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This Work
Permit Place
The birth of Permit Pete!
The Problem: Outdated Identity and Unclear Positioning
Permit Place, a well-established permitting service provider, faced a significant challenge: their outdated and fragmented brand identity no longer aligned with their core promise of expertise and education in the permitting process. They recognized that their brand lacked focus and failed to communicate effectively with their audience, but they were unsure what needed to be fixed. Compounding this issue was the company’s apprehension about making significant changes due to their long-standing presence in the industry and accumulated brand debt. Permit Place needed a solution to modernize their identity, clarify their positioning, and build internal buy-in for a cohesive strategy that could endure for years.
The Solution: A Modern Identity Rooted in Expertise
To address these challenges, I began by developing a comprehensive brand strategy that uncovered Permit Place’s core principles and unique value proposition. Through surveys and conversations with employees, we identified a common thread: Permit Place excelled at educating clients while navigating the complexities of permitting. This insight led to positioning them as the "Nerdy Wizard" of their industry—a trusted expert who simplifies the permitting process while empowering clients with knowledge.
From this foundation, I designed a fresh visual identity centered around an owl mascot named "Permit Pete." The owl symbolizes wisdom, while its motion conveys agility and forms a subtle "P," representing both the company name and its quick, efficient service. The new identity also included a cohesive color palette, typography (Macklin Sans for the logotype), patterns, and a supporting graphic called "Stacked Hearts," encapsulating Permit Place’s promise of care and expertise.
All these elements were consolidated into an accessible Brand Style Guide, ensuring consistency across all touchpoints. This guide became an invaluable tool for Permit Place’s marketing team, empowering them to confidently implement the new identity across platforms.
