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Brand
”Your brand is a story unfolding across all customer touch points.”
- Jonah Sachs
I help brands tell their unique, real-time story. I lead client brand workshops, and direct the positioning, messaging and visual design.
The Clara Abbott Foundation
The Clara Abbott Foundation, an 80-year old nonprofit, provides financial assistance to Abbott employees and their families. The brand underwent intentional changes to better relate to employees and embrace cultural diversity across 70 countries. Our key message: financial assistance supports employees and fosters future generations' financial stability. We updated the logo and used commissioned artwork to shape the visual brand.
The Connected Clara World illustration embodies the promise of hope and relief for Abbott families worldwide. Silhouettes and water symbolizes the Foundation's support and reach. The bridge-crossing family signifies hope, progress, and optimism. Vignettes portray Abbott families moving forward with the Foundation's help. Working with illustrator Ellen Weinstein, we devised a 'master illustration' approach, consisting of a large illustrated world whose many mise-en-scène moments can be extracted for storytelling purposes in marketing.
Deliverables included:
Brand Workshop | Brand Platform | Brand Messaging | Logo Refinement | Visual Identity | Custom Illustration
Lenovo Sustainability Solutions​
Lenovo needed foundational brand messaging for their new Sustainability Solutions services offering. Our team interviewed internal SMEs to gain a comprehensive understanding of Lenovo's unique positioning. We needed to be sure the new messaging, tone, and visual identity also aligned to Lenovo's overarching corporate brand. The client was extremely pleased with the results and is now leveraging for all future campaigns, sales enablement, partner enablement and go-to-market materials.
Deliverables included:
Message Map | Value Proposition | Visual Identity | Photo Library | Foundational Copy Blocks
WellRight
WellRight, founded in 2013 and based in Chicago, Illinois, offers a personalized and customizable corporate wellness platform. Our main challenge was identifying their unique value proposition in a highly competitive market. Through thorough competitor research and a brand workshop, we discovered that their agile and customized wellness program set them apart, forming the cornerstone of their brand.
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As the company transitioned from a startup to a fully-funded organization, we focused on modernizing their image. This involved refreshing the logo, developing a new brand platform, crafting a comprehensive messaging framework, and creating a fresh visual identity.
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The culmination of these efforts resulted in the launch of a new website. We received a heartfelt note from WellRight's CMO expressing his gratitude, and he also publicly thanked us on LinkedIn. We're eagerly looking forward to seeing how their new brand propels their business forward in 2024.
Deliverables included:
Competitive Research | Workshop | Brand Platform | Brand Messaging | Logo Refinement | Visual Identity | Website
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