I need a new corporate brand identity

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Experience Level: Intermediate
Estimated Job duration: 1 - 2 weeks
“Strategic Gears”
brand identity development brief

Background and business line:
“Strategic Gears” is a management consultancy firm, which accommodates local foundation, and multinational experience, offering its clients the best of both worlds.

What the brand name implies:

1. Why “Gears”?
The way we work, is that we “fit in” the client’s team, and see our self as an additional “gear” that fits, and works with other “gears” in the client’s organization.

Although we identify our selves as “strategic”, the “gears” part of our name stresses on our the “practical” side, as we claim to provide “strategies that work!”. This is very important as we do not want to be perceived by mistake as consultants who just offer “documents”. We actually “walk the talk”.

The addition of gears usually has positive association to quality, such as automotive gearboxes adding more “gears” to achieve better fuel economy, ride quality, durability, etc. In our situation, we see positive correlation includes:
An additional team that fits perfectly, & helps clients achieve better business results.
A team that doesn't intend to “replace” a current team at the client’s organization, but rather “adds” more power to it. Mostly “strategic power”.
With multiple experiences, knowledge, and associations, our firm can provide multiple types of “gears”, i.e. a strategic marketing gear, a product development gear, an advisory team gear, etc.

2. Why “Strategic”?
To clarify our role in an engagement, we do not want to be perceived as an “execution partner”. We would deliver strategies, yes, but through managing third parties. So, for example, we would analyze data, then come up with a marketing strategy, align it with the client, then execute it through an advertising agency, a media agency, an event management agency, etc. We would also work with the media agency, and maybe a research agency to measure results. We would NOT typically go and conduct the research ourselves, or manage an event, etc.

Brand Character:
Intelligent, innovative, trusted, professional

We need the brand identity to be instantly recognized as a management consultancy, or at least a business-service related firm, we do not want it to be misunderstood as anything related to “mechanical gears”, such as an automotive parts shop!

Brand colors, logo, elements, and basic implementations (business cards design, letterheads, envelops, power-point templates, email signatures).

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