Case Study

Advocate Insiders

Overview

Brand Development
I have always understood that a brand was more than just a logo — it’s a complete story that needs to be told cohesively across every touchpoint. When Advocate Insiders, an IT consulting firm specializing in cloud, connectivity, and unified communications, rebranded in 2013, they needed a visual identity that would match their newly refined voice. After working with our strategic partner, PitchMaps™, to establish their messaging and tagline — “The Cloud and Connectivity Insiders” — they turned to my agency, Atomic Wash, to bring that brand to life.

Logo Design: Defining the Brand’s Visual Identity
Creating a logo that was disruptive, engaging, meaningful, memorable, and authentic was our priority. Before even touching a computer, we went back to basics — sketching out ideas by hand to ensure a strong foundational concept. The final logo visually encapsulates Advocate’s pitch diagram, as developed by our friends at PitchMaps™, serving as the cornerstone of their new brand identity.

Website Content & Design: Crafting a Digital Experience
With the logo and branding in place, Advocate Insiders asked us to take on their website redesign. Our approach? Simplify and amplify. We streamlined their messaging, cutting unnecessary content by 50% while ensuring a clear, engaging narrative. We then built a visually compelling design that incorporated key elements from their PitchMap™ strategy. To further enhance user experience, we integrated case studies, sales tools, and strong calls to action throughout the site.

The result was a modern, responsive website designed to drive engagement and conversions. With a built-in CMS for easy updates and seamless integration with their sales and content marketing infrastructure, the site has delivered measurable impact—tripling web traffic and increasing engagement time by 65% since launch.

Sales & Marketing Collateral: A Unified Brand Presence
A strong brand needs consistency, and that’s exactly what we provided. We extended the Advocate Insiders identity across their sales materials, brochures, business presentations, and Insider Summit conference literature. Every piece reflected the new voice, messaging, and visual identity, reinforcing a sophisticated, professional image. We even created what I liked to call “the world’s smallest whiteboard” on the back of the business cards, allowing the sales team to pitch anywhere, anytime.

By partnering with Advocate Insiders at every stage of their rebrand, we helped them not just change their name, but redefine their presence in the IT consulting space. Their brand now speaks with clarity, confidence, and impact—exactly what they needed to stand out in their industry. They were acquired by Accenture in 2022.