Centric Brand Book
Web Design, Prototype, Ceros
We created this brand book centered on our brand strategy and messaging. As a collaborative team of content, brand communication, and design, I took part in conceptualizing and visualizing this brand book as the keystone of Centric’s brand strategy and aimed to convey the perception of who we are, what we do, and why we’re here.
We believe our people need to understand all the elements that make up our brand, from its founding principles to its visual identity. Thus, it is an interactive web page referencing everything related to the use of our brand. I quickly built the prototype using Microsoft PowerPoint for our summer meeting. The project took about 2.5 weeks.
Mockup
Our Brand History
It all started on a couch. Our managing members believed they could create a different kind of consulting firm – one that was a part of the communities it served and allowed people to better balance work and life.
The company started as Practical Solutions, Inc. (PSI) with a focus on providing consulting services to the energy and utility industry. But our founders wanted to diversify, so they established our first office in Columbus, Ohio, and launched the Centric Consulting brand with a vision to grow city to city with PSI. The name Centric Consulting was born from our core business model: we center everything we do around our clients' and employees' happiness.
We launched our first website, showing we were ready to expand our footprint.
Centric Consulting and PSI merged, keeping the Centric name that represented our central commitment to clients and employees.
We continued to expand our services, moving into a major market and opening our Chicago office, and were listed in Inc. Magazine’s 5000 fastest growing consultancies.
We updated our logo and color palette. Our primary colors emit warmth, optimism and culture. All tied together these colors are uniquely Centric.
Our initial brand messaging project helped us better define our brand promise and value proposition, which led to the official launch of the unmatched experiences concept – the foundation by which we still live today.
Centric Consulting made the Glassdoor list: 9 Companies as Cool as Google. With our clients at the center of our minds, we officially opened our office in Gurgaon, India.
We needed a new website that gave us a platform to better showcase our breadth of experience, dedication to our clients and people, and why clients should choose us. We adopted an approach where themes could be swapped out regularly to be more timely and resonate with our clients. Our first theme was Together We Get There.
We launched our first official brand campaign, a push to increase brand awareness by aligning all marketing channels around a single message or theme. The theme, 20 Years Together, focused on telling stories about our brand’s history while embracing the nostalgia of 1999 – all to drive awareness about who we are and how we work with clients.
Our brand theme transitioned to Your Guide to Navigate What’s Next with a focus on how we could guide companies through uncertainty and disruption. It was the root of the noteworthy Meet Your Guide social campaign that clients and employees came to know and love. And it inspired the Get to Know Centric email nurture that has generated business.
As we emerged from the initial phase of the pandemic and our clients started to think about the future, that theme would evolve into Go Where You Want to Grow.
After a year of research, we had fresh brand messages and were ready to make a big splash to drive home how clients and employees are at the center of everything we do.
