Brand Development

Denver branding agency’s brand development process answers the questions: Who are you? Who needs to know? How will they find out?Why should they care?What is the why behind the what and how?


How To Turn Your Customers Into Raving Fans

By Brand Development


A recent PricewaterhouseCoopers study found that eighty per cent of consumers look at online reviews before making major purchases, and a host of studies have logged the strong influence those reviews have on the decisions people make. The rise of social media has accelerated the trend to an astonishing degree: a dud product can become a laughingstock in a matter of hours. In the old days, you might buy a Sony television set because you’d owned one before, or because you trusted the brand. Today, such considerations matter much less than reviews on Amazon and Engadget and CNET. Each product now has to prove itself on its own. (Source: New Yorker)

The very first thing you must do to turn customers into raving fans is to have an outstanding product or service that solves a problem, lends status or helps your customer survive in a conventional way with a touch of coolness. The product must be valid and ready for the world otherwise you’ll crash and burn.

However, if you have a great product or service (√check) and are looking to maximize your branding to increase sales and build your brand, then here are 8 branding ideas to help turn your customers into raving fans.

1. Be somebody

The old saying goes, “you can’t be everything to everyone.” Companies must find a way to stand out amongst the marketplace clutter and find the “whitespace” to stand for something your customers will remember and resonate with. Prove to them you are worth their time by demonstrating your brand values, mission and how it will benefit them.

2. Make them feel something
The best way to connect in today’s digital world is through storytelling and contextual marketing. Our ancestors sat around a fire telling stories since the dawn of time, and this still continues to this day—except now we get it from the TV.  There is something intrinsically valuable to storytelling. When you connect with people at the heart level and make them feel something it will go a long way. Today’s marketing isn’t about highlighting features and benefits, it’s about “celebrating the benefit in the way it impacts other people’s lives,” says Simon Mainwaring, author of We First. Put your product in context of real everyday stories for greater impact.

For example, here is a great ad by Nike, highlighting the greatness in everyone.

“People may not remember exactly what you did, or what you said, but they will always remember how you made them feel.”


3. Be authentic
The best way to be authentic is to just be your self. Too many brands today try to be something they’re not. Weave your personality into your content, messaging and imagery. Through authentic and good-willed communication, customers will innately share content and bring it to life.

4. Delight them after the sale
Do not have a “one and done” mentality. At the end of the sales process and after the project or product has been delivered, add value to your customers through events, continued education or through content that will solve their problems. Use social media to add value in the form of education, entertainment or problem solving. Show them you care well after the sale.

5. Make it all about them
Every product or service should be centered around what is called a buyer persona. If you don’t know your customer on a very personal level, you leave a lot of opportunity on the table. To truly make a product/service resonate with your customers your entire days’ activities should be based on solving their problems whatever they may be. Make your customer the superstar of your business.

Here are a few examples:

  • I’m a triathlete and I can’t figure out what saddle to buy for my bike. An online retailer may offer the customer a whitepaper on how to choose the right saddle in an easy to understand format that provides options, price and customer reviews.
  • I’m a facility manager looking for tips and products to best comply with OSHA standards. A distributor may send a video to the customer with options, mixing tips and a case study of their best product.
  • I’m a hunter who is not sure what kind of knife I will need for the field. A dealer might send the customer a range of options on how to decide what’s best for their type of hunt and may refer some experts in their area.

6. Talk their language
Don’t use fancy terms and ‘gobblygook’. Talk their language. Using the examples above, meet them on the course, in their facility or in the field. Talk to them like an old friend. You have to earn your customer’s money more than ever.

7. Give them what they want
Do your absolute best to make a great product and don’t cut corners. If your customers ask for something—give it to them! Give them a way to sound off on what is needed to make your products better. You can create a customer support portal with an area titled “Submit product ideas” to encourage participation in your product or service development.

8. Fanatical customer support
Last, but not least, customer service—it has become the new marketing. When you provide great customer support you are much more likely to have that experience passed on via word-of-mouth.

A survey by Harvard Business Review concludes that customers want knowledgable frontline customer service reps and that the problem be resolved on the first call. On average, 40% of customers who suffer through bad experiences stop doing business with the offending company. This points to the importance of companies hiring REI Brandpeople who align and know their brand(s) products best. Hire your customers. Two of the best examples out there is Rackspace and REI. Go into any REI, and you’ll find people as passionate about conservation, good equipment and being outdoors as you are. If you have a technical issue with your website or have server issues, Rackspace goes above and beyond to solve the problem. You can’t train passion.

