Collateral Redesign
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Clockwork Marketing Services updated their branding materials to appeal to a younger demographic in Jacksonville. They commissioned a new logo that more clearly communicated that their stylized image represented a clock. The new logo was set against bright white paper with a deep green color. For the business cards, the logo was rotated 35 degrees so the text could flow from the new angles created. This dynamic design matched the company's innovative approach more effectively.
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Collateral Redesign
- 1. Proverb
- 2. Clockwork Marketing Services provides specialized marketing, public relations and special events for the building and development industry. In the summer of 1999, the company relocated from Sarasota to Jacksonville.
- 3. In order to take advantage of Jacksonville’s younger and more technologically advanced atmosphere, company principals determined that all collateral materials required updating.
- 4. What follows is the result of my efforts to create a look that would more effectively reflect the company’s dynamic and innovative approach to its business. I encourage you to view each selection in the order presented below. A) Logo B) Business Card C) Stationary D) Envelope E) Complete Materials
- 5. Recreating Clockwork Marketing’s logo was a major decision. Although the company’s previous logo hints at the hands of a timepiece, when used in conjunction with the company name, viewers were sometimes unable to determine that the stylized graph was indeed a clock.
- 6. A firm was commissioned to create a new logo…
- 7. Which I subsequently adjusted to the final logo seen here. The company’s previous materials consisted of a bronze logo set against tan stock. Color became an immediate consideration when trying to decide how best to communicate with a decidedly younger demographic. I persuaded the principals to choose a deep, rich green set against bright white paper. The message was clear…this is a fresh, vital and growing company, conservative enough to handle corporate clients, but also innovative and in tune to the changing face of technology.
- 8. Because the business card is often the company’s first impression to clients, it should be as dynamic as possible. previous version
- 9. In order to take full advantage of the movement that the new logo presented, I turned it on a 35-degree axis and allowed the text to flow from the resulting angles. new version
- 11. previous version
- 12. new version
- 14. previous version
- 15. new version