So happy with this logo design and branding project completed for a Melbourne based consultancy business.
Imageffect is very partial to projects that are created from scratch, allowing the opportunity to build and create a brand story from the ground up without preconceived ideas to haunt the creative process. A clean slate to make a valued mark!
The full design project for Stratagem consisted of a written brand definition document to define and highlight the points of difference and qualities of the service offering, the development of a logo design to identify the brand, tagline development, business stationery, brand patterning elements and website design.
Here is an extract from the brand definition document:
Stratagem Asset Management is a new, Melbourne based consultancy business run by David Mansfield. It’s aim is to introduce an approachable consultancy opportunity for investors in the hotel industry to oversee their assets.
The foundation stone of Stratagem Asset Management is David Mansfield himself, who will create the culture and style of the business brand. David offers a unique skillset of an operational calibre that can add huge value to the performance of a hotel chain or an independent hotel business. He is most interested in the strategy, planning and positioning of a hotel so to ensure its sustainability within it’s competitive market.
Beginning as a young man and entering the hospitality industry at a base level, David has successfully climbed the corporate ladder to senior operational and management roles within the luxury hotel market internationally. During this ascent he has had the privilege and understanding of a variety of employment opportunities at each level of the ‘employee tree’ – what works well, and what needs improvement. Although the education to back his experience is also present, it’s the hands on, day to day understanding that David brings to Stratagem Asset Management that will set it apart as a unique and trusted business.
As a personality, David is credible, professional and friendly. His move into his own consultancy practice is important to him not just from a financial stand point but also from a value based one. He aims to bring to the table an intuitive skillset that can be tailored to smaller, mid-level clients as well as larger high-end corporate investors. He will honour the trust and responsibility placed upon him by his clients and service them long term (no matter what size) to enable the running of successful and rewarding enterprises!
The objective of the brand for Stratagem Asset Management is to ultimately begin to tell the story of it’s foundation, as outlined above and anchor it within the five main brand values as outlined below.
Credible, Experienced, Creative, Engaging, Fresh, Unique
Creative Direction: A contemporary style with an emphasis on distinction, solidity and creativity.
Creatively we chose to harness the brand identity for Stratagem via the business name by highlighting the last three letters of the word – ‘GEM’. This then led to the development of a gem-like icon, freshly unearthed, a treasure waiting to be polished and shared with the world. Paralleling a potential client of Stratagem’s – a new or existing hospitality business needing to be ‘unearthed’ and carried through a process to make it shine successfully. This concept was further enhanced by the development of the tagline ‘Unearth Potential’.
Our client’s thoughts were as follows:
I initially decided to engage Bree’s services and support primarily given the creative manner in which she presented her business offering online. Post our first meeting, it was clear to me that I had a business partner whom listened and articulated in detailed how to move forward in developing my own personal story for my advisory business. As we evolved its brand identify and representation, my level of trust in her ability and guidance steadily evolved which I am confident will endure in years to come.
David Mansfield, Owner
Please reach out if you’ve been thinking about creating a beautiful brand for your business that really talks to your target market, outlines your points of difference and instills a sense of pride each time you connect with it.