At IMPAC Communication, Daryl and Rick hold conferences on public speaking to help communicators deliver more effective messages and presentations. Before they contacted Craft & Cloud, either they or acquaintances created the design and layout of their materials. While this worked well overall, it inevitably was not cohesive. Imagine the impact that refining the IMPAC brand to present a consistent message had. Paralleling what IMPAC teaches communicators in preparing speeches, the brand graphics became impactful and memorable.
After establishing an understanding of both who IMPAC is and who they seek to serve, Craft & Cloud began working with them to better reach the ideal customer. We started with making some brand design tweaks. We cleaned up the logo and made the microphone a feature. Next, we applied a cohesive brand image across a new website, advertisements, and other marketing collateral by using consistent typography, color scheme, and styles.
Early on we attended their conference to gather photo and video resources to better communicate who IMPAC is and what value they bring to the customer experience. We gathered testimonials as attendees experienced the conference as well as photos of the conference in action. We also took this opportunity to stage a couple photos that we could use in advertising. Rather than trying to rely on generic stock photography, this made it possible to give customers an accurate representation of what they can expect when they attend a conference.
Finally, we updated the design of the conference materials to be consistent with the established IMPAC brand all the while maintaining the content that IMPAC teaches. This brought a quality of added professionalism to the conference that customers quickly recognized.
These updated materials included the attendee name tags and schedule with more extensively redesigned workbook materials and keynote presentations. Each of these items were designed utilizing the color, typography, and imagery consistent with the rest of the IMPAC Communication brand.
But, enough from us. Here’s what Daryl had to say.
Partnering with Craft & Cloud felt like a big decision and financial commitment for us and our small business. Would it be worth it? For us the answer was a “Yes!” We are grateful for the investment that we made! Craft & Cloud delivered to us a much more consistent brand and our partnership with them has paid off in increased marketing reach and attendance at our events. I’ve been grateful for the mutual collaboration on the work they’ve done for us, too. They’ve been great coaches to me, instructing me how to use and collaborate with them in software and tools that we’ve used in the redesign process. Additionally, this has streamlined the preparation and administrative tasks I’ve been responsible for as I communicate with communicators who attend our conferences. We do not regret our decision to work with Craft & Cloud.
Maybe you need to brush up on your public speaking communication skills. We recommend attending one of the IMPAC conferences. You can sign up for their next event here.
Do you need a consistent brand delivered across each and every medium your customers interact with you on? We can help.