BizTech RX sold business, technical and marketing services to small business owners. Three service lines, all of them fairly abstract, and not much room on a business card to explain any of it.
So we stopped explaining and asked instead:
What piece are you missing?
Everything hangs off that line. A list of services makes someone read and evaluate. A question makes them think about their own business, and most people have answered it before they finish reading.
Getting there
I started on paper. A page of pencil directions, working out how to set the wordmark and where a puzzle piece could sit in it. One direction survived and that's the one that went into Illustrator. Sketching is cheap. Redrawing vector art is not.
After the mark was locked we did print, then digital. Each stage had to live with what got decided before it.
The mark
The logo is built on the puzzle piece, with the three service lines set under the wordmark so they turn up the same way on every piece.
The rollout
I ran a team of four through the rest of it, and we covered everything the business needed:
- Promotional mailers and postcards with tiered startup and promo packages - Door hangers for canvassing the local area - Business cards and stationery - Ten variations on the email signature banner - Retractable vertical banners for events - The paperwork nobody thinks about, including a multi-page employment application form
Credits are on each image. Bryce animated the logo sting, Eugene built the website, Brandon did the door hangers, and Sabrina did the banners and one of the business cards.
This rebrand project has led to a huge amount of growth for BizTech Rx!