Brand Development: From DIY Logo to Corporate-Level Brand Professionalism

Brand Development: From DIY Logo to Corporate-Level Brand Professionalism

Brand Development: From DIY Logo to Corporate-Level Brand Professionalism

Brand Management | Brand Design | Document Design

Edwards Construction Group | 2023

In my short time with Edwards so far, I’ve transformed their brand from a DIY, small-business logo implementation to a modern, major corporate-level look and feel that is competitive with organizations many times their size and adheres to strict brand guidelines for future-forward management and market presence. 

Goal

I was hired by Edwards to improve their Project Proposals to better compete with more established organizations across Central and Southern California. However, upon arrival and review of their existing state of affairs it became clear that the first critical step in rising to the level of the competition was to focus on the brand. 

Their existing logo was designed in-house by non-design professionals and their implementation across materials and client-facing touchpoints was disorganized. See the original brand and implementation below: 

Original Brand

Approach

I worked to develop a new brand concept. I wanted to honor their legacy as a three-decade old, family organization while designing for a modern look and ease of application across mediums. I designed a full logo from scratch and implemented a new “Edwards Blue” that would be more masculine and carry more presence the the simple Cyan color previously being used. I developed brand guidelines and worked with teams to implement a cost-effective transition from old brand to new. 

Results

The result is a corporate-level brand that an organization would normally have to pay tens of thousands of dollars to develop with a team of brand designers. In-house, we were able to design a sophisticated, meaningful brand that led to the upgrade of Edwards’ first impression on all clients and stakeholders. The design transformation, from old to new, speaks for itself as a successful endeavor. 

 

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Katie Novo

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Full Website Design for B2B SaaS MDM Technology Startup

Full Website Design for B2B SaaS MDM Technology Startup

Full Website Design for B2B SaaS MDM Technology Startup

Branding | Web Design | Marketing Operations

Confidential Organization | 2020

A new branding structure and website redesign reduces confusion around this organization’s products and services, allows for dynamic account-based marketing messaging and content, and is integrated with a complete marketing tech stack for lead generation and conversion tracking.

Goal

When I arrived to fulfill the newly created Marketing Director position at this organization, the first major project to tackle (besides a full marketing infrastructure overhaul) was to create a new website. The organization had several disparate websites for its products and services, with an antiquated design and tech-heavy messaging. 

Take a peak at the old site here: Old Website Circa 2018

Approach

This was my first project in this position. Before I could get started I had to learn the ins and outs of the organization and its services. I did this by reading materials given to me by leadership, interviewing sales, operations, and development folks and by reviewing its websites. 

I quickly understood that the sites needed better organization. Disparate sites per product was an issue in navigation and confusing for the reader. This website re-design began to be a re-branding exercise. The product taxonomies and product structures themselves were a bit hodgepodge and difficult to understand. 

I took a step back and created a new brand strategy. This would take a number of services, all originally given obscure Latin names of course, and give them modern, easy to understand names and sensible relationships between with each other. 

With the new branding architecture, naming, and design I was able to create a sitemap that would combine three websites into a cohesive, easily navigable home site. I designed a completely new brand aesthetic with slim lined characters and simplified infographics and process workflows. I worked with several stakeholders to simplify the copy on the site and move away from overly-technical jargon written by developers, to relatable text for our audience and their level of understanding of the issues. 

Lastly, to boost our online presence, I built a blog and resource section with a complete SEO regiment per piece. I employed contract writers and worked with them to churn out relevant content to keep our readers exploring. 

Results

The new site infrastructure allowed us to move quickly with new campaigns. Unbeholden to web developers, our WordPress infrastructure gave me the ability to design and launch a landing page in less than one day. We were able to test content more efficiently and adjust as needed.

I was able to integrate Google Analytics, Hubspot CRM, Mailchimp, Salesforce and Terminus ABM software and use the site as one piece in the lead generating and tracking marketing tech stack. We began to see a major uptick in usership as we published blogs, whitepapers, videos, case studies and launched ads across our prospects’ ecosystems. 

