Case Study
CXO4: Branding to scale customer’s business to the next level
Some of the tools used for this project
What is CXO4?
CXO4 specializes in helping businesses transform, scale, and expand by offering end-to-end support from strategy to execution. With over 20 years of experience in both local and global IT companies, CXO4's C-level executives provide the necessary expertise at each stage of growth. I was in charge of designing and presenting results to the clients.
The clients wanted to give their new project an impactful brand, which is why they reached out to us for a logo, brand identity, and usage guidelines for their logo and upcoming website.
We conducted a workshop with the owners to clarify the values of CXO4, as well as to unify the visual criteria and set team expectations.
After meeting with them, I got to work, and these were the first results we presented to them.
Logo variant example
Logo proposal
The clients made it clear that the customer will always be at the center of everything. Considering how important the customer experience is and that CXO4 consists of 4 owners, I came up with the idea of exploring the potential of the "X" within the logo. Likewise, I also wanted to reflect the business's objective, “Transform, scale, and expand the client’s business,” as a diamond in the center of it all. The clients were really interested in this approach, so they wanted to explore it further.
What were they looking for? (Expectations and Kickoff)
Brand sprint kickoff
First approach
Client’s feedback
Logo iteration + new proposal
Value #1
Leadership
Ability to understand the business and assist the client with what they need at the right moment.
Value #2
Innovation (for growth/scale)
Develop an innovative strategy to help scale the client's business.
Value #3
Passion
We love what we do. Our passion for the client and the community puts them at the center.
Brand personality
Values
Competitors
Moodboard
Audience
5 year roadmap
What does your company do?
We go beyond strategy to deliver go-to-market solutions to meet your business goals.
How do you do it? What’s your secret?
From an audit process, we get involved in the company to understand its business from end to end.
Why does your company exist?
"The only way we will have our communities happy and retain high-potential talent is by providing them opportunities to grow while staying in our countries."
During the logo presentation meeting, the client took their time to provide feedback and decide which idea should represent them moving forward. After careful consideration, they chose proposal #2 as the final option. Shortly after, we began working on the brand manual for the new logo and website
To see the entire brand book and logo applications, click here. You can also see their website which was also designed and developed by our team here.
Proposal #1
Develop an innovative strategy to help scale the client's business.
“Help scale the client's business.”
Concepts
Ascend
Sense, direction
Impulse
Innovation for
Growth / Scale
Value #2
Inspirations
Sketches
Proposal #2
+
+
x
4
A team with over 30 years of experience and the ability to understand the business quickly to assist the client with whatever they need at the right moment.
Concepts
Teamwork
Customer centered
Be part of the solution to the problem
Experience
Value #4
Inspirations
Sketches
Proposal #3
+
+
x
Action of two or more causes whose effect is greater than the sum of the individual effects.
Concepts
Union
Empower
Connection
Synergy
Value #5
Inspirations
Sketches
“We really like the diamond concept, representing the user at the center”
"Let's play with negative spaces."
“We should aim for a bit more dynamism in the designs, something less rigid.”
“Let's represent more transformation.”
“Let's try new sizes and hierarchies in the X”
Let’s keep in touch
Feel free to connect with me on linkedin, or email me at salvadormartinezux@gmail.com
© 2023 Salvador Nehuen Martinez. All rights reserved.
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