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Brand Identity
Caporusso Communications
- Client Caporusso Communications
- Date 2020
- Author Lyon Creatives
THE Struggle
Building a respected strategic communications firm
When Justin Caporusso launched his strategic communications firm, he faced two distinct challenges — years apart, but both pointing to the same gap.
At launch, he needed a brand that actually reflected who he was and where he was taking the business. Not something generic. Something that clicked.
Years later, the challenge shifted. He was growing, taking on more clients, and relying on subcontractors to help deliver. The problem? Finding someone who had the full package — great work, professional communication, reliable turnaround — felt impossible. He kept settling, and it kept being frustrating.
“It was hard to find someone who checked all the boxes. I’d work with someone who didn’t have all the check marks and it would work for a little while and then it would be frustrating.”
The Work
Strategic brand identity
We started with a complete brand identity — logo, color system, typography, and brand guidelines built to last. The kind of brand that makes sense when you see it, even if you can’t articulate exactly why.
From there the relationship evolved into an ongoing creative retainer. Justin brings us into his client work — government accounts, county communications, public health campaigns — and we execute the creative so he can focus on strategy and relationships.
The Transformation
The confidence shift was real and it translated directly into growth.
Five years in, the logo still turns heads. Justin’s kids’ high school friends recognize it. Clients bring it up unprompted. That’s not luck — that’s what happens when brand strategy actually works.
On the retainer side, the difference has been just as tangible. Clients are noticing the quality of the work. Turnaround is faster. There’s less back and forth because we understand his clients and can pick things up quickly.
“The work product is of a higher level for sure, and clients are noticing it immediately. The turnaround is much quicker, there’s a lot less back and forth. It’s been noticeable.”
And perhaps the biggest shift — confidence. Justin is now pitching projects and pursuing opportunities he would have passed on before.
“I also feel more confident having your support behind the scenes to take on projects. Things I may have turned down before or not pursued, I can now feel confident in doing that.”
The Results
A complete identity system
- A brand identity still in active use and still generating compliments five years later
- Clients noticing a measurable difference in creative quality on deliverables
- Faster turnaround and significantly less back and forth on projects
- Confidence to pursue and win larger opportunities
- A reliable creative partnership that functions like an in-house hire without the overhead
"It's challenging to bring people on as employees, but the second best thing is to have a great subcontractor who is professional, responsive, available, and a master in their field. That's really helpful."
Justin Caporusso
CEO, Caporusso Communications
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