ServiceQ is a customer service training company that drives cultural transformation in large organisations - such as Ford, BHP, Mecca, MCG, and more - chiefly through their Service Habits programs.
The company was founded by Australian customer service expert, Jaquie Scammell, after her self-titled solo practice grew to the point of needing additional facilitators to help deliver her IP. I was asked to design the brand identity for ServiceQ, as well as the award-winning Service Habits program.
The identity needed to appeal to two main customer types: the first being corporate business leaders who engage ServiceQ to help, and then the workforce who participate in the programs.
The logo, an expanding Q, represents the brand value of letting go to grow. We added the tagline - Elevate the ordinary moments - to capture the essence of ServiceQ's philosophy of focusing on the little things. This inspired the multicolored geometric pattern set which acts as these 'ordinary moments' coming together to make a memorable experience.
The identity flexibly applies across all manner of printed media and merchandise, including the cover of Jaquie's award-winning book, Service Habits, published by Major Street. Digital touchpoints include online course videos, social media posts, and the company website.
Knowing tens of thousands of people have been impacted by ServiceQ and its programs is something I am very proud to have played a part in.
— Mark Truelson, Jaquie Scammell
Brand Identity Design
— Yianni Kouros