Project: New Brand Development
The best way to show how a brand has visually transformed
is to compare it to the previous identity.
Shane Harvey created an all-new, intriguing name by selecting specific character combinations
from the words “benefits” and “administration” to form a single, unique word that met all of the goals
and criteria set forth in the branding process. Additionally, a tag line was created to describe and
reinforce the new brand name while a colorful graphic icon represents how Abentras consolidates
and moves complex information to one single, simple point with its proprietary processes.
Part of the brand evolution process required Shane Harvey to establish a sub-brand for Abentras’
proprietary billing software. Because the process is unmatched in the industry, it was important to
identify such procedures with its own brand for marketing purposes and to set Abentras apart from
the competition. We recommended creating a persona which we appropriately named “Bille” for the
“electronic billing” process exclusive to Abentras.
Brand Identity System
Shane Harvey created the Abentras identity system including letterhead, business cards,
envelopes, note cards, presentation folders and more.
A branded website was created to
promote the services Abentras offers
and profile the company's history,
expertise and overall capabilities.
Abentras initiated a B2B print and web campaign
to announce the new brand and promote their
services. The ads complemented the look and
feel of the new modern identity and reinforced
their position in the marketplace.
To support the new Abentras brand, all-new corporate materials, such as this capabilities brochure (print & electronic formats) were created
for sales and marketing purposes. Imagery, color palette, copy and overall design aesthetics followed the new brand standards.
Branded Apparel and Premium Items
To promote Abentras, Shane Harvey applied the new logo to
a variety of items that were distributed to existing clients and