GRAEF Milwaukee, Wisconsin Brand Identity Program
creativity
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Strategic objectives Change the previous name of Graef, Anhalt, Schloemer & Associates, which limited the firm’s growth and activities in some national locations, was hard to pronounce, and the ethnic sound of the name was not universally well received. Update the dated visual identity and other communications components. Develop new language to better communicate the firm’s broad capabilities and close relationship with clients.
s t at i o n e r y & b u s i n e s s p a p e r s
proposal system
internal brand launch
f o c u s e d
Strategic tools Market research revealed the firm’s trusted advisor positioning with clients, and the opportunities to simplify the name and identity, especially with regard to national expansion. The new name GRAEF institutionalizes the firm beyond the names of the founding partners, and retains the simplest of the three names to pronounce. The accent mark over the “a” in GRAEF helps in pronunciation, and becomes a key structural element in the new logomark, as well as a format device in applications. The new colors represent the firm’s work in both the built and natural environments. The new positioning phrase “Collaborate | Formulate | Innovate” describes the firm’s working relationship with clients. The external brand launch piece reinforces the firm’s new first name, leading with the message “call us by our first name,” and features employees from the firm’s offices. Brochure and proposal templates allow the firm to customize print pieces and combine print-on-demand with pre-printed components. Return on objectives “Our previous name and identity held us back from national expansion. Our new brand identity is much more compelling going into new markets beyond Wisconsin, and exhibits a much higher level of professionalism. It was implemented as part of our strategic plan. Our new brand has also resulted in an increase in self pride with employees, and has brought together our national offices.” John Kissinger P.E., S.E. Regional Vice President GRAEF
new & old logo
T H I E L D E S I G N
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Milwaukee
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414.271.0775
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thiel.com