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Discerning and expressing ‘USP’
Much more important than what your logo design looks like is getting your ‘Unique Selling Proposition’ squared away. Another way to put it is, your “zag.”
Finding and expressing your “zag,” or your “unique selling proposition,” happens to be exactly what we’re good at.
Helps that we’ve got a combined 20 years of experience in newsreporting as well as marketing strategy.
We really believe that without a clear understanding of self, it won’t matter how snazzy a design is.
The golden nugget
What’s paramount is landing on what we like to call, “the golden nugget.”
It’s kind of like going on an adventure. A dive, or a safari. At the start, you’re not really sure what’s going to happen. But somehow, you trust the process.
That’s step one.
Then, we make a map. Step two. Where is it that’s generally the right spot to be in? What vector makes the most sense to head out along?
A true creative process starts with a big question to resolve, but leaves the way to get there pretty open. It’s in that exploration that we search high and low until we find it.
The golden nugget.
We’ve got the concept.
Now for step three.
And this is the hardest one.
We have to make sure what we design is exactly right. Does it reflect what you care about, what your company culture is like, what your aspirations are with a new brand persona?
It has to.
Because a strong brand identity sets an intention. For you to reach your fullest potential.
Creative thinking safaris
Our process is thorough and rigorous, but it’s also illuminating and fun.
We’ll challenge you to find the very best brand vision to aspire to. And we won’t rest until we learn how to express that through clear, simple, and beautiful design.