case studies

Felecia Roseburgh, a top-notch Global Diversity Director with a Fortune 300 corporation, decided to jumpstart her new consultation business. The problem: Where to begin? Buckaroo was challenged with the task to create her identity out of thin air.

We began by digging through layers of information to help Felecia determine the “thumb print” or mark that she wanted to leave. While the direction may reveal itself early on, Buckaroo believes it’s important to dig deep in the discovery and exploration phase to best understand what motivates the client and gives them energy.

In this case, we spent 8-10 hours in team meetings, learning Felecia’s goals and aspirations for her business while also studying her competition, target audience, and messaging. She also completed Buckaroo’s online marketing survey. One component of the survey, based on extensive proprietary research in the psychology of color, leads to and defines the power of color and its effect on users.

At first, Felecia felt browns, teals and even pastels represented the “graceful” nature of her business until one day a magazine stopped her dead in her tracks. With Deborah Daily, CEO of Buckaroo, by her side, Felecia pointed to the newsstand and said, “I LOVE THAT SHADE OF ORANGE.”

Ironically, this is the color that she tested strongly for in our comprehensive color study. This orange is now a signature color for her and her company. When she represents her company, wearing the vibrant orange, people often comment and one person even said, “Every time I see the color orange now, I always think of you!”

The end result was a full branding campaign – logo development, website, email marketing, back-end self-administration, stationery, literature, blog, event sign-up, embroidery, and color analysis.