Brand Strategy & Identity
kevin strewginski
Discovery, strategy, design & consultation
The Challenge
My good friend Kevin Strewginski is an independent business consultant who focuses on helping leaders inspire their teams and turn conflicts into change and growth. He had been working independently for a while and had done quite a bit of marketing (mostly through social media content). What he lacked was a coherent brand strategy, voice and identity.
The design
With the roadmap serving as a detailed brief, I developed Kevin’s new logo and design system. Kevin is not your typical corporate consultant, whose main focus is on the bottom line or other quantifiable metrics. That’s part of it, but Kevin focuses on the people involved. His dynamic and goal-minded nature moves people to act. At the same time, he is an incredible listener and shows empathy, which means that all team members are heard and seen. This combination of energy, ambition and compassion has to be conveyed across all channels and media.
The Strategy
Over several sessions, we discussed Kevin’s ideal clients, to gain a deep understanding of their needs, fears and aspirations. We then discussed Kevin’s consultation goals and methods and how these fulfilled the needs of his ideal clients. We delved deeply into Kevin’s values and aspirations for his clients and his own business and the appropriate personality of his brand.
I developed a roadmap to provide a clear, step-by-step plan to guide Kevin’s brand growth, ensuring alignment with its core values, goals, and target audience.
The Result
Kevin’s brand identity conveys a sense of aspiration and movement, while simultaneously displaying a subtle softness and openness.
Not only did Kevin end up with a fresh logo and corporate design system that he identified with, he’d gained a new understanding of his role in his client’s working lives. He became increasingly excited about the prospect of possible projects and ventures and the difference these could make in the lives of not only business leaders, but also (and maybe even more importantly) their team members.
The best compliment I could have received for this project came from Kevin’s wife. When we showed her the new identity concept, she looked at it intently, went quiet for a second, then smiled and said: