Client Background

Connections Consulting Group is a women-owned, minority-owned management consulting firm located in Washington, DC. Founded and operated by Alethea Davis, the firm provides strategic project management, leadership consulting, and business growth solutions.

After eight years of operation, Alethea wanted to modernize the company’s identity while creating a stronger digital footprint to connect with new clients and partners. Through the Latino Economic Development Center (LEDC), I was commissioned to lead a comprehensive rebrand, including logo design, print collateral, and the development of a professional, fully responsive WordPress website.

Challenges

• • Outdated Brand Identity: The original visual style did not convey professionalism or credibility.
  • Infinity Symbol Requirement: Alethea wanted an infinity-inspired element integrated into the brand to represent endless opportunities and continuous growth.
  • Cohesive Design System: Needed to unify branding across business cards, letterheads, envelopes, and digital platforms.
  • Digital Presence: The company lacked a modern, client-facing website, limiting its reach and accessibility.
  • Budget Limitations: As an LEDC-funded project, I needed to maximize quality within a controlled budget.

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Design Approach

Logo & Symbol Integration
The centerpiece of the new identity was the custom infinity-style icon, designed specifically to reflect:

• Endless possibilities: Representing client growth and forward-thinking strategies.
• Unity & Connection: Highlighting the collaborative spirit at the heart of consulting work.
• Professional Elegance: Combined a modern serif logotype with subtle script flourishes for a polished yet approachable feel.

The infinity loop became a recurring design element, woven into business cards, letterheads, and digital visuals to establish visual consistency across all brand assets.

Color Palette & Art Direction
A modern, elegant color palette was selected to emphasize professionalism and sophistication. This palette was chosen to evoke trust, creativity, and professionalism while maintaining a clean, contemporary feel.

Website Design & Development

To establish a strong digital footprint, I designed and developed a fully responsive WordPress website that reflects the refreshed brand identity:

• Modern & Responsive Design: Ensures a seamless browsing experience across desktops, tablets, and mobile devices.
• Branded Visual Consistency: Incorporated the infinity-inspired motif and brand colors throughout the site for cohesive storytelling.
• Service-Focused Navigation: Organized content into clear, user-friendly sections so visitors can easily explore services and contact the firm.
• Scalable Architecture: Built the site to grow with the business, allowing easy integration of future blog posts, case studies, or resources.
• Optimized Performance: Ensured fast load times and smooth functionality to enhance user engagement.

The website now acts as a central hub for client engagement, showcasing services, leadership, and expertise while strengthening the company’s credibility online.

Outcome & Impact

• Delivered a modern, unified brand identity across print and digital platforms.
• The custom infinity symbol became a distinctive visual signature, reinforcing the company’s mission of limitless opportunities.
• The new WordPress website expanded Connections Consulting Group’s reach, giving the company a professional online presence to attract and retain clients.
• By maintaining brand consistency, the company’s print materials, website, and digital channels now communicate a clear, confident message.
• Achieved high-quality results within a limited LEDC budget, maximizing value without compromising design integrity.

Conclusion

The Connections Consulting Group rebrand represents a successful fusion of strategy and design. By combining a custom infinity-inspired logo, sophisticated color palette, and a modern WordPress website, the project delivered a complete transformation that elevated the company’s credibility and positioned it for future growth.