TESTIMONIAL
“Having worked on branding projects for many leading companies and properties, I can say with the strongest conviction, that the right corporate identity is tantamount to marketplace acceptance. When it was time to design an identity for my own company, McMillian + Furlow was the obvious choice to help us make a meaningful and immediate impact in our industry. They remain a valued and trusted marketing partner to this day.”

Jon Last
Founder and President
Sports and Leisure Research Group

CHALLENGE
When Jon Last, formerly Vice President of Corporate Marketing, Research and Brand Development for Conde Nast’s Golf Digest Publications, launched his own research firm, he turned to McMillian + Furlow to develop his corporate identity and online presence. As a start-up, the main goal was to establish a strong identity that trumped the competition and embodied the tagline, “the intersection of insights and strategy.” Sports and Leisure Research Group (SLRG) works with high-level clients in the fields of sports, travel, media, recreation, and real estate. Incorporating all these industries into a single identity presented a significant challenge.

SOLUTION
After extensive competitive research and consideration of the client’s preferences, McMillian + Furlow chose a slab serif font, making a sly reference to sports, paired with an authoritative blue and white palette to create a typographic logo with a crisp, corporate look that would appeal to clients in sports and luxury fields. Once the identity was established, McMillian + Furlow developed a complete letterhead system, business cards, and PowerPoint presentation template. McMillian + Furlow also designed a user-friendly, streamlined website, loaded with content and updated frequently, as well as an e-newsletter template. SLRG and McMillian + Furlow continue to work together on a variety of projects including the monthly newsletter and numerous consumer surveys.