Evolving the brand identity of
Lion Technology Inc.
Who is Lion Technology?
Lion Technology Inc. is a B2B business that provides a broad spectrum of regulatory compliance training to its students. Lion provides training via in-person workshops, self-paced online courses, and expert-led webinars.
The role of the graphic designer at Lion supported the marketing efforts including the creation of design assets, various digital and print campaigns, advertising, and online promotional activities.
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Tradeshow Materials
Previous booth design, 2019.
Solution
When conceptualizing a new design and booth setup I considered the following:
Height of our booth attendant
Uniting the visual brand
Communicating our services
In the previous version of the tradeshow booth, most of the presented information was positioned at the midpoint, causing an issue where it was not visible to someone standing directly in front of the booth. Consequently, I needed to reevaluate the placement of critical information.
A duel-panel setup for the booth was selected for the redesign. The smaller panel will contain the more detailed information we want to present, while the the larger panel will contain more general information. The purpose
Lion Technology Inc. attended a variety of tradeshows each year until the pandemic hit in 2020. Starting with 2023, Lion planned to attend tradeshows again and determined the company's tradeshow booth needed an update before that could happen. The update needed to solve for issues related to design and function.
Final booth design, 2023.
Challenge
The first set of issues I found with the previous set up were:
Inconsistent Colors
Lack of Context
No focal point
The company logo was the only visual connection between the booth's pieces. The design failed to communicate Lion Technology's services, as highlighted by this frequent question from potential clients:
"What do you do?"
Sketches of booth setup.
Variation 01
Variation 02
Variation 03
Variation 04
Variation 06
Variation 07
Lion Technology booth setup. TCEQ Conference, 2024.
Results
Design Variation 07 was selected out of the variety. The redesign was completed by March of 2023 and this booth has attended 5 conferences and shows to date.
The issues that were originally presented were all solved:
Inconsistent Colors —> 3 Brand Colors
Lack of Context —> Established Services in Context
No Focal Point —> Utilized shapes and color to establish hierarchy
With this booth design, our booth attendant spends more time talking to potential clients and less time answering the question, "What do you do?".
Direct Mail
Challenge
The few issues I’ve found with the initial design when coming into my position:
Cover relied on copy vs. graphics
No brand identifiers other than logo
Location is promoted over product
Interior panels lacked hierarchy and organization
Solution
The process to the solution wasn’t linear when taking over this part of the marketing suite. A consistent push back was trying to entice the audience with copy over visuals. I wanted to make so we can at least transition into a strong piece that would make it worth the audience’s attention.
Direct mail was a trial and error process when it came to re-designing it:
Bring attention to courses provided over location
Uniting the visual brand
Communicating our services
Slowly but surely, the new branding was able to be presented after many attempts.
Results
After an evolution over the course of 2 years, the direct mail brochures have transformed from:
Unbalanced copy & graphics —> Standout imagery & typography
Lack of product promotion —> Promoting product in a addition to location
Weak branding —> Unifying brand across different brochures
This new direction of the direct mail brochures provided an opportunity to stand out amongst a pile of mail on someone’s desk. Focusing on the brand colors, motifs and subject matter tied the look to Lion Technology’s overall brand.
One of the primary sources of Lion Technology’s marketing is the direct mail brochures. These brochures are mailed nationwide and across specific regions, reaching to nearly over 200,000 people.
California Course Brochure, 2022.
Lion Technology uses printed materials such as brochures, catalogs, give aways and magazine advertisements for marketing.
Digital Graphics
At Lion Technology, the use of digital graphics across multiple advertising platforms involves adapting visual content to fit each platform's format and audience. This ensures a consistent brand message and maximizes impact, whether on social media, emails, or ads, enhancing engagement and conversion rates.
