Cobalt Communications The Art + Science of Understanding

Brand Strategy

Your brand is not something an agency gives you. Nor is it something you buy. Your brand is defined by the relationship you have with your customers, and it’s shaped by the messages you send and the response those messages elicit. An agency can, however, help you clarify — and harmonize — your messages across all channels and across all senses (visual, tactile, auditory) to ensure your audiences clearly differentiate you from your competition. Cobalt Communications offers a full suite of brand strategy services, from naming and positioning to identity design and development.
  • Brand Positioning and Messaging
    For your brand to succeed, it must be unique and distinct in a crowded marketplace. In other words, it must be clearly differentiated from competitive brands so customers will know the benefits you deliver and why they’re worthy of attention. If you don’t proactively assert your brand’s position, the market will do it for you. Cobalt can help you analyze your brand portfolio to assess how your products and services are perceived by external audiences. We can also work with you to craft a compelling positioning statement that will drive new business and take your company to the next level.
  • Naming
    Naming a company in the brand-hungry Internet era is a challenging proposition. Not only does the name have to be descriptive of the offering, it must differentiate the company from the competition. Just as important, it must work as a unique URL without needing additional words or modifiers to secure a domain. Cobalt relies on the creative thinking skills of its writers and designers, as well as naming algorithms, to help brands increase their visibility and potential for growth.
  • Logo Design
    If a brand is a promise, then a logo is the physical embodiment of that promise, a vehicle to communicate — both consciously and unconsciously — the essence of an organization’s reputation. Cobalt has developed logos for companies, products and events, creating defining marks that help smaller brands grow and larger brands thrive.
  • Corporate Identity
    A logo is just the beginning. To fully express your brand, you need a set of graphic assets that allow for consistent application of your visual identity. Those assets include typefaces, colors, illustration, photographic style, even tone of voice for copywriting, packaged together so they can be used flexibly across any medium. Cobalt’s designers will work closely with your internal marketers to craft a corporate identity that supports and amplifies your brand.
  • Brand Guidelines
    Brand guidelines organize and define all key attributes and usability requirements of your brand identity, demonstrating to internal and external stakeholders the fundamental rules regarding your logo, typefaces, color palettes, formatting, and styling. Your guidelines should also include details of your mission statement, business principles and values. Cobalt has deep experience creating brand guidelines at any scale, from two-page overview documents to “brand books” that provide a comprehensive framework of all brand elements.
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BRAND STRATEGY SAMPLES

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Cobalt developed this logo for Shark® (carfentrazone) weed control herbicide, introduced in California by FMC Corporation to control sedges and broadleaf weeds. The herbicide boasted a new formulation to reduce potential for off-site drift and to cover large acreages.
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The Pinnacle Awards recognizes a select number of employees at AstraZeneca Pharmaceuticals for the impact they have on the organization. Cobalt created an event logo that acknowledges rising stars among a team of dedicated professionals.
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Iridian Technologies develops and commercializes iris recognition technology. Cobalt helped to name the company and then developed a full identity system that was applied to websites, print collateral and packaging.
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Donnatal, a drug used to treat irritable bowel syndrome, is marketed by Concordia, which focuses on legacy pharmaceutical products and orphan drugs. Cobalt developed the Donnatal identity and a suite of materials to help market the drug in the U.S.
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Cobalt created this logo for Delaware-based Avantix Laboratories, Inc., a full-service GLP- and GCP-compliant laboratory offering a variety of bioanalytical, discovery, development support, and consulting services.
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AmerisourceBergen is the second-largest distributor of pharmaceuticals in the U.S. Cobalt developed a logo for AmerisourceBergen’s fitness kiosk, known as FitStop, which is used in pharmacies to measure body fat, lean body mass, hydration and blood pressure.
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PQ Corporation is a leading global provider of specialty catalysts, services, materials and chemicals. When the company wanted to launch a brand of Epsom salts for sports enthusiasts, it turned to Cobalt for an identity and brand launch materials.
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GUAVA provides compassionate non-medical and medical care, as well as healthcare staffing. Cobalt’s identity reflected the company’s commitment to provide innovative solutions that improve the health and quality of life for patients and their loved ones.
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U.S. Market Access is a mission-critical functional team operating within AstraZeneca. To elevate visibility and to provide a consistent communications platform, the group came to Cobalt for a complete identity package and implementation strategy.
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LabVantage Solutions offers a web-based laboratory information system, or LIMS. As its products and services became more firmly established in the market, the company turned to Cobalt designers and strategists to create an updated brand to position it for growth.
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LabVantage Solutions offers a web-based laboratory information system, or LIMS. As its products and services became more firmly established in the market, the company turned to Cobalt designers and strategists to create an updated brand to position it for growth.
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Nilandron, an anti-androgen for the treatment of prostate cancer, is marketed by Concordia, which focuses on legacy pharmaceutical products and orphan drugs. Cobalt developed the Nilandron identity and a suite of materials to help market the drug in the U.S.
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AstraZeneca introduced the Acceleration Zone — a creative environment and a strategic meeting methodology — to enable stronger decision-making and spark high-level creative thinking. Cobalt helped launch the Zone to AZ employees.
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I’m Determined (IMD), a state-directed project funded by the Virginia Department of Education, focuses on providing direct instruction, models, and skills associated with self-determined behavior. Cobalt provided a significant overhaul of the IMD brand.
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I’m Determined (IMD), a state-directed project funded by the Virginia Department of Education, focuses on providing direct instruction, models, and skills associated with self-determined behavior. Cobalt provided a significant overhaul of the IMD brand.