CREATIVE STRATEGY AND ASSET SUMMARY

THE OVERVIEW

This rebrand is focused on transforming Michell Consulting Group’s brand image to something more modern, cutting edge, and to accurately reflect the organization as a best in class technology company. During these difficult times we want to showcase a brand image that is new, fresh, and full of life to existing clients and net new prospects we are targeting. We want to make a statement saying, “We are still here and better than ever!”

THE VISION

We are aiming to change the perception of clients and prospects when it comes to the Michell Consulting Group brand. The design reflects an organization that is experienced and professional but also cutting edge and very approachable. We drew inspiration from large organizations like SAP with their Business One Solution, and UPS with their Ware2Go solution, while also leveraging the look and feel of modern tech and app companies like Slack and Electric.

THE GOAL

While we cut absolutely no corners when it came to design and animations, the number one goal of this rebrand is to keep things as simple as possible. Michell Consulting Group does a lot. So how do we help educate clients and prospects on all the values of the organization? This is the main reason why we focused on keeping everything short, straight forward and very simple. We changed Michell Consulting Group’s logo to just be MCG and kept that theme in writing marketing copy. We also classified MCG’s service areas into color groups that will transcend all online and offline print materials to help keep clients and prospects focused on the message.

This logo concept is also clean and bold a reflection of the various layers, pieces, and disciplines it takes to effectively provide the wide range of services and solutions MCG offers. It is the visual representation of putting all the pieces together properly to become the all-in-one business partner.

COLOR

Each color will represent a major service. The vibrance of each color will help to attract attention for both digital and print material.

Typography

Geometric sans serif typefaces have been a popular design tool ever since these actors took to the world’s stage. Poppins is one of the new comers to this long tradition. With support for the Devanagari and Latin writing systems, it is an internationalist take on the genre.

POPPINS

Poppins is a modern sans serif with a round touch.

a b c d e f g h I j k l m n o p q r s t u v w x y z @ # $ % *

icons

Each icon style has a diverse color array while still fitting in with the style of the website. One style is more asymmetrical while the other is an outline. The asymmetrical icons give more of a creative visual while the outline icons give more of a logical visual.

Collateral that speaks for itself. Literally!

The metallic colors and big letters in the collateral will pop nicely while keeping the feeling simple and maximize the attention and engagement of the audience.

“Design is not just what it looks like and feels like. Design is how it works.” — Steve Jobs, co-founder of Apple, Inc.

collaterals

SWAG