouraging collaboration and providing access to funding sources.
We loved developing this identity system and branding platform, and we’re hard at work on a website to be launched in mid-September.
In meeting a few weeks ago, I listened to a conversation that revolved around a logo. A glance revealed the existing logo was dated, but the client was interested in a refresh, so there was a plan to show the client a three-step journey. The designers showed a range of logo options that took the mark forward ever so slightly, then two steps forward and then just a little further.
What a smart thing to do for a brand to do: take a step forward.
In 2010, the world witnessed the Gap-tastrophe that was the new Gap logo and “brand.” Shortly after that unfolded, we witnessed the Starbucks micro-refresh which was discussed ad nauseam because of its unfortunate timing on the coattails of the Gap disaster.
Gap logo -- attempted refresh (image via NY Magazine)
At what point does brand equity turn into a detriment? If your logo looks like it fell out of 1982, what does that say about your company? Do you wear the same clothes you wore ten years ago? Are the walls of your house the same color they were in 2001? You’re probably not even living in the same house. There’s no denying things and people change—sooner than we probably like. Still, I find it interesting that many companies are resistant to evolution.
I’m afraid they confuse internal equity and external loyalty, hanging on to an identity or mindset they like and feel invested in rather than one that could give their brand a lift with the people at the heart of the matter: their customers.
When a brand establishes rock-solid principles reflected in their actions, that’s equity that should be off limits. A company’s basic platform should deliver far more mileage than the mark that identifies their business. After all, that’s what the company is built upon.
Keely Saye is a talented inbound marketing specialist and we’re happy to have her as a strategic partner. We developed a fresh, distinctive graphic identity that reflects her personality and her style of doing business. We designed a custom logotype and graphic elements: a custom pattern, vertical mark, monogram, color palette and graphic standards. Although 95% of her work is in the digital space (look for her new website soon), we felt that it was important for her to have a business card that would create a lasting impression. We turned to Copper Dog Press that printed each card by hand on a ca. 1900 Chandler & Price platen letterpress. All of this care and attention to detail is evident in the finished product(s) and is reflective of Keely’s work as well. We’re excited to help her launch this new look!
There is a rising consciousness that we are all connected, one to another - human beings, nonprofits, small businesses, corporate America. This blog is devoted to the study of the intersection between people and the thoughtful brands with which they identify.
