Brand Refresh Proposal
Visual Identity Evolution → Marketing Activation → Brand Guidelines
5
Phases
5 wks
Total Timeline
$10K
Total Investment
A strategic brand refresh, not a full rebrand, designed to elevate Alliance's visual system so it aligns with the strength of its sales narrative, service model, and national scale.
Alliance already has the foundations. What's missing is a visual system that matches.
What Alliance Already Has
Strong Sales Narrative
Clear differentiation and positioning already established
Clear Service Structure
Integrated logistics, design, freight, and production
Established Market Position
Defined audience, national scale, proven operations
What's Missing
A visual system that reflects that level of sophistication and scale, especially as marketing expands across:
- Alliance Intro & Capabilities
- Promotional Flyers
- Hang tag for an amenity gifts
- Set of 7 Icons:
- Full-Service Hotel Event Planning & Production
- Exhibitor Services & Concierge
- Freight & Shipping Solutions
- Creative Design & Floorplan Services
- Event Graphics & Signage
- Event & Tradeshow Furniture Rental
- Exhibits & Displays
Without a unified visual system, these channels risk becoming fragmented and inconsistent.
phases 1 – 4
Visual Identity Evolution: What You Get
Objective: Modernize and elevate the visual system while preserving existing brand equity.
01
Week 1 — Competitor Audit
Develop Two Competitor Audits: A competitor audit shows where ALLIANCE blends in and where it can stand out. It can help reveal visual design gaps to sharpen positioning and stand out from its competitors.
Create two audits using Fern Expo and Sherpard as compatible mid-size market competitor. The audit contains brand story, visual identity, social channels, and color palette.
02
Week 2 - Moodboard & Concept Design
Develop One Moodboard and One Concept Design: A moodboard and concept design align ALLIANCE stakeholders around a clear visual direction before execution begins. They reduce subjectivity, accelerate decisions, and ensure the final brand feels intentional, cohesive, and differentiated.
The moodboard will introduce a refine secondary color palette, images, typography system, iconography, and concept design using graphic elements such as patterns.
03
Week 3 — Marketing Mockups
Develop Four Marketing Mockups: The mockups are based on the moodboard & design concept. They translate ALLIANCE’s visual direction into real, working materials, proving how the brand performs across key touchpoints before full rollout. They surface practical issues early, align stakeholders through tangible outputs, and ensure the system is cohesive, scalable, and ready for market.
The mockups will use actual Alliance messaging, aligned with the elevator pitch, sales narrative, and competitive positioning using the Alliance Sales BDR Enablement Playbook.
The marketing mockups includes:
- Alliance intro + capabilities (6” x 9” postcard)
- Generic promotional flyer (8"x11")
- Hang tag for an amenity gift (2"x3.5")
- Meter Board (38"x88")
- Set of 7 Icons:
- Full-Service Hotel Event Planning & Production
- Exhibitor Services & Concierge
- Freight & Shipping Solutions
- Creative Design & Floorplan Services
- Event Graphics & Signage
- Event & Tradeshow Furniture Rental
- Exhibits & Displays
• Includes two pass revisions.
• If time allows, I'll create a 3 pages of a PowerPoint presentation.
04
Week 4 — Presentation & Templates
Present one moodboard, 1 design concept, and 4 marketing mockups using Alliance messaging with direction and rationale, and facilitate stakeholder feedback.
• Includes two pass revisions.
Phase 5
Week 5: Brand Guidelines: What You Get
Objective: Create a unified, usable brand system for the entire organization.
New ALLIANCE Brand Guidelines = complete brand and marketing operating system, similar to the QUARTZ Brand Guidelines.
01
Brand Foundations
Brand positioning summary, core messaging pillars, value proposition articulation, and audience overview. Leverages existing sales narrative rather than reinventing it.
02
Visual Identity System
Logo usage and variations, color system (primary + extended palette), typography system, imagery, and graphic language.
03
Marketing Application Guidelines
Alliance intro & capabilities postcard, promotional flyer, hang tag, set of icons.
04
Internal Adoption Tools
Do's and don'ts, template usage instructions, file organization guidance, and a quick-start brand sheet for teams.
Total Project Overview
Total Timeline
5 Weeks of Design
Total Investment
$10,000
Aligning business goals, audience needs, and culture into clear brand frameworks that guide meaningful experiences.
Christina — This is a strategic brand refresh, not a full rebrand, designed to elevate Alliance's visual system so it aligns with the strength of its sales narrative, service model, and national scale.