Brand Identity & Logo Development

Brand Identity & Logo Development


Non-Profit transforms itself with New Brand Identify, Name and Logo


Project: Brand Identify and Logo Development
Client: Non-Profit Health Research Organization
Situation
  • Organization needed to change its name to support a broadening of the mission and scope
  • Current name reflected initial (narrow) research focus; scope of research and services had expanded
  • As part of the process, the organization needed to clearly define its positioning, create a new name and support with logo and "trade dress" to bring it to life

Assignment/What ASG Did
  • Developed clear, compelling positioning for the organization that builds from its mission and differentiates it in a way that will allow it to prosper long-term
  • Developed new name, as well as direction on "trade dress" that effectively "brings to life" the positioning
  • Validated strength of new positioning and name through targeted interviews with key external constituents
  • Developed new logo based on positioning, and provided ongoing execution assistance to reflect new identity across communications mix 

Results
  • Organization has successfully completed transition to new identity, and introduced it to the target medical community
  • Feedback has been resoundingly positive, with double the number of research contracts awarded after the new identity introduced
 

"ASG helped us jump start our business growth capabilities by re-training our entire marketing management team in state-of-the-art, consumer-based, business building strategies, transforming the marketing function from tactical execution to a core growth focus."

Chief Marketing Officer
Financial Services