While the Client was pleased with Qvidian’s brand positioning, the initial concepting phase for the new logo and tagline was a struggle.
It turned out that the name was proving to be a bit of mental block. And, in listening to the Client talk about their service offering, we had heard them repeatedly say, “There’s a playbook for that.”
But, the name meant nothing (yet!) and the idea of a playbook had many meanings, unless you attached the word “sales” to it.
So the initial round of taglines weren’t so sexy—they were more descriptive and straight—and this had an effect on the initial logo sketches.
But then we stepped back and returned to the positioning document. We refocused our thinking around Qvidian providing the guidance to win consistently.
And this helped generate some much stronger lines, logos, and mood boards.
Including one we were feeling pretty good about—The Business of Winning. The concept featured sales people confidently conducting business while sporting some of the “tools of the game” — eye black, taped fingers, cleats, etc.
And the Client liked it, too. In fact, the feedback was unanimously positive. And this winning attitude carried through to the internal launch of the brand, which was celebrated with a tailgate party and everyone became a sales gamechanger.
COMING UP NEXT»Part 4: Turning Ideas into Creative
