Case Study: How a Unified Brand System Generated a +26% Increase in Deal Size

A 50-year-old company was being held hostage by its own brand. Three different logos, dozens of inconsistent packaging designs, and zero digital cohesion were actively stalling enterprise deals. The brand wasn't an asset; it was a liability that was costing them money on every proposal.

I didn't give them a "glow-up." I installed a system.

The result? A 2.3x increase in qualified inquiries and a 26% increase in their average deal size. This is the story of how a strategic brand system translates directly to revenue.

The Diagnosis: A Legacy Diluted by Inconsistency

VKA is a respected fragrance and flavor house with a five-decade history. But their brand was telling a different story. It was fragmented, confusing, and looked like three different companies competing with each other.

The core business problems were clear:

• Market Confusion: Customers and partners were unsure which "VKA" they were dealing with, weakening brand recall and trust.

• Stalled Enterprise Deals: The sales team lacked a single, professional set of assets. Their proposals looked inconsistent, eroding confidence during high-stakes negotiations.

• Operational Inefficiency: Countless hours and resources were wasted internally trying to decide which logo or packaging template to use for new products.

This wasn't a "design" problem. It was an operational bottleneck that was actively suppressing growth.

The Intervention: Installing a Scalable Operating System

The solution was not to simply design a "better logo." The solution was to deploy a unified brand system that would enforce consistency at every touchpoint, from a product label to an investor deck. In a 5-day async sprint, we engineered and delivered:

1. A Unified Logo Architecture

We retired the conflicting logos and engineered a single, modern, and flexible logo system that worked for every division and use case.

2. A Scalable Packaging Logic

We created a clear, rule-based packaging system that allowed the VKA team to launch new products quickly and consistently, without needing to consult a designer for every SKU.

3. A Coherent Digital Framework

We defined the brand’s digital presence, ensuring that their website, sales materials, and social channels all communicated with one authoritative voice.

The Proof: The ROI of a Coherent Brand

Analyzing the Brand System ROI

A strong brand system is not an expense; it is a high-performance business asset. The results at VKA were immediate and measurable.

The Metrics:+2.3x Increase in Qualified Inquiries+26% Increase in Average Deal Size

Why did this happen? Because the new system gave their sales team a tool that inspired confidence. Their proposals looked more professional, their value proposition was clearer, and they could compete for larger, more lucrative enterprise contracts. The system didn't just make them look better; it made them operate better.