THE VEHICLE THAT DRIVES YOUR BRAND
Answering more than just the how, but the why and who, keeps consumers engaged. Finding your voice. That’s what great marketing strategy will accomplish. Your strategy is the vehicle that delivers the brand, or message, to your customers. If that vehicle isn’t running well, your message becomes confusing. You need to establish what it is you would like to communicate about your brand – and then execute it well. Determining your strategy will dictate the creative process and how you will deliver that process.
ARNOLDS PARK AMUSEMENT PARK
Arnolds Park Amusement Park felt that they were losing attention with the younger audience and that rebranding with a new logo was necessary to fix the issue. Blink Marketing jumped at the opportunity and started by conducting focus groups with their target market in mind: kids and moms. There was overwhelming response from these two groups that the most important attractions at the Park were the Legend Roller Coaster, The Ferris Wheel AND the fact that the Park resides on the lake. From here, we began to work on logo concepts that would emulate these attraction points and put them front and center for the Park. Once we had a few really good options, we went back and put them in front of our target audience again, and thus the new logo you see here was the winner! We created a full brand guide with logo specifications (color, font, size, orientation, etc.) and guidelines for use of the logo.
Pharmacists Mutual Insurance company has a 100 year old history. They are a well respected and well-known company in their industry of Pharmacy Liability Insurers. However, with the young pharmacy professionals just coming out of college, they are not well known and decided they needed a fresh modern look to attract this audience. But, they were not only focused on this target group, but, also in attracting some consumer business such as auto, home and life insurance. Blink Marketing conducted surveys with a variety of target groups: internal staff, board members, external field reps and even industry professionals. From here, Blink helped PHMIC to develop a SWOT analysis to better understand their brand position in the market. Together, with their executive team, we collectively defined a brand position statement, so that we could then move into developing brand logo design and concepts. There were over 100 design concepts developed over the course of 13 months. The result of the work is not only a logo that is modern, but, also a logo that has sustainability, differentiation and definition. The new tagline for the logo you see here is "Tomorrow. Imagine That." Which means, you need insurance today, because you never know what tomorrow is going to bring.
Campus cleaners is a trusted and reliable business in the Iowa Great Lakes region of northwest Iowa. They were growing and churning new business as well as buying another business in a nearby town. They wanted a fresh look with a modern appeal. Blink went to work on styling, color choices and fonts. We chose a font that was bold but had fine lines to give it a young look, colors that were vibrant with high contrast, and colors that say they are environmentally friendly. We reviewed how this logo might look on their building, their vans, their letterhead and even shirts. This brand needed to be sustainable for years to come, so very professional and not overly trendy. The result is clean, professional, modern and visually attractive.
Trusted Energy wanted to freshen up their logo. They was not a complete rebrand, just a re-work on an old logo. We simply took the brand out of the borders and confines of a box, opened it up and gave it movement, gave it a stronger and bolder font and gave it definition by using the long hash mark boxes to represent solar panels. The result is a professional and modern looking logo.