Just Right Marketing
A B2B marketing & strategy consulting firm, with emphasis on storytelling and data driven decisions, needed a strong flexible brand that clients had to take seriously.
JRM was all about helping their clients make thoughtful decisions based on objective data and a very process oriented approach. Market research has also shown that they were operating in a highly competitive market that clients were pretty skeptical as to the benefits it can bring to them. Everyone wanted help in building strong marketing procedures and incorporate storytelling in their offerings but there was a sense that the filed is dominated by buzz words and optics masking questionable results.
Building a brand that conveys trust, no nonsense attitude as well as professionalism and meticulous treatment of data, yet also a certain humanist flavor to Its basic approach to a company (as this is what helps finding out its true story) was needed.
The logo help convey these values and is not meant to steal the show but support the content with a serious and reliable manner.
A lot of the work was supporting the brand in presentations and workshops that JRM did for their clients. the brand needed to work with different types of content, textual and iconographic as with printed material for workshops such as cards, folders, data sheets and screens.
Landing pages helped selling JRMs offerings to conferences to boost their credibility and help exposure, and help build subscriber lists and leads for projects. Different landing pages could focus on different offerings for different segments and help target audience digest and value the relevance of the company to them.
The website like the brand did not try and mask the content with pyrotechnics and performance hogging animations or background videos.
It focused right away on the two key offerings this company has and most of the work was to design typography and layouts which could keep a large amount to textual content readable and interesting.
Performance was a key issue and using system fonts for initial load and replacing them with the brand font files after they load as to not delay the content-to-user time was a nice technical enhancement.
Cutting up content into readable sections and making textual content appealing and clean was important, so building custom responsive layout that would be flexible yet readable, pleasing and support the brand professional aspirations was key to its success.
A fractal pattern library was built to support further enhancements and implementations on the site and landing pages. Components were documented and could be reused from a single source of truth enabling the brand to really scale up the corporate ladder :) if needed.
Doing this from the very start has the potential of over optimization but can really make things easier and save money when the company grows (and things start to get really expensive).