Greenwald Doherty: Collateral, brand guidelines
Overview
Greenwald Doherty (GD), a US-based employment law firm, has been working on an exciting new product launch called SignaTrain and asked McL to get involved to create a compelling digital brochure, design graphics to support their social media efforts, and establish brand guidelines for the firm.
The Challenge
The brochure design aimed to convey professionalism, trustworthiness, and expertise in employment law while explaining the details and benefits of SignaTrain. Our challenge was to create a design that followed the firm's visual identity yet set itself apart from other marketing materials. We were also given the green light to search for a new font and add a bit of playfulness to the design.
Digital Brochure
The striking brochure cover featuring a new background graphic is bold yet subtle, also pointing out the new product launch within a ribbon graphic. This lets the user know quickly that there’s something worthy to check out. The unique graphic is a spin off from GD’s logo design and visually links to the actual logo. We also chose a new San Serif font for body copy (Roboto, designed by Christian Robertson) to increase legibility and give the brochure a fresh look and feel.
Social Media Graphics
Next, we moved onto setting the stage with updated graphics for GD’s social media campaigns. We looked at multiple colors, sizes, and composition variations of the new background graphic and landed on several to create a suite of backgrounds to be used across multiple digital channels.
Brand Guidelines
Lastly, we created several pages of brand guidelines to support the firm’s visual identity, including logo usage, color palette, and color breakdowns, as well as fonts and tips. During this process, we took the initiative to create color consistency within the suite of logos, added color variations and created the logos in all formats for print and digital.
Credits
Robin McLoughlin, Eileen Tellis