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Katie Novo

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Corporate Sales Support Proposal Development and Document Design

Corporate Sales Support Proposal Development and Document Design

Corporate Sales Support Proposal Development and Document Design

Brand Management | Document Design | Sales Support

Confidential Organization | 2019

Controlled internal and external document branding is a strong indication of a mature organization with its ducks in a row. The following is one example of how design can help a critical proposal to rise to the top and stand out from the competition. 

Goal

Brand consistency across the entire sales process and buyer journey is often overlooked. Sales folks are on the move and they create documentation on the fly. They met their deadline, but their presentation invokes something like Frankenstein.

Cohesion in presentation and branding can play a substantial part in a buyer’s perception of your level of professionalism and organization. Just as assuredly as you would pick the best label on the shelf, your prospect will lean towards your product if it is packaged beautifully.

My Sales Team was preparing to answer an RFP from a major organization and came to me for help. Beginning to see the value of well designed documents, they asked for a polished look and a review for new branding taxonomies.

Approach

My approach to this project was to balance the alignment of the document to my newly established brand direction with a functional template document for ease-of-adaptation for my sales team.

I first created a custom design for the document in Adobe XD. Once I had rules established for the type, spacing, and title graphics I re-created the document in Microsoft Word. There, I created an asset library of the character styles, spacing, palette, and graphics within the document itself that would be accessible to the document creator. I completed the template design and used it to create the first designed Proposal to ensure that all of the kinks were worked out.

Once completed, I delivered the completed proposal document and the proposal template to the sales team and offered a quick training session for its potential users.

Results

The result is another piece along of the sales and marketing processes that is branded and synchronized with all of the other touchpoints along the buyer journey. Allowing the Sales Team to use a template rather than submit to the design request process nearly eliminated instances of mal-adoption or rogue, Frankenstein sales proposals. 

 

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Katie Novo

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Corporate Blog Design and Content Development Strategy

Corporate Blog Design and Content Development Strategy

Corporate Blog Design and Content Development Strategy

Content Strategy | Content Development | Web Design |Marketing Operations

Confidential Organization | 2021

Multiple marketing strategies for this organization are supported by the creation of a blog and online resource center. Significant growth is then achieved with the onboarding of Subject Matter Experts as contracted writers to help keep a constant flow of relevant and insightful B2B SaaS content and to help education target audiences. 

Goal

This organization provides a complex master data management solution that is a necessary upgrade for process improvements in healthcare and life sciences companies. However, it is difficult to understand as a sophisticated backend technology and solves a problem that most don’t even know exists – or that they don’t know how to articulate yet.

Therefore, we not only needed strategies to improve direct sales, we needed to become educators in the process. 

Approach

My approach to marketing an “Unknown Unknown” was to begin with basic education around the problems it seeks to solve. I started by designing the blog and website infrastructure as a vessel for new content. I integrated it with Google Analytics and Hubspot for tracking and analytics, as well as with Mailchimp for new subscribers and privacy compliance. I developed and detailed an SEO regimen to be applied to each piece of future content for our interns and marketing coordinators to follow. 

Once the infrastructure was in place I began to develop content. I repurposed old material with important messaging into brand new whitepapers and case studies. I outlined and began to work on heavy-hitting content with our internal staff. And, most importantly, I found and contracted writers that could develop content for this complex technology with little input from our Subject Matter Experts. This allowed us to spend more time developing technical content with our SMEs internally, such as whitepapers, case studies, and demos, whilst weekly articles on less complex topics could continue to be published and boost our SEO. 

Results

The organization has consistently seen growth in its web visitors and content downloads. I was able to leverage blog articles and downloads in various demand generation and account-based marketing campaigns, as well as leverage data from the blog activity to better target accounts in our lists with their specific interests. The content developed was even helpful in developing the organization’s first email nurturing campaigns. 

A blog is a necessary vessel for any B2B SaaS company to be successful. Not because you will become a publishing company with avid readers, necessarily, but because it helps your audience understand why they need you and it helps you understand your audience. 

