Molly Fletcher
See how we helped legendary sports agent Molly Fletcher “Up Her Brand Game.”
Molly has created several very successful leadership training programs for B2B firms and in order to effectively take those to the next level she came to us to help her improve her own personal brand expression.
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Our creative team worked hard to come up with a really compelling, simple, and memorable new logo that can position Molly’s brand to inspire and resonate with her target audience.
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We built a robust, comprehensive visual language for Molly’s brand that can also translate over to her B2B training company as well.
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We applied the new visual identity to Molly’s amazing podcast, The Game Changers Podcast, in order to give that platform a fresh look and feel as well.
Before
You have to remember, just because you don’t like your brand or your website or your logo that it’s no reason to seek out and pay for a rebrand.
Molly’s site was working just fine, but the goals that she had for her businesses weren’t easily attainable with the brand she was working with. She was making a change and going after a specific audience.
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Molly and her marketing team had tried several resources for building out a new visual identity for her brand. None of them were able to create the result they were looking for. When they came to us, Molly’s brand expression needed not just a face-lift, but an entire system they could use to evolve her brand into a new season of growth for her B2B business as well. Molly was about to launch a brand new TED talk and they also needed to move quickly. Rebrands can take time, but if you have a proven team who knows what they’re doing it doesn’t have to.
If your brand strategy cannot help you achieve your business goals then that is when it’s time to think about a rebrand. At Forrest, we never sell people on a rebrand just because. It has to be the right time and the right tool for what you need in the moment. Molly knew that a rebrand was what her brand needed to achieve her goals and she was right.
Keep scrolling . . .
It all starts with discovery
Great brands are not designed, they’re found.
At Forrest we believe that the DNA that makes a brand great lies within the hearts and minds of its key stakeholders. Discovery for us is not about getting the information we need to make something, it’s about finding the insights that make a brand unique, and then bringing them to the surface. For Molly’s brand, we did a series of virtual discovery sessions that were both fun and educational. This empowered our teams to align, get to know each other, and pull out the gold that would inform the visual expression for Molly’s brand identity.
Competitive Analysis
Analyzing the competition
In branding, most businesses and creative firms look at what others in their space are doing and then simply mimic the look and feel of their competitors. We actually use competitive analysis to help brands stand out strategically. For Molly’s brand, we realized that the green accent color was actually helping her stand out. This meant revising the color palette, but not doing away with the green entirely.
Brand Attributes
During our discovery we got radically clear on the things that make Molly’s brand truly unique. These are also things that make Molly who she is. Our team built a brand identity that can bring all of these things to life at every touchpoint and interaction that her target audience has with her brand.
Ideation
Your logo is a symbol. Its job is not to communicate every nuance about your brand. That’s what marketing and messaging are for. For Molly, our goal was to create a bold, modern, timeless symbol that could represent her personal brand for years to come.
Finding the logo story
Everything we do starts with story.
Even when it comes to creating a world class logo, there’s always a visual narrative that’s bigger than the imagery itself that we try to find.
For Molly’s brand, empowering leaders to “Up Their Game” is the promise that she makes. Having a limitless mindset, and the constant pursuit of getting better is something that permeates every speech, book, and product she builds.
The arrow motion moving up and to the right is simple, memorable, and iconic, but it also ties right into the brand promise that she is making to her market. We started with this visual narrative and iterated until we came up with a logo that fit with everything else in Molly’s brand strategy and visual identity system.
The Result
Molly’s brand now has a simple, powerful, memorable, and unique logo to stand as a symbol for her brand as she scales, grows, and expands into new territories. Here are a few images below that showcase the final product for her new visual identity system:
A logo doesn’t sell (directly), it identifies.
Paul Rand
Color Palette
We wanted a color palette that could accomplish two things for Molly’s brand. The first, meaningful differentiation from her competitors was very important strategically. Secondly, a color system that matched her bold, fun personality was a strategic decision that we collaborated on with her team.
Photography & Art Direction
One of the strategic things that we prescribed for Molly’s rebrand was a fresh photoshoot. Molly has an amazing personality and the current photos she was using to promote her brand did not match the energy she truly exhibits. We provided art direction for the shoot and Molly ended up with a beautiful library of photos that highlighted her amazing personality.
Before and After
Molly’s rebrand is a perfect example that it’s more than just new fonts and colors. We take a very strategic approach when it comes to branding and design. The collaboration that we had with her marketing team helped us to truly transform Molly’s brand from outdated to upgraded.
Before
After
We were sent to several different companies when looking for someone to help with this rebrand. None of them were able to really capture the brand. Forrest absolutely crushed it and we are so excited about this rebrand.
Molly Fletcher
CEO
Work with us
At Forrest we believe that the best way to build a B2B business is sometimes to leverage the power of a personal brand to represent your business. This is one way that we’re putting humanity back in business for B2B leaders. Is there someone at your firm who, with the right platform, could really become a bridge of trust between your products and your customers? Let’s chat!
Send an email and we’ll set up a time to talk.
