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

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

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

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

New Software Branding and Product Launch Strategy Proposal

New Software Branding and Product Launch Strategy Proposal

Short- and Long-term Branding and Product Launch Strategy Proposal to the Board

The Category or Type

The Company | The dates or time period

Story

After creating the concept and designing the software, I was asked to contribute my ideas for the logo and future planning. I wrote and designed this preliminary proposal which has since been adopted with the addition of supplemental details and specific outlines.

The company had been integrating services for a long time, but we had not properly conveyed that integration to our customers in a way that would make sense. By designing the product to be an ecosystem for all dimensions of food safety and supply chain compliance, I was then able simplify the experience for all of our customers.

This branding strategy and product “roadmap”, of sorts, lends itself to that concept. We were able to transform our messaging to not only be a one-stop-shop, but to help the customer through experience and messaging the benefits of interoperability and service integration.

This was an exceptionally fun project and highlights when all of the elements of business design come together.

It was used to communicate to my CEO and the President of Primus Group initially. As it became more widely accepted amongst the “higher ups”, it was then proposed to the Board of Directors. After their overwhelming acceptance, it was then shared with department heads and managers and so on, until it was widely understood amongst all of our employees.

Katie Novo

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