Case Study: The Impact of Logos on Brand Identity

Case 1: New Logo Boosts Brand Awareness for a Soccer Non-Profit

Challenge

A long-established soccer non-profit had been using the same logo for many years. The outdated design failed to capture the organization’s evolving mission and vision. Many affiliates and member leagues either misused the logo or avoided using it altogether, leading to inconsistencies in branding and a lack of cohesive identity.

Solution

Recognizing the need for a rebrand, the Executive Director and Board of Directors were convinced that this was an opportunity to refresh the organization’s image. A comprehensive brand strategy was developed, including a budget and transition timeline. A Sacramento-based firm was hired to create a new logo and design an advertising launch campaign to introduce the new brand.

Outcome

The new logo, aligned with the organization’s vision and mission, was successfully implemented. The advertising campaign increased brand awareness among affiliates, members, and the public. Standardized brand guidelines were introduced, ensuring consistency across all platforms and materials.

Case 2: Rebranding the North American Home Furnishings Association

Challenge

The North American Home Furnishings Association was formed through the merger of three regional furniture associations. The new name was lengthy, difficult to remember, and did not accurately represent the geographic reach of its membership. This lack of clarity affected brand recognition and engagement within the industry.

Solution

Elevated Marketing Group was commissioned to research alternative names, conduct interviews with members and industry stakeholders, and analyze brand perception. Based on findings, a new name—Home Furnishings Association (HFA)—was proposed. The new logo and brand identity were presented to the board of directors and received approval for implementation.

Additionally, Elevated Marketing Group oversaw the development of association style guidelines, an organizational profile, and boilerplate materials to maintain brand integrity in both internal and external communications.

Outcome

The rebranding resulted in a more relevant, concise, and memorable identity for the association. The national branding campaign successfully increased awareness and engagement among members and the general public. By adopting a streamlined name and logo, HFA strengthened its industry presence and reinforced its mission to serve the home furnishings sector.

Conclusion

In both cases, outdated or ineffective branding hindered organizational recognition and engagement. By investing in strategic rebranding efforts, these organizations were able to revitalize their identities, improve brand consistency, and enhance awareness among their target audiences. A well-designed logo and brand strategy are crucial in aligning an organization’s image with its mission and values, ultimately leading to greater success and influence in their respective industries.

Case Study: Elevated Marketing Team Drives Brand Awareness Strategy for Lamar Transit Advertising in San Francisco

Challenge: Lamar Transit Advertising sought to penetrate the competitive San Francisco advertising agency market but lacked a defined sales strategy. Historically, attempts to establish a foothold in this region had been unsuccessful, and no structured approach had been developed to build relationships with key agencies or generate consistent revenue.

Solution: Elevated Marketing Group designed and implemented a unique market re-entry strategy tailored to build brand awareness and foster engagement with leading San Francisco advertising agencies. This strategy included:

• Conducting in-depth market research to identify key decision-makers, industry trends, and competitive positioning.

• Personally traveling to meet with agency executives, potential buyers, and production partners to analyze their needs and align Lamar Transit Advertising's offerings with market demand.

• Developing targeted sales and marketing tactics, including direct outreach, educational consultations, and relationship-building efforts.

• Crafting compelling messaging to position Lamar Transit Advertising as a premier out-of-home (OOH) advertising solution in the market.

Results:
The strategy proved highly effective, delivering tangible results within a short timeframe:

• Signed five agency contracts within the first three months of execution.

• Established a $180,000 monthly sales pipeline in a previously underperforming market.

• Closed $2.1 million in sales, solidifying Lamar Transit Advertising's presence in the San Francisco advertising landscape.

Conclusion: Elevated Marketing Team’s strategic approach to brand awareness and market penetration enabled Lamar Transit Advertising to achieve significant success in the San Francisco market. By leveraging direct engagement, industry insights, and targeted sales tactics, the company transformed a previously stagnant territory into a thriving revenue stream. This case study underscores the power of a well-executed brand awareness strategy in unlocking new market opportunities and driving substantial business growth.

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