Identify yourself. When ACS approached Arroba Graphics, they wanted to grow their business beyond just an SEO company. They wanted to evolve out of the mire of technical solutions, and emerge as a full-service online marketing and strategy consultants. No easy task.

As with all our identity solutions, it began with industry research. Learning about the competition and how the industry as a whole presented themselves. The results? The existing industry of online marketing and search engine optimization was presenting itself as a very technical industry. They dealt with code, algorithms, and how to manipulate them. The existing ACS brand reflected these same qualities, yet through our initial interviews we quickly discovered that this was not their focus.

ACS was evolving their company beyond SEO and into a much broader view of online marketing. They knew that the focus should be on offering professional services to business owners to help them realize the full potential of the return on their online investment.

Do the opposite. In response we developed a concept of growth and incubation for ACS. ACS's new brand was to do the opposite of their competitors, and introduce a warm, professional, and friendly brand centered around this idea of growing their client's business. This cut to the heart of the value of their services and clearly differentiated them among their peers, not only in approach but visual style and color pallet as well.