I was brought to Legends Hospitality to help a strictly white-label company emerge from the shadows to build a public-facing identity.

However, that mission was delayed literally the day it started thanks to a merger process already underway.

So, I contributed to Legends at both the corporate and client level—social media strategy, RFP and pitch narratives, proofreading, internal comms—as a means to develop a full understanding of the company.

Once the Legends-ASM merger was formally completed and the public-facing name was determined, it was time to build a new brand.

Countless conversations. C-suite level collaboration. Engaging stakeholders across every department of both companies. Round after round of iterations.

After months of ideating, exploring new inspiration, and tweaking details meticulously, a formal brand was established: Legends Global.

The name was chosen to pay homage to the proud history of each company while uniting them for the future.

The colors were intentionally set to black and white to stay true to white-label service adaptable across the needs of any and every partner.

The wordmark was meant to communicate clarity and confidence elevated by bold, timeless fonts.

Then, there’s the “enso” circle.

The brushstroke getting stronger from start to end illustrates how the company and its partners are stronger by aligning together.

The circle being open-ended represents the company’s unending quest for greatness.

How do you position a brand no one knows yet to prosper before you go to market with it?

Establish a clear set of internal visual guidelines for how brand marks and design elements can be used, along with a brand voice guide for how the company should communicate.

Create branded materials like sizzle reels and a new website that feature a balanced blend of captivating imagery with impactful info like industry knowledge, business results, and company culture.

Build sales tools—from one pagers to entire capabilities decks—explaining the unique value propositions of partnering with Legends Global while laying out the many areas of business-to-business expertise.

What more would I do today:

• Establish a more concise, versatile rallying cry/tagline

• Develop and integrate more design elements and textures to give imagination to the flat black and white branding

• Spend the months leading up to the new brand launch compiling better quality content at primary properties habitually featured in marketing materials

• Create individualized sizzle reels while capabilities decks for each department were being made