Clive Sequeira, a Toronto-based senior IT Project Management Consultant, launched his own consultancy and commissioned Rayvn Design to develop the branding. Having worked in 2 of the 'Big 4' for 15 years, he noticed that most of them have hidden agendas often aligned to their partners' interest and not the client's. In his words, Clive wanted to "shake up the traditional consulting business model" and position his firm as the more trustworthy alternative to hiring the 'Big 4'. He wanted the branding to be BIG, BOLD, modern and confident.
We always start our branding process with brand discovery and strategy. Right at the outset, we noticed there was an issue with the name. Clive had registered the company as "Customer Centric Solutions Inc" — the name was long and fairly generic. We decided to brand it as "Centric Solutions" (with the focus on the word 'Centric') making it short, pithy and memorable.
For the colour palette, we went with a royal blue (his favourite colour), accented with pops of vermillion red to give it a bold, contemporary look. We hired Donna Santos to take a series of studio photographs of Clive to be used for his social media especially LinkedIn. We created a series of simple iconography to show the various services offered and used stock photography with dual-coloured lighting to emphasize the modern boldness of his brand.
During the brand strategy phase, we discovered that Centric Solution's Brand Archetype was that of "The Magician". Magician brand archetypes will promote themselves as the gate to transformative experience. This bit of insight on transformation influenced our decision to use the vermillion red — as it was the direct opposite of blue. The usage of dual lit stock photography, also emphasized that transformational element of his brand.
We delivered a full set of corporate stationery, website design and development, social media content templates, as well as powerpoint templates that he can use for his proposals. We also delivered brand guidelines that outline the proper use of fonts, colour palettes, logo and graphics. His new brand has garnered a lot of attention in the industry from C-Suite executives of medium to large-scale enterprises even from the US. They have since hired Clive's firm to manage projects with big consulting firms, do their due-diligence and keep it honest.
Denny Kurien RGD is a branding & design consultant based in Toronto. Denny is also the Creative Director & Co-Founder of Rayvn Design and worked in the visual communication industry for close to 20 years. During that time, he has worked with large iconic brands like Coca-Cola, Sony, Marriott and Molson-Coors. Yet to this day, he gets the most pleasure from empowering small business owners to create extraordinary brands, that attract high paying clients. Denny believes that all small businesses can achieve mighty things when they have the courage to be brave and stand out.