Helping Startup Hit the Ground Running with Confidence and Cohesion
Challenges & Opportunities
Launching a brand from scratch in a crowded consulting landscape is no small feat, especially for a small-but-mighty startup with limited time and budget. Enter BackPocket. We offered a flexible, right-sized approach to brand strategy and creative development that met Heaps exactly where they were and helped get them where they needed to go.
Logo Development
Brand Guidelines
Strategic Marketing Support
The Solution
To build a solid foundation for Heaps Strategy Group, we focused on high-impact, high-value deliverables that would set them up for long-term success:
A deep dive into the competition, from legacy firms to niche players, to identify white space and opportunities
A brand positioning statement that cut through the noise and nailed Heaps' unique value
A logo that visually captured their authority, clarity, and modern professionalism
A brand style guide to ensure everything from tone of voice to color palette stayed cohesive as they scaled
Heaps Strategy Group’s logo visually conveys its core values and strengths: a vision of a safer world, its relationship-driven approach, and its focus on innovation.
Insights & Expertise
Because new brands deserve thoughtful attention (and a little joy along the way), we brought Heaps into the creative process at every step:
1. Brand Discovery & Direction
We kicked things off with a shared sense of purpose, aligning on core values and visual inspiration to guide creative development.
2. Black & White Logo Concepts
We presented clean, monochrome options to focus the feedback on form, balance, and concept.
3. Color Exploration & Finalists
With insights in hand, we evolved the strongest concepts into full-color contenders and collaboratively landed on the winner.
4. Final Deliverables
The Heaps team walked away with a polished logo suite, a defined color system, and a clear guide to their brand’s visual and verbal identity.
“As small business owners, it is crucial to have the right support in place, and BackPacket Agency has delivered! The intelligence and dedication of their staff translates to us feeling energized and confident in our approach. From the big picture marketing strategy, to bringing our logo to life, BackPocket is there to help guide us with their seasoned expertise.”
—Joy Paluska Heaps, COO, Heaps Strategy Group, LLC
Results
Heaps Strategy Group launched with clarity, confidence, and a brand that means business. We’re proud to be their go-to partner for strategic marketing support — scaling up when they need more, stepping back when they don’t. It’s the kind of partnership that feels like a favorite pair of jeans: reliable, comfortable, and always the right fit.
Let’s Huddle
We don’t just create strategies — we craft solutions that resonate. Whether you’re exploring a new market or strengthening your position in an existing one, we’re here to help you tell your story, reach your audience, and achieve your goals.
A 15-minute discovery session with Joe could lead to your next big breakthrough.