B2B Marketing with Sizzle & Substance
CATHY MARSHALL CONSULTING: BRAND STRATEGY & VISUAL IDENTITY DESIGN
WHO IS CATHY MARSHALL
Cathy Marshall is B2B Marketing expert offering freelance marketing consulting, copywriting, content marketing, lead generation, product marketing and brand strategy. She specialises in high tech marketing and is a master of her craft with over 10 years working for global software companies. Cathy started her business over four years ago, seeking a better work-life balance for her young kids and to be able to help a wide range of companies improve their marketing.
Cathy was looking for a strong, professional brand that would set her apart from other consultants. I loved that she wanted to take a more modern, casual and human approach to her branding. We instantly clicked when she said she approached her work with the concept that brands should look, talk and feel like real people — a statement I couldn’t agree more with. It was refreshing to see that she works for clients with a very technical nature to what they do, but is able to write and market them in a way that the everyday person can understand and appreciate.
I began to notice a trend in the information Cathy was supplying. It became apparent that core to her business was the overriding theme of connection. Whether this was connecting business to business (her niche), marketing with sales (her key message), strategy with execution, businesses with the right tools, or clients with a long term partnership, it continued to come up. I explored various words synonymous with connections: Links, Relationships, Interweaving, Partner, Knot, Attach, Unite. I was particularly inspired by one of her lines “Marketing is an engine. All the parts must work together towards the same goal”. From there I was really interesting in the idea of a pipeline as this related to connection, and to the sales pipeline.
THE LOGO CONCEPT
The logo takes the initials CM and creates an abstract pipeline sequence, to convey the theme “creating connections to deliver results”. The C connects with the M in a unique, fluid way, with segmented sections connection together to reflect a pipeline. The top section of the M reflects a subtle tick shape, to suggest that Cathy gets results, an integral part of her offering. The text is typeset in lower case to reflect a friendly look.
THE COLOUR PALETTE
Key to Cathy’s approach and personality were the words “Warm, Approachable, Friendly, Personal, Bold”. From this I knew a warm, vibrant colour palette was the way to go. I landed on the core colour of a Tomato Orange because it combined the energy of red with the cheerfulness of yellow. Orange is the colour of social communication — it physically and mentally stimulates the body and gets people thinking and talking. I paired this with a subtle warm grey, as a secondary colour.
I created a set of icons for Cathy’s core service and unique selling points. It’s a great idea for service based businesses to get these two icon suites done. Not only does it convey what you offer and why you’re different in an instant, graphic way, but it’s the perfect chance to add more personality and the human touch to your brand. These unique icons were done in a hand-drawn style to bring in the human touch Cathy brings to her writing.