Company C

Chinnici Direct, a New York-based direct marketing firm, morphed from boutique to full-blown strategy, research and communications enterprise. This change demanded an entirely new brand ID.

Simply put, a brand is a promise. But it’s never that simple.

So together we explored the company’s strengths, systems, soul and services. And of course, sat down with clients.

4 Facets of Brand:

• Supportability ~ is it credible?
• Sustainability ~ can it grow?
• Relevance ~ is it deliverable?
• Differentiation ~ is it marketable?

Collaborative brainstorm: identity to combine left-brain rigor + right-brain vigor.

Discovery. Decisions. Design. Delivered.
Logo, brand standards, style guide, powerpoint template, web format, online movie, stationery.

Company C. Presented fully-formed and market-ready.

Your brand is what you do. It’s not the result of a plan, but the plan itself. It’s your basic strategy.