ROI: Return On Influence
Greater Seattle Area
Appetizers – The Logo
Alrighty. Branding issues #1, transparency layers in the icon portion of the logo. While the mark itself is interesting while on a white background, it is restricted to being confined to a white background or something to set it off from other design elements.
If we go to the black and white process we can see the mark, though still identifiable, lacks its lustrous wing pattern. When the mark is reduced in size it quality also varies significantly, becoming heavy and not coming off with the same elegance as its full-color variation.
For a young business, there are priorities that take precedence over others. More often than not marketing and more specifically design can end up being one of the last areas to be addressed. This was the case with Seeking Health. Seeking Health is an e-commerce distributor of nutritional supplements whose purpose is to educate the population of the impact that nutritional deficiencies play on our bodies and how it can affect future generations and ultimately make them susceptible to various types of illness.
The business has done very well for itself, generating over 10 million dollars during its lifespan of over five years. And that is without a marketing strategy! The brand itself is supported by its sister company whose focus is solely on education, Seeking Health Educational institute (SHEI), that reflects Dr. Lynch’s research.
A New Brand on Health
Lack of versatility created inconsistency. Developing a new mark with new typography can be a shock, especially to the stakeholder(s). Thoughts came up trying to predict any scenario and how to prevent any issue or compromising the logo.
#1–Make it Vector. Transparency does not translate to print easily. Have foresight, even in companies that insist they a “green” or “paper-less” business, print materials WILL be necessary at some point.
#2–Convey Motion. Movement can potentially create a busy mark. Shape study was incorporated to see options of creating that “in-flight” moment.
#3–Typography. Often an overlooked element by some. The type used needed to say education, where you can trust the information from a credible source.
#4–Give Variety. A brand logo can have variations of itself to fit different contexts. Creating a full horizontal, a stacked version and the initials would make bring more options to branding, creating variety and keeping the brand fresh in the eyes of the consumer as well as create opportunity for motion graphics and other media.
The Big Picture – Beyond The Mark
Never leave stones half turned. Keeping the doctor-look, with a dominant white with accents of very popular northwest blue and green create a quiet brand. Seeking Health wants to be the forward-thinking, innovative, positive, energetic and what you see is what you get-brand. A supplemental (pun intended) warm color palette was developed to bring these qualities into the refreshed look.
A large palette of colors was sampled from product content shots and then consolidated for ease of translation. The intention was to bring about transparency not only how business is conducted in a market that comes under fire for selling adulterated supplements, bring the contents of the bottle to the outside of on the label.
The Star – The Grid
A well-designed grid creates structure and a formula to make a brand distinct. Dr. Lynch’s primary educational tool is what he called the Pathway Planner. The planner is a map of how the body metabolizes or uptakes certain nutrients and what vitamins or minerals support or under that process. With some painter’s tape and curiosity, a grid began to form from this diagram. It would eventually be developed further, with the key pieces being the energizing (there it is again) diagonal line.
As designers, all the great, fantastic and creatively influenced work many of us create on a daily basis won’t see the light of day unless the client has confidence in your work. Or at the very least they’re not in shock from your direction. Education is key. A major roadblock here – a client’s perception of what design is leaves the designer put in a box of just creating, “make pretty”.
Using quantitative data is beneficial to selling the idea when it is applicable. Tracking user flow on a website, adjusting the design accordingly and see the result, just as an example. But how do you quantitatively give numbers behind branding work? My Answer – Influence. Branding is creating influence specifically designed to appeal to certain people. When those people are successfully exposed, there your first big hurdle has been overcome.