Defining a brand’s identity is a prime opportunity for reflection and renovation.
After years of getting freelance design requests for “a logo," I began to find the exercises rather deflating—my carefully crafted marks were invariably thrust into a melee of confused usage and messaging.
Trying to embody the vision and essence of an organization in a little text-flanked icon felt like putting together a single outfit when they really needed an entire wardrobe, expertly tailored and carefully coordinated with a look and style built around who they are and what they stand for.
Thus began an interest in aligning organizational purpose with perceptual personification to create a unique vehicle that expresses a leader’s equally unique vision.
From leadership coaches and financial advisors to faith organizations and NPOs, what my clientele has lacked in prominence it makes up for in a consonance that contrasts the brand/business dissonance epidemic among larger corporations. Smaller, purpose-driven organizations are uniquely positioned to have near-perfect alignment: Their behind-the-scenes operations often are refreshingly just as advertised.
- Rebranding of a 114-year-old non-profit organization
- Equipping an old church in need of a fresh start with a new identity
- Positioning a financial planning startup for immediate post-launch success