FlowDynamix

FlowDynamix

Overview: Two partners in an established consulting firm came to the conclusion that their existing brand did not reflect the evolution that had taken place in their business. They wanted to start from scratch to build a brand that was accurate. The Challenge: The partners combined two words in complete opposition to each other to create the moniker for the new business. In addition, the partners had very different styles and aesthetic sensibilities. And to make it even more complicated, each partner focused on a different target market. In essence, there were two companies working under the umbrella of FlowDynamix. Point of Distinction: The unique backgrounds of the partners are their point of distinction. The combined career experience of the partners positions them to be excellent advisors to their clients. Articulating the Brand: The brand must reinforce the core philosophy of the business—the idea that having a life that moves easily in the direction of a person’s goals requires dynamic action on the part of that individual to create the life they envision. Every interaction that clients and potential clients have with this business needs to support that idea. The Process: To begin the reimagination of this business, formerly known as Priority Ventures Group, the partners worked with a naming consultant. After they had agreed upon their new business name, they worked with Amico Brand Design to design a brand around the name and company mission and vision. After several meetings with the partners, a focus group was formed. The group was composed of clients, people that fell in the target market and business owners. Three identity concepts and...
Teen Day

Teen Day

Overview: The police department and Town of Fuquay-Varina wanted to create a day-long event to teach teen drivers and pre-teen potential drivers the consequences of distracted driving. They wanted the event to have a feeling of fun at the same time being perceived as an event designed to educate. The Challenge: Attracting teenagers to an event like this requires a different approach than one used for adults. Creating an expectation for the event of a fun yet serious approach to learning meant listening to teenagers about what they enjoyed and how they made decisions about where to spend their time and attention. Point of Distinction: There has not been an event similar to this in Southern Wake County. The focus on fun while learning encourages a variety of activities that engage teenagers. Peddle karts that teens can drive while wearing goggles that simulate a drunk-driving experience make this a unique event. Articulating the Brand: The brand is vibrant, polished and smart. The attitude behind the event is that teenagers want to be wiser drivers and make smart choices. The Process: To begin the process, Ann Marie Amico and the public information officer for the town organized a focus group at the local high school. The students provided feedback on the look and feel of various marketing concepts. After the meeting, their feedback was used in the development of the identity and collateral that was used to build the TeenDay brand. The resulting TeenDay logo uses vibrant, optimistic color and features the wisdom knot symbol. The tag line is simple—Be a Wiser Driver. The brand reinforces the message that teen...
NC Sierra Club

NC Sierra Club

Overview: The North Carolina Sierra Club wanted to rebrand its state-wide newspaper and move the identity from something like an academic paper to something that looked and read more like a newspaper. The Challenge: The newsletter had been produced by a group of volunteers with academic backgrounds. The articles were very long and there were few images in the publication. It felt gray and uninviting. The majority of Sierra Club supporters are not used to lengthy academic articles and were not reading the paper as thoroughly as was hoped. Point of Distinction: The paper was full of important ideas regarding conservation in the state of North Carolina. Fabulous photography, taken by Sierra Club volunteers, was often available to supplement the articles. Articulating the Brand: The masthead was redesigned to have a more contemporary feel, while incorporating the National Sierra Club logo. Articles were edited to be much more concise. Large photographs were included to peak interest in the reader. Style sheets were used to create visual consistency in the articles in the...
F-V Economic Development

F-V Economic Development

Fuquay-Varina Economic Development Commission Overview: The newly formed economic development organization wanted a brand that felt optimistic and forward looking. They wanted an identity that combined the generations-long agricultural heritage of the community with the new opportunities that industry could bring to the area. The Challenge: As with all projects in Fuquay-Varina, the perception of people outside the community was that the sleepy town was composed of tobacco farms and little else. The new identity needed to be professional and authentic. It needed to promise optimism while at the same time not portraying the town as a high tech center. Point of Distinction: Articulating the Brand: After a review of the identities of economic development commissions throughout the United States, it was determined that the majority of economic development entities of sizes similar to Fuquay-Varina had not invested in identity development. The point of distinction for the FVEDC was the professional identity that was developed. Articulating the Brand: A logo recognizing agriculture and industry with colors representing the community’s farming heritage (green and blue.) A forward pointing arrow was incorporated into the graphic to denote leadership,  progress and optimism. The solid horizontal orientation promotes the idea of...
Fuquay-Varina Downtown

Fuquay-Varina Downtown

Fuquay-Varina Revitalization Association Overview: The organization was ready to re-brand. A move to new office space led to the realization that the brand that was in place did not adequately represent the organization. It presented a great opportunity for a rebrand. The Challenge: Within Wake County, the town of Fuquay-Varina has struggled to shed its outdated reputation as a sleepy town that progress forgot. Additionally, the unusual name of the town reveals another challenge. This community has two distinct downtown districts and a several block area between them. For visitors and residents new to the area, there was a lot of confusion about what constituted Downtown. The Revitalization Association (now known as Fuquay-Varina Downtown) has been at the forefront in creating a vibrant atmosphere in the historic core. The board of directors wanted to develop a brand that accurately reflected the fun, modern and lively community that respects its history and is creating a dynamic future. Point of Distinction: This town was created by merging two communities. A love story helped give the town half its name. A young girl wrote letters, using the pen name Varina, to a soldier during the Civil War. They met and married after the war and her pet name graced many businesses in the community as the couple raised a family and helped move the town forward. The second community, Fuquay Springs was known for a time as a source of healing spring water. Hotels, shops and entertainment developed around the spring. The spring was heavily marketed to attract visitors from outside the community. After World War 2, as the highway system developed...