Speedy Incorp

An identity package that helps a startup in incorporation services to build trust & turn prospects into buying customers.

OVERVIEW

Speedy Incorp is a UK-based agency that helps businesses register as an offshore company, as well as provide other offshoring services that help them maintain their operations.

The company wants to build an identity that best represents their business, which resonates well with fast, reliable, and affordable incorporation services. Their target audiences are middle aged business owners who value simplicity and trust.

MY ROLE & DURATION

Identity Designer

Competitive analysis, Workshop facilitating, Iterating

Aug - Sep 2024 (5 weeks)

How It Started

Due to great business development, the startup receives an increasing number of new inquiries.

Without an identity and a digital presence, it takes a lot more time & money to acquire new customers.

Discovery Workshop

This first meeting with startup founders helped clarify key scope related topics:

PROJECT DELIVERY PACKAGE:

Logo
Typefaces
Colors
Imagery & image library
Brand guidelines

TARGET AUDIENCS:

Middle aged businessmen & women who aim to form a company in a foreign country
Startup e-commerce owners
Crypto companies

CORPORATE VISION:

Speedy Incorp wants to be the first global incorporation service provider that is:

fast
stress-free
affordable
flexible

PROJECT TIMELINE & BUDGET:

Timeline: 5 weeks (weekly follow-up calls)
Budget: $ X,XXX.00

Competitive and SWOT Analysis

To help inform the conceptualizing of the new identity, I have done a branding audit of Speedy Incorp’s potential competitors. The research results are transferred to a SWOT chart, which helps me identify key opportunities for the new identity.

Collecting Inspirations and Gathering Insights

I dedicated time to browsing identity concepts that invoke “speed”, “trust”, or “incorporation”. These inspirations were used to run an ideation workshop with the client, which gives them a sense of ownership in generating potential branding concepts for their startup.

POTENTIAL CHARACTERISTICS OF NEW IDENTITY:

something that feels digital
an identity that invokes trust, professionalism
something that makes users feel like we specialize in legal consulting services
visuals that symbolize speed/velocity: an arrow, horizontal lines, a lightning, a rocket

Iterating Concepts

Insights collected from research & inspirations have helped me land 3 ideas that pursue certain desired identity traits. 3 is my magic number, since 1 is too few, and 2 makes clients feel like they have to pick 1 out of the 2 iterations. These concepts were introduced to the client in a follow-up meeting, which aimed to gain feed back & figure out the best identity that represents the business.

The Winner

Without hesitation, the client loved the second concept.

They believed its contemporary, 3D look & feel would adequately represent their business, which is nimble, constantly evolving, and quickly adapting to new market demands.

Touch Points

There is a huge opportunity for the new brand identity to shine on various customer-facing documents like application forms & newsletters. Other touch points like business cards, merchandise, and event posters, can be displayed at networking conferences.

Business card

Rubber stamp

Editorial & promotional media

Mail signature

Employee ID

Stationery set

Speedy Incorp website

Brand Guidelines

To help the client independently utilize & express the new identity, I have provided them a brief & practical guideline on how to properly use the current brand elements. It describes the basic principles applied to keep the visual communication consistent.

What I've Learned

Getting clients involved early in the creative process helps finalize the design faster.

When encouraged to contribute ideas to the project, my clients get to ask me more business related questions, which they would not normally ask. This informs my design decisions, and it gets clients to convince themselves that they're part of the decision making process.

Clients find their brand voice through understanding the uniqueness of their business.

I asked clients about their values, mission, target audiences, as well as what makes their products & services unique. By highlighting these distinct qualities, they start communicating authentically and resonating deeply with their audiences.