Launching the New Brand for an Aviation Recruiting Powerhouse
Launching the New Brand for an Aviation Recruiting Powerhouse
Craig Picken, a well-respected executive search professional in the aviation industry, initially operated under the brand NorthStar ESG. However, while NorthStar ESG was a functional name, it lacked the strong personal recognition that Craig had already built within the aviation community. In a competitive industry like executive search, Craig had to stand out against larger, well funded competitors.
The challenge was to transition from the lesser-known corporate identity to a brand that leveraged Craig’s established credibility. Our goal was to create a brand that not only centered around his name but also maintained a professional and forward-facing image. Additionally, we needed to ensure the new brand resonated with both business executives and his growing media presence, including his popular podcast and industry thought leadership.
To build a brand that positioned Craig Picken as a leading name in aviation executive search and coaching, we developed a comprehensive identity system that included:
A Suite of Logos: We designed four variations of the Craig Picken logo to ensure flexibility across multiple platforms, from digital media, podcasts to print materials. Each version maintained brand consistency while allowing for different applications, whether in professional business settings or media engagements.
A Distinctive Visual Identity: We carefully selected typography, colors, and branding elements that conveyed authority, trust, and a modern edge—key traits for a leader in executive search.
Strategic Positioning: Rather than just placing Craig at the center, we framed the brand to highlight both his expertise and the high-caliber services he offers. This allowed for a balance between personal branding and corporate credibility, ensuring the brand could compete against larger firms while still feeling approachable and authoritative.
The new Craig Picken brand launched to outstanding reception. Aviation and industry professionals quickly recognized and embraced the brand, reinforcing Craig’s presence as a thought leader in executive search and coaching. The branding seamlessly integrated with his business operations, media efforts, and podcast, creating a unified identity that resonated across all channels. Most importantly, Craig himself was thrilled with the transformation, solidifying his name as the go-to expert in aviation executive search.
With a strong foundation now in place, Craig Picken is well-positioned to continue expanding his influence, reaching new clients, and further establishing his leadership in the aviation sector.
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