It’s been nearly a year since we started using a new brand. The reason we decided to use Email Industries was purely practical, I had too many email addresses. Between syncing five accounts and two calendars inefficiency was becoming a problem.
There was a quasi-strategic reason too. Due to our growing number of brands it seemed like a good time to create a unified identity that represented our passion and personality as well as our products.
We’ve kept the Email Industries under wraps until now largely because our first attempt at creating an identity was embarrassing. We turned to Wier / Stewart not only because they’re local (something else we’re passionate about) but they’re crazy talented and have a reputation for challenging clients. Plus I personally wanted to go through a professional branding exercise to answer a few lingering questions, like…
What does a purely creative agency’s discovery process look like?
It was incredibly enlightening. Questions ranged from “What is your brand’s spirit animal?” to “What band best represents your brand?”
They discovered that being in a field where many companies develop their own brand ethos there aren’t a lot of tropes to avoid (e.g. columns in the financial industry) in the email marketing space. But there is a lot of opportunity. Opportunity for personality, ambition and a little irreverence.
We discovered that we want to be known as fun and clever however we’re not whimsical or very Tom Hanks-ish. We’re more aligned with Radiohead than Bon Iver. And we’re certainly darker than most brands, in a good way.
Would a professionally-crafted brand identity have a real impact?
I can’t speak for our clients and partners (we’re having a coming-out party at #SherpaEmail next week) but as for the Email Industries team … we’re super pumped!
Without Further Ado
Here’s the icon, I can’t begin to tell you how much I love this little beauty. As you’ll soon see there are a number of elements in the icon, some of which are hidden or obscured while others are quite obvious.
The pyramid with the all-seeing eye is representative of the email community as well as our future plans. The shield references BlackBox. The pigeon, and the email it grasps, represents email marketing. The steam train style cattle guard represents Industry. The lightning bolts are nods to Indiemark’s logo. Note, there’s one element that’s not mentioned here. Can you spot it? What does it mean?
At this stage emailindustries.com is a one-page directory of our brands but stay tuned big things are coming.
I’m a fan of die-cut business cards, although I must confess none of us have carried cards in many moons.
Our new identity plays out well online and in print but for me it’s all about having kickass t-shirts and stickers.
Speaking of t-shirts and stickers. Who wants one? Hit me up if you’re going to #SherpaEmail.