One of the nation’s top auditing firms had grown beyond it’s brand, and needed to evolve its sales practices to keep up with its competitors.
We designed a visual identity that matched their status as one of the nation’s top auditing firms, and built out a digital marketing program to assist their sales teams.
After 10 years of operation, Tryon needed to reinvest in its marketing collateral. Relying largely on traditional sales methods, it lacked the digital infrastructure to capitalize on marketing through the web and social media.
With over a dozen sales people (and no unified branding), it had become a challenge to keep the visuals and messaging of their collateral consistent, and their website simply wasn’t delivering high quality leads.
Finally, the firm’s logo and visual identity didn’t match their sterling reputation and desperately needed to be refreshed to align with what their prospects expected from a trusted vendor.
Branding
While Tryon’s core business was in the healthcare and government sectors, by 2019 they were taking on more clients in the corporate, for-profit world. The new brand needed to feel comfortable in the corporate world —clean, modern, and stoic— while properly presenting Tryon as one of the largest firms of its kind.
Logo
We started by simplifying the logo. One of Tryon’s core value propositions (outside of the massive cost-cuts it provides for its clients) is its ability to provide a simple, clear view of its clients utility spending – a typically convoluted, confusing mess to track. Their existing logo, which had been with them since the company started in 2001, depicted this via a mountain top – a clear view of your spending.
Tryon’s business had grown and changed, however, and the logo needed to be simple enough to allow them to continue to bring on new services without being tethered to a singular theme or idea. Our solution was to remove the iconography entirely and provide a crisp, clean wordmark that placed them solidly in the corporate realm.
Visual identity
Tryon needed a simple, corporate identity. Most of Tryon’s communications would be with department heads looking to cut costs, so their branding had to exude confidence, professionalism, and expertise.
We placed a no-nonsense type system at the center, based around Neue Haas Unica and Inter, and aimed to keep the rest of the identity as simple as possible. High-impact, abstract imagery provided most of the visual interest, and significant time and care was spent crafting a modular graphics system to show off large chunks of data and results.
Website
A new hub to drive leads for the sales team and support a national branding and acquisition campaign.
The majority of Tryon’s sales came through the work of its regional sales teams. The web had never been a major driver, but we looked to change that with a new site that would boost Tryon’s credibility and easily demonstrate their value to prospects.
We spent nearly three months interviewing the executive and sales team to understand how to represent Tryon’s wide array of services and value propositions, and developed a site that could speak to prospects based on their industry or service requirements.
Social media management & acquisition campaigns
A campaign to reintroduce Tryon to the world and capture highly-qualified leads.
We architected Tryon’s digital marketing program from the ground up.
We re-established the firm on LinkedIn, and produced a series of webinars and whitepapers designed to boost Tryon’s reputation as a thought leader in the space.
With the website already driving leads organically, we launched an ongoing branding and acquisition campaign across multiple channels to increase traffic.
