Experience
Brand Identity
Brand Management
Graphic Design
Event Design
Direct Mail
Digital Media
Year
2016–2019
American Society of Professional Education (ASPE)
ASPE is a B2B and B2C professional development training specializing in training curriculums like Agile, DevOps, Data Analysis, Security, and more.
My Role
Prior to my role, there was no brand management or documented guidelines. Before 2016, ASPE was divided into 5+ sub-brands with multiple websites. We entered a new era of one master brand…I consulted and helped align our sub-brands into one cohesive brand.
BRAND PERSONALITY
Elite
•
Playful
•
Rebellious
•
Elite • Playful • Rebellious •
I developed and conducted over 3 brand identity workshops to align leadership and key stakeholders on new brand direction.
Brand Strategy Workshops
Create an identity that educates and delights.
I partnered with our web developer to create a pop up survey that ran on our website.
Survey ran for 2 weeks and received over 240 responses (0.08%). Our average website visitors were over 30K/month.
The overall winner was Logo 0, which influenced the final logo mark. This is the dashboard of results.
Brand Strategy
ASSPEE?
No thank you…
Yep, customers would call the company ASSPEE, unfortunately.
A critical decision in the rebrand was our name. While we could not change it legally, it was important to bring attention to what our acronym stood for.
The new logomark implies that people, or teams, come first. The tilt represents forward thinking and adaptability.
Gaining brand recognition through direct mail and collateral.
A brand evolution…
a few examples of collateral over the years.
Event Design
Make an impact at every touchpoint.
Dream Team
President: Amanda Alderman
Marketing Director: Traci Taylor
Sales Director: Michael Roberts
Designers: Morgan Scarborough, Eduardo Talavera