Finding the right updates to make a local credit union truly shine.
PROJECT
Brand Evolution; Marketing Strategy and Execution
PARTNER
Evergreen Credit Union
ASSIGNMENT
Brand Strategy
Brand Messaging
Logo Evolution
Marketing Strategy
Template Design
Website Design
Digital Marketing
PROJECT OVERVIEW
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A Strategic Approach:
Pruning and growing the brand without uprooting it.
EVOLVING THE MESSAGING
First, we dove in to understand the short- and long-term business goals, analyzing those against the existing brand presence. Next, we executed a competitive analysis to identify visual and messaging opportunities that would elevate and truly differentiate Heirloom Kitchen Company, not only within their industry but adjacent ones as well. After our comprehensive research and discovery phase, we went on to execute a full rebrand including new messaging, a logo and visual identity, website and marketing materials.
Evolving the visuals, from the top down.
Messaging that accurately embodied the brand was a top priority to Heirloom Kitchen’s owner, Chef Tracy — but as the business grew, she became less available to act as a gatekeeper for the voice and tone.
Using the data we gathered in the research and strategy phase, we synthesized all the factors that made the catering company stand apart, ultimately grouping them into an overarching value proposition and key differentiators that would serve as the canon for all marketing copy. Then, working closely with Tracy in a deeply iterative approach, we developed messaging specific to each unique target audience, drastically reducing the need for one person to be in charge of all marketing communications.
Brand Identity Evolution
Like many small businesses that grow quickly, the brand visuals were inconsistent and not optimized for a variety of tactics and mediums. With ambitious plans to expand the business beyond catering, the logo system needed to be as dynamic as it was recognizable.
COLOR PALETTE
The development of the logo suite was followed up with fonts that shared a modern but organic feel — because like wine and cheese, what’s a logo without perfectly paired typography?
IMAGERY
The development of the logo suite was followed up with fonts that shared a modern but organic feel — because like wine and cheese, what’s a logo without perfectly paired typography?
WEBSITE DESIGN
A user friendly website that stands apart in a sea of local credit unions.
With the website being a first point of contact for many of their customers, Heirloom Kitchen Company needed a no-frills, responsive site to act as an informational hub.
Our ultimate goal was to have a digital space that felt like walking in the doors to Heirloom’s kitchen and talking directly to Chef Tracy. Functionally, we also wanted to provide key information quickly, which would reduce the amount of emails and phone calls that flooded the staff. As we often do, we chose to design and.
A Strategic Sitemap
Take a minute to write an introduction that is short, sweet, and to the point. If you sell something, use this space to describe it in detail and tell us why we should .
THE DESIGN
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.
BEFORE
AFTER
MARKETING
Marketing Strategy
Heirloom Kitchen Company needs to update menus, table cards, sell sheets, business cards and event signage constantly, and often at the last minute, making it necessary to be able to do it themselves. We designed a variety of custom-branded Canva templates that can be edited quickly without sacrificing brand aesthetic or voice.
Development of the strategy.
HEADING
Our strategy for social media was simple: bring their library of delicious, beautiful food photos front and center. Our focus was to categorize the content so their wedding, corporate and general audiences can easily find what they are looking for. Similar to the print materials, we created branded Facebook and Instagram.
HEADING
Our strategy for social media was simple: bring their library of delicious, beautiful food photos front and center. Our focus was to categorize the content so their wedding, corporate and general audiences can easily find what they are looking for. Similar to the print materials, we created branded.
HEADING
Our strategy for social media was simple: bring their library of delicious, beautiful food photos front and center. Our focus was to categorize the content so their wedding, corporate and general audiences can easily find what they are looking for.
Our strategy for social media was simple: bring their library of delicious, beautiful food photos front and center. Our focus was to categorize the content so their wedding, corporate and general audiences can easily find what they are looking for.
PRINT ADVERTISING
Our strategy for social media was simple: bring their library of delicious, beautiful food photos front and center. Our focus was to categorize the content so their wedding, corporate and general.
Ongoing Digital Marketing
With the website being a first point of contact for many of their customers, Heirloom Kitchen Company needed a no-frills, responsive site to act as an informational hub.
PAID
ORGANIC
Take a minute to write an introduction that is short, sweet, and to the point. If you sell something, use this space to describe it in detail and tell us why we should .
Take a minute to write an introduction that is short, sweet, and to the point. If you sell something, use this space to describe it in detail and tell us why we should .
WRAPPING THINGS UP