Brevity & Wit led Evans Incorporated through a brand analysis and visual identity overhaul. This included internal and market research, an updated brand story and messaging, a new visual identity, and strategic integration. The challenge was to create a brand identity that respected Evans’ roots and did not alienate existing government clients, but was flexible enough to attract and grow business with private sector clients. Therefore, Brevity & Wit centered their work on developing the brand story, which allowed Evans to see itself as a protagonist in a bigger market place.
We began with stakeholder interviews around the company, and leaned into market research of both the public and private sectors. It was clear that Evans knew who it was, but there was no real consensus on who their ideal client should be—answers varied from the Department of Defense to small nonprofits. Given this, we created a brand story that would allow them to grow and explore who they are under new ownership while still maintaining a consistent brand identity. We also evaluated the name and recommended Evans Incorporated change their name to Evans Consulting to attract more private sector clients. And we created a brand that would subvert people’s implicit biases.
Given that Evans was founded by a woman, the previous branding had a coldness that did not interfere with the “human-centered” moniker the company touted. With two male owners, we realized we needed to warm up the brand a bit so that the human-centered factor would be conveyed more easily. Thus, we provided them with a new logo and a vibrant color palette that met accessibility requirements for low-vision users. The brand guide we developed included key phrases and a sample elevator pitch, but choosing to highlight key phrases instead of creating boilerplate copy, we evoked the “human-centered” nature of the firm to ensure employees could talk about the brand both consistently and in their own voice.
Once the logo and visual brand was approved, Brevity & Wit facilitated an information architecture workshop with critical stakeholders. By emphasizing key decision-making points, we were able design and develop a user-centric website that serves Evans’ needs across the organization.
Brevity & Wit continues to partner with Evans as its branding evolves across various collateral, such as booth design and icon creation, and as the company expands and develops child brands including Global Dynamics International and Global Coaches Network.