Kick & Gilman LLC
Case Study

To understand how the firm was presenting itself, I conducted a comprehensive brand audit across their advertisements, printed materials, and digital presence. The audit revealed a lack of visual consistency and no established brand system. Without a defined logo, their name appeared in different fonts, layouts, and styles depending on the piece being produced, resulting in a fragmented and unstructured identity.

While the firm had built strong credibility within their community, their visual presence did not reflect the professionalism or stability of their practice. The goal was to create a cohesive brand foundation, including a formal logo, visual system, and website, to unify their presence and establish a clear, credible identity.

The Challenge

Kick & Gilman did not have an official logo or defined brand guidelines. Their name was simply typed out each time new materials were created, resulting in inconsistencies across:

  • Advertisements

  • Printed collateral

  • Website and digital presence

  • Internal and external communications

This lack of consistency weakened brand recognition and made the firm appear less established than they were. Without a unified visual identity, every new piece required starting from scratch, slowing production and increasing the risk of further inconsistency.

The Approach

Logo Refinement

I created a formal logo system that balanced professionalism, clarity, and longevity. The new mark introduced structure and intentional typography, providing the firm with a recognizable visual anchor for the first time.

A refined monogram was also developed to support flexible use across digital applications, social media, and smaller formats.

Before

After

Brand System Development

A cohesive visual system was established to ensure consistency across all touchpoints. This included:

  • A defined color palette centered around a deep green to convey trust, stability, and professionalism

  • Consistent typography to reinforce clarity and authority

  • Layout standards for printed and digital materials

  • Supporting graphic elements for flexible use across formats

This system ensured every future piece could be created efficiently while maintaining a unified appearance.

Powerpoint Master Template

With that foundation in place, the PowerPoint template was then built to align seamlessly with the updated brand.

The Impact

The new brand system created:
• Consistency across all touchpoints
• Faster content creation and decision-making
• Increased professionalism and brand authority
• Clear guardrails that protect long-term brand integrity

Strategic Doing now operates with a structured brand foundation that supports growth, reinforces credibility, and ensures every touchpoint feels intentional and aligned.