Graff, Ltd.
Communicating A Change
Change is inevitable with a shift in ownership, but it was crucial to reassure Graff’s existing clients that their service would continue uninterrupted – especially with tax season on the horizon. Our team carefully crafted a client communication strategy that focused on continuity, emphasizing what was staying the same rather than what was changing. Fuzzy Duck worked closely with the Graff team to perfect a communication that ultimately well-received by their clients – significant win and a relief for the Graff team throughout this transition.
Before unveiling their new identity, Graff, Ltd. underwent a full name ideation process to truly confirm for themselves that they were moving forward in a vision-aligned manner. Often done alongside a logo design process, finding the right name for a business explores branding elements like personality and positioning. Our team directs them through the process and invents names that point in the direction they indicate. Graff’s naming consisted of leadership surveys and staff interviews. Thought-provoking questions such as, “Is your business more classic or bold? Playful or serious?” helped refine their direction. The conversation these questions spurs highlights their thinking and provides valuable background information. Ultimately, Graff, Ltd. settled on a name that they knew was right for them, having gone through the process to confirm it.
Finding New Design Footing
Graff, Ltd. sought a high-end, professional brand identity that conveyed trust and dedication. At first, they toyed with the idea of incorporating some sleek sports-brand style into their logo. Ultimately, they landed on a simple, elegant star with a clean sanserif font. To incorporate a luxe gold color into their palette, we tested several contrasting dark shades to select the perfect match. The final logo reflects the professionalism and excellence Graff, Ltd. is committed to.
Defining The Heart of The Business
Overall strategic messaging develops foundational messaging for a business and provides clients with a base of go-to, on-brand content to articulately describe who they are and what they do. This process was beneficial for Graff, Ltd. as they sought to define their process, services, core values, and more on their brand-new website. Through in-depth interviews, we developed a cohesive messaging package that can be customized for use as needed. The mission statement, core values, differentiators, service descriptions and key headlines anchor their business as they step into this new era.
Designing A Digital Home
Armed with strategic messaging for this new brand, our web designers crafted an elegant, user-friendly home on the web. Their simple yet effective site needed to clearly communicate their services to their target audience. The gold-and-black aesthetic was carried throughout, with a custom-developed gold overlay applied to photography for a distinctive touch. Fuzzy Duck’s web team expertly balances text with visual interest, representing the organization’s core values with key icons to drive visual interest. Word of mouth and testimonials are extremely valuable in this industry, so we were sure to provide a space to prominently display them. The result is a sophisticated digital presence that aligns perfectly with their brand.
