1 + 1 = 3

Six months ago I wrote a blog post about a company logo we designed for one of our clients. Several things have happened since January. We completed numerous projects including their identity suite, a company brochure, a pocket folder, and a company website. Lendacy is now one of our retainer accounts, but the topic of this week’s update relates to one of their related businesses.

Our engagement with Kinetic Management Group began the same way, with a series of strategic planning meetings designed to help narrow the focus of the business and prepare an annual marketing plan. We concluded those sessions in April, and starting working on a brand refresh.

Unlike the Lendacy project, which involved a company name change, the Kinetic project was in some ways more difficult. They had several different iterations of their logo, mostly involving an abbreviation of their company name. We knew from our strategic planning that we wanted to abandon the abbreviation and focus their identity on the word “Kinetic” since that’s how everyone referred to the business.

What we didn’t know, and couldn’t know without going through the process, was how far from their current logo (as represented by a nice metallic sign on a wall in their office, which is not used in any of their marketing materials) we might stray. As it turns out we didn’t stray too far, but the end result is a professionally designed company logo the will allow us to rebuild the marketing foundation of the business.

It took longer than expected due to other priorities and commitments, but we’ve already begun working on the corresponding identity suite, and pocket folder with a stitched in brochure, and a company website.

And that’s still not the best part! Not only did our original engagement with Lendacy turn into a retainer account and a second engagement with Kinetic, but they also referred Milestone to one of their strategic partners. We recently completed their strategic planning sessions, and now we’re kicking off their rebranding project on Monday afternoon.

Until next week,

Matthew Anderson, President
Milestone Marketing Associates, Inc.