Case Study of CopyVox:
Re-name + Re-position = Re-brand

Use these links to learn more about a specific part of the process:

Educate
Explore
Essence
Execute
Evolve




Educate:
Three years after opening a marketing communications company called Words Are Us, principal Karen Kanakanui decided to niche, re-position, and re-brand her company. A new company was born, CopyVox, a combination of “copywriting” and the Latin word for voice, “vox.” Targeting creative directors and owners of advertising agencies, CopyVox needed a highly visual, stylish new brand identity that attracted creative professionals and gave Karen an edge on the market.



This was the company’s previous logo mark.




Explore:
Eye 2 Eye Graphics created four concept designs that explored a few different styles, color combinations, and themes to represent CopyVox. Ultimately one stood out from the others and best represented the values and personality—professionalism combined with cutting edge concepts and forward-thinking strategies—of CopyVox.



One of these concepts was chosen to be polished and finessed into the final logo.




Essence:
The finished logo communicates the essence of the business. The joining and interlocking of the large letters, as well as the words Copy and Vox demonstrate the focus on the importance of collaboration among everyone involved in the process. This element also visualizes a key ingredient and the core of what CopyVox offers, a unique blend of traditional copywriting and voice technology.

Another important design element in the logo are the dots centered in the two “Os”, which illustrate the importance and care taken with the details in the work that Karen does, as well as demonstrating her ability to create targeted and unique marketing campaigns. The colors were also chosen to support the brand—the bright green is an edgy “pop” representing fresh ideas; word association research indicated that people see the green as artsy, bold, and sharp. The teal evokes feelings of serenity, sophistication, and confidence.



This is the final logo mark design chosen to represent CopyVox.

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Execute:
Once the final logo design was chosen, it was time to apply it to stationery and the web. Elaborating on the theme of edgy and professional, we expanded on the diagonal from the “V” and the dots from the “O” to create a layout identity for the letterhead, business cards and web site.



Shown here are the final layout designs for the web site and stationery package with letterhead cover sheet and secondary sheet, envelope, and business card (front and back).




Evolve:
As CopyVox expands and evolves, its needs for other marketing collateral—note-cards, e-zine design, rack cards, etc—can all be based on this initial design process. The brand identity will be monitored and evaluated by the business owner as the business grows to make sure it continues to support the CopyVox brand.

More materials to expand the brand identity of CopyVox are in the works. So stay tuned for new projects soon!

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