AN UPDATED BRAND IDENTITY FOR RED GEM

RED GEM is a boutique agency run by Emel Rizwani that provides social media services and training. Emel has trained with  and Coming from a commercial background, Emel understands what businesses need when it comes to results and this has become her focus in her work. Emel has built up Red Gem organically through recommendations and referrals and is very passionate about what she does and the work she doesn’t for her clients. But she was at a point in her business where she needed to be clear on what she stood for, who she was targeting and who she was as a brand.

We started off with a brand strategy session where we got to grips with why she was in business, what her vision and goals were, what drives her, who she wanted to work with, who her competitors were, what her brand personality could be and what her potential positioning in the marketplace was.

Emel wanted to target a new audience without alienating her current one. So we looked at ways to smarten her visual identity that didn’t make her look out of reach to her existing customer base. Because her USP was around focussing on real results and bringing clarity for her clients, the identity warranted a style with clean shapes, sharp edges and lots of white space. Taking inspiration from the word ‘GEM’ in the business name, I created a jewel-like logo that also includes the ‘R’ from the word ‘Red’. We toned down the original pink, giving it a softer coral colour, which matched the name better.