N Leadership is no ordinary consulting firm. Focused on executive leadership and team development, their innovative model truly creates change for enterprise organizations. When we begain working with them in early 2013 they knew they were different but couldn’t articulate how, a problem that permeated the brand.
We started with a comprehensive positioning exercise to clarify key differentiators, offerings, brand essence and other critical aspects of the N Leadership value proposition. This work enabled us to help them flesh out their model, develop an elevator pitch and we landed on a tagline: Lead at the next level.
The N Leadership team was attracted to the image of a compass. Our work was to put a new spin on this idea which we approached by making it simple, subtle and integrating a modern typeface.
Competitive analysis revealed extensive synergy among the website designs of other consulting firms. N Leadership wanted to break the mold but still appeal to a corporate client base. We used fresh vibrant images and a responsive layout that highlights their innovation, differentiation, and impressive client roster.
Building on a strong foundation of design and messaging, we began a series of brochures that give a “deeper dive” into their offerings, approach and results. They are used as sales tools and have been extremely well received. We are also working on social media design to extend their impact online.
"Erin was a highly effective thought partner, particularly in helping us craft persuasive design and messaging that really hooks our clients. Her work is beyond any marketing consultant I had hired previously. She is smart, creative and a pleasure to work with."
Ulrich Nettesheim, Founder
Modern service meets vintage automotive at Buslab, a specialty garage that repairs and restores Volkswagen vans and buses from 1950 on up. They are launching an e-commerce site selling parts that is getting international attention and decided it was time to focus on their brand.
Logo and Identity
The Buslab has developed many innovative restoration techniques for these cult classic vehicles. And their diverse customer base includes wealthy aficionados, nostalgic hippies and German and Japanese engineers. So we wanted their new identity to be clear with wide appeal. The logo uses a bus but in a way that hasn't been done before, shining a light on their namesake. It has been such a huge success that they want to put it everywhere. We have created stickers, t-shirts, a mural and more.
The website is currently in production. It positions their work in a cleaner, simpler and more modern way than what they had before, creates room for developing their community and connects to the e-commerce site. We also provided creative direction for an extrordinary video, animated by David Lauer, that will be featured on the home page.
The entire Buslab staff is thrilled. They are excited about the logo and love the t-shirts. Their customers comment on it regularly and they are seeing more and more buses around town with Buslab stickers on their bumpers. The website is close to completion and will make a strong contribution to their brand.
"Erin and her team nailed it. They understood our needs, captured our brand and the work has definitely impacted our business. I can't recommend Chrome Canyon highly enough."
Steve Perzan, Co-founder
Brightidea has one of the hottest offerings on the market in the innovation software space. Their CMO called us after seeing work we had done for Netbase (who called us after seeing work we had done for N Leadership) and asked for design support for sales collateral that would push the envelope of their brand. They also wanted a strategy and design for branding guidelines to create consistency across their materials.
In a fantastic collaboration with the Brightidea marketing team, we designed an e-book that they use to highlight their offerings, get the attention of buyers and differentiate from competitors. They wanted something bold and punchy but still consistent with the clean minimalism of the rest of their brand. Our solution was to ramp up the imagery, extract and highlight bold statements, and add more color.
The e-book was so well received by the organization that it became one of the primary inspirations for a branding guidelines document that sets the standard for Brightidea's materials. We worked with the marketing team to establish a color palette, typography structure, image guidelines, logo usage and other essential design elements. We also developed a Creative Brief - a form that can be used to organize ideas and ensure the materials being created are supporting the brand in an intentional and consistent way.
Guru Girls is a film script and book trilogy about two powerful teens that disrupts the dystopian model we see in Divergent and The Hunger Games, while advancing strong female characters and relationships. Working with Patina Entertainment, creators Denise Williams and Marina Spence needed an urban, edgy brand for Guru Girls to support a campaign that will bring the books and film into production.
The Guru Gilrs script is incredibly intelligent, adventurous, funny and "real." We first worked with Marina and Denise to add polish the script, ensure it speaks to a young adult audience and is grounded in modern pop culture.
