Blake Information Solutions
Achieve unity by housing multiple
product lines under one identity.
Absolute Graphics, Inc.
Owner/principal: Joan Risdon
Art director/designer/project manager: Jacque Cork
Web developer: Shawn Winchester
Client: Blake Information Solutions
Contact: www.absolutegraphicsinc.com
623.551.9339
Prior to design boutique Absolute Graphics
Inc.’s (AGI) involvement with Blake Information
Solutions (BiS), the brand identity and marketing
strategy for BiS was haphazard. All materials—including the company’s corporate logo—were produced
in-house, and each had its own distinct identity
and look. The lack of unity led to inconsistency
in BiS’s messaging. Materials appeared to come from
several companies, rather than simply from BiS.
“Yet the client’s desire was to have a unified,
professional, high-level corporate look and voice,”
says owner Joan Risdon of AGI. “We presented
a plan to market all their products under the BiS
name, while keeping an element of individuality for
each product. We proposed revamping all the logos
to achieve the client’s goals. … The new look is
clean, contemporary, corporate and professional, and
communicates the message that BiS is a company on
the move.”
AGI spent hours researching companies with
similar products, as well as conducting in-depth
interviews with the client. From the informationgathering
process, AGI discovered that BiS’s corporate
and product identities needed to relate to
one another visually, all under the corporate name.
The client chose a logotype for the corporate identity—the acronym BiS—and each product line has
related marks. Unifying elements are font, use of
the corporate logotype within product identities and
color. Each product line was given its own color to
distinguish it from the other products.
“AGI’s specialty is transforming business images
for small- to medium-sized companies,” says Risdon.
“We absolutely love turning ‘befores’ into ‘afters!’
Our design philosophy is simple: We want to communicate
the client’s message in the most creative
and consistent way possible.”