Are you in a boring industry? Then the focus must be invested in recruitment and employer branding. A great real-world example is Zappos. Who gets excited about selling shoes? At Zappos, the culture is the product and shoes are what they do on the side. Create a great culture to work at and the boring product stuff becomes fun. I love this quote:

“So many people when they go to the office, they leave a little bit of themselves at home, or a lot of themselves at home. And they have to put on this different persona in the office, especially in corporate environments. And our whole…there’s a lot of talk about work life separation or balance and so on, whereas our whole thing is about work life integration. Its just life.”— Tony Hsieh, CEO

In conclusion, it all starts with a great product. To connect that great product or service with your customer—you must be somebody, you must be authentic, social, make it all about them, talk their language, give them what they want and provide outstanding customer service above all else!


Josh Claflin StoryBrand GuideJoshua Claflin StoryBrand GuideJosh Claflin, President at Garrison Everest and StoryBrand Certified Guide, helps companies who are struggling to stand out in the crowded marketplace and attract new customers. 

how to rebrand

The 7 Factors For Rebranding

By Brand Development

There are many factors to consider when evaluating the decision to rebrand your company. Typically you’re gripped with a sense of bewilderment as the word ‘rebrand’ typically means ‘change.’ This is always difficult, especially when you’re the one responsible for the success and longevity of your company.

Faced with undulating marketplace circumstances—a rebrand may be the only viable option you have to remain competitive. The entrance of new competitors, commoditization, internal changes and changing customer attitudes may have weakened your company’s ability to accurately articulate your unique value proposition. Perhaps you’ve been knocked off by faster, more agile competitors with more aggressive marketing tactics than your own or you let things get away on you by not keeping up to date on massive disruption that is taking place across various industries.

Whatever the case, re-branding can be a good thing. It signifies a stage in your business’ maturity and growth. It is an opportunity to more closely examine your mission, purpose and the betterment of your company.  

Brand development can be a catalyst for innovation—an opportunity to develop your current processes. It can bring clarity and alignment to you and your stakeholders and spur employee motivation. In the end this tunes up your company’s internal engine where the end result is customer satisfaction and increased profitability.

To help you understand the main reasons most business owners choose to rebrand, we’ve listed 7 factors that will help you determine if now is the time to consider a rebrand.  

Famous Corporate Rebrand

Famous Corporate Rebrands

1. Name change
Our name no longer fits who we are.

Naming is a long and difficult process. Most viable domain names have been taken or are listed as premium listings because of their necessity and acclaim. Be prepared to pay for a high-quality name or be prepared to make one up.  Start at to check out the availability of your domain. Work with a branding agency to help you come up with a meaningful, memorable and viable choice. Your name is the most important branding element of your business. A recent example is when Anderson Consulting became Accenture. Anderson Consulting changed their name due to global market expansion. “On January 1, 2001 Andersen Consulting adopted its current name, “Accenture”. The word “Accenture” is supposedly derived from “Accent on the future”. The name “Accenture” was submitted by Kim Petersen, a Danish employee from the company’s Oslo, Norway office, as a result of an internal competition. Accenture felt that the name should represent its will to be a global consulting leader and high performer, and also intended that the name should not be offensive in any country in which Accenture operates. (SOURCE: Wikipedia)

2. Revitalize a brand

Our identity does not represent us any longer.

Due to the natural development, evolution and innovation of your products and services new vertical markets and channels will emerge that prove profitable changing the course of your company. You may have received feedback from your customers or have seen a decline in web traffic. Perhaps you were a packaged product company that has now evolved into a virtual product.  The move to the virtual environment will need to communicate a different message then one sold in a brick-n-mortar. When in doubt, interview and survey your customers to understand if your brand is still connecting to deliver value.

3. Revitalize a brand identity
Our identity is outdated.

Brand identity is a mixture of the visual representation of the product and service you provide and about how that product/service relates to, characterizes and represents your customers. Have your customers changed? Once again when in doubt, interview and survey your customers to understand if the brand is still connecting to deliver value.  Does it need a new look or a whole new service offering. In a recent example, Walgreens completely changed its course to remain relevant and to remain true to its brand values by completely eliminating tobacco from their stores and redesigning the customer experience and adding clinics due to the sweeping health care law.

