Brand identity, website redesign, and content marketing strategy for B2B consulting firm.
Prime TSR is a boutique IT consulting firm based in Chicago. Over the course of one year, I worked in house with Prime TSR’s leadership team to establish a foundation for the brand and execute a marketing strategy to support it.
After two months of validating the target market, interviewing key stakeholders, and analyzing the digital landscape, I approached the team with recommendations to refresh the brand and redesign our web experience. The idea was to evolve the brand identity in a way that reflects a common visual language with our audience, while maintaining the boutique personality that the founders always envisioned.
The lower case structure of the word mark is intended to make the brand more approachable and modern. Lower casing is also believed to improve reading speed by almost 20%. The lower case approach was also common in the word marks of almost every peer, competitor, and analog brand we analyzed.
The symbol refresh maintained the original construction representing upward movement and progress, while using fewer colors to improve scalability. The new and re-energized Prime TSR color palette was inspired by tones found in the original symbol and by colors commonly communicated by leading brands in our target markets.
When deciding on the typeface, the idea was to evolve, rather than transform. Besides being a designer favorite for web, Avenir owes some of its interpretation to Futura, which resembled the original Jost typeface used by Prime TSR. Nuances such as vertical strokes and shortened ascenders aid in legibility and give Avenir a harmonious and sensible appearance for both text and headlines.
In designing the website, the main goal was to create a clear story flow that encourages audiences to self-identify and convert. We prioritized customer success stories, technology partners, and we defined clear service offerings that corresponded to a broader content strategy.
“With the brand strategy he put in place, Greg created a foundation for our marketing efforts.”
“Greg’s content strategy brought hundreds of new visitors to our site. It was a calculated effort and it was all backed by research.”
