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 then 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: