Alignmint Growth Strategies is strategy-based company that helps companies develop customer relationships that drive long-term loyalty. Thus enters the brilliant mind of Ali Cudby, the woman behind Alignmint. Ali came to us by way of her marketing agency, looking for a rebrand to build on the success of her career.
Ali came to us under the brand name “Your Iconic Brand”, having had much success in film and marketing, then making a splash in the lingerie industry after what she’ll tell you was a “transformative fitting” across the pond. What followed was a killer track record helping companies in the lingerie world with their customer experience, and a best-seller Busted!: The FabFoundations Guide To Bras That Fit, Flatter and Feel Fantastic.
All of this was great, but what we soon learned about Ali was that after the launch of her second best seller Keep Your Customers: How to Stop Customer Turnover, Improve Retention and Get Lucrative, Long-Term Loyalty , she had outgrown her current brand. Ali’s work is truly transformational, and we were excited to be on the team that helped define and design the brand that she could really dive into.
Alignmint Growth Strategies is strategy-based company that helps companies develop customer relationships that drive long-term loyalty. Thus enters the brilliant mind of Ali Cudby, the woman behind Alignmint. Ali came to us by way of her marketing agency, looking for a rebrand to build on the success of her career.
Ali came to us under the brand name “Your Iconic Brand”, having had much success in film and marketing, then making a splash in the lingerie industry after what she’ll tell you was a “transformative fitting” across the pond. What followed was a killer track record helping companies in the lingerie world with their customer experience, and a best-seller Busted!: The FabFoundations Guide To Bras That Fit, Flatter and Feel Fantastic.
All of this was great, but what we soon learned about Ali was that after the launch of her second best seller Keep Your Customers: How to Stop Customer Turnover, Improve Retention and Get Lucrative, Long-Term Loyalty , she had outgrown her current brand. Ali’s work is truly transformational, and we were excited to be on the team that helped define and design the brand that she could really dive into.
As a brand focusing on customer experience + business, we found two recurring themes in our brand discovery with Ali: Alignment & Growth. After many discussions about how to tackle those themes in the brand name, we kept hitting a wall of cheese when thinking through growth. You know, those dime a dozen images of plants growing out of _____ (fill in the blank here). Then we found ourselves in a discussion about mint plants and their ability to really grow exponentially in the right environment and with the right care. In almost a clandestine moment on Ali’s back porch (brainstorming comes in many forms, folks!), it hit us: alignment + growth = ALIGN + MINT = ALIGNMINT.
And don’t get us started on the other uses of MINT – Mint for money, When things are excellent they are in Mint condition. It just worked.
For more on the brand story, check out Ali’s blog here.
As a brand focusing on customer experience + business, we found two recurring themes in our brand discovery with Ali: Alignment & Growth. After many discussions about how to tackle those themes in the brand name, we kept hitting a wall of cheese when thinking through growth. You know, those dime a dozen images of plants growing out of _____ (fill in the blank here). Then we found ourselves in a discussion about mint plants and their ability to really grow exponentially in the right environment and with the right care. In almost a clandestine moment on Ali’s back porch (brainstorming comes in many forms, folks!), it hit us: alignment + growth = ALIGN + MINT = ALIGNMINT.
And don’t get us started on the other uses of MINT – Mint for money, When things are excellent they are in Mint condition. It just worked.
For more on the brand story, check out Ali’s blog here.
COLOR SYSTEM
FONT SYSTEM
BRAND ELEMENTS
Mint Leaf
The Alignmint mint leaf is the brand’s flagship element.
It stands for growth.
The upward trajectory is reflective of the brand’s first key message to identify smarter, more meaningful ways to level up.
Mint Coin
The Alignmint mint coin is reflective of the the value piece of the brand. When your company is in alignment, revenue will come.
Straight Line
Human Figure
Loop
The loop symbolizes continuous
improvement to reach next level growth, and the idea that what you put out will
come back to you 10 fold.
Photography
The Alignmint brand speaks to business brains. Leaders, owners, executives, department heads that all have different pain points but all know something feels off. Our brand audience is busy. They mostly live in citites, skew male and primarily hit the age range of 35-60. They read A LOT. And they’ve probably seen every stock photo from Unsplash tagged “winning” or “ROI” at least twice.
The function of photography within the Alignmint brand should be to give these people a sense of “Ahhh, relief” and hopeful energy. A reprieve from the chaos and a look at the beauty of alignment. A different way to see the same old problem. We want them to focus on how they are going to feel when they work with us, not on all the things that led them here.
Through intentional style, texture/ornamentation, perspective, and overlay standards – we were able to create photography standards that will work for Ali now, and as her brand grows.
Shout out to our friend and colleague Torrie Hudson Photogrpahy for the killer work bringing the brand vision to life in Ali’s new photography. While we lead creative direction on the shoot – Torrie deserves all the credit for these beautiful head and personality shots of Ali.
Photography
The Alignmint brand speaks to business brains. Leaders, owners, executives, department heads that all have different pain points but all know something feels off. Our brand audience is busy. They mostly live in citites, skew male and primarily hit the age range of 35-60. They read A LOT. And they’ve probably seen every stock photo from Unsplash tagged “winning” or “ROI” at least twice.
The function of photography within the Alignmint brand should be to give these people a sense of “Ahhh, relief” and hopeful energy. A reprieve from the chaos and a look at the beauty of alignment. A different way to see the same old problem. We want them to focus on how they are going to feel when they work with us, not on all the things that led them here.
Through intentional style, texture/ornamentation, perspective, and overlay standards – we were able to create photography standards that will work for Ali now, and as her brand grows.
TESTIMONIAL
I love how I look!
Anderson Creative has transformed my brand in every way. They came up with the perfect new name for my company – not just because they’re brilliant (they are) but because they listened to everything I shared about my current reality and my future goals. Then they created gorgeous visual branding to support the company’s vision for growth. In addition to excellence, Arin and Jake dug in to make the process fun and relaxing. Rebranding can be intimidating, but working with Anderson Creative made my whole team excited to embody our new brand.