Protagonists Sid Hartha and Crystal Castaneda integrate grit and gentleness, spiritual wisdom and tangible practicality. So the identity for the project had to capture all of that and it also had to engage a young adult audience. We developed a vibrant, punchy logo and a tagline structured as a probing question: What if 2 girls had to save the world?
We designed the website to reflect a collage or "vision board" that is popular among young women using objects and symbols referenced in the script. It introduces the characters and creators to generate interest and gather a following.
Electronic Press Kit
As a companion to the website, we created an electronic press kit (or EPK) that executives at Patina Entertainment use as a foundation for sales-based converstaions. It includes information that is relevent to funders, like competitive analysis and merchandising, but isn't needed on the website.
The first step for Guru Girls is to secure funding and that is under way. In collaboration with Patina Entertainment, Creators Denise Williams and Marina Spence are moving forward with an animated trailer. Not only are they confident and excited about the writing itself but they are thrilled with its representation online.
"Erin did an extraordinary job of understanding the Guru Girls concept and positioning it in a logo, tagline, website and press kit that capture the attention of our target audience. Additionally, Erin consulted on the creative content and helped us make it more edgy and engaging. Erin added tremendous value to Guru Girls - working with her was smooth and efficient."
Denise Williams and Marina Spence,
Creators of Guru Girls
Modern Legends was a television series slated to be the flagship production of Patina Entertainment, an entertainment production startup based in Los Angeles. Patina's founder, Michelle Darné, asked Chrome Canyon to design an identity, website and pitch deck that would launch the show and define its brand. We also provided creative direction for a short promotional video that would engage viewers and provide key space for advertising. Unfortunately the project was canceled before the website was completed but the work is interesting nonetheless.
Modern Legends was going to feature human interest stories from around the world and Michelle knew she wanted to create a video to engage viewers and introduce the show. We worked with Michelle to develop a stop motion animation concept and brought on Will Groebe to create a collection of illustrations, Chuck Duke to animate them and David Lauer who integrated the final touches. Water color illustrations give it a "storybook" feel and the stop motion itself is unusual and unexpected - all adjectives that also describe the Modern Legends show.
Because we didn't know what the final look and feel of the show would be, we wanted the logo to have a bold personality but also be simple and versatile. Our work with the Patina Entertainment team also lead us to a tagline: Real people. Remarkable stories.
Patina's sales team was starting to sell advertising for the show and needed a document to serve as a foundation for those conversations. Rather than developing a traditional pitch deck PowerPoint presentation, we created a booklet that they could walk through with advertisers and leave behind. This piece was a huge success. The team reported that it was easy and enjoyable to use, and created the buzz we were looking for among the people they talked to.
Though the show was canceled, the design work for Modern Legends was a success. It captured the show's look and feel, gave the project a solid start and supported goals of Patina Entertainment.
"Erin is my Creative Director of choice for all of my branding projects. Her creative vision is fresh and innovative and her intuition is excellent. She can take a project and see it in the market, and then develop strategies from that place. After 30 years in the business I know how rare it is to find someone with Erin's range and depth of capabilities."
Michelle Darné, Founder
Point Energy Innovations is an engineering firm launched by Peter Rumsey, an award-winning and internationally renowned energy expert. Peter approached Chrome Canyon to create a website for the firm that would showcase his portfolio of engineering projects, capture the attention of prospectie clients and enable them to load new content themselves over time.
We wanted to capture the creativity of Peter's work with a clean, well organized layout. We also wanted a look that is consistent with his industry but innovative and cutting edge. And Peter asked that the home page present most of the content of the site to minimize clicking. So we delivered on that. We also created a collection of section headings to introduce different components of the site.
The project has been a hit with the PEI staff and community. One of their colleagues remarked it was the coolest website he had ever seen. (That was nice to hear.) They continue to add to it on their own and, last we heard, the business is doing extremely well.
"Erin did a great job of interpreting the vision for my business into a fantastic branded website that I am using to launch a consulting practice and other business ventures. Not only did she create a compelling marketing platform for me to use but she designed something innovative and interesting while staying consistent with my industry. She is a pleasure to work with - she is bright, insightful and has a great sense of humor."
Peter Rumsey, P.E., LEED AP BD+C, FASHRAE, CEM
Founder, Point Energy Innovations