I was approached by the marketing director for John Foy & Associates to review, consult and provide recommendations for their overall brand strategy. After an initial consultation, I provided recommendations to re-design their logo to include “The Strong Arm” that was a part of their taglines and being used in their television ad spots.
After conducting a small sample survey, I concluded that while people were aware and knew of “The Strong Arm,” they were not able to connect it specifically to John Foy & Associates. By including the arm as a part of the logo it would help to further brand awareness and that connection to the firm.
By re-designing the logo I also recommended creating a brand style guide to govern brand usage when using vendors for their marketing needs; a brand color palette; vertical and horizontal logo layouts to encompass various needs; and a repository of brand assets to be made available for internal needs and external vendors.