MCCORKELL & ASSOCIATES BRAND REFRESH vs RE-BRANDING
Mark Voorwinde
Mark Voorwinde
OBJECTIVES ‘refresh’
2012-2013 Brand refresh of McCorkell and Associates has an objective to bring the existing brand up-to-date with a modern contemporary feel and ‘cement’ an identity that will be used across all areas of the company. – Deliverables will include items such as Logo, email signatures, website, eDM and DM pieces, office stationery, presentation decks and portfolio documents.
MCCORKELL & ASSOCIATES BRAND REFRESH VS RE-BRAND | 3
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Mark Voorwinde
THE MAIN PROBLEM
The biggest issue is lack of consistency and direction in the current brand.
MCCORKELL & ASSOCIATES BRAND REFRESH VS RE-BRAND | 5
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> Graphic Design Trends: Bricos by Anagrama > Graphic Design Trends: Bricos by Anagrama
In order for a new brand identity to stand out in an already densely In order for a new brand identity to stand an already densely ontout in clean populated marketplace, it needs tontF be timeless, and communicate r by Fo peneeds populated marketplace, to be timeless, clean and communicate FF Duit clearly. Many consumers are embracing global brands that clearly. Many consumers are embracing global brands that demonstrate a truly international aesthetic – designers are often campaign demonstrate a truly international aesthetic – designers are often or ce pie achieving this by looking to how great brands of the past for inspired se to athis ce achieving by looking great brands of the past for inspired en eshow level of ea e prtoand use of boldtyp colour stripes simple fonts, similar to examples of nowe. Th t the right n colour use of bold stripes and simple fonts, similar to examples of nowraw -d ucing jus d really stood the test of time. iconic airline branding that has or handiconic , an of introd airline branding that has really stood the test of time. atability lettering One way nse of rel ul use of
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> Graphic Design Trends: Royal Mail Stamps by Marion Deuchars > Graphic Design Trends: Royal Mail Stamps by Marion Deuchars
With polished digital perfection everywhere, the raw, flawed product of With polished digital perfection everywhere, the raw, flawed product of the human hand is becoming increasingly appealing, especially in the human hand is becoming increasingly appealing, especially in contrast to overly slick digital design that’s too clean and crisp to have contrast to overly slick digital design that’s too clean and crisp to have a soul of its own. Starting in reaction to the homogenisation of type in a soul of its own. Starting in reaction to the homogenisation of type in emails, texts and tweets – where the personality of handwriting is emails, texts and tweets – where the personality of handwriting is stripped away – hand-written type adds a real sense of authenticity to a stripped away – hand-written type adds a real sense of authenticity to a piece of design, as well as a whimsical edge. piece of design, as well as a whimsical edge.
http://www.creativebloq.com/graphic-design/graphic-design-trends-2012-612327 http://www.creativebloq.com/graphic-design/graphic-design-trends-2012-612327
Mark Voorwinde
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CURRENT TRENDS
Current trends are moving away from the clean crisp polished look of traditional serif faces and toward a more human and personable look through the use of handwritten lettering. – Another notable trend is for the incomplete look. Lending itself to clean lines with an air of sophistication.
MCCORKELL & ASSOCIATES BRAND REFRESH VS RE-BRAND | 7
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FONT RESEARCH
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Mark Voorwinde
COLOUR PALETTES
MCCORKELL & ASSOCIATES BRAND REFRESH VS RE-BRAND | 11
LOGO REVOLUTIONS
McCORKELL+associates McCorkell+associates
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McCORKELL+associates McCorkell+associates
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McCorkell
ASSOCIATES
Mark Voorwinde
McCorkell
ASSOCIATES
McCORKELL+associates McCorkell +associates
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McCORKELL+associates McCorkell+associates
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McCORKELL+associates McCorkell+associates
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LOGO PREFERENCES
McCORKELL+associates McCorkell+associates
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McCORKELL+associates
RATIONALE
McCORKELL+associates McCorkell +associates
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McCORKEL
McCorkell+
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McCORKELL+associates
This logo would be my choice for the brand refresh as it is clean, simple
McCorkell+associates
McCorkell+associates
and sophisticated. The orange evokes enthusiasm, creativity and success
+ +
+ +
whilst the green symbolises growth, harmony and freshness.
- Interestingly the colour green can trigger a strong emotional response of safety.
McCorkell
ASSOCIATES
McCorkell
ASSOCIATES
MCCORKELL & ASSOCIATES BRAND REFRESH VS RE-BRAND | 13
McCORKELL+associates cycle more featured work
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Mark Voorwinde
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MCCORKELL & ASSOCIATES BRAND REFRESH VS RE-BRAND | 15
Mark Voorwinde
OBJECTIVES ‘re-brand’
2012-2013 Re-Brand of McCorkell and Associates has an objective of producing a complete brand that reflects a new era and ethos for the existing brand. – Deliverables will include items such as Logo, email signatures, website, eDM and DM pieces, office stationery, presentation decks and portfolio documents.
