We helped Tripoint Consulting evolve from a consultancy to brand through strategic identity development.
Ebert Design partnered with Michael Mayfield to transform his medical-legal consultancy from a founder-centric business into a distinctive brand presence in Florida's competitive market. Through our strategic discovery process, we developed a new name – Tripoint Consulting – and comprehensive brand identity that reflects the precision and professionalism of their medical record reviews and life care planning services. Working closely with the founder, we created three distinct stylescapes that explored different naming directions, ultimately landing on an identity that subtly nods to the founder's interests while maintaining the gravitas needed for their attorney and insurance company clientele. The resulting brand foundation, complete with style guide and collateral package, positions Tripoint Consulting for scalable growth while differentiating them in the medical-legal consultation space.
Summary
We define your primary and secondary customers, surfacing their jobs, challenges, and pain points. Then we synthesize these items into concise and thorough profiles that your team can reference for all brand & marketing efforts.
Audience Personas
We discover the process by which your audience finds you and create funnels to bring more of them to you.
Customer Journey Mapping
Our job is to craft brands that align your business goals with your customers needs. This is where we dig into your objectives for the rebrand and beyond.
Goal Prioritization
Through a combination of facilitated discovery sessions and individual business research, we develop key insights to inform our next steps.
Research & Insights
Our job is to build brands that thrive in the intersection of achieving your business goals, exceeding your user’s needs, and boasting award-winning aesthetics. This is what we will craft together. By starting with discovery, moving into stylescapes and finally transitioning into developing and designing logo compositions, the entire process will be collaborative, inspiring, and–most importantly– effective.
Logo & Identity Systems
The logo is just a piece of your new visual identity. To help ensure brand consistency, we’ll craft a living document containing guidelines for the entire identity system. This includes both visual and verbal guidelines for complete brand alignment.
Branding & Verbal Guidelines
No brand lives in a vacuum. From flyers to stationary and everything in between, we will create impactful brand collateral that your users will love.
Print & Marketing Collateral
Tripoint Consulting stands at the intersection of medicine and law, providing essential medical consultation services to attorneys and insurance companies across Florida. Their expertise spans medical record reviews and life care planning, offering the precision and insight needed to navigate complex personal injury and medical malpractice claims. In an industry where accuracy and credibility are paramount, Tripoint Consulting delivers the technical expertise that legal professionals rely on to build stronger cases.
The consultancy, initially operating under the name Michael Mayfield Consulting, had established itself as a trusted partner in the medical-legal field. Their work requires not only deep medical knowledge but also the ability to communicate complex medical concepts clearly and effectively to legal professionals.
As the consultancy looked to expand its presence and elevate its market position, founder Michael Mayfield recognized the need for a more sophisticated brand identity. The existing name and brand elements weren't fully capturing the consultancy's expertise or differentiating it in the competitive Florida market. More importantly, they weren't reflecting the level of precision and professionalism that characterized their work.
This realization coincided with a pivotal moment in the company's growth trajectory. Mayfield was ready to transition from a founder-centric business model to a more scalable brand identity that could support expansion and resonate more effectively with their target audience of legal professionals.
Our journey began with an intensive Discovery session, where we immersed ourselves in understanding the essence of the consultancy. Through collaborative workshops, we defined clear goals, identified user personas, and utilized a prioritization matrix to ensure our strategic direction aligned with business objectives. This foundational work culminated in a comprehensive brand strategy that would guide all subsequent design decisions.
One of our most crucial tasks was finalizing the company name. We approached this challenge methodically, developing three distinct stylescapes, each built around a potential name: Tripoint, Keystone, and Apex. Each stylescape served as a visual exploration, filtered through the lens of specific audience profiles. The name "Tripoint" ultimately emerged as the clear choice, subtly incorporating the founder's appreciation for gaming culture while maintaining professional gravitas.
The selected direction informed the development of three logo options, each carefully crafted to stand apart from competitors in the medical-legal consultation space. Our design choices were deliberately made to differentiate Tripoint Consulting while maintaining the professionalism expected in their industry. The process culminated in the creation of a comprehensive style guide, ensuring consistency across all future brand applications.
The result of our collaboration was a robust brand foundation that positions Tripoint Consulting for sustained growth. Moving away from the founder-centric naming convention, we established a brand identity that commands attention in the medical-legal space while maintaining the precision and trustworthiness essential to their work.
This foundation includes not only the new name and visual identity but also a complete brand architecture that can scale with the business. The style guide we developed serves as a living document, ensuring that all future brand expressions maintain consistency while allowing for creative applications across various touchpoints, from business collateral to digital presence.
Our work with Tripoint Consulting created more than just a new visual identity – it established a launching pad for the company's next phase of growth. By providing a solid brand foundation and clear implementation guidelines, we enabled the consultancy to move forward with confidence in their market positioning and brand expression.
The new brand identity gives Tripoint Consulting the professional credibility and visual sophistication needed to compete effectively in their market. More importantly, it provides them with the tools and framework necessary to maintain brand consistency as they continue to grow and evolve. This foundation serves as the cornerstone for all future marketing efforts, ensuring that every brand touchpoint reinforces their position as a trusted authority in medical-legal consultation.
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