• Home
• Company
• Services
• Portfolio
• Gallery
• Blog
• Contact

Corporate Rebrand-CS1

Event Promotion-CS2

Product Launch-CS3

Identity Development-CS4

Integrated Marketing-CS5

Case study 4 - Identity development

See how we helped a new start-up build it's identity from the ground up and hit the market running. We chose this case study because it's and excellent example of the steps required to build an identity -- company logo design, secondary brand elements and primary collateral materials. Our case study also demonstrates The Hutchins Crang Marketing Group Kick-Start Marketing Program designed specifically for start-ups and small developing companies.

Urban Solar, a new company providing solar solutions for transit got their business off to a great start before they had a chance to create an identity. But they needed an identity quickly in order to position themselves for new business.

• Logo design -- simple, clean, crisp, unique & recognizable.
• Colours -- blue, yellow, orange, black & neutral gray, but open to other creative suggestions.
• Image suggestions -- cityscape, trees, sun.
• Impression -- must differentiate from competition and should suggest, green technology and have a business non-consumer feel to it.
• Identity requirements -- logo & copy development, stationary, web site development, brochure development, e-mailer.
• Theme and tone should match the desired company operating environment - technical custom engineering & design, fresh, friendly, energized and customer-focused.
• Primary collateral materials, including a content managed web site, presentation template, stationary & direct marketing e-mail tech update.
• Everything should promote Urban Solar as an established business.

During the process we explored and tested the desired company tone and contrasted it to the solar solution industry and the specific transport industry. The resulting logo had a friendly, technical feel. The secondary brand elements incorporated some of the desired colours and themes to complement and reinforce the company position and personality as well as, market tone. We started Urabn Solar's identity development in late October 2008 and all required materials were in place for the official company launch in January 2009.

1. Refined logo design:

2. Nine initial logo concepts presented:

Of the nine concepts that were presented, the Urban Solar management team liked several elements within the designs, but the consensus was that the sun-fan concept best represented their business. They also liked the feel of the cityscape element from one of the concepts, we suggested that it be developed as secondary brand element to complement their market position.

3. Secondary brand element:

4. Stationary:

5. Content managed web site:

The content manged web site included, auto-linking, PR posting, product posting, article posting, career posting, a customized WordPress blog, an auto e-mail subscription process, an e-marketing process, Image gallery and more...

6. Brochure design:

7. e-mailer template design - CMS powered quarterly publication:

8. Presentation template:

9. Logo download page: