Verdant Resolutions and Straven Strategy Group
Client: Deb LaSalle / STRAVEN
Timeline: January – April 2025
Service: Brand Refresh & 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.
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:
We began with a deep-dive discovery process to understand Deb’s audience, goals, tone preferences, and long-term vision. We reviewed peer brands, clarified what needed to evolve, and explored dozens of naming directions that could position her as a trusted partner across sectors.
From this exploration, STRAVEN emerged — a name that combines strategy and haven — reflecting Deb’s role as a calm, confident guide through complexity. Alongside the name, we developed a fresh color palette with bold navy and green tones for trust and vitality, accented by citrus hues to bring warmth and energy.
We also provided logo evaluation, visual brand strategy, and consistent formatting support on key client-facing documents like her SOQ (Statement of Qualifications), ensuring every touchpoint aligned with her new identity.
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.
