Eddy Communications (now Eddy Alexander) started as a small, two-person operation. Jennifer and Sean Eddy always had a vision for helping companies recognize and leverage the power of marketing to drive transformative business results, but they were focused on starting a small business that would enable them to have quality time with their growing family. However, in their first three months, they landed their first multi-national, Fortune 500 client and haven't slowed down since. As they grew, they began to adapt their small ambitions to the sophisticated and mature organizational reputation they were building.
In late 2017, the team decided to carve out time to mature their corporate identity. They wanted a name that reflected the seriousness with which they took their work and a visual identity that spoke to the high creative standards they so carefully applied to every project. They wanted a brand and reputation that was strong and differentiated and could hold its own against any competitor.
To select a new name, the team considered a wide variety of options ultimately settling upon a robust methodology that would leave no stone unturned. The Eddy family name represented the organization's history, the people who founded the company, and the early risks and successes. The team decided to keep the Eddy name to provide continuity and retain the core identity of the business for those that had known the company for several years already. They then set to work figuring out how to evolve that core identity. The team decided to drop "Communications" and replace it with the name "Alexander." In addition to having personal meaning to the Eddy family, it also felt like a perfect blend of old and new, of tradition and revolution. The visual identity was crafted to lend gravitas and demonstrate flexibility.
In June of 2018, Eddy Alexander revealed their new brand identity with a public announcement and client celebration. Perhaps fittingly, they won two national project awards that same month. "It's always been about the client successes for us," Jennifer Eddy said. "But it's nice to let the team take a moment to reflect on all that they've built. The new name and visual identity have given tangible value to our reputation for excellence. Sean and I are truly humbled to be a part of this."
"Our new name and visual identity are meant to communicate trust, strength, tradition, longevity, and most importantly a sense of gravitas. We are excited for what the future holds and look forward to proudly showcasing our new brand."