Boldface Why, a nonprofit-focused marketing agency, came to me with a predicament: they thought their brand was turning away clients.
Heading in a New Direction
After some discussion, we determined they needed to change their brand if they were going to serve “Missions that Matter.” Taking the brand in a new direction meant having a new, approachable name: The Useful Group.
After we determined that the Useful Group would be the new company name, I then headed up a branding discovery phase that played an integral role for the visual components of the brand. We brainstormed words that resonated with the Vision and Mission for the Useful Group. Finally, we narrowed it down to 5 key words that embodied the new brand:
Finding a Balance
Discovering more about how the Useful Group identifies themselves was helpful, but as I explored visual directions I felt a tension between paying homage to Boldface Why or taking a more conservative approach. In the end, I believe I found a balance between energetic and trusted.
Bringing Ideas Together
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.
Picking Useful Colors
Establishing a color palette that fit Useful Group's bold, yet principled personality was a fun challenge.
In addition to the logo and visual identity elements, I was also tasked with creating custom icons that outlined the Useful Group’s services.
A Brand with Serious Character
The new visual identity system, which plays off of a paper clip motif, provides an effective and versatile look with serious character.