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Our perspective on branding and graphics, tools we find useful, case histories and fun facts on design in the 2 dimensional realm.

case history: peggy scott

case history: peggy scott

A client from the San Francisco Bay area approached us for assistance with her brand.  The Visual Voice interviews immediately identified a problem: precision in defining a mission and ideal client was missing.  The depth and experience of Peggy Scott as a business was sufficiently vast that narrowing the focus seemed counterintuitive, yet this was our advice in order for the company to find new traction.  We assisted the organization in defining their focus, then assembled an image search based on key words from the Visual Voice interviews.  A few of the hundreds of images assembled:

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Peggy Scott consults to public personalities, professionals and companies with an executive stratum in order improve effectiveness in presenting and communicating their message.  Peggy Scott clients undergo targeted training in defining their purpose and their message, in refining their presentation skills and in polishing their manner and appearance.

Key words like "honing", "sharpening" and "simplifying" identified in the Visual Voice interviews led us to a thinly etched sans serif typeface, Avenir.  We recommended eliminating the original word "Enterprises" used after the company name, presenting it more straightforwardly as "Peggy Scott".  The executive clientele suggested a deep royal blue color to us, and the focus among other issues, on polishing appearances suggested a background of fabric.  Of course our thinking was not this linear, and we experimented with numerous options both in the office and with the client, but the successful result came from that simple thought process.

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That's what we thought anyway.  Just after the proofs arrived from the printer, we found the company using another option in some secondary collateral and discovered that they actually found that version more inspiring.  They thought it was too late to voice second thoughts.  The brand would have been split in two and the power of a consistent brand diminished or even lost had the error not come to light in time.  We're glad it did come to light:

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