Extandard: The Fractional CMO Company
Extandard is not your typical marketing firm, nor does it adhere to a conventional business model. Founded with a bold vision to democratize access to top-tier B2B marketing expertise, Extandard is rewriting the rules of how businesses engage with marketing professionals. By offering fractional Chief Marketing Officer (CMO) services, it empowers companies of all sizes to access the strategic insights and leadership traditionally reserved for large enterprises. To support this innovative mission, Extandard required a visual identity that would capture its unique approach and communicate it with clarity and impact.
Our creative proposal for Extandard draws upon two core concepts: Work and Integration. These pillars informed the design of an identity system that is as functional as it is expressive. At its heart are two foundational elements: typography and system. The typography was carefully chosen to embody simplicity, practicality, and a sense of modernity, ensuring that the brand feels accessible yet sophisticated. Complementing this is a versatile system represented by a distinctive symbol. This symbol encapsulates Extandard’s adaptability and flexibility, mirroring its ability to seamlessly integrate into diverse organizations and provide tailored marketing solutions.
The tone of the visual narrative strikes a balance between warmth and professionalism. It underscores Extandard’s role not merely as an external consultant but as an integral member of the teams it serves. The branding fosters a sense of trust and collaboration, reinforcing the company’s commitment to being a true partner in achieving its clients’ goals.
To push the identity even further, we introduced an illustrated layer. This layer injects an artistic quality, breaking away from the monotony of homogeneous corporate visuals and venturing into realms closer to art. The result is a brand identity that feels fresh and dynamic, perfectly aligned with Extandard’s mission to redefine marketing for a new era.
Extandard’s visual identity is more than just an appearance—it’s a statement of intent that reflects the company’s adaptability and its dedication to transforming how businesses access and experience marketing expertise.