The Velocity team has recently wrapped up 2 additional identity projects. During the discovery phase of each of these projects, the Velocity client developer and creative director met with the client to conduct an in-depth evaluation of the existing businesses. Clients were asked to complete questionnaires and surveys that allowed the Velocity team to truly understand the unique brand position of each company that they were developing logos for. In addition to the client interviews, the Velocity designers conducted internal research, examining the positioning of the client compared to their competition and other comparable companies. It was the goal of the design team to craft identities that were market appropriate, fit the needs of the clients and gave visual emphasis to the unique brand promise of each company.

Accelerating Brand Identities . . . Velocity Style!

The Velocity team has been busy this last week finishing up several identity packages for various clients. One of them was Scottsdale Livestock, a local supplier of feed and tack products. The company has 3 locations and was recently purchased by a group of investors with a great deal of experience in the livestock industry. These new owners were interested in taking the already successful chain of stores and expanding the current offering of products, services and expertise to a larger market.

With the change in management came a significant shift in the ideology, goals and focus of the business. Velocity was brought in to evaluate the brand, help identify the key changes in the company's architecture and develop a new identity that would successfully articulate the new brand promise.

Here is a sampling of the initial concepts provided to Scottsdale Livestock:

As Velocity worked through the revision process, a final direction was chosen and edits were made in consultation with the client. Here is the final logo:

And here is the end result of the collateral package development with Scottsdale Livestock:

Velocity will be continuing to work with the company to develop marketing and advertising products, a website and environmental graphics.

"Fun in the Sun" Gets a Facelift

The Golfland family of water parks has been a long-time, valued client of Velocity Design. Several years ago, Velocity was given the opportunity to rebrand Golfland Sunsplash, along with 2 other Golfland owned parks. At that time, Velocity redesigned all of the parks' identities as well as their signage and marketing materials.

You can guess why a water park like Sunsplash is the "place to be" in the Valley of the Sun, where summer temperatures hover between 105 and 117! With increasing popularity came the need for expansion and added attractions, which required a new park map. Golfland Sunsplash turned again to Velocity to get the job done. Velocity artists were able to take the old map, which had been cut and pasted many times over, and redraw it entirely to add several new slides and attractions. With new, vibrant colors, and accurate features, the newly expanded map has been updated to reflect the current look and layout of this well-known park.