THE USEFUL GROUP
Crafting a brand identity with serious character.
Boldface Why, a marketing agency, came to me with a predicament: they thought that they were being too bold and were turning away potential clients.
After some discussion, we determined they needed to change their brand if they were going to service “Missions that Matter.” Taking the brand in a new direction meant having a new, approachable name: The Useful Group.
Beginning to brainstorm, I thought about the simple question: what does it mean to be useful? Multiple concepts came to mind, but the one that made the most sense was a paper clip. It brings ideas together.
The new visual identity, which plays off of a paper clip motif, provides an effective and versatile look with serious character.
“Sam is exceptionally gifted at brand strategy, messaging, and design. It’s an honor to partner with someone so talented who is willing to make our projects his own, and to get after it with excellence. I highly recommend his work!”
—James Kinnard, Founder of the Useful Group