Visual Marketing: 99 Proven Ways for Small Businesses to Market with Images and Design

79. Is Your Name Defining You … Negatively? Renaming a Business Leads to More Sales

Upon hearing the name Clements Horsky Creative Directions, you probably have no clue what the company does. The print production management firm realized this problem and went to Visual Dialogue and Rick Rawlins Work to get help rebranding both its name and its marketing material. Despite the fact that the company handles print production for designers, its own marketing collateral had an “amateurish and haphazard look,” according to Fritz Klaetke of Visual Dialogue.

Playing on the four-color process inks common in printing as well as the process of design and print production, Visual Dialogue helped rebrand the company with a new name, “Process,” and updated the company's logo, business papers, ads, and website.

Why It Works

If you're a designer (Process's target audience), you get it. The play on the name is a sort of inside joke, and the graphics across all channels exemplify this play. In no way will this design be a wallflower in its industry: It demands attention. “The Process rebranding acted as a catalyst to increase our professional presence to our established client base and develop new opportunities,” says Lynn Horsky, president of Process.

Success Metrics

• Process increased its profile ...