Leveraging your assets is part of everything from sports in school to dating to financial planning to selling and negotiating.
And it was no different for Carol.
She’s part “guardian angel” and part “detail coordinator” but she’s 100% amazing.
Her name is Carol Youmans and she has been providing me with executive assistance that’s been, in a word, fantastic. It was a learning curve for each of us and been a terrific period of growth for us both.
So, the time came to make sure her brand for her services had a proper face, one that was reflective of the excellent service she provides—always with a smile and always with a willingness to learn how to get the job done (if it was something she didn’t yet have “in her wheelhouse”).
I decided her company warranted a brand that:
- had a name that would allow her to stand out in the crowd,
- was memorable and
- presented her company in a style that was timeless, approachable and refined.
Leveraging Your Assets with a Name That’s Unstoppable
The power of words is something I never underestimate and this would be no different.
Great words are like kryptonite: great words weaken resistance to your brand’s potential and super powers.
The solution was staring me in the face—The Human Touch—which transformed into this:
The Youman Touch
It works great as a URL and conveys what she offers in our increasingly impersonal and digital world: a personal and human touch.
And it’s memorable as hell.
Then it was a matter of putting “flesh on the bones” of her new brand name.
A Look That’s Unassuming
That solution incorporated a simplicity and elegance, and in developing it, it was looked at large and small for a sense of scale and beauty:
Then it was incorporated into window signage (metallic gold amplifies the elegance simply and clearly) and business cards use letterpress to showcase the details and nuances of the logo design and typography: