Barracuda Public Relations
Brand Strategy
As Creative Director at Barracuda PR—El Paso’s premier public relations firm—I led the agency through a full Brand Strategy process to define who we are, what we do, and how we differentiate ourselves. This meant crafting a purpose, vision, and mission statement, defining core values, developing audience personas, conducting a competitive analysis, and refining our positioning strategy to stand out in the hearts of our customers.
The process was deeply collaborative, involving workshops with leadership to extract insights that shaped the brand strategy document—a guide for ensuring alignment and strategic clarity. This document wasn’t just about branding; it was about culture and business decisions that shaped the future of Barracuda PR.
While we retained our existing logo, we used the brand strategy to build a comprehensive brand guidelines document packed with messaging, visual identity, and execution guidelines. This became a tool for both internal alignment—helping employees embed and live our purpose—and external consistency, ensuring our brand was strategically applied across proposals, capability statements, case studies, and marketing materials.
With the new brand guidelines, we were able to consistently apply our messaging and visuals across all touchpoints of the business, both internally with initiatives for employees to embed and indoctrinate the new purpose, and externally, with proposals, capability statement, case studies, and other marketing materials.
Project Team
Gabriel Garcia - CreativeDirector
Reyes Gonzalez - Graphic Designer