Our process for Foundational Branding includes the creation of up to three brand boards to convey visual direction. Each of the brand boards provides a viable option for bringing visual life to the positioning statement, persuasive paragraph and brand attributes.
Like many of our other clients, Chastain-Skillman had an established brand. The project’s goal was to create a foundation for the brand that would push positioning to the forefront while giving meaning to the existing brand assets. In a sense, our branding team worked to wrangle existing colors and other elements into a cohesive look and feel that would elevate the essence of the brand.
We created two brand boards for Chastain-Skillman. One kept consistent with where they were, and one pushed the creative envelope a bit more.
The first direction is decidedly modern and indicative of accuracy, innovation, and problem-solving.
Many of the visuals are black and white, with simple yet bold design elements. Brand colors also include the brand’s existing blue. The brand’s existing green tones also appear in the visual direction. Finally, a lighter, more modern green punctuates the look. The inclusion of the existing brand colors would make a smooth transition to the new look and feel.
In this brand direction, the overlapping nature of color plays an important role.
For example, the overlap of the existing blue (which denotes experience and legacy) and the new green (which brings fresh energy and technology) creates the existing, darker green.
This subtle design technique conveys something about the company. It’s a visual that aligns with the way the firm layers legacy with innovation. The overlapping also nods to teams converging within the organization to solve problems.
Under this visual direction, we would use simplified icons, patterns, and design techniques like embossing. These design elements communicate accuracy, precision, and the firm’s role in establishing the foundations for thriving communities.
The aesthetic lends itself to an industrial and open office environment and a no-fuss look and feel overall. This aesthetic is a modern approach to aligning with the “genuine” attribute. In fact, throughout the brand, all elements are super-straightforward, providing a transparent and real glimpse into the company and its work.
The second visual direction communicates a warm approachability, paired with a modern take on the 70-year legacy of the brand. The visuals tell a story of Chastain-Skillman’s extensive experience in a manner that’s genuine, while also giving the viewer a glimpse into the strategic innovation that propels the firm.
Within this brand, color is also used to tell a story of collaboration. This story lends itself to genuine connections and problem-solving.
The blue is softer than the existing brand blue. The more delicate shade complements the green instead of competing, which creates a collaborative vibe. The color palette is demonstrative of how Chastain-Skillman teams work together, complementing one another instead of competing.
We’ve added yellow to the color palette, but sparingly. The yellow indicates confidence and success, while also subtly nodding to safety.
Additionally, this brand introduces a textured, light grey color. This hue aligns with the texture and color of concrete. It provides a visual for the solidness of the Chastain Skillman presence in the industry.
Under this visual direction, icons indicate the collaboration of teams with one another, the community, clients, and partners. Additionally, we would use intertwining lines. The lines represent how many simple things work together to create something more substantial.
The intersecting lines mirror the internal problem-solving capabilities of Chastain Skillman. They present the concept of many simple elements working together to create complex solutions or shapes.
We would employ other design techniques to convey the underlying nature of the brand. For example, a spot UV print treatment would come into play. This treatment would indicate the unseen nature of the work when done correctly by the firm.
Additionally, clean, sans serif fonts appear throughout the brand to convey precision and accuracy. These are implemented with a slight roundness to mimic the modern aspect and a flexible, forward-thinking aspect of the work.
Under this brand, images connect people with both the work and the firm’s rich legacy. We would show project photos in full color to indicate accuracy and innovation. However, historic photos would be displayed in a different tone to convey experience and the genuine nature of the brand.
When someone interacts with this brand, they can expect to feel a sense of confidence and familiarity. They will gain the understanding that they are working with an experienced firm, one that prioritizes problem-solving and remains on the leading edge of innovation within the industry.
Presentation by Business Branding Firm
Our business branding firm presented the brand positioning statement, persuasive paragraph, brand attributes, and visual direction options to our client via a Zoom presentation. The positioning statement, persuasive paragraph, and brand attributes resonated with them. We made a couple of minor tweaks and finalized them for use.
Upon presentation of the visual direction options, brand board two was selected. However, our client expressed intrigue in the color palette from brand board one. They showed a desire to retain this palette in the final visual direction, if possible.
A note about combining or swapping color palettes: Sometimes, the combination of elements from various brand boards is not advisable. We curate the visual direction options with intense attention to detail. We consider an array of options before finalizing the boards for the presentation. However, in this case, we were able to make the change requested.
The final brand board two includes the overall visual direction initially presented with the fresher color palette from the first option.