How We Built an Identity for a New Era of B2B Marketing

When we launched AIM B2B as a specialized agency from our parent company, Custom Media, we knew we needed more than just a new name—we needed a powerful identity. Our new brand had to clearly communicate our unique, proven methodology and establish us as a trusted leader in the global B2B marketing space.

This case study shares the strategic thinking behind our brand identity, from its core philosophy to its execution across every touchpoint.

What is the Strategic Foundation of Our Brand?

The heart of our brand is our proprietary methodology: the AIM Framework. This isn’t just a process; it’s our philosophy of continuous growth and partnership that drives success for our clients. We built our framework on a seamless, iterative cycle of three key stages:

• Adapt: We start by deeply understanding your unique market and challenges to tailor a precise and effective strategy.
• Implement: We execute that strategy with precision and expertise across all relevant channels.
• Maximize: We analyze the results, iterate on what works and maximize your long-term impact and Return of Investment (ROI).

This powerful framework is the central story our brand identity tells.

How Does Our Logo Symbolize the AIM Framework?

Our primary challenge was to translate the AIM Framework into a simple, memorable visual. The solution is a sophisticated monogram that elegantly interweaves the letters “A,” “I” and “M.”

The continuous, flowing line of the symbol is a direct visual metaphor for the unbroken and dependable process of our framework. It creates a sense of rhythm and forward momentum, visually promising our clients a structured journey toward their goals. The design is minimal and geometrically balanced, ensuring it is memorable and understood across different languages and cultures—a critical factor for our global brand.

How Do Our Brand Colors and Fonts Support Our Message?

To support our logo, we established a distinct color palette. Our primary colors—a deep, trustworthy dark blue and a vibrant, high-value Gold—create a powerful contrast. This fusion represents the combination of our steadfast strategic process (blue) with the brilliant results we deliver to our clients (gold), establishing a professional and sophisticated image.

For typography, we chose a dual-font system to ensure clarity and consistency for our global audience. The modern sans-serif ‘Area’ is used for English, while the clean ‘M+1p’ is used for Japanese, maintaining perfect readability across all our brand communications.

How Is Our Brand Identity Applied Consistently?

Brand identity is only effective if it’s applied consistently. We designed the AIM B2B system for maximum flexibility across a wide range of applications. From our digital presence on the official website and social media to physical collateral such as business cards and corporate reports, our identity remains cohesive. This consistency builds trust and reinforces our message of professionalism and reliability at every single interaction.

Frequently Asked Questions

Our Identity Is Our Promise

The development of the AIM B2B brand identity was a strategic exercise in translating our core business philosophy into a compelling visual system. By rooting the design in the AIM Framework, our identity does more than just represent our company—it communicates our promise of a continuous, dependable and successful partnership. The result is a powerful, flexible and globally recognizable brand ready to lead in the B2B market.

Ready to build a brand that tells your unique story? Contact us today to discuss your brand strategy needs.