Hewlko News - Roadmap - A Case Study
Roadmap is a partnership of three groups; Hewlko Creative Direction + Design, Graphic Intuitions, and Steve Whittington. Together, we recognized a need in the market place to provide complete marketing, sales, and customer experience service offering supported by scalable technology.
To create Roadmap we used our niche skillset and took on the role of branding. We started with a brand workshop in March, and then proceeded with strategic development, a brand foundation and brand elements.
Fun fact: The Roadmap branding workshop was one of our first workshops to go digital! It ended up being successful (working across 3 time-zones!) and gave us the confidence to move more workshops online due to covid. Now we have the tools to work with clients across Canada and the US.
THE NEED
Build a brand identity that reflected combined capabilities of customer journey mapping, marketing research, brand strategy, partnered with leading technology solutions.
THE PROJECT
Naming
Brand Identity
Stationary Package
Art Direction
THE CHALLENGE
Uniting the team and creating a set of parameters that guided the decisions we would make for the brand, including a new name and brand elements like graphics, fonts and colours.
OUR SOLUTION
Strategic Development: We started by listening to the voice of our current customers to understand how we can serve them better, along with analysis and research into our competitor landscape.
Brand Foundation: Engaged in a deep understanding of our brand and created a foundational set of language so our internal team is aligned through a shared and co-created vision.
Brand Elements: Utilizing the strategic development and brand foundation we developed a name, logo, photography, and illustration style and tone of voice to create a cohesive brand language.
THE RESULTS
A brand foundation that will act as a guide to create consistent marketing materials. This foundation will also guide business decisions as well as attract future employees.
THE LOGO RATIONALE
The wordmark was inspired by Canadian road signs and nature. It is a nod to our country of origin and our roots in the outdoors with the structure and organization that road signs reflect. The icon, an “R” monogram takes the shape of a road and represents our ability to take a client from point A to B.
Visit the website, and be sure to follow Roadmap on Instagram!
Brand Launch: Marrow Studio
Big congrats to Tanya Puka on the launch of her company, Marrow Studio. Thanks for choosing us to work with you on branding, can't wait to see where 2021 takes you!
Q&A with Shannon Hewlko
The roles have reversed and this month's Q&A is with... Shannon! Marni Edelhart runs a website called Carpe DiFemme, which offers inspiration and insight to help women build satisfying and meaningful careers. Each interview addresses the mentors, opportunities, happy accidents, and inflection points that shaped the paths for successful entrepreneurs, corporate executives, and other leading ladies.
UPDATE: Hewlko News
We will be moving to quarterly newsletters in the New Year so we can focus on the new company - Roadmap! If you have any suggestions or thoughts on what you'd like to see in the quarterly update, please email Shannon at info@hewlko.com.
Be kind and stay safe!
- Hewlko Creative Direction + Design