Mesquite Road Consulting


PROJECT SCOPE  | Brand Discovery & Strategy | Tagline Development | Identity Suite Development | Collateral Design | Apparel Design | Website Design & Build | Social Media Asset Design | Brand Guidelines

THE STORYMesquite Road Consulting (MRC) is a boutique consulting firm focused on research and development in assistive technologies (AT), including: exoskeleton systems, prosthetic and orthotic devices, rehabilitation robotics, physical rehabilitation, and more. Fueled by the vision to empower lives by improving technology, MRC aims to inspire, assist, and support the research, development, and commercialization of AT to enhance the lives of people with injuries and disabilities. The MRC mission was born in 2003 within the Military Amputee Research Program (MARP) at Fort Detrick, Maryland. The MARP program was formed and Congressionally-funded to benefit service members whose lives had been irrevocably altered through significant and traumatic injury during their service to our nation. The resulting improved quality of life inspired the formation of MRC and the continuation of this mission. After years of tremendous success on behalf of these heroes, MRC’s founder and principal, Troy Turner, took a close look at his business. After careful review they discovered several shortcomings with the brand—not only were there messaging and consistency issues across print and digital marketing materials, but they had also outgrown their start-up logo. MRC turned to Lisa Gorham Creative when it became clear that it was time to rebrand and define a clear brand strategy that would empower MRC and those they assist.

I can't express strongly enough the value that Lisa Gorham Creative represents. I first spoke with Lisa about rebranding Mesquite Road Consulting, and the goal of launching prior to an up-coming important conference. The way I saw Lisa connect with her clients convinced me that she was the person I needed. She never put me second, she always responded quickly, and she assigned me tough homework. (Uh, yeah—but I think that was really the secret sauce!) Lisa Gorham Creative delivered a brand identity, print and digital brand applications, and a great deal of professional confidence. So the conference. It was a month ago. And today, every potential client with whom I spoke while there, is now in the process of becoming a client. No, it wasn't solely because of a new brand identity & website... Or was it?

TROY TURNER  |  MESQUITE ROAD CONSULTING FOUNDER

THE SOLUTIONTurner, a Mesquite, TX native, symbolically named his consulting firm after two key components—the highly adaptable and sustainable Mesquite tree, indigenous to the Lone Star state, famous for its remarkably tenacious root system; and the road’s journey to empowerment, for those who’s lives are aided by AT. Much like their perseverance, MRC is determined, skilled, and innovative—an invaluable resource in the AT research and development industry. In light of this and newly formed business objectives, we worked closely to develop a new brand platform—MRC's fundamental core messaging, guiding principles, brand positioning and experience, characteristics, and tagline. From there we moved on to developing a visual identity that aligned with brand attributes and the company’s redefined mission, vision, and promise. The new modern brand identity suite tells the brand story in a simple, yet clever way. The primary wordmark features a customized Q showcasing a lone star—unmistakably Texan—at its heart, a beacon of MRC's mission; and the road's journey leading to the vested future is revealed at the base of the star. The unification of the two icons signifies the firm’s vision, empowering lives by improving technology. With a solid brand platform in place and a new responsive visual identity established, we were able to execute various print and digital touchpoints, including: a new website, stationery system and business collateral, social media assets, and apparel. Each empowered by an impressive vision. Inspired by MRC, and particularly by those they assist, it was a true honor to be a part of this branding project.


THE SOUVENIRSMUSE Creative Award for Logo Design

Lisa Gorham Creative didn't deliver what I wanted, Lisa delivered what I needed—which was so much more than I could have imagined. While I now have an amazing, relevant, and meaningful logo and brand identity portfolio in beautiful colors, Lisa also delivered confidence, brand legitimacy, and the professional expression of a professional firm.

TROY TURNER  |  MESQUITE ROAD CONSULTING FOUNDER