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Katie Novo

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Research and Prospecting Analysis Workflow for B2B SaaS Marketing Campaign Strategy

Research and Prospecting Analysis Workflow for B2B SaaS Marketing Campaign Strategy

Research and Prospecting Analysis Workflow for B2B SaaS Marketing Campaign Strategy

Marketing Strategy | Market Research | Account Based Marketing

Confidential Organization | 2021

You can sift the open ocean for treasure and never find so much as a sliver of iron ore. Or you can put in the time and research to find the best spot in a small cave in northern California to improve your chances of hitting it big. In B2B technology sales, casting a wide net is a surefire way to get nowhere. Intelligent prospecting sets you on the quickest course for success.

Goal

The B2B SaaS sales cycle for products ranging from 150K to over one million dollars is a long and tedious one. Your strategy for reaching leads and the processes by which you move prospects through the various stages of qualification must ultimately deliver your sales team the best possible candidates for this arduous sales cycle. 

I was given the challenge of marketing a Patient Master Data Management solution to an industry that had not yet widely, or even narrowly, adopted MDM as a technical necessity. 

Approach

I began by conducting standard market research. I studied the Life Sciences industry as it pertained to actual patients (vs. renewable energy and plant-based meats, etc.) We felt that the solution would help Life Sciences and Biotech organizations to better market to and manage their patients. So, I had to learn what methods these organizations used to reach prospects and how those patients moved through the onboarding to in-therapy lifecycle.

Once I understood better the mechanisms and technologies used by LS and Biotech organizations I was able to spot some key bits of insight that would help us narrow our target audience.

Once an organization got too big, it was less likely that we would be their first choice as an MDM solution. Afterall, we were in a startup phase and competing against billion dollar, well established competitors.

We found that the consultative portion of our product implementation was extremely helpful for Biotechs that were just beginning to set up their marketing and patient management infrastructures. However, we cannot just assume a Biotech with under 50 million in the bank is about to take off and become a multi-billion dollar business. It could be a failing business or a stagnate company with little growth on the horizon. We had to look at other metrics to determine if an organization would be a good fit to drop into our marketing campaigns.

I came up with a prospecting “equation” (featured below) that would help us narrow our targets to potentially successful, emerging Biotechs:

  • I first eliminated the big players by limiting revenue to 500 MIL.
  • I looked for any organizations with lesser revenue but that had just received massive amounts of funding.
  • I mined data from FDA Clinical Trial Data to understand where these organizations were in the clinical trial stage and when they expected to have their stage 3 trials complete.
  • I looked at anyone that would be completing phase 3 clinical trials within the next 6 months. This meant that they were going to have to begin preparing to go to market.
  • I confirmed this theory by looking at hiring data in Linkedin Sales Navigator for organizations within this phase 3 clinical trial parameter. I could see whether an organization had a major jump in hiring practices for their business development, sales, and marketing departments.
  • I could also see in Linkedin Sales Navigator if a major executive in those areas had just been hired – they were now my new best friend.
  • I searched job sites for biotechs hiring for change agents, marketing directors, business development and operations executives. I went so far as to note whether the words Patient Data Management or MDM skills appeared in those job reqs. This would indicate to us their technology stack which would otherwise be difficult to discover.

I turned all of this into a specific equation and process that could be followed by marketing coordinators or research assistants on a monthly basis to ensure every possible, highly qualified candidate entered our marketing funnel.

Results

Once I had this data answered and my list was substantially narrowed, I could do some more traditional research online. I could research 50 prospects thoroughly instead of 5,000 prospects poorly. We were able to drop extremely qualified prospects into a marketing funnel tailored specifically to their needs. Our spend on ads, content development, and ABM strategies was akin to using a surgical knife to extract leads rather than, again, casting a wide net and wasting a lot of our budget on dead ends. 

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Katie Novo

Connect with me on Linkedin or send me a message and I’ll get back to you as soon as possible.