Case Study: Brand Identity for Lasso
The article unveils the creative process on brand identity for Lasso, a Medical Marketing Company.
Introduction
In February 2021, I received an email from Eric, the CEO of a medical marketing company that needed a new brand identity. After a discussion on Zoom with the CEO and the Creative Director of the company, I have reached the conclusion to start working immediately on the new identity.
The Company
Lasso is a medical marketing and software company that helps private medical practices generate patients online.
The Project
Creating the logo and the visual identity that tends to be memorable, techy, and trustworthy.
Discovery
The first step in the process was the Discovery phase. I sent a Brief to the client to complete it. Based on the given Brief, I understood who the company’s clients are, their age, where they found out about the company from, who are the competitors, how the company stands out from the competitors, and so on.
This step has helped me throughout the whole process to understand and maintain straight the branding direction.
At the same time, I made a large market analysis. Thus, I had a better understanding of its field of activity and found a unique way to differentiate the company from its competitors but to gain confidence from new customers.
Moodboard
Based on the Brief and on the first step in the process (The Discovery), I created 3 different Moodboards:
First based on the examples provided by the client that contained shapes, colors, fonts, and photos;
The second — I set the direction of the brand according to my own beliefs — of course, based on the analyses done before;
The last moodboard — a totally different direction from the first two options. This was in contrast to all the previous examples.
The reason I made these moodboards so varied, was to understand how the client visualizes the future brand.
Logo Design
After the client chose the desired direction from the moodboard options offered, I started working on the logo. I made the decision to focus around the first letter L, and the lasso symbol that is part of the company name.
Here’s the logo with the letter L, which is in a perfect combination with the lasso symbol. Rounded curves and corners provide a feeling of comfort. In addition, the color offers the digital feel, the field where the company mostly operates.
The second option is the same letter L, but the shape created from curves makes the symbol more friendly and human. Moreover, the symbol is divided into 3 parts, as is the process the company follows, made from 3 steps:
Step 1 — Generate New Patients
Step 2 — Master Patient Lead Flow
Step 3 — Become the Practice CEO
The third concept is a more abstract one. Here, I used the L-letter form but shaped only from a line.
And the latest version submitted to the client is this below, where the lasso has a more recognized form. Here, the letter L and the symbol of the lasso are the most visible comparing to the rest of the versions.
After the client feedback regarding the first options, I explored some more ideas, in order to find the symbol that represented the company in the best way.
The choice of the visual concept was made on logo number 2. It was accompanied by a solid and simple typographical part.
Brand Pattern
After the logo was approved, I started working on the pattern, which will later be used on the website with other promotional materials.
Here used the shapes, colors, and the overlap effect which are also depicted in the logo. After exploring a few ideas, I came up with these final versions:
The logo and the pattern have been successfully approved. I put them all together on different promotional materials to see what they all look like together. I prepared the business cards and the letterheads, and finally all the necessary images for social media- Facebook, Twitter, LinkedIn.
Brand Guidelines
After finishing all the necessary supplies, I started working on the Brand Guideline. In this way, I gave the client the basic rules they must know and follow when working with the newly created brand. This included logos (color, mono-color, and grayscale), save zones, mark construction, logo applications, logo lockups, color palette, typography, and the pattern.
When it was all successfully completed, I put everything in a folder on Dropbox, and I gave the link to the client.
The client was very pleased with the result. A more detailed review can be read here.
