PORTFOLIO SPOTLIGHT: Atoll Financial Group
Company Profile:Atoll Financial Group, a Washington, DC financial consulting company specializing in international project finance and structured finance. Project Focus:It started with the need for a business name and a branding strategy, including logo, business card, and letterhead design. Today, we are driving all of Atoll’s marketing strategy and tactics, and have recently launched their corporate web site.Process:For the company name, besides looking for a truly unique name, we made sure these rules were being followed: 1) had to fit the type of business; 2) needed to be short, easy to spell, and easy to pronounce; 3) had to be memorable; 4) had to have domain availability and no trademark issues; and 5) needed to convey what the business was all about. We first learned about the business management style, then about the actual business model, and we also did a client profiling exercise to develop the company’s brand strategy and web presence.Result:The name “Atoll” was inspired by a photograph that our client took during his most recent vacation in the Caribbean. It has a special meaning to him, meets all of the criteria, plus allows for good positioning in company directories – since it starts with the letter A. We added the words “Financial Group” to help communicate what the company does. The tag line “Bring your vision. We’ll find the way.” mirrors the company’s management style of doing business and it also conveys a powerful message to clients and prospects. For the logo, we selected a dark-ocean-like blue and a bright orange to give it a punch of energy. The icon, represents an atoll, is to help clients and partners quickly recognize the brand whenever seeing it advertised in a variety of marketing channels. The web site was carefully designed to inform visitors while providing a friendly experience. All photos clearly express “success” or “we’re here to assist you,” which are the key messages our client wanted his site to convey. |
Web Site
Business Card and Letterhead
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