Brand Identity Program
Industry: Professional Services
Client: Client Advisor Awards | Creative Growth Group
Overview: Creative Growth Group, a consulting firm that helps clients attract and grow business, was going on their fifth year of hosting the Client Advisor Awards, an annual celebration recognizing relationships and success between clients and the professional services firms that serve them. They were gaining traction not only in the host city but other markets interested in developing a CAA program in their cities.
Objective: Create a compelling brand identity program that is flexible and scalable.
Brand Design: Our first goal was to tighten key messages and to refine the existing identity to ensure consistency across all mediums. We then extended the identity by designing a theme, "Link to Excellence" to capture the essence and personality of the event. We used "links" with relevant words to represent key aspects of being a client or an advisor and how relationships are built by being linked to each other. The new imagery was then applied to digital templates for brochures and materials and online with a new, bold website giving the program more flexibility to update and scalability to expand into new markets.
Results: The new, refreshed identity program has recieved positive feedback as well as provided the internal marketing team flexiblity to update communications real-time and a platform that is scalable for growth.
Deliverables: Brand Strategy > Positioning > Messaging Platform > Refreshed Logo & Imagery > Collateral > Website > Digital Templates