Samuel Lee Miller
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The Useful Group

Visual Identity, Icon Design

 
 

The Useful Group

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

 

DELIVERABLES

Visual Identity
Icon Design

 
 
 
 
 

Context

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

 
 
 

 
 
 

Strategy

After some discussion, we knew that 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.

 
 
 
 

Process

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.

 
 
 
 

Solution

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

 
 
 
 

Typography

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

 
 
 
 

Iconography

An integral piece of the Useful Group brand was custom icon design for their services.

 
 
 
 

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, THE USEFUL GROUP