Through a signature BRANDING INTENSIVE work session, BRANDING FOR THE PEOPLE discovered Lynne’s market uniqueness. In addition to helping businesses grow, she incorporated fun and play into work. Clients would observe this and realize how fun and play were possible for them. In a tremendously stressful line of work and the pressure to provide, contractors resonate with someone who can help bring “fun” back into their lives; hence, the Brand Idea: “Decide on Fun.”
We then reconsidered and recommended a shift in the company name from “MLJ Coaching” to “MLJ International.” The new name offers her room to grow and provide services beyond coaching. Furthermore, because coaching as a profession is not common in this demographic, the term offered little meaning for her brand. So, “coaching” was removed from the vocabulary.
The Visual Identity, logo, and website all needed transformation. The new logo symbolizes the missing piece in contractor’s lives (i.e., the “fun”) highlighted by a singular color. Meanwhile, to invoke strong stability, the logo shape resembles a gear with clear edges. This subtle, yet important distinction, helps avoid the misperception of her brand as “too soft” by a predominantly male audience.
The logo and blue-gray colors lean toward traditional in order to convey trust and strength. The fun and playful traits of her brand are implemented through copy and messaging rather than logos and images.Read More
Over the course of the engagement, BRANDING FOR THE PEOPLE provided:
- Brand Strategy / Brand Positioning
- Brand Idea
- Brand Guidelines
- Creative Services
- Visual Identity (logo suite, color palette, graphic elements photography style, typography style)