The Listen Up Español name needed a change, yet it also needed to capitalize on their great reputation. How could their brand show that they are not a Spanish-only business, AND retain enough of the original nomenclature to capitalize on their existing reputation?
In our signature BRANDING INTENSIVE, BRANDING FOR THE PEOPLE conducted a NAMING FOR THE PEOPLE process to help generate a new company name. We looked for inspiration at what their clients wanted: a call center that represents their brand with prowess; a call center that connects with their customers and clients; a call center that listens and earns trust. From this, we focused on the word “Listen” (already found in their name) and the word “Trust” for the new name: ListenTrust. An approachable and friendly name that describes the benefits ListenTrust offers its clients – benefits that are further transmitted to the client’s OWN customers.
The logo uses a simple, yet sweeping, typographic treatment. A visual arc from the letter “e” to the final “t” connects the words “listen” and “trust” to symbolize how the art of listening builds trust. This arc is repeated as a ‘supergraphic’ on the webpage to amplify and add subtle context to the visual identity. Finally, the color gradations from red to orange subconsciously communicate connection: the key between listening and building trust.
Over the course of a six-month engagement, we delivered the following:
- Brand Strategy / Brand Positioning
- Brand Story
- Creative Services
- Visual Identity (logo suite, color palette, graphic elements, photography style, typography style)
- Stationery System
- Brand Guidelines