MCCORKELL & ASSOCIATES BRAND REFRESH VS RE-BRAND | 17
POSITIONING
Presently McCorkell & Associates has a client base mainly in the IT&T field. Whilst this base is a good platform McCorkell has the potential to be much more. Maintaining the existing client base for stability, McCorkell has potential to springboard into other mainstream areas such as Fashion and FMCG.
Mark Voorwinde
CULTURE
Not an Advertising Agency, but rather a dynamic Marketing hub, McCorkell & Associates has a unique spread of talent enabling the business to provide a “can do” approach across a broader than most spectrum of marketing. B2B, B2C, Event management, PR, Telemarketing, Digital solutions are among the strengths brought to the table.
MCCORKELL & ASSOCIATES BRAND REFRESH VS RE-BRAND | 19
Mark Voorwinde
SINGLE MINDED PROPOSITION
The message that we need to deliver to new and existing clientele; McCorkell & Associates as a company thrive on challenge and innovation. We love learning, developing and succeeding within a competitive industry both individually and as a group. “Through our passion for what we do, we will create successful profitable experiences for our clientele and our Group”
MCCORKELL & ASSOCIATES BRAND REFRESH VS RE-BRAND | 21
RATIONALE
McCorkell & Associates has been okay as a company name to date. However, It’s my feeling that it’s not delivering a clear message as to ‘who we are’. There is confusion as to M&A whether this stands for ‘Marketing and Advertising’. The phone is answered in a number of ways including McCorkell, M&A and McCorkell Associates. My view of using the word Associates is that it’s synonymous with legal firms and is sending the wrong message to our clientele. I don’t think that using the word Associates is conducive to
Mark Voorwinde
RATIONALE “continued”
a creative environment and is unsuited to a creative firm. Essential to the ongoing stability and success of the company though, would be achieved by keeping the usage of the companies namesake. ‘McCorkell’ is the strength of the brand. We are a Group working toward a common goal. By fragmenting the business name we can then drive specific areas of the business according to their strengths and current market and seasonal trends.
MCCORKELL & ASSOCIATES BRAND REFRESH VS RE-BRAND | 23
RATIONALE “continued”
Suggested Method; McCorkell Group McCorkell Digital McCorkell Events McCorkell PR McCorkell Direct (telemarketing) McCorkell Media (studio)
Mark Voorwinde
RATIONALE “continued�
By taking the company in this direction there will be a multifaceted benefit for the Brand. As a company it will offer staff an improved sense of belonging to an identity and give the brand a larger feel which over time will help expansion to areas of the business which over perform creating a growth catalyst. As a client it will increase their perception of the company as a large cross platform marketing solution provider and may help the decision makers think about a multi tiered solution for their marketing requirements. MCCORKELL & ASSOCIATES BRAND REFRESH VS RE-BRAND | 25
CURRENT TRENDS
AS PER REFRESH
Mark Voorwinde
FONT RESEARCH
AS PER REFRESH
MCCORKELL & ASSOCIATES BRAND REFRESH VS RE-BRAND | 27
Mark Voorwinde
COLOUR PALETTES
MCCORKELL & ASSOCIATES BRAND REFRESH VS RE-BRAND | 29
LOGO REVOLUTIONS
McCorkell McCorkell McCorkell McCorkell McCorkell McCorkell
McCorkell McCorkell McCorkell McCorkell McCorkell McCorkell
McCorkell Associates M&a
ASSOCIATES
associates
Mark Voorwinde
McCorkell McCorkell McCorkell McCorkell McCorkell McCorkell
LOGO PREFERENCES
McCorkell McCorkell McCorkell McCorkell McCorkell McCorkell
McCorkell McCorkell McCorkell McCorkell McCorkell McCorkell
McCorkell McCorkell McCorkell McCorkell McCorkell McCorkell
McCorkell
MCCORKELL & ASSOCIATES BRAND REFRESH VS RE-BRAND | 31
LOGO PREFERENCES
orkell orkell orkell orkell orkell orkell Mark Voorwinde
McCorkell McCorkell McCorkell McCorkell McCorkell McCorkell
McCorkell McCorkell McCorkell McCorkell McCorkell McCorkell
LOGO PREFERENCES
RATIONALE This logo would be my choice for the brand refresh as it portrays the strength of McCorkell and brings a modern playful feel in with the use of handwritten type. Blue is for the experienced and trusted, pink is passionate and playful, orange is enthusiasm, creativity and success, yellow is for intellect and energy, and the greens are for creativity, growth, harmony and freshness.
MCCORKELL & ASSOCIATES BRAND REFRESH VS RE-BRAND | 33
McCorkell cycle more featured work
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dental care network
A new site for denta
Mark Voorwinde
These boxes
These boxes
could be for
could be for
could be for
staff profile or news
staff profile or news
staff profile or news
These boxes
SAMPLE USAGE home about work capabilities news contacts
s everything
al care practices
we love what we do
St George Community Housing
These boxes
These boxes
could be for
could be for
could be for
staff profile or news
staff profile or news
staff profile or news
These boxes
MCCORKELL & ASSOCIATES BRAND REFRESH VS RE-BRAND | 35
Mark Voorwinde