don't just do it; Do it with Purpose!

Retail Solutions
Providers Association

Brand Guidellines


Over time the brand positioning of RSPA had fallen behind the needs of its members and “point of sale” and “retail technology” industry as a whole. Inconsistent creative needed to be addressed to streamline communications, lower production costs and present a more sophisticated look and feel for the brand.


L2 started with a full assessment of the current RSPA brand and its connection to the audience. We reviewed satisfaction scores and focused on the actual personality being projected through all avenues of communications. Consistency and messaging were key areas that needed an updated presentation. A simple brand guideline was created to establish a variety of references from typefaces and colors to logo usage and graphic standards for any form of communications coming from RSPA. This became the playbook for all staff to understand their brand and how it should be communicated.