Brands from Scratch
Creating Brands from Scratch
When clients come to us with a blank sheet of paper, we call it a Brand from Scratch. They know what market they wish to serve and have products and services in mind, but have typically not yet given the brand a name, look or line. Our ideal process includes some competitive market research to understand who occupies what sectors of the market. We begin by establishing the key parameters and requirements. From there, we typically create the brand name, product names, logo, visual identity, high-level messaging, tagline, website and a complete launch program.
Maximum Security Safe is a national distributor of safes who discovered a niche market for personalized jewelry safes. The owners had decided on the name Casoro when they asked Young Company to help create a new luxury brand to appeal to interior designers and jewelry stores.
The owner of a jewelry safe is anything but typical. Movie stars, corporate titans and professional athletes are more likely to own the type of luxurious home and possessions that need the protection of a Casoro Jewelry Safe. Available in more colors than a Bugatti Veyron and they can cost as much as a Fiat 500.
It started with a visual identity that took its cue from 18kt gold, genuine leather and sparkling diamonds. The dynamic Casoro logo was incorporated into a complete website design that includes a complete build your own feature that includes an extreme level of customization. Product names were derived from the most valuable of all precious gems and the tagline “Priceless Protection” speaks for itself.
Ergonique is a new high-end cosmed spa concept offering cosmetic surgery and salon treatments such as hair and nails under one roof. Young Company developed the complete identity package for the launch of their pilot store at Fashion Island.
Before and after photos are a common way to promote cosmetic surgery. Ergonique took another approach, empowering people to look their very best with low impact treatments that enhance one’s appearance.
The purple sphere with the fanciful E provided the foundation for the sensuous Ergonique look. The strands of French curves unified all of the communications from print to digital, store signage, in-store point-of-purchase, packaging, advertising, collateral and website. To launch the new store we applied direct marketing, social media, public relations and a “Red Carpet” grand opening.
World Wide Express is a national freight consolidator out of New York who decided to enter the mobile document shredding business. Young Company was selected to develop a new brand completely from scratch.
With identity theft recognized as a big problem in this category, our client agreed to create an employee force of former military and police officers with a minimum of 10 years clean background.
The hiring policy became the foundation for the Sergeant Shredder brand. Young Company developed the name, logo, character, website, collection bin graphics, uniforms and truck delivery.