Having been running successfully for 22 years, my copywriting business has just had a long overdue facelift. The catalyst for change was somewhat prosaic – a dwindling stock of stationery. I could have simply gone for a reprint but recognised this presented a valuable opportunity to update my brand image, which over the years had become outdated.
Being in the marketing game, I was surprised to find that an image revamp wasn’t the straightforward process that I’d expected but instead caused me much angst and soul-searching. I hasten to add that this is no reflection on my designer – the talented (and patient) Lisa Miles of St Albans-based Creative Sofa – but more the perennial tussle between head and heart.
Creative dilemma
I faced an internal battle between what I knew I should do versus what I wanted to do. For instance, I love the colour pink in all its shades from baby pink to shocking fuschia. Yet I acknowledge this is not the most businesslike of colours and would not reflect the professional image I want to portray when competing for work in the corporate sector. The same applies to purple, my second favourite. I might get away with these colours if I was in the business of cupcake decorating or toddler singalong sessions but winning business as a serious copywriter? Forget it! . . . And yet at the same time, I didn’t want my new look to be dull and boring.
Like millennials who struggle with the choice of gender options, I too am confused about my identity. My official company name is Words etc Limited but my clients and contacts know me simply as Melanie Silver. All my marketing teaching tells me the two brands cannot enjoy equal prominence. I agree entirely – but which should take a backseat as the sub-brand?
Adding to the design challenge, I was wedded to certain elements of my existing branding such as the Scrabble-like tiles and signature in my logo.
The result (ta-da!)
After much feedback-gathering, inconclusive discussion (during which the phrase “first world problems” may have been muttered once or twice) and protracted deliberations, I finally plumped for ‘Gist’ and ‘Faith and glory’ fonts for my logo and Google’s free-to-download Sanchez typeface, grey (not purple) for body copy. For consistency, I have kept the signature and Scrabble tiles.
Longsuffering designer Lisa Miles describes the creative dilemma: “For Mel’s new brand she required some continuity from her previous logo and it needed to compliment her current website too. I wanted to try and address the conflict between the company name Words etc, while at the same time promoting Melanie Silver herself. Another aspect to the brief was finding the right balance between Mel’s creativity and flexibility, while still aligning with the corporate world.
“I am really pleased with the final result. I feel we have managed to successfully create a great-looking, fresh brand that meets all Melanie’s requirements.”
I love my business’ refreshed identity and feel it more closely reflects me as a person but what do you think of it? I honestly would welcome your views!