Logo swooshes gone wild

Logo swooshes gone wild

4. Create an integrated system
Our visual materials do not look the same.

Over the years as marketing managers and designers have come and gone, they’ve left their own interpretations of your company’s brand on your materials. If standards were not put in place at the initial development of your brand—chances are your materials look inconsistent, scattered and unfocused. 

BRANDING TIP: Still using swooshes and drop shadows? These were hot design trends in the late nineties and early 2000’s. Today, flat design is ‘in’ lead by top global brands like Apple, Windows and Google.

5. When companies merge
We need a new brand to represent the new company.

Perhaps the #1 reason to rebrand is when two companies merge. Think Disney and Pixar. Sirius and XM Radio. Exxon and Mobil. When two cultures collide, key staff members are let go, leadership styles and philosophies change, everything is turned upside down and inside out. This especially takes a mental toll on your employees. Not knowing what is happening in the C-Suite, guesses,  estimations and imaginations run wild that result in anxiousness, worry and loss productivity. Communication is key in this time of transition. The brand development process will help you align and get your new team on the same page quicker.

6. When internal teams lack clarity

Our employees lack direction, engagement and purpose.

One of the most important outcomes of the brand strategy process is employee clarity and understanding of the company’s mission and purpose. The brand development process will allow you to re-discover the purpose of your brand—the why behind the what—providing direction, increasing employee engagement and purpose.

7. Attract Talent

We are not hiring the right people.

A strong corporate brand is helpful to attracting talent. However an employer brand must also be taken into consideration when rebranding. You must also define the values of your culture and why someone would want to work for you. This can only be fostered by the corporate brand’s values and how they relate to your customers.  The key to delighting your customers is to delight your employees. Outside of the normal perks, you must also communicate the purpose through your employer branding to attract the right talent.

BRANDING TIP: Delight your employees and you will delight your customers.

In conclusion, when faced with the possibility of a rebrand, always start with your customers and employees. Their responses to your inquiries will give you the understanding you need to intelligently make the decision to rebrand. If your name needs changing, your brand image is outdated, your materials are scattered, you’ve merged with another company, your internal teams are off center or you are not attracting the necessary talent to meet customer demand, it may be time to rebrand.

Interested in learning more about rebranding and brand development process? Our proprietary brand development approach—Brand+People™ —believes your people are the key differentiator in a marketplace full of identical competitors. We focus on brand alignment through employee engagement, customer experience and brand perception to create authentic human connections for business growth and success. As a seamless extension of your marketing and sales team, we blend branding, inbound marketing and creative design (professional web design, brochure design, logo design, infographics, package design and advertising) to maximize your business goals. Contact us today to learn more.


Free Download:
Brand Development Interview Guide 

Discovering your brand starts with asking the right questions. Use this guide to draft the right questions to uncover your brand.



Brand Development Inbound Marketing Consultant

By Josh Claflin, Brand Development, Inbound Marketing & Creative Strategy
Josh helps brands who are struggling to develop their brand; grow, stabilize or increase profits through their websites; increase revenue through online channels and enter the digital era of marketing.


4 Questions Every Brand Must Answer

By Brand Development

“The brand is your product”, said Lee Clow, Chief Creative Officer at TBWA/Worldwide, responsible for Apples’ 1984 commercial. When you think about it, what he said was absolutely true.

In today’s cluttered marketplace and economy, consumers demand an experience from the brands they buy. They also want brands that appeal and align to their lifestyle, character and personalities. The old cliché, “you are what you eat”, now also applies to “you are what you buy“. If you consider for a moment the brands you buy, you would be able to compile a list of things that make you – you. Here’s mine:

  • I drive a Jeep – Jeep stands for freedom/adventure
  • I work on an Apple – I think different
  • I drink Coors Light – I grew up in The Rockies
  • I root for the Broncos – I’m from Denver

If you were to write out a list of the brands and things you like, would someone be able to get an idea of who you are – I bet they would…

This same kind of thinking applies to brands. Below are four questions every brand must be able to answer to be recognizable, memorable, favored, distinctive, preferred and ultimately adored.

1. Who are you?

How would you describe your self? How would your company describe itself if it were a person? The inability to answer this question in a short succinct sentence that people can easily remember diminishes your brand’s potential and ultimately its profitability.

2. Who needs to know?

If your brand were a person, who would they hang out with? These are your customers. How would your brand talk?  What would it wear? In today’s digital, disconnected world where people would rather shoot an email than pick up the phone, brands need to be authentic, understandable, personable and reachable.

