Case Study: Creative Direction: TwelveStone Health

Case Study: Creative Direction: TwelveStone Health

Synopsis

TwelveStone Health began as a humble startup with an inconsistent brand identity, an outdated website, and little digital marketing presence. As the client was essentially a solo founder with a small team, they lacked even a company name when they approached us.

The Need

Our client required a complete transformation into a well-established company, starting with a new company name and a corporate identity that signified growth, regardless of their current size.

The Proposal

Our first step was brainstorming a suitable company name. Drawing inspiration from the founder’s Christian values, we identified a favorite biblical verse that led to the creation of “White Stone Health.” We then crafted the logo, designed essential print collateral, and developed a fully responsive website with compelling copy. Experience design played a crucial role in this process. Following this, we meticulously planned and implemented a multi-channel digital marketing strategy.

The Outcome

Throughout our partnership with TwelveStone, we consistently met and exceeded the client’s expectations. White Stone Health has continued to thrive, building upon the foundation we established at the outset. This strong foundation has demonstrated that strategic planning for future growth is a valuable and enduring investment.

Lessons Learned

Our upfront research and planning for TwelveStone Health proved to be invaluable. Regardless of the company’s rapid expansion into new territories, our corporate identity and design remained adaptable. One challenge we encountered was that the branding, while reflecting the gentle sentiment of the biblical verse it was inspired by, required adjustments in terms of color and saturation to accommodate various applications as the company grew.

Corporate Identity and Branding: A Foundation for Success

Corporate Identity and Branding: A Foundation for Success

With nearly 100 corporate identity projects under my belt, I’ve helped shape the branding of startups, established companies, enterprise-level organizations, and even game studios. From healthcare providers and SaaS platforms to creative agencies and video game developers, I have built brands that resonate with their audiences and stand the test of time. Whether creating a logo for a new company, evolving an outdated design, or scaling a corporate identity across digital, print, and interactive platforms, I bring years of experience and an eye for detail to ensure that your brand not only meets its goals but exceeds them.

Blog Hero: Corporate Identity and Branding

Corporate identity is more than a logo. It’s your company’s personality. It’s the first impression you leave on clients, partners, investors, and users—a handshake that should inspire confidence and trust. My mission is to craft corporate identities that reflect your vision, resonate with your audience, and stand out in a crowded market.

What is corporate identity?

Your organization’s first impression

Corporate identity is the visual and emotional embodiment of your brand’s essence. It’s how you communicate your organization’s story and values at a glance. A strong corporate identity is cohesive, professional, and impactful—leaving a lasting impression on your audience. On the other hand, an outdated, inconsistent, or amateurish identity can undermine even the best products and services.

I work to ensure your branding reflects not just where your company is today but where you want it to be in five, ten, or fifteen years. Whether you’re a startup looking to punch above your weight or an established company seeking to refresh its image, your brand should communicate your message cleanly, clearly, and confidently.

My approach isn’t about imposing a personal design style; it’s about uncovering your company’s unique personality and expressing it in a way that resonates with your target audience. Whether the aim is to appear like a Fortune 500 company or a personable small business, I tailor every element of the design to fit your vision.

Corporate identity examples

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Trade show booth, print collateral, infographics

updox

Your organization's lasting impression

Defending the brand

Once your corporate identity is created, consistency is key to maintaining its impact. Whether it’s a logo, business card, website, or digital ad, every application of your brand must adhere to the same standards to preserve its integrity.

I not only create corporate identities but also ensure they are applied correctly across all touchpoints. This includes developing corporate identity guidelines that define logo usage, color schemes, typography, and more. These guidelines act as a playbook for internal and external collaborators, ensuring your brand looks cohesive and professional no matter where it appears.

From ensuring your logo appears correctly in a magazine ad to overseeing the production of promotional materials, I act as an advocate for your brand, protecting it from inconsistencies and ensuring it always shines.

Your organization's evolving brand

While consistency is essential, your brand must also grow with your organization. Over time, markets shift, audiences evolve, and companies expand into new industries. A skilled designer understands how to adapt a corporate identity to reflect these changes without losing the core essence of the brand.

Whether it’s refreshing an aging logo, adding new design elements for digital platforms, or scaling the brand for a broader audience, I approach every update with care. Gradual, strategic adjustments ensure your brand evolves seamlessly, maintaining its professionalism and impact.

Tailoring corporate identity to your needs

Branding packages

Corporate identity encompasses a diverse range of products and services, making it challenging for many clients to clearly define and communicate their branding needs to a designer—whether they require a single element or a comprehensive suite of solutions. I’ve found that these are the common groupings.

Logo Only
For startups or individuals on a tight budget, a logo can serve as the foundation of their brand. While simple, it’s a powerful first step.

Basic
Includes a logo, business cards, letterhead, and other essentials. Often, additional elements like presentation templates or notepads are added based on the client’s needs.

Marketing Package
A comprehensive set of materials that includes marketing-focused assets like sales sheets, white papers, ads, and infographics. These are designed to reflect the brand’s identity across both print and digital platforms.

Special Projects
From trade show displays to vehicle wraps, these one-off projects require seamless integration with the existing brand.

Branding stages

Many clients find it beneficial to start with a basic corporate identity and add new elements as their needs evolve. This approach ensures that each piece is created with purpose, avoiding wasted effort on assets that may never be used. It also allows the brand to grow naturally, adapting to new opportunities and challenges.

Let's build your brand!

Your corporate identity is the cornerstone of your organization’s success. Whether you’re starting from scratch, refreshing an outdated brand, or scaling an existing identity, I bring the expertise, creativity, and dedication to make your vision a reality.