brand identity
tech start-up

TABLE OF CONTENTS

case study

OVERVIEW

brief

process

DELIVERABLES

videos

OVERVIEW

Client

-  BOLT Automated Data Capture 

Location

-  New York, NY

Industry

-  Automatic identification and data capture
-  Document management

Technologies

-  Forms processing
-  Accounts payable
-  Imaging hardware

Product(s)

-  Cloud forms-processing software 

Project / feature / deliverable

-  Brand identity package
-  Website
-  Sales and marketing collateral

duration / date

-  3 months / 2012

background

I used to regularly develop websites in agency and freelancer projects. I can remember experimenting and trying to craft responsive sites for different size CRT monitors in 2003. I rekindled my fascination with responsiveness in 2012 when I was presented with the opportunity to develop the brand identity for a tech startup.

problem

The client had no corporate presence or in some cases amateurish collateral that he had cobbled together. He needed to represent the business at an upcoming trade show and there was a tight deadline. 

solution

I formulated a three-month project plan that encompassed all deliverables. I then coordinated and completed work over the course of the next 12 weeks.

Challenges

My client owned a related business and was a keen businessman. But he was not conversant in branding, development, UX, or project management. It was a classic intersection in agency work, where teh client often expects results beyond budget and reasonable constraints. 

The client had created some existing branding and collateral on his own. His personal investment made it difficult to convince him to do the right things and abandon the old for new-and-improved fare.

Keeping the client on the timeline required a combination of gentle pressure, diplomacy, and charm. 

Outcome 

Over three months, I revamped brand and collateral to reintroduce and officially launch the business. My client premiered the site at an industry trade show. The company's new image was well received by existing clients in his sales pipeline. The increased sense of professionalism bolstered lead generation.

PLANNING

My client required numerous deliverables. I created a project plan to keep us both on track.

BRAND IDENTITY

A new brand identity would serve as the cornerstone of my work. I sketched a logo and wrote visual spec, then handed it off to a pro logo illustrator to perfect over 12 shared rounds of work.

Wireframes

I wireframed a responsive, five-page site that would serve as calling card and lead-generation tool. 

content

Tight integration between interaction and content prevents duplication of design work and produces a more intuitive experience for the user, so I created content with wireframes. 

COMPS

With content and wireframes ready, I created .psd comps. The comps were presented to the client and finalized after minor modifications.

front-end development

I hired a front-end developer who used my .psd comps as a reference. Development and debugging were complicated by the responsive design.

sales-and-marketing collateral

The new brand identity, content, and, graphic design served as a springboard for sales & marketing collateral: a print brochure for trade shows and an e-mail template, among other items.