Starting with a brand discovery session with the two founders, we jumped into our ‘Brand Recipe’ process. We aligned the project goals, established positioning, explored their target customer, delved into the customer journey, listed brand attributes, and explored what made their brand unique. From there, our Brim team synthesized the discoveries made during the session into a comprehensive Brand Recipe, which included CultureEd Collective’s messaging (mission statement, positioning statement, elevator pitch, anthem, value propositions, and taglines), competition profiles, strategy points to help achieve their short term and long term goals, and visual inspiration.
Building on the approved Brand Recipe, we transitioned to the logo design process. With CultureEd Collective’s customers in mind, we presented 3 options for the founders to review. From there, they selected 2 favorites with some notes for changes, which we presented in another round. From that round, we finalized and approved one logo design and then added color.
Brim was retained to create a brand identity that represents the client as taking a differentiated and holistic approach to diversity, equity, and inclusion consultation, specifically for the education sector.
The unique stacking of the letters in ‘CULTURE’ goes against the grain of ‘business as usual’ and communicates innovation, empowerment, and forward-thinking. The bold typeface relays strength, and the box suggests the figurative 4 walls of the school they’re helping, and how it’s important that culture is nurtured and strengthened within those walls, within that community. The 4 points are a dynamic icon to represent the positive growth beyond the 4 proverbial walls of the school, as if those walls are expanding locally, nationally, and globally.
CultureEd Collective incorporated their new branding in their proposals and was able to sign their first client before officially launching.
