We started with the name and a version of their logo. The original logo was well done, but we saw room for improvement. We made some font changes and moved certain iconic elements to better highlight the name and the feel that they were trying to achieve. The goal; light and clean focus on nature. It was conceived to be something that is warm and inviting. Nothing that would feel corporate or pharmaceutical. No elements that were hard.
Through working back and forth, we both agreed to a target audience that made the most sense and a brand psychology that was more focused on healthy living than on a holistic cure. Then we “celebratized” the CEO. As a professional she had already written two books; thus it was easy for us to use her as your guide to healthy living. Through scheduling events, speaking engagements, book signings, and other happenings which we set up, we placed her in the spotlight.
Business cards were an obviously necessary element. We, as a culture, have been desensitized to business cards. We get them and automatically put them in our pockets and wait for them to run through the laundry. So we decided that the card stock had to be thicker. We went with a 19 pt rather than a traditional 14 pt or 16 pt. This initiated a tactile experience that would create a uniqueness against the countless other business cards that someone will have in their pocket, business card holder or wallet. The 19 pt also allowed us to stand-out in a stack of cards, merely because it is physically thicker and that much harder to overlook.
The last element that we wanted to make sure we achieved, funny as it may sound, is that we wanted the business card to be interactive. How can a business card be interactive? By making the back horizontal and the front vertical. This forces you to take time to focus on shifting it, causing you to literally reset your attention timer. Just one more subtle way to stand-out, and piece by piece making a simple thing like a business card genuinely unique.
“When I met Devin over 18 months ago I was immediately impressed. He struck me as an original thinker with original, innovative ideas. At the same time, he had a lot of experience under his belt and I could see he had a passion for what he does for a living. He has a good handle not only on social digital media marketing but also traditional marketing. He’s especially good at short segment videos you may need for your website, YouTube or Facebook. As I did the first day and still would today, I describe Devin as “Lightning in a Bottle”. A good investment of your marketing dollars if doing it in-house is not in the budget.”
“In an industry full of terms that can seem like a foreign language, Devin Sardano of Gaber Marketing Studios is articulate and easy to communicate with — and that’s refreshing! I’ve worked with Devin, he’s a smart, creative energy with good ideas backed up by talent.”
It was so easy to work with Devin. Once he understood our service offering and industry, he was able to create a brand strategy that really made us stand out from the crowd. The website that Gaber created was elegant and effective and I’m proud to have it as the first point of engagement with new potential customers.