CREATIVE STRATEGY AND ASSET SUMMARY
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!”
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.
While we cut absolutely no corners when it came to design and animations, the number one goal of this rebrand is keep things as simple as possible. Michell Consulting Group does so much so how do we help educate clients and prospects on all the value of the organization. This is why we focused on keeping everything short, straight forward and very simple. We changed Michell Consulting Group 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 a clean and bold logo-mark, a reflection of the brand’s dedication to being a true partner that provides all-in-one business technology support and services for its clients. It is the visual representation of what MCG stands for as a company.
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.
Each color will represent a major service. The vibrance of each color will help to attract attention for both digital and print material.
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.
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.
RISe again, with An ALL-IN-ONE Tech PARTNER
This theme is designed serve a dual meaning with both the word RISE as in (Rise up) and the letters in the word as an acronym, (R - Resilient, I - Integrated, S - Secure, E - Efficient). This will allow us to communicate a positive message of rising up again as business stronger than before by meeting the demands of the new business technology era. The new tech era for business require businesses to be Resilient, Integrated, Secure, and Efficient. MCG is the partner to help you achieve it.
ORGANIZING THE CHAOS
With this concept, we want to focus on the challenge of keeping up with a complex technology environment for business accrued a lot of technical debt by continuously adding pieces to it over the years. Stressing on the need of having a technology consultant has a business partner that can help you navigate the ever changing landscape and help you make the best technology decisions possible while taking the burden of implementing those solutions properly. By organizing the chaos you maximize the potential and efficiency of your business.