Branding
During my time as a Creative Services Manager I had the pleasure of leading a rebranding effort with the marketing team for Calero, technology expense management company.
Calero (formerly Calero-MDSL) had recently merged, and with it came various designs from the respected organizations.
This created issues as employees were using different powerpoint templates, old logos were on solution sheets, it looked disorganized and unprofessional.
To tackle this problem I reviewed the existing material and decided what, if anything was salvageable. After establishing brand colors, photography and iconography, I led marketing stakeholders through a branding exercise using archetypes to see where the company currently stood, and where they wanted to be. This archetype would drive the creation of the brand voice, mission and vision statements. When this was completed a local design company was contracted to create a new logo that would unify the project and rally employees around it.
An example of the front and back of a solution sheet that salespeople would use when interacting with potential clients.
(Right) A sample page from the completed Brand Guidelines that was made for the company.
Other pages included directions on how to use the brand colors, what fonts to use. and where to access iconography for PowerPoints.
(Left) A brand template for the Calero podcast to be used on social media.
Calero had had an existing relationship with a production company, but the videos that were produced didn't get much viewership. I approached leadership with the idea of a podcast that was professionally filmed and recorded. This would showcase thought leadership in two areas.