Permit Place had an outdated brand identity and needed a solution to communicate its promise and services. They needed a brand strategy and a visual identity to bring them into the modern era and last them for years to come.
Permit Place had a couple of challenges for us. For one, they knew their current brand was not aligning with their promise. It was old, fragmented, and unfocused. The challenge was that they did not understand what needed to be fixed. The other challenge was that Permit Place was a well-established company with brand debt and felt apprehensive about making significant changes. So, we needed to develop a strategy to get buy-in and figure out what aspects of Permit Place could be best served with design.
Industry: Permitting Services
We started by developing a brand strategy. We asked many questions and uncovered Permit Place’s core principles and promise. We sent out a survey to understand what Permit Place’s employees thought of the company and what the company stood for. We found a common thread of ‘education’ and ‘educating clients.’ Part of the strategy was to position Permit Place as the Nerdy Wizard in their industry. Permit Place truly loved the permitting process; they were the best at getting you a permit and educating you on the process along the way. We encouraged them to post more helpful content and not be afraid to share more about each team member and their approach to permitting. Our developed strategy led us to create a brand identity that utilized a mascot. An owl was designed to be the logo. Owls are always regarded as wise. Our owl was in motion, which resembled a ‘P’ to show that Permit Place was quick and agile in getting your permit complete and your business to be public.
We developed a brand strategy with core principles, voice, archetype, audience, and more. We then designed a logo and visual identity that included a color palette, typography, patterns, and a supporting ‘Stacked Hearts’ graphic encapsulating their promise. We then tied all the deliverables into a mega Brand Style guide accessible anytime by anyone on the Permit Place team. What a win for them.
Tools + Fun Bits
Macklin Sans was used for the Logotype. We created an invaluable Style guide tool that the marketing team always uses. In addition, we created a cheeky Owl Mascot named Permit Pete.