Branding
A New Brand For A Transitioning Publishing Company
In 2010, I worked at an established startup that was evolving from a traditional print publishing house to a more dynamic business with innovative online training materials and applications.
Graphic Designer & Web Designer
As the only designer at Axzo, I wore many hats. I was the art director responsible for producing design concepts, the graphic designer who implemented those concepts, and the production manager responsible for printing all brand and marketing materials.
I advocated for a better user experience and responsive design for the company’s main website, and worked with a product development team to identify user needs and business goals for an online learning application.
The Vision
Establish a new modern, innovative brand for the company that all of the traditionally branded publications and new digital training products could fit under.
The Impact
Logical Operations acquired the education publishing assets of AXZO Press, which combines two leading learning solution providers to create a dynamic, forward-thinking player in the training and development industry.
Company Branding
Establishing a Strong Parent Brand
The company required a brand strategy to better support their innovative efforts. Removing the traditional word “Press” from the name as the first step toward promoting the company as innovative and more digital focused.
I defined a new voice and tone, and collaborated with marketing on messaging for the company and each of the products. I designed the visual brand elements to compliment the new brand strategy, including a new logo mark, new communications and marketing materials, new trade show booths, and new website designs.
A brand is more than a company logo. It is a promise; the promise to customers and the willingness to deliver that promise.
DEFINING BRAND GUIDELINES
I developed a Brand Style Guide to define the application of brand elements and provide standards for logo usage, colors, typography, voice and tone, messaging, and the selection of imagery.
PRODUCT BRANDS BENEATH THE UMBRELLA BRAND
Each product line had specific brand standards and each set of book covers had to adhere to their product line’s standards. I incorporated these product styles when creating marketing materials branded with the company’s new logo.
Website Redesign Concepts
More Than an E-Commerce Experience
I redesigned the main website to include information about the company and to better target our sales channels with information about each product line. The online presence included a social media marketing strategy.
Telling the Company’s Story
I collaborated with marketing to tell a story around the company and its product lines.
Targeting Specific Information for Distinct Channels
Once clients logged in to their account, they would see tailored information about new products and services that mattered most to them, and they would be able to access the online catalog with their specific pricing.
Recent Portfolios
Quicker Report Writing and Review for Public Safety
Integrated Websites for a Public School District
A Collaborative Workspace for an International Nonprofit
