Brand Development #Reservoir #advise #advance #advocate
Small Meet Large partnered with an executive coaching firm in Austin, Texas to lead innovation and brand strategy.
In 2020, as a rebranding initiative, Reservoir 1.0 (originally evolved and developed into Reservoir 2.0 ( To kick off the rebranding initiative, we started by simply asking "what is the UVP of the business?" The answer was: we deliver watershed moments to our clients. Reservoir is about navigating the business landscape, managing change and delivering transformation. Times of disruption and crisis are times of opportunity. But the thinking that brought us to today won’t take us to tomorrow. 
From there, we developed three verticals called: advise, advance, advocate. That when integrated into one, symbolize the Reservoir brand, and the watershed that we deliver. 
The Process
The starting point to brand development was image research. What symbolizes a watershed moment?
We identified a number of key concepts, including: shifting mindsets, transformation, change, above the battlefield, new perspectives and the release of potential energy. The one universal concept across all concepts was movement.
Reservoir Brand Identity 
The final designs showcase the logo, the key models, and the marketing materials for From Balance, created by Small Meet Large. 
Reservoir logo
The final logo is incorporates advise, advance and advocate in the the key R symbol, also symbolic of a watershed (or a dam, harnessing energy as a storehouse.) 

Reservoir Animation 
To further explore motion, we animated the logo for the introduction to our online material and course work.
Reservoir Online Course Development
To continue promoting the advocacy work and course development, Small Meet Large led the development of Reservoir's first online course called the "Art of Listening" (see preview below) and for the full course, please visit
Reservoir Website ​​​​​​​
We led the website development for the rebrand as well. To learn more about this case study, reach out to 
Back to Top