Kat Ingalls
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colorful cambios - darkpurple-device.png

Cambios

digital strategy, visual system, web

Articulating a brand-new business to attract first clients while carrying over to in-person interactions

Cambios Consulting

Cambios Consulting specializes in coaching team-based emotional intelligence to increase group performance in the workplace. As a brand new business, they needed a built-from-scratch digital presence that would give clarity to their business, help them attract (and win) their first clients, as well as carry over to the in-person interactions so key to their industry.

Content Strategy / Branding / UI Design / Site Dev

TOOLKIT

Planning
Hand-drawn logo concepts, slide layouts, site wireframes (paper + iPad)

Brand + Presentation
Adobe Illustrator, Photoshop, Keynote, Canva

Web
Wordpress.com, Squarespace

 

Challenge

Design work to include:

  1. Business identity that would make them feel professional and proud to use across all communications (print, email, website)

  2. Brand messaging to help clarify and easily communicate their business value, services, and client process

  3. Website to send prospective leads to, that would communicate their value and deeply resonate with their prospects' concerns

  4. Marketing collateral to augment their in-person communications, including business cards and a pitch deck

 
Messaging Outline

Messaging Outline

To help communicate – and get clarity on – Cambios’ mission and business value, the first priority was creating a messaging (pitch) deck.

While this would primarily be used for in-person meetings, it would also provide clarity internally and serve as the first step in creating website content for later in the project.

Cambios and I discussed their vision, value, audience, and industry in broad terms. Using notes from our meeting, I worked to create a brief but concrete business overview, focusing on answering management concerns such as “What’s the measurable business value?” and “How exactly does emotional intelligence help? (What’s your process?)”

Pitch Deck

Pitch Deck

To make sure the outlined messaging was an accurate representation, I checked in with Cambios before building out the draft deck. Some additions were recommended, and the deck moved into design. This included researching supporting statistics, writing copy, outlining business processes, and developing supporting graphics.*

* The Cambios logo was added in after branding had been designed. The first version just used the written name.

Logo Sketches

Logo Sketches

Rough concepts were made to start exploring the visual language needed to move forward. The “double C” representing Cambios’ name as well as its two key processes – team development and strategic planning – was selected for continued development. With a nod to the infinity symbol in future-forward services, green was chosen for its connotation of growth and the blue for stability.

Brand Styling

Brand Styling

To create a consistent presence across all mediums, a full visual language was developed for the brand. This included a logo, color palette, typography, and iconography. These elements would be used across physical collateral and digital communications, and would be particularly helpful in developing the website.

Business cards

Business cards

Designed using the developed brand styling while also referencing the key points of the messaging deck in the 3 key services.

Social Media Templates

Social Media Templates

Also designed using the brand styling, these templates were developed in Canva, making it easy for Cambios’ principle to create his own for new events or blog posts easily.

Presentation Template

Presentation Template

With a focus on in-person meetings and customized pitches, a presentation template was developed based on Cambios’ brand styling. Unique slides distinguishing each of Cambios’ core services (Team / Strategic / Emotional) by their brand color were included.

Website Wireframes

Website Wireframes

With a vision for both the messaging and visual language, wireframes were sketched out so we could begin planning the supporting content – both written and visual.

The drafted pitch deck would be the baseline for most of the site, effectively helping all content to weave together and support each other. The pitch deck serves as a quick introduction, with the site also providing an introduction via the landing page, but also providing supporting context to dive deeper. The visual identity supports both platforms by alluding to Cambios’ values of innovation and measurable impact.

Web Design

Web Design

To avoid future tech headaches, I recommended Cambios switch from its placeholder site on Wordpress.com to Squarespace. This let the owner avoid having to worry about updates, template changes, or how to build a new page.

Working off the sketched wireframes, I built out the site in Squarespace, creating new graphics as well as repurposing some from the messaging deck. The owner also provided some additional written content that I helped edit for web.

Site Launch

Site Launch

I transferred the domain over from Wordpress.com, set up Google Apps on the new domain, and went over the new site on Skype to check for any issues. I also walked the team through how to update their new Squarespace site (including adding blog posts), and made sure they knew they could reach out to me on any questions in the future.

Before going live, I also went over some resources to help make the admin side of digital business easier, such as scheduling meetings, email management, and filtering inquiries.