Brand Audit → White Space → Key Messaging → Visual Identity Evolution → Marketing Activation → Brand Guidelines
Phases
Total Timeline
Total Investment
A strategic brand refresh supported by a focused brand audit and new key messaging framework, designed to elevate Alliance’s visual system, copy, and market positioning so it aligns with the strength of its sales narrative, service model, and national scale.
Alliance already has the foundations. What's missing is a visual system that matches.
What Alliance Already Has
Strong Sales Narrative
Clear differentiation and positioning
Clear Service Structure
Integrated logistics, design, freight, and production
Established Market Position
Defined audience, national scale, proven operations
What's Missing
ALLIANCE has a strong sales narrative, service model, and national scale, but it is missing a strategic key messaging framework and a consistent communication system to clearly express that value across every touchpoint.
A focused brand audit and new messaging framework will help elevate Alliance’s visual system, copy, and market positioning so the brand moves from simply describing services to communicating value in a more structured, consistent, and compelling way.
Without a unified visual system and key messaging framework, these channels risk feeling fragmented, inconsistent, and disconnected from the sophistication and scale ALLIANCE already delivers.
Visual Identity Evolution: What You Get
Objective: Modernize and elevate the visual system, develop a clear messaging framework, and reposition the brand from service-based communication to a more structured, value-driven brand narrative.
Week 1 — Competitor Audit
Develop Competitor Audit: A 10-phase strategic synthesis of brand positioning, competitive differentiation, white space opportunity, and brand system implications, viewed through a systems thinking lens.
In addition to creating two visual audits using Fern Expo and Shepard as compatible mid-size market competitor. The audit contains brand story, visual identity, social channels, and color palette.
Week 2 - Strategy Boards & Concept Designs
Develop Two Strategy Boards and Two Concept Designs: A strategy board and concept design align ALLIANCE stakeholders around a clear visual direction before execution begins. They reduce subjectivity, accelerate decisions, and ensure the final brand feels intentional, cohesive, and differentiated.
The strategy boards will introduce a refine secondary color palette, images, typography system, iconography, and concept designs using graphic elements such as patterns.
Week 3 — Marketing Mockups
Develop Six Marketing Mockups: The mockups are based on the strategy boards and design concepts. They translate ALLIANCE’s visual direction into real, working materials, proving how the brand performs across key touchpoints before full rollout. They surface practical issues early, align stakeholders through tangible outputs, and ensure the system is cohesive, scalable, and ready for market.
The mockups will use actual Alliance messaging, aligned with the elevator pitch, sales narrative, and competitive positioning using the Alliance Sales BDR Enablement Playbook and the newly developed key messaging framework.
The marketing mockups includes:
- Alliance intro + capabilities (6” x 9” brochure)
- Generic promotional flyer (8"x11")
- Hang tag for an amenity gift (2"x3.5")
- Meter Board (38"x88")
- Two Billboards (sizes to be determined)
- Set of 7 Icons:
- Full-Service Hotel Event Planning & Production
- Exhibitor Services & Concierge
- Freight & Shipping Solutions
- Creative Design & Floorplan Services
- Event Graphics & Signage
- Event & Tradeshow Furniture Rental
- Exhibits & Displays
- Includes two pass revisions.
Week 4 — Present Two Concept Designs, Six Marketing Mockups, & Printed Brochure
Present design concepts and marketing mockups using Alliance messaging with direction and rationale, and facilitate stakeholder feedback. This process also includes the approval of branding elements, marketing mockups, and the printed brochure with unlimited pass revisions.
• Unlimited pass revisions.
Week 5: Brand Guidelines: What You Get
Objective: Create a unified, usable brand system for the entire organization.
Brand Foundations
Brand positioning summary, core messaging pillars, value proposition articulation, and audience overview. Leverages existing sales narrative and new key messaging framework.
Visual Identity System
Logo usage and variations, color system (primary + extended palette), typography system, imagery, and graphic language.
Marketing Application Guidelines
Alliance intro & capabilities postcard, promotional flyer, hang tag, set of icons.
Internal Adoption Tools
Do's and don'ts, template usage instructions, file organization guidance, and a quick-start brand sheet for teams.
Total Project Overview
Total Timeline
5 Weeks of Brand Strategy & Design
Total Investment
$10,000
Aligning business goals, audience needs, and culture into clear brand frameworks that guide meaningful experiences.
Christina — This is a strategic brand refresh supported by a focused brand audit and new key messaging framework, designed to elevate Alliance’s visual system, copy, and market positioning so it aligns with the strength of its sales narrative, service model, and national scale.
Marco Aguilera
e: marco@aguilerastrategy.com
p: 310-357-7086
w: aguilerastrategy.com
Brand Refresh Proposal