Metavate - Thought-Leading Natural Health
Client: MetaVate Consulting
Project: Brand Identity, Web design, Corporate Decks, eStationery
Sector: Natural Health
The Objective
To create a unique brandmark and campaignable brand language for MetaVate Consulting, that positions the company as the ‘first thought-leader led consulting service’ to deliver business results for natural health companies, who are committed to improving the brain and mental health evidence base of their products.
To create a modern brand that empowers MetaVate as the industry’s most trusted partner in creating or enhancing natural health solutions that work to improve human health, utilising leading edge scientific research.
The Solution
Born on the back of the client’s unique approach and after an in-depth brand audit of the key pharmaceutical and natural health category leaders’ brand positions, we identified that the most unique and defendable position for MetaVate is "thought-leading." With the competitors all crowded around innovation, personal, local, global positions, thought-leading gives the brand point of difference in a competitive and global market.
At Dovetail, we very rarely include a logo symbol within the written name as it can lead to poor readability and confusion. However, with MetaVate it actually empowers the mark as the "V" can still be very clearly read. Presenting as an organic tick, it embodies the power of innovation, natural health and the highly effective solutions offered by MetaVate.
At the same time, the tick working within the logo creates a unique brand mark with an increased likelihood of passing future global trademark applications. On its own, the tick can easily be applied to favicons, brand values and secondary graphics creating a memorable and campaignable brand element that can transcend both digital and print applications.
Strong teal and leaf green colours allow the brand to stand out where all the nearest competitors are blue, purple and grey.
Consulting was dropped for simplicity in the brandmark creating “MetaVate - Thought-Leading Natural Health”.
The Outcome
“Working with Dovetail has been an absolute pleasure. Marcus has a very collaborative and supportive style which avoids jargon and upsell pressure. Creatively Marcus and the team have provided us with a range of viable options without trying to push us in any particular direction, giving us freedom to explore for ourselves the look and feel that we were seeking as an evolving company. Once decisions were made Dovetail executes efficiently, flexibly and with a high degree of quality.”
Dovetail will continue to work with MetaVate to develop its brand on a global scale as they change the face of natural health.
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