Case Study of Elevating Your Business:
Building a Bigger, Better Business with
an Updated Brand Identity

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

Educate
Explore
Essence
Execute
Evolve




Educate:
Maria Marsala had been in business for eight years; her target market had changed from new business owners in fledgling businesses to CEOs, presidents, professionals and executives in more established businesses in the financial and service industry. Maria wanted an updated brand identity that looked professional, consistent and corporate, without being too formal, and it of course needed to attract her ideal clients.



This was the company’s previous logo mark, letterhead and business card.




Explore:
We created a variety of logo concepts for this project exploring the symbolic graphic mark that accompanied the name of the business. The typeface and colors were changed slightly to update and freshen the brand identity, but the basic elements retained much of the original. The challenge was to update the identity while maintaining enough of the old look so that past clients and contacts would still recognize the brand—the same business, but even better!




We explored the use of the kite, “E” and a figure as graphic icons.

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Essence:
The final logo was chosen with the steps graphic symbolizing Maria’s six-step process, and climbing the steps to success. The previous colors were deepened to create a warmer and richer feel to the identity. Deep purple is often tied to thoughts or feelings of wealth and being a visionary. Word association research has shown that teal can evoke feelings of serenity, sophistication and confidence.



This is the final logo design chosen to represent Elevating Your Business.




Execute:
The new logo was incorporated into the web site; a traditional stationery package—letterhead, envelopes, and business cards—were created. In addition, Maria requested a Word template so that she could create branded documents on-the-fly and turn articles and handouts into PDFs. And because Maria accepts regular speaking engagements, she also needed the logo incorporated into binder covers and a Power Point template. All collateral supported and linked to the main logo and brand identity.



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

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Evolve:
Since November 2006, Eye 2 Eye Graphics has helped Elevating Your Business manage the brand identity; when new products and materials are created for the business, they follow the identity standards to ensure a strong and consistent brand identity presence in the marketplace. People viewing Eye 2 Eye Graphic’s portfolio usually recognize Maria’s page when they see it, and later if they meet Maria in person, they feel like they’ve already “met” her from seeing the portfolio!



The pieces shown here are The Corporate Secrets book cover and CD set, Speaker’s promotional card, gift certificate, and the More Business e-zine cover.

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