Branding Case Study

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How We Defined Brand Identity for Katra Marketing

Background & Description

Branding in the inbound marketing era mostly means branding online. As we wanted to differentiate Katra Marketing from another digital marketing agencies in Jordan, we had to work on logo design, corporate identity and marketing collaterals.

We were in need to create a modern and laconic new identity that reflected our sharp approach and business-orientation using a colour scheme that aligned with Katra Marketing ambition and remarkable services. We also wanted to align our branding with our company vision and mission, described in the business plan, as well as our Unique Selling Proposition, marketing services we were going to offer, and set the right brand perception.

We wanted our brand to look consistent, so our clients and prospects would have the same experience and brand perception, no matter where they are: our website, marketing blog, e-mail newsletters, social media platforms, etc.

That’s why the first document after the logotype design we have created, was a brand guideline. In our brand guideline we have described the most important aspects of every brand: editorial tone and voice, font sizes, company primary and complimentary colours, design elements and positioning. This document helped Katra Marketing team to be consistent in the future company website design, content creation and social media presence.

Goals / Challenge

Create a business-oriented, minimalist logotype and brand guideline document, to provide Katra Marketing with a consistent brand elements, logo usage, company fonts and colour palette rules, as well as defined editorial tone and design elements.

Strategy / Solution

Based on the business plan, company vision and mission, and future services planned to offer, we have decided the following:

  1. Create a minimalist, solid logotype, in most popular business colour - blue;
  2. Create a brand guideline, including the sections for logo usage, primary and secondary fonts and colours, editorial voice and tone, design elements and positioning, copywriting style and lexicon.
  3. Create marketing collateral, for future printing and usage: business cards, promotional leaflets, badges, signs, pens, company brochure, etc.


We couldn't calculate the positive impact from our branding activities, as it was a new company, therefore no rebranding activities and no tests. According to the overall brand perception for the interviewers, it was defined as:


Solid & Modern Brand


Business-oriented Brand


Quality Design

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With Katra Marketing Agency in Jordan

Katra Marketing agency provides a full range of Digital Marketing services in Jordan: modern websites designed with conversions and SEO in mind, social media marketing, Facebook campaigns and content management, strategic marketing planning and branding.

Whether you have a plan of marketing duties to be done, or not sure how to advertise your business online, you can always contact us and have a marketing consultation, to make sure your marketing budget will be spent with the maximum effort.

Our Vision

Our vision is to assist in the development of small and medium-sized businesses through the use of all the possibilities of the Internet space. We want our company to be trustworthy and respectful for the society.

Our Mission

Our mission is to build a professional reputation in our field of competency among local companies and throughout the Middle East. We are confident that we will achieve the goals of the company, thanks to the knowledge of our customers' needs, highly qualified specialists, constant usage of the new technologies, systematic and thoughtful approach of the company's development.

Our Culture

Form of management in Katra Marketing - restricted liberalism in all aspects of regulated work and corporate noocracy for all unofficial cases.

Corporate noocracy is a type of management that is based on the priority of the human mind and following the principles of rational thinking. Restricted liberalism implies a fairly wide freedom in business and daily routine decisions , but at the same time doesn't conflict with established company rules, limitations and basic human morals.

In our company we have a non-standard horizontal hierarchy and lack of formalities.

Our Working Style

Our employees - ambitious, responsible, honest, open, company professionals. Many of us are workaholics. We are all equal, but we have a competitive element in our work that leads us to get better and more professional.

Our working style can be described as profitable working process. One of the main values ​​of the company - people who work in it, so the company is trying to arrange the employees' work at the most comfortable and productive level.

All our tasks included into an automated workflow, and it allows us to fully concentrate on the serious and important things that we do to achieve the result.

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