Updating The Local Pages Branding

An advertisement agency based in SLC that provides print advertisement solutions to local businesses. The Local Pages (TLP for short) is in the process of rebranding from a phonebook publisher to a travel guide publisher.

I updated the Branding Guide and Print Marketing Collateral based on Executives’ input to reflect on this change.

Note: All design work featured in this case study is done through The Local Pages LLC.

Project Specs

Roles:
Graphic Designer, Production Artist

Timeline:
July 2019

Tools:
Adobe Creative Suite (Illustrator, PhotoShop, InDesign), Figma, Figma Slides

Tasks:
Updating logo, branding guide, business cards & sales sheets; designing PowerPoint presentations, conceptualizing upcoming landing page; collaborating with Production Manager

The Problem

Outdated Branding & Marketing Collateral

TLP's old Branding Guide utilizes the old logo that has the old tagline of "The Best Phonebook in Town". As of 2019, the agency has decided to rebrand itself to be more of a business & travel guide directory.

Due to this change, I've gone into the old Branding Guide and adjusted all of the logos to not include the old tagline. My Production Manager suggested that the TLP to not have any taglines, just in case if the President decides to rebrand TLP again.

The Solution: Part 1

Updated Branding Guide

Besides updating the logos, I also reorganized the old Branding Guide. My updated version had stronger visual hierarchy. All sections are easily identifiable due to the enlargement of section titles.

I've also added sections that included icons, wordmarks, colors and typography of the TLP brand. This is so that these same guidelines can be applied for digital media.

The Result? More Standard Visualization

With an updated Branding Guide, TLP is now perceived as an agency that publishes travel guides. The agency still has kept their professional and formal look to its Branding Guide with the use of serif fonts.

The updated Guide also allows for more standard visualization amongst all TLP Marketing Collateral, including the Presentation Slides for the weekly staff meetings.

The Solution: Part 2

Updated Sales & Marketing Collateral

With the logo being adjusted to reflect the new direction of TLP, this led to all of the Sales Marketing Collateral in need of updating. The President also noted that the Sales Marketing items should have more emphasis on TLP's Navy Blue or TLP Blue primary colors. This is to match the blue covers on our phonebooks and business/travel guides.

I then updated the business cards and sales sheets of TLP. Luckily, all I needed to do was update the fonts and add more of the TLP Navy Blue and TLP Blue to the collateral.

The Result? A Happy Sales Director

My design updates to the Marketing Collateral led to an increase of overall satisfaction amongst the Sales team.

One day, the Director of Sales stopped by the Production/Graphics department to compliment me on my design updates to the TLP business cards.

[NEW] TLP Business Card - Mark Hood (1).png

The Solution: Part 3

Updated Website?

I created a design concept of the TLP Landing page for the upcoming revamp of the website. I initially created the design in Figma, but decided to create the concept in Illustrator to cut back on the amount of program windows I have open on my work PC.

My design concept follows the typography and color styles from the Branding Guide. Unfortunately, my photo options are limited due to Upper Management suggesting that I don't use any images that feature any TLP employees for privacy reasons. To get around this issue, I had to resort to stock photography.

The Result? Well…

Unfortunately, this design project had to be put on hold. This is due to many projects in TLP's sister company being put on high priority. At the time of this case study, I had yet to submit this concept design to my Production Manager or any of Upper Management.