To brief

/ ‘brēf /

noun

1
a : to give precise instructions to
b : to coach thoroughly in advance
c : to give essential information to

2
: to discuss (as a military operation)
in a briefing <briefed the mission>

We are pleased to see you come this far.

The short form that follows is the first step to help us and yourself understand the condition of your brand and establish what can we do to help it grow and evolve.

Begin
1 / 9
Who is responsible for the management of your brand?
CEO/Board
Marketing
Brand management department
An external agency
2 / 9
Could the core of your brand be summarized in a single, simple statement, which can be used as a behavioral guideline in any given situation, by anyone associated with the brand?
Yes:
Next
Maybe
No
3 / 9
Do you see your brand as capable of being recognized through its behavior alone, without showing the logo or any other element of visual identity?
Yes
Maybe
No
4 / 9
If your customer was to describe the most unique feature of your brand what would it be?
Next
5 / 9
How would you describe the importance of this branding exercise?
An identity refreshment to keep up with the trends
A natural response to the evolution of the company
A long-term investment
6 / 9
What will be the most important step for your brand 6 months from now?
Next
7 / 9
What would you like us to achieve for your brand?
Specific scope of work:
Next
I am open for participation in a consultative brand design process.
8 / 9
When are you looking to implement the assigned changes?
Specific deadline:
Next
Unspecified long-term consultancy
9 / 9
What is the budget designated toward this exercise?Understanding your goals and the designated budget allows us to return to you with a customized offer and to mutually schedule project milestones. Having an honest scope of investment on both sides will only improve the design process.
Specific:
Next
Percentage of quarterly marketing budget:
Next
I am still budgeting / Maybe

Why would anyone dare to pass judgment over your brand by introducing a series of simple questions? Well… you are right. There are no easy answers, no universal guidelines, no brand horoscopes, nor instant solutions. We can’t tell you which character from a book your brand is, but what we can tell already, that there is a lot that can be achieved to improve your brand.

Answering our brief questionnaire must have been quite a facile exercise but a one that proved there is focus and vision behind your brand. I guess the next question is: What is the next challenge your brand awaits? As we are all ears and excited to undertake the challenge together. Excited about the future of this benevolent acquaintance. NECON.

How can we get in touch?

Name:
Company:
Email:
Phone:
Comments:

SemaConnect

Industry / Location

Developer and producer of EV charging stations / Bowie, MD, USA

Scope of Work

Communication strategy / Visual Identity / Brand collateral design / Print management / Web design & development / Brand consulting

What began in 2013 as a refreshment of visual identity, developed into a thorough and responsible brand consultancy.

SemaConnect is an industry leader in building EV charging networks in the U.S. Working closely together we had the opportunity to help shape the coming of age of an innovative, flourishing market. In this spirit, in August 2014 we launched a redesigned SemaConnect website. Designed identity that followed is consistent with the mission/vision of moving the transportation industry into a cleaner, greener future SemaConnect stands for.

Background

There has been a significant change in how we look at the future of sustainability in a B2B environment. Images associated with social activism have been replaced with ones containing less emotions and more thought. Even though some companies still sport the tree hugger attitude when approaching their customers, on a B2B level a more responsible image of a future changing leader is the appropriate attire.

Building an influential, responsibility driven identity in line with the emerging generation gap of electric mobility.

Challenge

SemaConnect is an industry leader in building EV charging networks in the U.S who approached us when they realized that their current identity didn’t keep up with the progress made by the company in the last couple of years. A relaxed “go green” narrative, and a cosy, cheerful identity although perfectly fitting the mall parking lots from the suburbs, was nowhere near the business requirements of SemaConnect.

“Logo must absolutely not change.”

Is always a good sign of great work that will follow. There are valid reasons for which a client may not want to change their logo despite it being outdated and falling into the category of memorabilia.  SemaConnect has established presence on the market of EV charging stations, with a wide network of stations already in place. As these are no fast moving goods replacing them as part of rebranding was out of the question. By applying better constructed typography and redesigning the brandmark, we managed to present the client with an overall product of higher quality.

The Identity

As SemaConnect was mostly targeting A-class real estates and their developers, a more serious, business-oriented identity was required. We extrapolated their idea of light trails from the logo to a stronger visual constant which was used to create a set of images representing their vertical markets.

The Print

To reduce the first-contact feeling of visual weight, the stationery items were much less loaded with vivid visuals. We took a more elegant approach and created all pieces by silver foil stamping a high quality metallic paper. Needless to say, not a single tree was harmed in the production of the paper.

The Website

We were also tasked with creating a responsive website to reinforce SemaConnect’s digital presence and serve as a reliable source of information for new clients, charging station owners and their users.