MeritMetrics is a growth-centric agency that helps their clients turn organic search into a major, sustainable customer acquisition channel. Their target client employs large-scale, high-growth campaigns in competitive SEO spaces.
However, having just gone through a name change away from True North, they needed a strong brand presence to give their large-scale product offering immediate credibility. With an expedited timeline required, MeritMetrics turned to RPcd to create a new brand identity and one-page site to validate potential leads. The Brand Workshop jumpstarted the initial logo exploration and the remaining deliverables took less than eight weeks to create, iterate, and handoff final files.
The Brand Workshop’s competitive analysis showed a crowded landscape of gimmicky SEO firms focused on quick, not long lasting results. MeritMetrics looked to distance themselves from those companies and focus on their organic content creation that results in sustainable SEO lead generation and long lasting partnerships with their clients. The new brand focused on this visual idea of building with its geometric shapes amassing the twin ‘M’s in their name, one in positive and the other in negative space. The shapes also create movement, pointing up and to the right, representing not only the growth in SEO clout, but also the revenue it would return for its clients.
Once the logo had been defined, an ecosystem of design elements were created to ensure the brand stayed consistent throughout all use cases. Secondary horizontal logo treatments, one-color options, favicon, and background graphics were all established. The brand’s color system and font specifications rounded out the abbreviated guidelines and gave future design work parameters to keep all visuals and messaging uniform.
Due to the tight timeline, the site’s wireframes were built in conjunction with the initial logo iterations. RPcd was then able hone in on core brand elements by creating art objects comprised of select homepage elements. This dovetailing of deliverables allowed for refinement on the central brand elements at the same time we were building out the homepage, allowing for handoff of a complete a new brand identity and one-page marketing site in under eight weeks.