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Brand Identity
When Expertise Isn't Enough: A Strategic Communications Story
- Client Caporusso Communications
- Date 2020
- Author Lyon Creatives
For more than five years, Justin Caporusso had built a respected strategic communications firm. His expertise was unquestionable, but behind the scenes, he faced a frustrating disconnect. Reliable subcontractors were hard to find, which made it difficult to consistently deliver at the level he expected. His own professional materials didn’t reflect the caliber of work he was providing, leaving him hesitant to chase opportunities he knew he could execute.
The breaking point came when he realized that while his skills were strong, his brand wasn’t telling the right story. As Justin put it: “I was looking for someone who understood what I was doing and who I was and what I wanted the company to be—to reflect that in the brand and design.”
The Transformation
The change began with a comprehensive brand identity system designed to align with the firm’s strategic capabilities. Instead of piecemeal materials, Justin now had a professional presentation across every touchpoint, reinforced by an organized brand guide that brought order and clarity to his communications.
The impact was immediate. “Clients noticed the difference immediately,” Justin said. For the first time, he felt confident directing people to his website, knowing it matched the credibility of his work. That confidence translated into growth: “I’m taking on projects I would have turned down before.”
What stood out most was the long-term value of the investment. Years later, Justin still feels aligned with the visual identity: “Five years later, I still really like the logo. I’ve thought about changing my name and all these things, but I really like the look and feel.”
The Business Impact
The brand system wasn’t just a launch moment—it became part of the company’s daily operations. The brand guide is still referenced regularly, especially when creating apparel, ensuring the colors and fonts remain consistent across every medium. Professional templates make proposals and presentations seamless, keeping interactions polished and efficient.
But perhaps the most meaningful shift has been in confidence. “I also feel more confident in having your support behind the scenes to be able to take on projects... Things I may have turned down before or not pursued, I can now feel confident in doing that.”
For Caporusso Communications, branding became more than design—it became the bridge between expertise and opportunity.
Ask Yourself: How many opportunities are you avoiding because you’re not confident in your materials?
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