/the challenge
When the folks over at Schmitt Consulting Group approached me, they knew they had a wide array of services to offer their clients, from video production, to technical support, and even leadership coaching, but they weren’t sure how to explain that in a quick, concise, and easy to digest way. After listening to them describe their traits, I was able to distill their areas of experiences into one word: strategy. With that word serving as our guiding factor, the rest of the branding had something to hang its hat on. I penned the tagline: Bringing Strategy to Chaos, which became the overarching theme for the company.
/the solution
Typically I like to use visual references to start with, but with a group that has such a wide and abstract list of offerings, it was hard to pin down one image. Thus, the SCG monogram was born. What excited me most about this mark was that it played right into the newly minted tagline of “Bringing Strategy to Chaos.” The S shape is, in it of itself, chaotic in that it’s not a proper letterform. But within that structured chaos you can also find the other two letters of the acronym version of the company name.
/the breakdown
CREATIVE STRATEGY
We organized their creative-based services under this umbrella. (ex: Video Production, Script Writing, Marketing, Messaging)
TECHNICAL STRATEGY
SCG talked about their ability to find innovative uses for cutting-edge technologies, so we created the technical strategy category. (ex: Tech Scouting, Tech Integration, Tech Transfer)
ORGANIZATIONAL STRATEGY
And finally the last category became organizational strategy where we included their services for maximizing efficiency within organizational structures. (ex: Program Management, Organizational Management, Leadership Training, Personal Coaching)
