ESSENTIA STRATEGY GROUP
RESPONSIVE WEB DEVELOPMENT
COMPANY NAMING + BRAND IDENTITY DESIGN
Essentia Strategy Group is a business strategy firm that helps companies achieve their diversity, equity, and inclusion goals to build stronger, more innovative organizations.
Previously known as Diversity and Inclusion Business Consulting LLC, the firm was initially formed during a time when D&I was far less mainstream than it is now. As companies have started to see how crucial D&I is to recruiting and retaining talent as well as fostering innovation, the competition for D&I consulting has increased. Hence, DIBC approached us after identifying a need to re-position themselves to stand out from their increasing competition, as well as from the pseudo-experts such as law firms offering a D&I branch of services for the first time, with limited experience in the space. And as a team comprised of several minorities, two D&I veterans, a legal expert, and a former operations manager, they needed a brand to properly convey their expertise.
Our engagement began with a day-long, in-depth brand identity workshop where we dissected the DIBC brand to get a holistic understanding of the firm. Using the knowledge we gained from this session, we developed a 20-page, comprehensive brand identity guidebook defining their core competencies as well as unique selling propositions, core values and mission statement, target audience, client personas, as well as voice and tone.
Following this workshop, we went through three rounds of ideation followed by client research and surveying to ultimately re-name the firm Essentia Strategy Group– a name inspired by their mission to help companies embed D&I into the fabric or essence of their organization. The logo we developed resembles this trait, with three multicolor rings woven together, creating a central core– just as D&I is the fabric that weaves an organization’s members together to form one enriched whole, greater than the sum of its parts.
In preparation for the website build, we produced a photo and video shoot for the firm, sourcing and hand-selecting models of various ethnicities and identities, representative of the diverse client pool that Essentia serves.