Rebranded to connect on an emotional level.
David Sklar
The Challenge
David Sklar and Associates was positioned as a traditionally professional company sporting a “suite and tie” image. However, the target audience are people who are struggling with debt and most likely feeling intimidated by bankers and lawyers.
During our research phase, we noticed the entire industry is very intimidating and was often misunderstood.
David Sklar had to find a way to become more approachable and human-like in a very untrusting climate.
Our Work
- Define Before Design® Sessions
- Content Writing
- Logo Design
- Visual Brand Identity
- Tag Line Development
- Onboarding Process Strategy
- Printed Marketing Materials
- Website Design / Development
The Solution
We walked through the customer journey and changed the brand voice to be more approachable and down to earth. A casual and trusting tone was applied to all touchpoints, from their ads, website, chat functions, and internal staff dialog. A strong empathetic filter has been applied to everything they do, to combat the stress their audience is under.
We also planned a new photoshoot where the team dressed in a more casual attire and posed with large smiles that evoked feelings of happiness and teamwork.
With that shift in personality, we created a visual brand identity that felt more rounded and soft. We adjusted the DS icon shape, dropped “AND ASSOCIATES” from the name, and chose a modern font. We made the logo feel more welcoming and less like a traditional lawyer vibe. We introduced purple to the visual brand identity because it was not used in the industry and the psychology behind purple evokes feelings of balance, stability, and peace of mind.
After this rebrand, people’s perception of David Sklar will match the brand experience they will receive, ultimately creating trust and brand advocacy.
Before our Define Before Design® process:
