I believe every company, regardless of size, benefits from having an Identity system. This "marketing toolbox" is comprised from a series of core elements that each have their own unique purpose and strength yet can be flexibly combined to reinforce each other. For example, the core of my company's Identity consists of 1) the CM logo, 2) the "wordmark" or name treatment, 3) a tagline, 4) variations on a distinct color blue, 5) a swirling, cloudy background, and 6) the font Helvetica Neue Extended. Just as a 26-letter alphabet can spell any word, a flexible Identity system can be arranged to anchor and support every message. The elements of an Identity system are often created together, but for established companies I've been successful at modifying existing elements for cohesion, flexibility and impact.

Many people feel that Branding is simply the result of an Identity system consistently applied over time. I believe it can be more – encompassing how the consumer feels about their total experience with your product or service. I see an initial sales pitch as a promise to a customer. At every subsequent point of contact, the way you consistently fulfill that promise cements the perception of your Brand in their minds. To this end I can help your company expand upon its Identity system with follow-up and value-added elements such as crafting "talking points" used in written copy, media interviews or telephone inquiries; signage and banners for permanent or event-specific use; treatments for uniforms, packaging or other "non-marketing" visuals; and more.