Verdant Resolutions and Straven Strategy Group
Client: Deb LaSalle / STRAVEN
Timeline: January – Ongoing
Service: Brand Refresh, Webiste & Client Material Support
Objective: Rename Verdant Resolutions to reflect strategic, systems-aware consulting services while maintaining neutrality, clarity, and strength across public and private sectors. Refresh brand colors and provide brand consistent website.
Background: Verdant Resolutions had served Deb LaSalle well, but the name and muted earth-tone palette no longer reflected the bold, tailored, and trusted consulting work she was known for. With an expanded client base from municipalities to private companies Deb sought a brand identity that was professional, inclusive, and distinct from common environmental or “green” tropes.
She also wanted a name that would be easy to pronounce, scalable for growth, and aligned with her values: strategy, honest and trustworthy, quietly powerful, a balance between feminine and masculine, and forward movement.
While the mark, typography and general logo from Verdant Resolution still resonated, we set out to make it a bit more modern.
Our Process
Through discovery, peer analysis, and name exploration, STRAVEN emerged — blending strategy and haven to reflect Deb’s role as a calm, confident guide through complexity. We refreshed her color palette with bold navy and green tones, accented by citrus for energy and warmth.
We modernized her identity while preserving the essence of her original logo, provided formatting and strategic input on key materials like her SOQ, and created a brand-aligned website that reflects her values and voice.
Why we work with STRAVEN:
STRAVEN is a sustainability consulting firm working in the private and public sectors to create a more resilient future for our communities, earth, and businesses. We admire the work that Deb and her team do. She has been a pleasure to work with — straightforward, decisive, and overall very impressive.
Attribution Statement: This case study was developed with permission from Straven Strategy Group and is based on work completed by Hannah Mae Primus, contributed to the HMK Impact portfolio. It is intended for illustrative and informational purposes only.
