ideasite home page
ideas by email
Make the best of an unavoidable subsidiary brand by taking a logical approach.
Once in a great while, legal or other circumstances can make straying from the established brand unavoidable. In such a situation, when your brand's identity can't be perfectly preserved, let logic dictate each aspect of the related initiative. Begin by making a checklist of all the original brand's components. This will help decide to what degree, if any, existing characteristics can be used.
This sample is the result of an asociation creating an insurance company to provide high quality liability coverage for its member attorneys. While it was beneficial to point out the relationship, a clear distinction between the two entities was also necessary.
Our logical checklist allowed for the association's original color and typefaces to remain in tact, but indicated that association's logo be dropped entirely. Instead, the signature had to be that of the insurance provider. The association's name also appeared, but in text type, much like a supporting theme line. As for the key visual, a simple approach was the best solution. Both ads and mailings featured a headline that visually paid off itself, eliminating the need to add another new graphic element.
The overall impression of this piece, at first glance, is that it comes from the association. Then the insurance company's logo gets in the way ever so slightly until the copy can kick in to clarify this unexpected relationship.
Sometimes a brand's solution is standing right in front of us.
"It's important that the brochure shows me with a crowd of people", my client said. Timothy Conover is a corporate spokesperson who represents companies at events by weaving their message into his mystifying act. Now, how to move 16 people to absolutely adore him on film? My strategy was to hire a couple of seasoned professional models that could help set a professional mood for the rest of the crowd who are, in reality, Tim's very good friends and associates. As the project evolved, it soon became obvious that Tim, himself, was and would continue to be his own best possible branding solution. As we progressed on the brochure, it was an easy matter to reconfigure the key visual to also work nicely on business papers and an ad.We were even able to include the business card and label on the brochure's press run.