Creating a Name and Brand Identity for a New Company

How We Helped Impact Recycling Partners Establish Their Branding

Introduction

In 2022, Forge Apollo completed a digital marketing audit for American Box Company, a brand focused on giving used cardboard shipping boxes a new life with reuse programs. American Box planned to launch a new brand to specifically focus on sustainability efforts and consulting to reuse other materials in addition to cardboard. However, the need to create a name and identity for the company was holding them up.

So, American Box partnered with Forge Apollo to develop the branding and website needed to get their new company off the ground. This included the following:

• Brand Strategy and Development
• Brand Identity, Including
  • Brand Name
  • Logos
  • Colors
  • Fonts
  • Tagline
  • Mission Statement
  • Branding Guideline
• New Website
• Re-Designed Marketing Deck
• Press Releases to Announce Launch

The Branding Process

Step One: Discovery

Before we could help the company establish its brand, we had to get to know their vision. We hosted a discovery meeting with both teams in which we gathered information. Our questions helped us understand factors like the following:

• Their mission, vision, and goals for the company
• Their desired audience
• Their brand differentiators
• Phrases they did and did not want to be associated with
• Attributes and emotions they did and did not want the brand to evoke
• Their preferences for tone and abstract vs. literal concepts
• Brands they like/dislike and what they like/dislike about them

Step Two: Brainstorm

With our discovery information in hand, we put our top creative minds to the task of brainstorming. Our team compiled a list of potential brand names, which we researched for competitive positioning and availability. At the same time, we brainstormed ideas for a tagline, logos, colors, and fonts and drafted a mission statement.

We compiled these ideas into a slide deck detailing the concept and the thought and positioning behind it. This allowed the company to pair multiple options together and visualize the larger look and feel of the brand with each option.

Step Three: Refine

After receiving feedback from the company on our first round of ideas, we refined our options in subsequent rounds and more slide decks. Through multiple rounds of brainstorming and feedback, we reached their ideal name: Impact Recycling Partners (IRP).

We then used the name to help finalize an accompanying logo, fonts, colors, and tagline.

Step Four: Finalize and Deploy

With finalized decisions on important branding pieces, Forge crafted a branding guideline sheet for IRP to use across their marketing channels.

Using those new brand guidelines, we helped them redesign their marketing deck, design a new website, and craft a couple of press releases announcing their launch.

The Results

Logo

Colors

Fonts

Other Branding Guidelines

Their branding guideline document also includes the following:

• Tone of Voice
• Brand Positioning Statement
• Audience
• Top Competitors
• Tagline

Website