Establish Veromix from day one as a more sustainable and ethical alternative in the concrete supply sector. Develop and trademark a name that would grow with the company and a look that inspired confidence and customer loyalty in both residential and commercial clients.
By using our customized project process to dive deep into the startup’s goals and personal values, we created a unique name that would help Veromix stand out. We then cultivated a brand and visual identity that would establish the company through startup and beyond.
Sherpa was very easy and very receptive to our ideas, and very creative. They were able to put together something we didn’t know we wanted, until we saw it.
Anthony D’Alesio, President
A Bold New Name
Understanding the value
Like many new ventures, Veromix started with a dream to do business better. For co-founder Anthony D’Alesio, the goal was not only to provide an excellent product and top-notch customer service, but to cut through the shady practices that were bringing the concrete mixing industry down.
“The things we wanted to convey were the quality of our business and technology, and the ethics behind them. We wanted to focus on the exactness of quantities and quality of our products along with our service.”
The yet-unnamed Veromix connected with Sherpa Creative through a past client, who made an enthusiastic recommendation.
Finding a name to match
Our in-depth project process takes a wholistic approach where we interview the client with the goal to understand their motivations and values as business owners. Then we help guide clients through the trademark process, in this case a crowded field that required us to consider a wide variety of naming strategies. With the depth of information gathered through the BrandMap discussion, we were able to help D’Alesio find a name that was inventive, simple, and even reflected a bit of his Italian heritage.
D’Alesio was pleased with the process, both the fact that we offered four to five name recommendations, and then made the options easy to compare. “Sherpa presented us with a great slide deck that made it very easy for us to make a decision. They both did an excellent job of lining up with our needs.”
A Brand to Expand the Business
Setting a new standard for the industry
Equipped with the knowledge from our BrandMap process, we were still challenged with starting from nothing with brand visuals. Fortunately, that’s where Sherpa Creative shines. We had presented several options in the brand development process with colour palettes and visual identities that we knew would be a great fit, including a logo that stands out for its simplicity and strength. The client appreciated being involved in the process, along with the design expertise we provided.
The idea behind the mark
For the the mark, we wanted to reflect the nature and goals of the business. Veromix excels in providing the perfect amount of concrete, customized onsite, when the customer needs it.
The triangle dropping into ‘v’ letterform suggests a new, “greener”, concrete being poured into the customer’s ready form. The triangle is the perfect amount to fill the negative space of the ‘v’. The interconnectivity of the two shapes creates a strong, symmetrical, and pleasing icon.
The solid letters mimic the feeling of concrete and form filling. The edges of the wordmark are both sharp and curved to reflect a range of purpose. The full company name is typeset in all caps for a strong, identifiable wordmark.
Planning Ahead to Build
Creating Wireframes before design
We developed a full site wireframe to ensure we had all the content and navigation structure optimized. With approved wireframes, we moved into copy creation and full site design with the client. This fully custom site, speaks directly to their regional clients and provides them with the tools to estimate out their concrete needs, while explaining the benefits of Veromix’ volumetric concrete solution. The result is a site that stands apart from the competition—this was a new world for concrete supply.
“Both Wade and Brianna were great, very receptive and with an approach that made it easy as a business owner. They helped us 100 percent. Their listening ability and their ability to translate that creatively to the site was what I most enjoyed about their service.
I would recommend them to anybody.” Veromix clients took notice as well. “Everyone is very impressed; they say we look very professional with a sleek design.”
With a confident brand in place, Veromix doubled its business in the first 18 months—expanding their fleet of trucks and opening a new service offering. Nothing speaks as loudly as results!
“Both Wade and Brianna were great, very receptive and with an approach that made it easy as a business owner. They helped us 100 percent. Their listening ability and their ability to translate that creatively to the site was what I most enjoyed about their service. I would recommend them to anybody.”
ANTHONY D’ALESIO, PRESIDENT
Ready to start
your Brand Map?
Sherpa Creative’s BrandMap process helps you confirm your business goals and get laser-focused on your audience and strategy. Establishing these baseline decisions from the start avoids costly pivots that come from having to redo creative elements built on a whim. Let Sherpa’s established process help your business get your branding right the first time and build a solid foundation to reach your target audiences.