Petra Risk Solutions
Petra Pacific was the leading independent insurance brokerage founded to exclusively serve the hospitality industry. They asked me to develop a strategy and to re-brand the company to accelerate their national business plan. I recommended that Petra Pacific change its name because “Pacific” does not present a national brand image and their name did not provide even a hint as to the service they offer. The new name maintains the Petra brand equity, explains their service offering, speaks to a national audience, but does not promote their U.V.P. of being exclusive to the hospitality marketspace. The addition the artistic P above their name combined with the new tagline, written in the industry’s voice, claimed stake to their marketspace; we only serve the hospitality industry, therefore we are the only experts in that space.
P3 – Petra Plus Process
In the discovery process, I found an important, unclaimed-marketspace, service offering. While some competitors offered a watered-down version, using generalists who are not dedicated to the hospitality industry, Petra is recognized as the best-in-class. I named the service P3 and created a logo to facilitate quickly taking ownership of Hospitality Risk and Claims Management Leadership. P3’s unprecedented combination of unmatched human intelligence and leading-edge technology ensures the highest quality work product. Applying P3 to a hospitality property will result in fewer risks and therefore fewer claims, lowering the property’s insurance premiums. While P3 was unveiled in the Petra Risk Solutions capabilities brochure, it has grown to become an important differentiator which now requires its own marketing materials.
Results: Petra Risk Solutions is a profitable company continuing to expand nationally in the new economy.
MFLEX Global Visual Identity Program
DBA for Multi-Fineline Electronix, Inc.
MFLEX (Ticker symbol: MFLX) is the leading design consultant and manufacturer of flexible circuitry and component assembly. Their products are primarily used by the mobile smart phone industry. The company has grown at a fast pace, keeping up with market demand and technology, yet their logo and website no longer accurately reflected the sophistication and size of the organization.
I was hired to direct the development of a new logo. While MFLEX has tremendous brand equity in the mobile smart phone industry, it is barely known in other industries that may purchase MFLEX products. I felt that their name (an abbreviated version of their original product name) and their powerful existing tagline; Smaller, Smarter Electronics, was too connected to a specific technology. I created a positioning statement which created an explanation of the M and changed the meaning of FLEX from flexible circuitry to FLEXIBILITY.
The goal was to establish a consistent Global Visual Identity Program, to ensure the complete and proper use of the new logo. This included the exterior building signage materials, lighting and construction. MFLEX hired a Director of Marketing with significant business experience in Asia. He took on the enforcement role in the difficult process of ensuring consistency in a global signage program. We discovered just how difficult it is to source the consistent sign construction materials throughout Asia so I wrote a detailed EXTERIOR and INTERNAL SIGNAGE GUIDELINES MANAUAL. The manual along with the Director or Marketing’s experience in Asia allowed us to accomplish the goal.
I also managed the implementation of their new logo in dozens of applications, from their business package, to interior signage, to an all new website, etc. This required travelling to China to meet with the General Managers of each facility; when combined amounted to well over a million square feet. Corporate Identity and Branding is a fairly new concept in China. I learned a tremendous amount about how business is conducted in China. It can be frustrating when compared to what we expect in North America; however the people are very friendly and accommodating. I grew from the experience of working with a very different culture.
Today, MFLEX is on its way to becoming a $Billion company. They now walk the walk and project an appropriate $Billion image.