Spagnoletti Net. (formerly Spagnoletti & Associates) was a typical startup struggling to differentiate itself and attract the right clients.
An alignment workshop identified the key to reframing the company’s messaging; That we are all operating in a world of perpetual change. This insight led to their unique design thinking approach that helps break through organizational paralysis.
The new name highlights the company’s strength, a network of subject matter experts and the tagline provides a window into their design thinking process: Empathy.Collaboration.Transformation. The new site was designed to replace the standard technology, charts and graphs and focuses instead on results and outcomes with easy to follow graphics.
The company now focuses their messaging on how their clients thrive during technology, process and organizational change and has significantly reduced their sales cycle.
“After struggling for months, Orly was able to clarify who we are and what our clients get from working with us—in one month. As a result of her alignment process, we now have a unique elevator pitch that helps us quickly connect with our ideal client. Orly has taken our brand to a whole new level.”
Joseph Spagnoletti, Founder, Spagnoletti Net.
Ellen Cooper was launching a fine art portrait studio and needed help positioning herself for rapid growth and recognition. Her “aha” moment came when she realized that what she wanted was that “in case of a fire, a client would grab her painting first.”
In order to create a distinctive and memorable brand identity, it was important to first clarify her vision, to provide a “timeless treasure — a legacy to be passed down to future generations.” In addition to key messaging and a memorable identity, a new website was also developed.
The mark is made up of the artist’s initials and symbolizes the way in which a master painter “observes” and then “transforms” her vision into a portrait that “captures the inner character and soul of her subject in a moment in time.”
Within one year after the launch of her new website, Ellen Cooper was represented by several name galleries throughout the U.S. and today has a 3-6 month waiting list.
“You helped me gain a deeper understanding of myself as a ‘brand’ and how to articulate that ‘brand’ fully to potential clients. When I hand out my business card, I don’t have to say anything because it speaks for me.”
Ellen Cooper Portrait Painter
Dr. Chaya Herzberg
In spite of being an expert in her field both nationally and internationally, Dr. Herzberg and her practice had almost no brand recognition in the medical community and patient families were struggling to find information.
The brand assessment process included qualitative interviews with seven patient families to define what matters to them and why they take their children to see Dr. Herzberg. A new website was built using patient focused content and quickly became a valuable resource to patient families.
The simple value proposition on the home page focuses on the benefits (instead of procedures) that parents really care about. An FAQ section came directly from interviews, as did the suggestion to include a targeted list of reputable links on the benefits of vision therapy.
The new site has decreased the amount of time the office spends fielding questions and has helped patient families become better informed. Parents regularly forward Dr. Herzberg’s website link to schools, doctors and teachers and use it to refer new patients to the practice.
The Women’s Institute
At the time of the rebrand, PFI was known for its caring and knowledgeable staff and doctors but had almost no recognition as a leader in the field of infertility. This is in spite of pioneering many of the high-tech fertility procedures that are common today.
Trend research and an in-depth assessment of the practice staff, doctors and patients, and the infertility community identified key branding and marketing opportunities. A new patient workbook replaced a set of instructions and procedures and featured a glossary of terms on “everything you’ve ever wanted to know about infertility.” The workbook became a “must have” for patients and generated referrals and revenue. The practice name was changed to The Women’s Institute and the Philadelphia Menopause Group (PMG) was launched ten years before the medical community recognized the impact of the aging baby boomer population.
The Women’s Institute was the first comprehensive medical practice in the Greater Philadelphia area to offer state-of-the-art reproductive care for women from puberty through menopause and one of the only infertility centers in the area to thrive during the transition to managed care.
M. James Architecture
Bryn Mawr, PA
M. James (formerly known as James Architecture + Design) is a residential architect who prides himself on designing homes that are finely tuned to his client’s needs and lifestyle. But in spite of happy clients and well-respected work, his firm had no brand awareness in the high-end residential market.
Client interviews provided critical feedback regarding the firm’s name, which was found to be too generic and easily forgotten. In addition, the unfinished and lackluster website was found to be at odds with the high-end brand experience that clients valued. Poorly photographed and disjointed images of furniture, lighting and interiors added to the confusion.
The more generic “James Architecture” was replaced with “M. James” to denote style and luxury, the hallmarks of a boutique firm. A new identity system was then developed and adapted into business cards, print materials and a new website that featured professional photographs of luxurious interiors and exteriors.
M.James architecture now designs homes throughout the U.S. and Canada and won Best of Houzz Service Badge in 2014.
“My new identity and redesigned website are now in sync with the highly customized service we provide and have elevated my architecture firm to a boutique brand.
Michael T. James, R.A., M. James Architecture
Plymouth Meeting, PA
When a small landscaping business expanded into design, maintenance and build of golf courses, it needed to reposition itself as a full service company. The new identity reflects a professional focus and provided flexibility for future growth.
A key aspect of the rebrand was a shift in sales and marketing focus from “one and done” to a cohesive, process with environments at its core. Simplifying the naming structure from Shearon Environmental Design Co., Inc. to Shearon Environmental positioned the company as a leader in the industry. Simple graphic elements (a tree, a golf tee) were designed to help sales people speak to specific projects and helped potential customers quickly grasp the scope of the business.
Shearon Environmental has grown from one location to four offices throughout the greater Delaware Valley and their visual architecture now includes a sports division, a residential division and a division of tropical plants (for shopping mall interiors). The mark has been in use since 1995.