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Branding, Campaigns, Content Marketing, Digital Marketing, Infographics

Branding through Visual Messaging

by Jason SiegelApril 27, 2014
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At Bluetext, we help many companies and organizations tell their brand stories through a family of imagery that delivers the message, attitude, and tonality for which marketing leaders are hungering.   Our clients want a platform for their brand that they can own, because as many markets become commodotized, this kind of differentiation allows them to stand out and represent their brand’s value.

Here are some recent samples:

Leveraging CSC’s brand mark, Bluetext was able to create these representative solution areas.

csc

Gamescape produces eye-popping marketing retention programs leveraging gamification, social media, and a fire hose of sports data to deliver a completely brandable fun new experience for local and national bar and restaurant establishments across the country
gamescape

Iron Bow retained Bluetext to bring its solution areas to life in a fresh new and inviting way. Iron Bow wanted to be portrayed as approachable.

IronBow

Bluetext designed a series of illustrations consistent with a new brand attitude architecture. The four dimension illustration series was used throughout hundreds of assets for Sourcefire with both a white and black base design system, following research that the black and white option would be advantageous for Sourcefire marketing.

sourcefire

VMWare retained Bluetext to bring its value proposition to life in a fresh new and inviting way.

vmware

Bowman needed to convey their multi discipline multi vertical end to end solutions in a visually compelling way

bowman

Frequently Asked Questions (FAQ)

What does 'visual messaging' mean in this context?

It’s the use of cohesive imagery, illustration, and design systems to express a brand’s story, tone, and value—beyond words alone. When markets feel commoditized, a distinctive visual language becomes a key differentiator. The goal is a platform the brand can own across all touchpoints.

How did Bluetext tailor visuals for different clients?

For CSC, Bluetext extended the brand mark into solution-specific visuals. For Iron Bow and VMware, the emphasis was on approachable, fresh illustration to humanize complex solutions. Sourcefire’s system balanced light and dark bases to maximize flexibility across assets.

Why is variety across a 'family of imagery' important?

A family approach gives teams range without losing cohesion, so campaigns feel connected yet never repetitive. It also helps different solution areas speak to distinct audiences while staying on brand. This balance keeps large programs fresh over time.

What problem does visual messaging solve for commoditized markets?

When features look similar, buyers gravitate to brands that feel confident and clear. A recognizable visual system speeds recognition and builds trust before the first meeting. It turns every touchpoint into a branded moment that reinforces value.

How should companies roll out a new visual system?

Document it thoroughly, provide starter assets, and train internal teams and partners on use cases. Then enforce with lightweight governance and regular refreshes. Consistency plus evolution keeps the system both strong and current.