Clarity Partner's (Clarity) is a high-growth technology consulting firm in Chicago. Recognized by Crain's Business and Inc 5000, Clarity's culture was alive and thriving. Their visual brand, however, was essentially non-existent with inconsistent collateral, logos, and creative concepts that did not represent the true spirit of the company.
Clarity Partners' growth was in large part due to increased business within the public sector from the partners' personal networks. To continue growing, Clarity recognized they needed to pursue more private sector work. The company is building a sales team that needs regular marketing support. With fewer business pursuits founded in personal relationships, Clarity's brand personality needed to be reflected visually in their new collateral and accurately represent the company's culture.
To represent Clarity's culture, I updated the branding color palette, typography, photography direction, and brand elements. I was part of the team who developed the company's core values and then was given the opportunity to create iconography for each core value. These illustrations give respect to the Clarity diamond (in the logo) and bring a fresh prespective to the branding, without a total logo overhaul (project requirement).
Letterhead, invoice, agenda, contact list, templates for Word documents, Powerpoints, proposals, and scope-of-work were updated and shared with staff. A website redesign was completed, as well as a new creative approach (people-focused) for all collateral.