Marketing:

Image as Strategy.

In planning a brand program, the designer helps the client define its unique mix of characteristics. This has as much to do with making important distinctions clear as with presenting a unifying appearance. Resolving the contradictions of this double mandate -- to unify and to distinguish -- is where a major part of the designer’s contribution comes into play.

Developing a New Brand:

The Pinnacle Surgical Professionals brand name was developed to represent five separate physicians' groups and their new professional building, and to identify and define the building location next to St. Charles Medical Center for their patients and business partners. The name and logo were created through online branding surveys and image development meetings, turning the input and opinions of 14 physicians into one cohesive brand.