Business Advisory Firm brand strategy
Lux Global Partners

Business Services Firm Brand Strategy

New York, New York

The Challenge

Crafting a startup for a saturated marketplace

Lux Global Partners is a startup business advisory firm supporting entrepreneurs and inventors whose products and technologies advance goals of global sustainability and conservation.

First we identified the potential barriers to outreach and growth:

  • Many VCs advise against hiring a business advisory firm.
  • Lux is a new player in a heavily saturated marketplace—both domestically and internationally—of established VC firms and business advisory firms each trying to attract the best products and bright minds in clean tech, emerging tech, sustainability, and conservation.
The Strategy

Fine-tuning the direction of the brand, its value, and its target audience

We advised the client after a few misfires on brand naming. They wanted to name the business themselves. However, one choice was too narrowly focused and would’ve made it difficult to add new partners; another had a trademark conflict.

We challenged the Lux team to think beyond partner bios and service descriptions, from which we built a brand brief outlining the following:

  • Value proposition
  • Key stakeholders
  • Core purpose
  • Vision statement
  • Primary & secondary target audiences
  • Similar organizations
  • Brand attributes
  • Positioning statement
  • Audience attributes
The Relationship

Spreading the visuals and messaging across multiple channels and platforms

  • We translated the brand messaging and research into a logo design and visual system that truly embodies Lux’s Big Idea, which emerged from the brand definition process, that they are: At the intersection of idea and launch.
  • We created business cards, flyers, and presentation folders to match the visual style.
  • We designed and launched a website to describe their programs and business philosophy.
  • We set up and customized their LinkedIn company page. After just one month, their website traffic was up 65.48%; number of users were up 38.89%; pageviews were up 85.37%; average session duration was up 153.07%; and bounce rate was down 18.55%.
  • We then designed and built their trade show booth, with branded 8-foot wall, podium, pens, Surface tablet stand, and magazine rack.
The Portal

An extranet for customer engagement

The portal unifies and streamlines processes for internal staff, clients, and channel partners. It features project management, e-commerce, document management, and communication tools, which opens up opportunities for a better and more professional user experience for everyone the consultancy represents and collaborates with. UX and portal design and launch followed.

We love what you’ve done! We ALL agree that the brand brief is fabulous! Thanks for being so prompt and professional with everything; we so appreciate it. The Channel Partner brochure is getting rave reviews!

Gary Peterson, Founder & Managing Partner Lux Global Partners: New York, NY

Your work is extremely good, and we all love what you’re doing. Kudos to you and your team! I haven’t seen this kind of action on LinkedIn in a long time. I’m quite impressed.

Gary Peterson, Founder & Managing Partner Lux Global Partners: New York, NY