3. How will they find you?

Where would your brand go? To the mountains? To a football game or Nordstrom? These places is where your brand needs to be. What sites are they hanging out on? Facebook, LinkedIn, Pinterest? Make it a point to be there also.

4. Why should they care?

How do you make someone care? Typically, caring involves being friends or having the same interest as another in some altruistic endeavor.

For friendship to happen, you must initiate a conversation or some act of kindness to kindle a conversation. After the conversation you figure out if you have anything in common, then you can move on to the next step.

For shared interests like sustainability, health, conservation etc., you have to come to that interest with the same ideals and values which also sparks a friendship.

Same for brands. Be a brand that is authentic and that exhibits trust and shares a purpose with your customers. Be personable and real. Don’t try to be someone you’re not. For a long time, companies have been driven by their profits, prestige and who has the biggest building as their main focus and have not put the customer center. Customers want to be center!  Make a great product that helps us survive, look good or feel good, save us money—or all four. Back it up with a promise and some great looking/feeling branding, provide great customer/client service and you’ll have customers/clients coming back again and again. It’s that simple and that difficult.

Ultimately, in the end as Clow said — the brand is the product. It’s about standing for something – anything other than the status quo, providing an experience for the brand to carry out a real world function that encourages its customers to aspire to do more.

To learn more about how to create a real, authentic and trustworthy brand that your customers will love, contact us for a free brand consultation.


[vc_separator type=”large” dh=”1″ color=”light” icon=”” align=”left” margin-bottom=”40″ margin_top=”40″]

Brand Development Inbound Marketing Consultant

By Josh Claflin, Brand Development, Inbound Marketing & Creative Strategy
Josh helps brands who are struggling to develop their brand; grow, stabilize or increase profits through their websites; increase revenue through online channels and enter the digital era of marketing.

5 Myths of Brand Development Debunked

By Brand Development

Push back to adopt brand development from the business owner can sometimes be very frustrating. You’re under fire to deliver quality leads to sales — recent tactics of PR, Ads and SEO just aren’t working. You struggle to find true marketplace differentiation but you are not sure exactly what that is. Your messaging is all over the place and the boss wants results.

Don’t give up! We’ve put together a few things to help you look more seriously at why it’s more important than ever to take the time to develop your brand and to help you start coming up with a pitch to turn things around.

In today’s economy, we have 10 to 20 of everything. People begin their purchases by going to the internet or by asking their friends. They block out nearly all advertising. 70% of the purchase decision is over before a customer even contacts a sales person or purchases something from you. Today, brands must go above and beyond to prove trust and authenticity to their customers. One bad experience —  and it’s all over Facebook. Below are 5 myths debunked to help you answer your critics on the need to engage in brand development.

1. Your brand is your logo
Myth. Your logo is just one piece of your brand. Your brand consists of many things: what a customer thinks, feels, tastes, experiences, hears and sees, the good, bad and the ugly about your brand. A fresh, clean and clever logo is very important as it’s usually the first thing customers’ experience.

2. Brand development is expensive
Not a myth. It’s funny how many companies try to do brand development on their own because they’ve gone down the road of trying to hire a branding agency and have gotten back an estimate that curls their toes. But when trying to conduct it themselves they end up screwing up their brand further and spending more money than they would if they would’ve just hired the branding agency. The brand development process takes a lot of work and is priced accordingly. Many hours are spent on research, competitive analysis, communication audits, customer interviews and plenty of time thinking and thinking and thinking. Brand Development is an exhaustive process. To develop a successful brand, you must have a professional brand strategist to provide fresh perspective, insight and direction.

3. Brand development does not need input from your employees
Not a myth. An employee by definition is: a person working for another person or a business firm for pay. True, but in today’s economy, an employee is more like your brand ambassador. He or she may know more than you (Marketing Director or Owner) about your customer. Ask them questions about what customers think about your brand and nine times out of ten you’ll get ten different answers. Your employees are the people who are typically face to face with the customer every day. If they are not accurately communicating the brand values, then your brand is not working to its full potential.

4. Your brand is not your product
Myth. Your brand is your product! People buy what your brand offers them not what you sell them. Take Apple for example; they sell computers, but what they really sell is ideas and the ability to create and think differently. See this video by Simon Sinek for a further understanding.

