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Cambia Factor 1


Goldmeier Consulting

Cleveland, Ohio  |  Business to Business  |  Rename & Rebrand

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Cambia Factor 1


Goldmeier Consulting

Cleveland, Ohio  |  Business to Business  |  Rename & Rebrand

“Before working with Forge, I couldn’t articulate my brand to potential customers—or even to myself. Jan’s help has brought to light the core of my company.

I consider Jän both a business partner and a mentor. His insight goes beyond design, logos, and graphics; he strikes at the heart of what makes your business tick.”

JORDAN GOLDMEIER, CEO, CAMBIA FACTOR


Before and After

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Jordan Goldmeier was looking to elevate his brand. He had the talent. He authored books about his profession. He had speaking engagements at all the right conferences. He had the designation from Microsoft as a Most Valued Professional. All he needed was the business identity to match it. He also wanted to detach his business from using his last name.

Goal: Raise the level of the brand visuals to the level of their already amazing reputation.

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Cambia Factor 2


Defining Difference

Cambia Factor 2


Defining Difference

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The FORGE Brand Formation Workbook

The workbook helped Goldmeier Consulting uncover why they are on the planet and why potential customers should care. It helped us discover, differentiate, and develop a brand that was unique for him.

Successful brands are built on a single word that immediately communicates a benefit to the end consumer. Caterpillar: ruggedness, Intel: performance, 3M: innovation.

For Goldmeier Consulting that word is change—helping companies change the way they look at their data. Helping them see things in a new way to make better informed decisions about their business.

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Cambia Factor 3


Naming Process

Cambia Factor 3


Naming Process

The naming process always starts by writing down all those first impressions. Get all those over-used, top-of-mind, and common names out on the whiteboard so we know what to avoid. Then we selected 5–8 words that had the attributes we wanted. That created our vocabulary list of desired meanings so we could start generating a list of names, words or phrases under each that relate to that word.

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Cambia Factor 4


Visualizing the Brand

Cambia Factor 4


Visualizing the Brand

What does Cambia Factor look like?

Once we found a name that accurately described what Goldmeier Consulting did, we now needed to search for visual inspiration that aligned with the new name of Cambia Factor.

Our first main attraction was towards the original Bauhaus Design of a Kandinsky Poster and the yellow arrows image. After much analyzing why we liked them, we continued to search for more inspirational images.

We were led to some Bauhaus-inspired Japanese posters and a graph by Edward Tufte, the father of data visualization. 

These two looks gave us direction.

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Cambia Factor 5


Develop Brand Symbols

Cambia Factor 5


Develop Brand Symbols

Brand symbols can consist of images to words.

The two images that were driving the visual brand was the simple geometric formed typeface for the logo and the diamond-shaped graph on yellow and black.

Two sentences led the way in setting the tone and voice for the Cambia Factor brand.
1. Data is not your answer, but the answer is in your data.
2. Change the way you think about your data.

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Cambia Factor 6


Create Brand Tools

Cambia Factor 6


Create Brand Tools

The transformation of the Cambia Factor notepad into a Corrie Hexahedron business card was just the culmination of the brand visual we were seeking.