Big Plans Require Big Looks

Neosystems, a Northern Virginia accounting and financing consulting firm specializing in government contractors and not for profits has big plans.

“We’re in the process of completely redesigning our website, moving to a new building, and planning for an IPO in the next five years,” says Richard Kirby, VP of Marketing. “When we looked at all of our changes we realized that it had been 11 years since we updated our image. It was time.”

Neosystems sent out an RFP for a branding and design firm to help them position for their next phase of growth.

“The senior management team liked Jen Sterling and Red Thinking right from the start,” says Kirby. “She was concise yet creative and had an easy going rapport with everyone from the first moment.”

Neosystems was looking for a logo with more flexibility. They knew that a new building would mean a new sign. They needed an image that matched their “Grow Ahead” tagline while representing their various intersecting back office services.

“Jen and her team did a lot of listening,” says Kirby. “The entire team talked a lot about what they liked and didn’t like, the business processes, and how they identified with their company.”

Kirby recalls that Jen made the process easy. “There was a lot to think about that we never even considered such as size, colors, uses. She handled that entire process for us.”

The new Neosystem’s logo is based on a Venn diagram of logically intersecting lines. “We really identify with the logo,” says Kirby. The lines represent the business lines and the colors represent growth and strength. When we saw the logo, we recognized how it related to our business.

Neosystems will be launching their new logo and website in late spring. The internal reveal of the new image has been positive. (This included a private party for staff in NeoSystem’s new office space. Red Thinking was engaged to paint the new logo 20 feet wide on the floor of the pre-built-out space for the party.) The staff is excited about the new brand and that is the first step in brand building.

In addition to the new logo, Red Thinking has designed a completely new business identity to include promotional items, brochures, business cards, and related collateral items. Red Thinking has been instrumental in helping shape the look and image of the new website as well with strong graphics and a professional yet approachable look. “Jen has really stepped in and helped us manage the entire web process,” say Kirby. “It’s been great working with her. This isn’t our area of expertise and she’s made it so easy for us.”

With a new identity in place, Neosystems plans to ramp up their business. They are now confident that their new identity can tell their story about how they work with companies to remove the pressure of essential back office financial services. Neosystems plans to grow businesses will help them grow as well.