Situation
I worked with RUNNER Agency in Dallas on a new client of theirs, The Exemplar Group. The executive advisory and consultation industry is full of brands that more or less share the same corporate look and feel. The challenge with The Exemplar Group was to create an identity that was both atypical and true to their service and clientele.
Objective
Our task was to build a new identity leveraging knowledge gained from earlier discovery sessions. I designed a new logo mark, website, collateral, and style guide.
Approach
I focused on the relationship between The Exemplar Group and its clients. The context and dynamic of a face-to-face meeting informed decisions on the tone and presentation of the brand. With these parameters, I designed and presented creative concepts which spoke to their core values and methodology: experience, precision decision making, and unparalleled service.
I presented preliminary website design “style tiles” to help convey our intent with the visual design of the website. This type of approach, common throughout the design industry, helps resolve design decisions earlier on in the overall process.
Results
Working directly with both of the company’s founders was a high-energy experience. They were excited to share their new brand with their clients and colleagues.
