Background
All-in-One Marketing Service
Co.media is a cross-border marketing and consulting agency based in Plano, Texas. They provide full range marketing solutions in the United States and China for companies that want to expand into the global market. I joined them at the very beginning stage as their Senior Creative Designer and tasked to create a memorable and inviting brand identity that would set Co.media on a path toward growth.
Design Process
Identify Brand Strategy
I began by researching our target audience, competitors, and our market fit. I worked closely with the founder and CEO of Co.media to understand her company vision and service offerings. I took her vision, goals, and service offerings and developed core values and the voice of Co.media:
-2017-2019
What I did:
Art direction
Brand Identity
Website Design
Company: Co.media
comediamarketing.com
In response to the above research, I determined the brand tone should be energetic, bold and recognizable. The slogan was Collaborate, Coordinate, Connect. To emphasize the slogan through brand identity I needed to create an approachable, fun and creative feeling to the intended audience. The underlying goal after a customer engaged with Co.Media was a to create a cheerful and trusting experience.
Visual development
The unaligned yet balanced part of “Co.” creates a quirky and joyful feeling to clients. The entire logo creates a distinctive visual that enables Co.media to stand out and be instantly recognizable.
Co.Media’s visual identity contained two core elements:
Circles : Represent the brand’s tone of voice: approachable, helpful and integrated.
Red, black and white color palette: A simple, bold color palette echoes the simplicity and efficiency of the service while supporting growth of Chinese businesses with a subconscious red-tone.
The “Co.” part of the logo is transformed from three consecutive circles, to symbolize Co.media’s three core values: Collaborate, Coordinate, and Connect.
The unaligned yet balanced part of “Co.” creates a quirky and joyful feeling to clients. The entire logo creates a distinctive visual that enables Co.media to stand out and be instantly recognizable.
Brand Implementation
With the core Circle elements,, I turned my attention to develop other supporting visuals, including icons, stationary, and communication materials.
Website Development
Tell the Brand Story
With the complete visual identity in place, I worked with a web developer to implement technical aspects of Co.media’s website. The objective of the website was to tell the story of Co.media and what unique approaches and services they offered customers. The website had to be user friendly, with clear navigation and functionality.
The Co.Media circle and 4 different red shaded colors are consistent graphic elements through the site. I wanted to utilize plenty of white space and black text to supporting the brand visuals, bringing the website an open and friendly vibe. The custom icons showcase the main services with our creativity intact.. The bold graphics give clear visual representation of the services offered. Knowing the company was cross-border, China to American and vise versa, functionality was added to change the language to connect with both audiences better.
Aside from telling customers who Co.Media was, there was a need to create a lead capture area to fill the business development funnel for paid conversion. . I implemented two aspects of the website to achieve this effort::
Free consulting: Co.Media offered free consulting to customers that might be interested in our up-sell services. By simply filling out a form, specialists would be able to contact customers and schedule a free consultation..
Free Market Report Download: Marketing specialists would conduct informational reports with proprietary market research. We made it possible for customers to sign up for a Market Report newsletter which would be sent to their inbox in a drip campaign to convert to paid services.
