Shortsteps are specialists in performance improvement training and coaching.
The intention of the rebrand was to target corporate professionals more effectively. A new visual identity was required aswell as clarifying internal substance (purpose, mission, vision and values) and establishing a clear brand persona.
The Outlaw persona
The Shortsteps brand justifiably includes elements of the Outlaw archetype, in that they challenge and disrupt the norm by questioning beliefs and conventions.
However, due to the corporate environment we decided to create an appearance that would not look out of place while allowing the disruptive element to express itself through the verbal aspect of the brand.
Identifying the desired market position helps inform the visual style.
With the brand name ‘Shortsteps’, our intention, was to avoid the obvious and appeal to the appropriate audience.
A visual system maintains consistency for all branding and marketing materials.
This includes use of colour, fonts and style imagery/photography.
Managing director Chris Cortopassi of Short Steps Ltd: