SpendHQ, a spend analysis software provider based in Atlanta, faced a problem many young businesses face: they had an established, strong brand, but over time the visuals had become dated and diluted. SpendHQ's small marketing team was so busy getting the word out about their phenomenal product, there was no time to create structure around the branding. So in turn, every use of the brand look a little different, SpendHQ's visuals didn't feel succinct, and their professional appearance was suffering.
I sat down with the SpendHQ marketing team to find out what was working well currently and what was not. Together we created a concrete set of brand guidelines which were eventually compiled in an easy-to-use brand guide. During this process, I added new elements to the SpendHQ brand to provide a small brand refresh that gave them a more contemporary appearance without having to reinvent the wheel. With their new brand structure, the SpendHQ marketing can now proceed forward with confidence and clarity knowing that their brand has consistent, professional, look and feel across all platforms.
New print collateral including ad templates, case study templates, and white paper templates were created in conjunction with the brand guide so that the in-house marketing team could easily create new documents on their own in the future without starting from scratch or having to employ an outside designer every time. These templates allow the marketing team to save time and money while still remaining confident that all their collateral will look polished and professional.