New Logo Design Appeals to Younger Market and Stays True to Values

​Wendy Morical and her brother, Brant Nelson, own Docunet, a digital printing company based in Plymouth, Minnesota. They serve a niche market in the highly regulated medical and pharmaceuticals industry, and their rigorous processes along with their ISO certification have made them an attractive printing supplier to the manufacturing industry.
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In business for more than 27 years, Wendy and Brant have seen their industry evolve and have been quick adopters of new technology and practices that have kept them competitive. Being in business for that long has its benefits, but when the owners took a hard look at the buyers they were targeting, they felt like the way they presented their company didn’t project the image they desired. In a word, they looked “old.”

Company Image Needed to Appeal to a Younger Set
 
Thinking of their buyers as a younger generation of people who have a different approach to life, they went to look for a graphic designer who could help them find the look that would appeal to a younger set yet stay true to the values that built and continue to sustain the business. They wanted to start with a new logo and move on from there.
 
Turned Off by Agencies That Pushed Their Own Agenda
 
The first several design companies she talked to made Wendy feel like she was being forced to sit down to a full course meal when all she wanted to do was order al a carte.
 
“They had their own agenda and wanted to sell their marketing program,” said Wendy. “I was going to end up spending way more and getting more than I intended or wanted.”
 
It turned her off.
 
Turned On by NLC’s Desire to Get Them a Design Product They Loved
 
Then she found Neon Lizard Creative (NLC) while doing a search online. The website pulled her in with color. She stayed to browse around because she loved what she saw. A phone call to owner, Rebecca Rausch, was the start of their working relationship.
 
Unlike the other companies Wendy and Brant looked at, the only agenda that Rebecca had was to get them a design product that they loved.
 
“We had some ideas and Rebecca helped us to find the kind of image we wanted to represent us,” said Wendy. “I never felt like there was a direction she wanted to go that I didn’t want to go. She was super open and fun!”
 
Fluid Process Helped Sibling Owners Come to a Consensus
 
Despite being siblings and long-time business partners, Wendy and Brant found that their tastes were not very similar. Rebecca’s fluid process helped them all work together. Her recommendations gently guided them and kept them on track so that they could get to a design that would appeal to their target market and have a personal flair.
 
Graphic Design Delivers a Fresh Approach to Their Market
 
The new logo design for Docunet is simple and striking. Wendy and Brant feel like they have more than just a updated design. They have a fresh way to approach the people they’re trying to reach and Neon Lizard Creative has become their go-to resource for design and marketing projects.
 
“I was definitely looking for someone who could give me a good price yet give me some flexibility to continue to grow in the future,” said Wendy. “I just didn’t know that Rebecca would be so fun to work with.”

Take the First Step Towards Your Own Fresh Approach

How about you? Are you being as honest as Wendy and Brant were about the image that you're projecting? You only have one chance for a first impression, so call us at NLC and you'll be taking the first step towards your own fresh approach.

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