Hutchinson & Bloodgood:
Reimagined logo marks and visual brand to reach tech client prospects
I completed this freelance contract with the finance advisory team at Hutchinson & Bloodgood. After a merger, they decided to revitalize their overall visual brand and reach out to prospective clients in the tech industry. I led them through the discovery and design process, and they were pleased with the results.
Previous logo mark:
Updated logo mark:
-
Shortened brand moniker to H&B
-
Developed a tagline that conveys legacy of service
-
Identified their corporate personality through a series of focus groups and brainstorming sessions with multiple different stakeholders within the company
-
Identified target demographics in the tech industry, made graphic choices to deliver a message to that specific audience
Revitalized Color Palette:
- Explored corporate “personality and values”
- With a color psychology approach, evoking specific emotions and influencing prospective client perceptions, H&B wanted to break from the stodginess of traditional corporate financial institutions and convey a freshness and excitement to reach out to the tech sector.
- I helped H&B use color to communicate their personality traits, having a legacy and tradition of trustworthy financial advice with an enthusiasm to grow and evolve with the ever-changing markets.
Applications of updated color palette and logo mark:
-
Created a game plan for roll-out of the new brand identity across all marketing collateral, such as:
- PowerPoint templates
- email signatures,
-
letterhead,
-
business cards,
-
apparel,
-
social media accounts
Complete redesign of corporate website:
-
-
applied new tagline
- incorporated new brand mission and values through out site content
- applied new color palette and logo mark
-
