A brand is a shorthand for the customer’s expectations. What do they expect when they buy from you or meet with you or hire you? That promise is your brand.
- Seth Godin, "This is Marketing"
Is your business maturing while your logo is still stuck in adolescences?
Are you using DIY designs that are negatively affecting how prospects see your offerings?
As your market grows, do you feel like your brand looks and feels like everyone else out there?
Handing off marketing, social media or other business tasks to professionals and need a cohesive brand strategy?
Your business deserves to champion your message and intent. It's time for a rebrand.
Every business' branding pain points are different. So, it's not easy to roll out a one-size-fits-all solution. There is a general process applied to get to the bottom of what is and isn't working for you, and filling those gaps. When you work with me, I include you every step of the way. No surprises. Feedback sessions. Generous consideration times.
- Review all current collateral and application you have. Identify your top branding needs and pain points.
- Market positioning research to see how you compared to competitors and colleagues.
- Delivery of high fidelity roughs with distinct concepts for you to choose from.
- Apply finalized brand as needed:
- print design collateral
- social media
- CSS for your website
- Canva templates for DIYers on a budget
Rates & Timelines
- Rebrand packages staring at $1,500
- Brand standards guide from $500
- Brand consulting $100/hour
- Most rebrands take 2-3 weeks to complete, generally booking 3 weeks in advance
- Brand consulting generally booking 1 week in advanced
"As a conference committee, we were able to follow Alison K's process and milestones easily. The concepts delivered showed that she listened carefully not only to our desires, but what we didn't want - and that's important! We are delighted with our final brand, as it hits all the touch points we required. Alison is very attentive to the unique needs of event organizers, and we highly recommend her and her work."
- Denyse Rodrigues, WILU 2020 Conference Committee
Rebrand Case Study:
Social Media Day Halifax Conference
"When we decided we needed a new brand for the annual Social Media Day Halifax Conference, we specifically requested Alison K Consulting design it. We knew she would approach it with enthusiasm, competitor research and best branding practices. We were over the moon when she presented our final logo. Our new branding was delivered seamlessly with our event workflow, and it will serve us well for many
years to come.”
- Linda Daley, VP, Social Media Day Halifax Conference
Social media is a big part of everyone’s lives, informing who we know, what we learn, and how we share. Social Media Day Halifax (SMDH) is Atlantic Canada's premier social media conference. Designed to get people off their screens and interacting with their community, SMDH's goal is to improve attendees’ social media communications and marketing.
Going into their second year, the organizers realized that some branding decisions were not indicative of what they felt the event’s identity should be.
The challenge: from DIY to done right
For the first outing of the conference in 2018, everything - branding, marketing, and execution - was done by the organizers. As a result, while the brand was serviceable for launch, moving forward it needed a more cohesive design and implementation strategy.
Secondly, SMDH wanted to position itself against other national and international conferences of similar content.
Finally, the team also wanted their branding materials to be gender-neutral and more welcoming to men. With almost two-thirds of men having a social media account, this was a considerable audience that they were having difficulty tapping into - 78% of women in the US maintain a presence on at least one social network, compared to 65% of men. Accordingly, women significantly outnumbered men at the previous year’s conference.
How does a conference refine its branding amidst the chaos of planning and staging a sold-out event?
Solution: bring in a professional that works with tight timelines
Alison K Consulting is no stranger to the world of event management. I have worked with other events such as Hal-Con, the Halifax Pride Festival, and the Halifax International Buskers Festival to deliver everything from branding to festival guides to airport door-wrappers.
In consideration of event operations, I identified the need for the organizers to herald their own brand application. In a crunch to send items to vendors such as printers and marketers, SMDH would benefit from working autonomously from a designer. Robust standards were not needed, but easy-to-follow brand application was critical.
Market positioning is important in brand redesign. In my research, I discovered an epidemic of the colour orange in digital and business events. Orange is a very energetic and progressive colour, but Social Media Day Halifax deserved something different.
The final colour palette is a brilliant bright blue and poppy red. When placed against charcoal black, Social Media Day Halifax’s logo leaps off the page or the screen.
The original supporting script (far too feminine) was dropped completely. The wordmark and tagline were typeset in Montreal medium to return to a more inclusive, modern and gender-neutral feel.
This font family was used for all major type application such as badges, social media graphics and marketing.
From the beginning of this project, my goal was to investigate the concept that social media was about 'communication'. But aside from speech bubbles or platform logos, how do you convey 'social media'? Inspiration struck in a symbol we all encounter every day - but likely don’t stop to think about: the hashtag. Many, many (many) sketches and treatments of the hashtag were developed to marry the theme of communication and the conference into something dynamic.
Social media isn’t about shouting into the digital void: it is a two-way conversation with an audience. The new brand reflects this with arrows overlapping. Be it live videos, sharing content or bringing visibility to your cause, social media is all about communication, which this logo showcases succinctly.
But we’re not done yet! Did you notice that these arrows form a hashtag on its side? Just like the conference content, the new logo has a little ‘a-ha!’ moment all its own. Social Media Day Halifax is all about new perspectives.
Results: a brand that stands out from the digital conference herd
SMDH's rebrand speaks to the vision of its organizers. Easy-to-follow collateral templates were given to the team to apply on their own time. Final application was easy for the team to apply to their website, marketing material and (of course) social media content.
This freed up more complex applications to be handled directly by myself. This included the attendee badge system, vertical banner designs for key sponsors, and an attractive day planner keepsake.