5. The process is over at rollout
Myth. We have seen so many companies develop brands, throw a big roll out party for their employees, give them a t-shirt and a mouse pad with a new mission statement and within a month, nothing from a cultural standpoint has changed and customer satisfaction surveys remain stagnant. Why? Because the brand development process doesn’t end at rollout, it begins! Companies must shift their focus to the employer brand to begin drilling into the culture through their recruitment and talent management practices. Every new employee hired, must be what the brand personifies otherwise your brand development process is nothing more than a creative exercise — it must be implemented properly or all that hard work I mentioned above will be nothing in 6 months.

Companies and startups need to invest in brand development to help them understand who they are, how they can better the marketplace and how they are going to attract the talent necessary to grow and remain sustainable.

If you are looking for help in defining who you are, what makes you unique in a cluttered marketplace and how to build a foundation of sustainability, culture and best hiring practices for your brand. Contact us today!



Can Your Brand Become Iconic?

By Brand Development

Can your brand become iconic? This week, I look at two brands that have achieved cult-like status. I will explore their history and attempt to trace their origins and discover what made them iconic. First we’ll start with a little branding 101.

Brands originated as far back as 1100 BC. The first known brand was from India. As man progressed up to the industrial revolution, it became necessary as more companies entered into the marketplace the need to differentiate ones products and services over another. Generic brands found it useful to become a real brand to succeed.

The term “Brand” comes from the old Norse word brandr “to burn.”  And as we all remember, Cowboys used brands to identify their cattle just as companies today use their brands to identify themselves.

Today, the term branding is used in marketing, advertising and sales as a way to build relationships on a social and psychological level. Brand developers seek to create not only the words, shapes, colors, look and feel of a brand but also to connect them to the consumer on an emotional level that then creates a preference over competing brands.

Some brands do this so well, they’ve become iconic. They’ve transcended into something bigger than just a product or service – but rather an attitude and lifestyle. Two examples I am looking at is Harley-Davidson Motorcycle Company and Ironman Triathlon.

Harley-DavidsonThe first example is Harley-Davidson. This iconic brand not only defines and differentiates a motorcycle company, but it also defines an entire class of people based on their lifestyle and attitude towards life. Talk to any Harley owner and immediately you’ll get a sense of who they are based on any one response to a trivial question about the weather. You may say: “Nice weather we’re having today isn’t it?” Harley owner: “ Yeah its #$*@ awesome – good day for a ride!” Then you watch them walk off in black leather chaps, vest and boots. Harley has extended its brand into watches, sponsored sub brands on Ford trucks and others. This brand has achieved cult status and is listed on Interbrand’s list of the 100 most influential brands.

Iconic brandThe second example of a company that does this well is Ironman. Ironman’s tagline “Anything is Possible” – defines the attitude of the people who train for and finish a 2.4 mile swim, 112 mike bike and 26.2 mile run – all in one day. Ironman has extended its brand into shoes, watches, headphones, cereal, power bars, sports drinks and clothing. Not only has it’s brand become synonomous with inspiration, but also with accomplishment – which is its main draw for participants. Who would pay a $500+ entry fee, sacrifice 9-12 months of their life to train and then purchase on average $3000-$10000 in equipment to go through 8-17 hours of pain on race day. Although not as widely known as Harley, Ironman has achieved cult-like status, to the people who are called by its brand name.

By tapping into the psychological aspects of the personality, companies can have a greater understanding into their customer’s motivations and triggers.  So to that end it pays to do upfront research on your brand before crafting it.

The question remains, did Harley and Ironman purposely craft their brands in this way? Can you actually go out and create an iconic brand with a cult-like following? Or did these brands happen serendipitously?

In my next post, I’ll look at the history of both companies and seek to discover how these two brands have achieved iconic status.


Brand Development Inbound Marketing Consultant

By Josh Claflin, Brand Development, Inbound Marketing & Creative Strategy
[twitter_follow username=”” language=”en”]


How to Design a Great Logo in 7 Steps

By Brand Development, Logo Design

Several times a year I am commissioned to design a logo. Projects run the gamut in subject matter, and  I often find myself biting my lip because I’m not inspired by what the brand, product or service stands for — these projects are priced accordingly or turned down. However in most cases, I’m able to take an idea and run with it, knowing that I can come up with something that meets or exceeds the client’s expectations.

Typically the most difficult projects — the real stumpers — are about subjects that don’t relate to any tangible objects in the real world. It’s much easier to get creative with a person, place or thing than with an idea.  In these cases you have to incorporate related objects to communicate what you are trying to convey. For example lets look at a past project – Noble Plans, a non-profit recruitment agency or RPO.

