CONSULTING CASE STUDIES
BRANDING
VALIDATING COLOR DECISIONS
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engaged by a Fortune 500 global software company
with the challenge to substantiate color choices for a global corporate identity
Scope: 4 month
The company was rebranding its corporate identity and was looking for expert guidance to rationalize color choices away from personal preferences. The project involved an industry competitive color analysis, global color-attribute and cultural associations literature review, and developing recommendations for effective color choice and supporting materials.
01
PHARMA
EXPERT WITNESS
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engaged by a legal firm representing a pharmaceutical company
with the challenge to support a color trademark claim
scope: 1 Week
A generic company was sued over using color in a packaged OTC drug that directly competes with a branded offering, where the colors were thought to be misleading. The plaintiff’s legal firm was looking for color expert counseling to empirically support their claim of the misuse of trademarked color. We developed an empirically supported report providing research evidence that the color was trademark-able and its use by other brands would be misleading to consumers.
02
MEDIA
PRODUCT EVALUATION
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engaged by a leading consumer magazine
with the challenge to conduct a cooperative assessment of cross-company color offerings
scope: 3 days
A consumer magazine required an expert evaluation of colors from competitive manufacturer set. The project involved color review and structuring to map uniqueness and usability in various color selection contexts.