Asante Alliance is a Boise based staffing and consulting firm with over 25 years experience. They provide the specialists who implement massive IT systems in hospitals.
Their logo evokes both a sense of institutional-structure and nimbleness.
The orange shapes represent the myriad IT applications they deal in. While the thin angles of “Asante” — juxtaposed with compact letters in “Alliance” — provide an open and approachable vibe just as it promises serious results.
c308 gets asked to create a direct mail campaign. We say “yes.” We say, “how fast?” We say, "how are we segmenting the audience,” “what’s the budget,” and ask Asante Alliance to define the behavior they hope to incent. They tell us about an industry full of “paper tigers.”
A paper tiger is an IT resource who looks good on a résumé but who can't deliver once they get in the room.
These résumés are typically filled with buzzwords (as well as inaccurate self-representation), so c308 commissioned a local artist to paint the silhouette of a tiger using industry jargon. It became the symbol of the campaign. As well as the perfect hook-slash-worst-case-scenario to contrast Asante Alliance against when pitching their services.