The direct marketing firm and Call Center El Día Directo, approached me about developing a new Identity to address their growth and expansion into new markets. A core part of this strategy was to differentiate itself from its parent company, the daily newspaper El Nuevo Día, since it was now operating as a distinct entity.

The first task was to develop a new name that would distinguish the business and would make it appealing to its US and international clients seeking targeted call center services for hispanic markets. After considering many options, I proposed the name LinkActiv, which perfectly describes the company’s mission of promoting connections effectively and efficiently. 

When I set out to design the logo, I wanted it to express the diversity of markets the call center reaches as well as the myriad services that the firm provides, such as direct marketing and consulting. It needed to express diversity through color and activity through movement. 

I envisioned the L and A initials as two interlocking shapes that invoke boomerangs, one coming and the other returning, a metaphor of the reciprocal nature of client engagement, which perfectly describes the essence of LinkActiv’s offerings.