Be Selective

At TOTEM, we define a brand quite simply. It is your reputation. And from that point of view, HSOC already had an incredible one – with their business coming almost entirely from word-of-mouth recommendations from highly satisfied customers. So, what was our challenge? Well, in a nutshell, there was a mismatch. Their branding, website and other collateral was not telling the same amazing story their clients were. They were detracting from, rather than strengthening, the brand. 

So we began, as we often do, with a brand workshop. Where we put ourselves in these customer shoes. And looked at HSOC from the outside in, to see what they saw. And why they so passionately referred friends, family members and associates to the practice. The reality was because, HSOC offered service at a different level to any other firm they’d ever had experience dealing with.

With that simple insight and understanding, we were able to start the process of creating their new refreshed branding. And it started with a clear brand personality. Because people connect with characters, not companies.  HSOC’s personality is all about fostering relationships and deeply valuing their clients.

We developed a dynamic tagline that encouraged its clients to demand what they deserve. To Select Service, Select Opportunity and Select Success. And most of all to Be Selective about who they choose to engage.

A new identity reinforces HSOC’s client centric approach. A contemporary motif is made of two overlapping semi-circles, representing the client relationship. The space where these shapes connect creates a viewfinder for a shared, tailored vision for success.