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Pherson Associates

Brand Identity Refresh
The brief

Since 2003, Pherson has been a trusted partner, helping translate challenges into solutions and enabling organizations to build the capacity to compete today and in the future. They deliver highly experiential leadership experiences and coaching that help their clients increase their impact and effectiveness. Pherson requested a brand overhaul that would better capture that high-impact essence.

Our Goal

Our goal was to modernize their image with a more versatile, clean, and bold logo paired with a new tagline that would help portray their brand personality of strength and sophistication.

The Solution

The final logo and brand colors were carefully curated to compliment and reinforce Pherson’s new identity, messaging, and personality. From there, we developed a range of brand collateral, ensuring that we establish a cohesive brand image, from business cards to one-pagers, to pop-up banners.

Pherson_ART_final brand

The Process

Through research, ideation, and collaboration, we explored a wide variety of shapes from organic to geometric. We also experimented with a variety of sans-serif fonts that would communicate the modern update to the existing logo they were after. They requested integrating an icon or visual into the ‘P’ or ‘O’ so the majority of our exploration coincided with that idea.


Extending the visual identity to a digital platform is key to furthering a brand’s reach. We designed and developed Pherson’s new website to prominently feature their new tagline, core capabilities, and values. During the creation of the website, we also designed custom icons and infographic elements that they were able to repurpose in other print collateral and presentations.

The Results

This creative partnership resulted in a successful rebrand that the Pherson team is proud to show off. Investing in quality and unique branding supports the goals of the business and establishes brand recognition.

Pherson_ART_web grabs 1

We were able to execute on their vision and when it was time to celebrate their 20th Anniversary, they came back to us to design a 20th anniversary logo and supporting print and digital collateral.

Ready to partner with us?

We are a small company but deliver a big impact to our various clients. Located in Alexandria, VA, Six Half Dozen believes any project can have a variety of solutions.  

Join our team

Six Half Dozen is looking for a talented and motivated intern. We are looking for someone with an eye for design and the ability to take a brief and transform a clients needs into a professional design. Learn the ins and outs of the graphic design business and help produce meaningful work. Needs:

  • Professional or academic experience in web design or graphic design
  • Consistency and attention to detail
  • Passion for design, marketing & technology
  • Expert in Adobe Creative Suite
  • Portfolio required