Samuel Lee Miller
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The Useful Group

Brand Identity, Icon Design

CHALLENGE

CHALLENGE

Establish a unique brand identity for a marketing agency with serious character.

CONTEXT

CONTEXT

Boldface Why, a marketing agency, came to me with a predicament: they were too bold and turning away potential clients.

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STRATEGY

STRATEGY

We knew that they needed to change their brand if they were going to service "Missions that Matter."

01

01

Taking the brand in a new direction meant having a new, approachable name: The Useful Group.

02

02

Beginning to brainstorm, I thought about the simple question: what does it mean to be useful?

03

03

Multiple concepts came to mind, but the one that made the most sense was a paper clip. It brings ideas together.

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SOLUTION

SOLUTION

The new visual identity, which plays off of a paper clip motif, provides an effective and versatile look with serious character.

BRAND VOICE

BRAND VOICE

Savvy
Principled
Effective
Collaborative
Trusted

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 Locking down the typography to accompany the mark was a crucial component in developing The Useful Group brand.

Locking down the typography to accompany the mark was a crucial component in developing The Useful Group brand.

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 Maintaining brand equity from Boldface Why, a condensed typeface was added into the brand—providing a sense of boldness and strength.

Maintaining brand equity from Boldface Why, a condensed typeface was added into the brand—providing a sense of boldness and strength.

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ICONOGRAPHY

ICONOGRAPHY

Project Leadership
Communications
Consulting
Digital Solutions
Marketing
Publicity
Publishing

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TESTIMONIAL

TESTIMONIAL

"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