Recently we started work with a Atlanta based company that is building a global education technology platform that will change the way students all over the world retain knowledge over an entire lifetime.
When we took this client on board, our inside sales executive asked me to participate in their marketing workshop. I don't always do this as we have too many clients being on-boarded and it's not realistic to run a business and know what every client does. But this one was different. This is one workshop that our team really wanted me in and with good reason. The technology is phenomenal. It's game-changing, innovative and ahead of its time.
After conducting the marketing workshop, I spent some time with our designs and branding experts talking through what we wanted the brand to represent. They sent me back a whole heap of logo identity marks - which were all great. One problem... they didn't nail it!
I don't like to get overly involved in this process as we are no longer a small business and I know the importance of empowering people to do their jobs. After three unsuccessful rounds, I decided it was time to roll up my sleeves and put my design hat on.
Working with one of our designers Kris, I explained what I wanted the brand to represent and what style font I wanted to use. He put it together and we tweaked the design to make the fonts more original and to place hidden meaning in its placement. The end results blew my mind.
This brand is original, encompasses all of which they do and showcases the importance of the infrastructure of education. We broke the brand up into two categories that come together as one, once we have finished our lifetime of learning.
I am interested in what you think. I love it and believe in every single movement of this brand identity.
Mellissah Smith is a leading marketing expert having pioneered two specialist marketing firms into operations all over the world.
With 20 years experience, Mellissah has worked with over 200 companies, emerging and large multinational, on developing and executing strategic marketing campaigns.
From developing strategic marketing plans to re-inventing old brands in a changing market place, Mellissah has creative flair, business acumen and a knowledge of all aspects of marketing. She has also worked extensively in marketing and communications for companies listing on the ASX in both the small cap and large corporate arenas.
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