Point Made PR

I started with competitive analysis, evaluating three established public affairs firms to identify how Point Made could differentiate. The research revealed a positioning gap: large firms emphasized scale and credentials but couldn't economically serve mid-market clients with boutique attention, while smaller firms lacked Point Made's specialized grassroots and media placement capabilities. Through four audience personas, I confirmed the market opportunity: organizations needing sophisticated advocacy delivered with rapid response times and personal attention at competitive rates.

This strategic foundation drove every design decision. The Oswald typography (custom-extended for impact) establishes commanding presence without corporate stiffness. The speech bubble icon communicates their core expertise—making strategic messages resonate—while remaining approachable rather than abstract. The blue-orange palette balances institutional authority (navy conveys credibility and precision) with collaborative warmth (orange signals energy and accessibility). I refined the logo through client feedback, simplifying the color application while preserving the bold, modern presence that differentiates Point Made from both corporate competitors and grassroots-only shops. The comprehensive brand guidelines ensure consistent deployment across all touchpoints, from business development materials to the website's conversion-focused design.