Starting with a brand discovery session with the founder and her copywriter, we established the project goals and positioning, explored Gatewood’s target customers, delved into the customer journey, listed brand attributes, and explored what made their brand unique. From there, the Brim team synthesized the discoveries made during the session into a comprehensive Brand Recipe, which included Gatewood’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 Gatewood Consulting Group’s target customer in mind, we presented 3 options for review. From there, they selected 1 favorite 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.
The challenge was taking the vision of the founder, who was launching her own consultancy after 35 years in justice, and positioning her firm as a highly experienced consultancy with an optimistic outlook and fresh approach to DEI and justice practices. Despite her experience, she was unsure about her competitiveness in a field of established justice consultancies.
Brim was tasked with the opportunity to construct a brand identity for a consulting firm in the justice sector that puts people at the center and strives to focus on DEI and justice as an outcome, not a system.
After our discovery session and approval of the Brand Recipe, the client gained clarity on her positioning and gained confidence in herself and her firm as one that can compete with other legacy firms.
Since launching, she has been inundated with projects and is quickly growing her clientele, reinforcing her reputation as a justice sector powerhouse and partner.