How do you come up with an icon for Noble? Or Plans? You don’t — it doesn’t exist. The easy way out would be to come up with some typeface and call it good. We solved this problem by using the  “cross meaning” method as a way to communicate the meaning of noble.  ”Cross meaning” is essentially finding something that is similar to the meaning but drawing from another category. So instead of asking what does noble look like — the question becomes, what is noble?

Some examples of Noble may be: A Politician (haha, …no.)? A Knight? A Shield? Perhaps a Lion?

LogoThe answer to the problem was a Lion. It proved to be a good fit to express nobility, integrity and strength.  These were also brand attributes the owners wanted to convey. We then used a strong typeface to reinforce. In the end, not only did the Lion make sense, but it also differientiated the brand in a highly competitive category. We also made sure that within their category, their competitors where not using a Lion.

Really great logo designers typically invoke a high level of cleverness into design. Cleverness is the ability to show inventiveness or originality.

I define creativity as: the capacity and talent of a designer to take shape, color, form, style, imagery and type and transcend those design elements into original, progressive ideas that give the viewer or audience something they have never seen before. Creativity can also influence the purchase decision by causing the viewer to feel enjoyment or satisfaction when encountering a piece of communication. In design, creativity is often restrained to ensure accuracy in communicating with the desired target audience. It can also be repressed by the product or service owner’s idea of how best to present itself. These dynamics determine the level of “punch” of any creative execution.

Remember a logo is much more than just a “logo”  – it’s the number one business asset that allows businesses to compete and differientiate themselves in the marketplace. For small companies, it’s the pivot point that establishes a sense of pride, ownership and foundation.

Below is the process I generally take when designing a logo. Sometimes when I hear the name of the brand, by God’s grace – the idea just pops in my craw, other times — it takes some work and a lot of thought. But the challenge is what keeps me loving what I do – being a designer and a thinker.

Thinking is the hardest work there is, which is probably the reason why so few engage in it. – Henry Ford

  1. First things first, start off with word association: Using the Visual Thesaurus tool and – I will look for words similar to the subject’s name, meaning, industry or any other nouns or adjectives to begin to understand the meaning and potential underlying meanings and how they are percieved.
  2. Begin initial concepts: Based on your initial impressions of the subject, sketch out some rough concepts on paper. I will then look for photographs to bring resolution to the concepts.
  3. Create 3 different categories to design – Abstract, Lettertype and Icon
  4. Textures, Materials and Movement – Can you reinforce your message with any of these elements?
  5. Color & Type – Add the appropriate colors and characters (typeface) based on the directive of the communication.
  6. Presentation – a little trick I use to present logos is to arrange them in a way that builds up to a climax – presenting the weakest designs first and ending with the strongest. Try to also arrange in a professional layout, just don’t throw them at the client all at once. Walk them through your process. This helps create a great presentation and leaves you taking applause at the end.
  7. Recommendation –  Without a solid presentation your best ideas will fall flat. I always give our recommendations on what we’d like to see the client go with and then fight for it. This adds value to the client and helps you to establish more credibility for later projects.
[vc_separator type=”large” dh=”1″ color=”light” icon=”” align=”left” margin-bottom=”40″ margin_top=”40″]

Brand Development Inbound Marketing Consultant

By Josh Claflin, Brand Development, Inbound Marketing & Creative Strategy
Josh helps brands who are struggling to develop their brand; grow, stabilize or increase profits through their websites; increase revenue through online channels and enter the digital era of marketing.


Ergentus Rollout

Ergentus Rollout Party

By Brand Development

Garrison Everest just completed work on a 10 month brand development project with ESP (Emergency Service Physicians) of Colorado – now named Ergentus. We helped ESP align and brand their 36 year old organization to keep pace with the ever changing health care industry.

Along with a complete brand strategy— the project included a complete redesign of the organization’s corporate identity, website, marketing collateral and scrubs as well as a new name which we designed to more accurately represent who they are as a company.

Ergentus held their official roll out party Friday, April 27th, 2012 in Denver, Colorado where the brand was officially introduced to employees, hospital staff and Exempla leadership.

Ergentus, a group of 65 emergency medicine physicians and physician assistants currently serve at Exempla Lutheran Medical Center in Wheat Ridge, Colorado and Exempla Good Samaritan Medical Center in Lafayette, Colorado.

Learn more at

Brand Rollout Party

Ergentus Rollout Party