SHIP'S LOG

Charted courses and completed missions from the high seas.

November 2013

Growing an Organization: Rebooting Young Professionals of Asheville

November 23rd, 2013

YPA-website

Young Professionals of Asheville (YPA) is a program of the Asheville Area Chamber of Commerce. In 2010 the Chamber approached Atlas Branding to work with them in re-branding the organization as it was adopted by the Chamber.

THE CHALLENGE:

1. Craft a brand that reflected their three core values; growing professional development, investing in community service, and fostering connection through social activities.

2. Atlas needed to develop a brand that was relevant to their demographic, while feeling already established to quickly attract and grow its membership base.

YPA-Color-Palette

OUR PROCESS: 

1. Atlas spent some time in discovery researching other young professional programs across the country and working with current YPA members to define objectives and goals.

2. Develop a clear message and brand identity that worked to achieve immediate brand saturation in the Asheville business community.

3. Established a launch plan to get the new brand collateral and message out to the general public.

YPA-Signage

THE SOLUTION: 

“Atlas Branding had the perfect vision for where Young Professionals of Asheville (YPA) needed to position itself as an organization in Asheville. The overall brand has helped YPA become a recognizable program and has helped to grow our membership significantly over the past two years. We are now sought out by many young professionals in Asheville!”
~ KINSAY SAND, YPA PRESIDENT 2011 – 2012


Getting Customers to Take Notice: Growing Valet Gourmet

November 7th, 2013

Valet-Gourmet-Logo-Before-After

On Sunday, October 27th, Atlas Branding celebrated 4 years of business. In our own marketing efforts over the next month, we’re going to re-visit brands over the last 4 years and bring them full circle. Starting with one of our first clients, Valet Gourmet

THE CHALLENGE:
In 2008 Atlas Branding began working with the local food delivery service in town called Blue Ridge To Go. Blue Ridge To Go started up in 2003, and had been operating for about six years. They had a very solid and enthusiastic customer base but the company knew it had room to grow and wanted to reach new markets. In addition to this goal, Blue Ridge To Go was starting to feel less than enthusiastic about their current brand recognition and company name.

Valet-Gourmet-Competitive-Research

THE PROCESS:
We worked with Blue Ridge To Go and its customers to make sure that if the company re-branded it would head in the right direction. After the preliminary market research was completed, we moved into renaming the company.

Some things we took into consideration for the new name:
1. Making sure that the new name was not tied down to a geographic area.

2. Positioning the new name around the importance of how they do customer service. (IE: the Valet in Valet Gourmet)

3. A unique and iconic name that allows them to standout, and draw the attention of new customers.

Screen Shot 2013-11-07 at 2.08.13 PM

How we approached the brand visuals:
1. In order for people not to mistake their company as a taxi service, we created a logo that referenced the heyday of modern air travel and customer service in the style of the 1950s and 1960s.

2. To continue the approach of getting their logo off of the ground and into the air, Atlas crafted a flying plate with wings. This was a direct reference to the airline motif.

3. We engaged and interacted with their current customers throughout the re-brand process which helped them feel included and connected to the new brand for greater recognition and support.

Valet-Gourmet-Signage

The Results:
“Rebranding our business after 6 years was no easy task and I shudder to think that we were going to attempt it ourselves in the beginning. Atlas Branding did a phenomenal job of taking our company’s strengths and turning them into a real brand, with very special attention to each detail along the way. We couldn’t be happier with the way everything turned out, and our business more than doubled in the 2 years following the rebrand.” ~ Kenan Hopkins, Owner of Valet Gourmet