Client: Adfero, Role: Creative Director & Brand Strategist
Consistent, strategic branding leads to strong brand equity, which adds value. This added value comes in the form of perceived quality and/or emotional attachment. I challenged our leadership team to question whether the current brand strategy added value and supported the new vision, values and purpose. Through facilitated conversations and exercises, we developed a new brand strategy that became the foundation for the brand identity.
Reducing a complex idea to its visual essence requires skill, focus, patience and unending discipline. There are lots of iterations, changes and tweaks during the process and even then, testing its viability could begin yet another round of exploration. I lead our creative team through the development process while presenting and recommending directions to our leadership team. Our final brand identity system is based on the concept of a modular, monospaced logo with a neutral color palette.