While I was the Creative Specialist for Therapy Brands (Fusion Web Clinic), I revitalized their brand image and began making all their marketing collateral look professional. At the beginning of 2019, I began leading most of the company's marketing efforts.
In the following case study, you'll find breakdowns and explanations of some of the major projects I completed. For a closer look at one of the marketing campaigns I directed, check out the Assisted Billing case study.
Logo Refresh
When I first began working at Fusion, there was a lot of work to be done to create a consistent and effective brand image. The existing visual style was very outdated and had serious issues.
In an ideal world, I would have liked to start from scratch and build a totally new image for the company. However, after understanding where the company was at, I realized that it would be unwise to completely throw out the existing branding.
They had already established a positive reputation and people were very familiar with the name and logo. Because of this, I decided to start by doing a refresh rather than a rebrand.
![](https://cdn.myportfolio.com/502da6ee64a834d1bd44e55e0bd756e3/a3e72dc0-b417-4f66-b3d3-b91e50633bd9_rw_1920.jpg?h=1daa2790a85774825950ace561a40b09)
The Old Logo
![](https://cdn.myportfolio.com/502da6ee64a834d1bd44e55e0bd756e3/f6302702-4b97-499f-b78c-164cdab03870_rw_1920.jpg?h=fec2404dc4fe4ec2a75049b277339db5)
A structural analysis to show some of the problems with the old logo. Many of the crossbars didn't align, there was a drop shadow effect under the check mark, and there were numerous conflicting angles.
![](https://cdn.myportfolio.com/502da6ee64a834d1bd44e55e0bd756e3/80487815-8c8a-4fdc-9da6-632adf0f11c8_rw_1920.jpg?h=d12a7f72015bf371e583c7a57f590b96)
The New Logo
![](https://cdn.myportfolio.com/502da6ee64a834d1bd44e55e0bd756e3/72c5118a-3480-4c91-a7d8-41f822f65e23_rw_1920.jpg?h=67a5afd2d66fb87cd4815e9dec40772e)
A structural analysis of the new logo showing the improvements. All crossbars are properly aligned, all of the angles have been unified, and the drop shadow was eliminated.
![](https://cdn.myportfolio.com/502da6ee64a834d1bd44e55e0bd756e3/128e3a6a-2e7d-4f8a-99bf-bd8f4b10d472_rw_1920.jpg?h=46431a62c0e4fcea76c7dacef9cb39fb)
Branding Resources
I equipped our team members to be able to accurately use our brand image on their own by providing them with training, resources, and tools. I knew if we wanted to build and maintain a strong brand, it would have to be a team effort.
Visual Style Guide
![](https://cdn.myportfolio.com/502da6ee64a834d1bd44e55e0bd756e3/f4792a84-89d5-44d0-a3fc-28ad87952a60_rw_1200.png?h=2bf638b72e3eebe5effd400524841850)
Visual Style Cheat Sheet (Web-page)
![](https://cdn.myportfolio.com/502da6ee64a834d1bd44e55e0bd756e3/c46f445e-d0ce-4542-8bb7-4c2bdc045fc0_rw_1920.png?h=995d3d77af188960c9319bec40cb0a44)
Microsoft Office Templates
To better equip our entire staff to be effective representatives of the brand, I created custom Microsoft Office templates for presentations and documents.
Additionally, I provided hands-on training to the team to make sure they all felt competent using the resources.
![](https://cdn.myportfolio.com/502da6ee64a834d1bd44e55e0bd756e3/7023c1a2-5be6-47bc-81f9-b352180d7eae_rw_3840.jpg?h=9bd31451add3908fbd06a185537d2bb4)
![](https://cdn.myportfolio.com/502da6ee64a834d1bd44e55e0bd756e3/7d89980c-175b-4c98-a908-bda32d5bc14b_rw_1920.jpg?h=0792582591bdff270c3323b3f3b375c4)
An audio and screen recording of a training session I led for the team.