In the interest of paying more attention to this blog, I am going to report about a dot-com branding project. I am not a reporter, so the facts will be spotty and tainted with my writely inclination to embellish. Remember that.

The client would cringe at the thought of being a “dot-com.” It’s true, though. Some would call them a Web 2.0 company. They have two audiences: businesses and consumers. B2B and B2C. Ah, acronyms, how I’ve missed you.

I’m about one-third into their brand evolution. They are paying me to tell them how to write about their product. I’m collaborating with a design firm, which is responsible for the new “look” of the company.

I’ve written this company’s tagline and a brochure.

I like the client. They’re smart and ask tough questions. They are motivated to change and are relying on this brand evolution to generate revenue. They’re getting feedback from their base that people don’t understand what exactly it is that they do. A good problem for brand work to solve. They need to be real, and offer real benefits, to be successful.

The players:

Design Director
Designers
CEO
Marketing Director
Brand Strategist

I will fill in back story when action is slow. I suck at pictures, and it would be rather odd to see a writer snapping photos in a creative presentation, so this will mostly be prose.