Branding

Areas of Expertise:

  • Asset Creation/Management: Brand Kit, Business Collateral, Colors, Icons, Images, Logos, Presentations, Proposal Covers, Signage, Style Guide, Templates, Typography
  • Brand Management & Strategy
  • Identity Systems
  • Market Research

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Brand Refresh

A previous merge and then separation from a different company with a similar name caused brand confusion internally with employees, with customers & vendors, and with potential new hires.

Since they decided not to change their legal name, I led a brand refresh that would transition the company to a DBA (Doing Business As) name. I created the strategy, implementation plan, and materials including a brand style guide, event/marketing materials, merchandise, signage, templates, and a newly designed website.

  1. Audited the current brand’s visual identity, messaging content, touchpoints, and performance; defined why a refresh was needed.
  2. Researched competitor brands and the brand refresh process.
  3. Met with key stakeholders (CEO, COO, EVP) to discuss scope and strategy.
  4. Created implementation plan.
  5. Created inventory of all assets that needed updating.
  6. Gathered/wrote/updated brand content and created new Brand Style Guide.
  7. Designed and/or updated all assets.
  8. Sent materials to key stakeholders for review; made revisions and tested.
  9. Secured final approvals from management and began launch process.
  10. Shared new materials with current employees; worked with the HR team to create brand & marketing training materials for current employees and new hires.
  11. Announced brand refresh to customers, partners, vendors, and the general public.
  12. Made adjustments to assets and guidelines based on feedback.
  • Adobe Acrobat, After Effects, Dreamweaver, Illustrator, InDesign, Photoshop
  • Canva
  • HTML/CSS
  • Microsoft Excel, PowerPoint, SharePoint, Word

Chief Executive Officer, Chief Operating Officer, Executive Vice President, HR Director/Team

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