After more than 20 years of working in journalism, technology, and product management within big companies, Michael Bender was ready to start something on his own. Specifically, he wanted to create a consulting business that helped organizations see new possibilities in how they create, use, and sell their content.
Adapting the methodology for a budding consulting business meant a couple of changes. Instead of doing qualitative and quantitative research, Spencer Brenneman created a thorough questionnaire for Bender to answer. The focus of the exercise was to understand the types of clients Bender would serve, what assumptions they may make about working consultants, and most importantly, what emotional needs they would bring to the work.
Client focus: Consulting
Main goal: Create a new brand
”"I was skeptical of the whole branding process when we got started. Now I’m a believer. Though your strategy might change constantly, having brand documents helps you stay aligned with your values."
In a crowded field of consultants, we had to help Mike Bender find what made him unique. Luckily, with his vast and unique experience, it was easy.
Senior Art Director Kim Vanni began the process of creating the brand’s face – its visual identity – based on the work in the Build phase. She says that the clear definition of Verativ’s brand attributes and the value that Verativ brings to clients were the parameters that drove both logo design and image treatments.
With both the verbal and visual elements in place, Spencer Brenneman created a simple yet elegant website to launch the Verativ brand.
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