The Marketing Squad is a marketing agency specializing in digital marketing strategies, website design, and content creation all with a focus on inbound lead generation.
Louisville Metro
Services Provided: BrandingPhotography & Video
The Challenge
Louisville Metro Office of Resilience and Community Service had recently wrapped up a project that served to help members in the community create a savings habit and raise their credit score. In order to raise funds for the next iteration of their program, Louisville Metro wanted to highlight and promote the success of a previous participant.
We also worked with Louisville Metro on branding for their new project Louisville Community Financial Empowerment Network. The LCFEN is a network of organizations and businesses that care about the financial health of the community and implement practices that exemplify this commitment. The challenge was creating a brand that showcased this mission. We also had to include the full name in the logo because the acronym is not immediately recognizable. The logo had to be viewed digitally as well as printed on things like window clings and signage.
Branding
In our initial branding meeting, the client was in favor of a “seal” type logo that would look like a certification. We wanted to display a couple different “seal” options along with more traditional logo types. We also wanted to incorporate green to represent finances and money.
Through some collaboration and creative direction, we nailed it down to 4 different options (down from about 15!). Luckily, the client loved them all and with a few color revisions, we were able to accomplish their goal. The iconography is representative of people, collaboration, joy, and friendliness. The shape of the logo accomplished the “seal” or “stamp” concept. Lastly, the colors of the final logo stand out while also complementing Louisville Metro Government’s logo.
Photography & Video
We began the video project with a discovery meeting to learn about their goal for the video and to identify key themes. We determined the structure would be an interview-style video to highlight the experience of the previous participant. Our videographer met with the participant and another member from Louisville Metro to help in the interview process.
Our goal was to capture all of the content we needed from the participant, but after the initial interview, we determined additional content was needed to convey the complete message. Rather than scripting the interview with the participant, which could detract from the authenticity of their testimonial, we interviewed a member of Louisville Metro’s staff who would have a second perspective on the program. This additional interview gave us the content the initial edit was lacking and we could move forward. We finished off the video with animated graphics that helped viewers visualize the statistics mentioned by the participant and the staff member.
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