The Challenge

After seven years, a boutique graphic design firm decided that a new identity was the order of the day. They chose a new tag line – eye-catching graphic design – and commissioned an illustrator to create the perfect eye. The artist did an outstanding job with the assignment and presented the firm with a choice of nine different eyes.

The owners couldn’t choose and decided to keep – and use – all nine eyes. One eye represented
the “corporate logo” and the others were left to the staff to each choose their own eye-dentity for individual cards. It was a great strategy but bad execution. The staff, beyond the two principals,
was seldom seen.

What We Did

Three years later, with a desire to turn up the heat on marketing activities, we created an ongoing campaign, utilizing a different eye for each marketing piece or activity.

There were several “rules”:

• nothing was done that wasn’t representative of who and what the company was –
  a highly talented design firm
• humor and whimsy were the themes more often than not
• new and old contacts were the recipients of the activities

The Outcome

It is four years later. As a result of the ongoing communication, the company just completed the final stage of its logo – a “face life” that integrates all nine eyes into the companies “eye-dentity.” The owner uses her own story whenever she is with a new business prospect and seen much success with that tact. The mailings continue and are a huge success. In fact, many recipients use the marketing pieces as office art. The company was able to effect a significant increase in its fees – because it had a presence, a strong brand and a very loyal following.