Case Study
Elevating the Identity of Paleo Solutions
A Small Business Growth Marketing Success Story

Overview

Paleo Solutions, Inc. (Paleo Solutions), a leading paleontological consulting firm, enlisted Keira Dooley to design its branding for the company’s launch in 2004. Paleo Solutions offered expert paleontological and archaeological services for the rail, transportation, water, and power sectors in Southern California (later expanding out of state). The branding goal was to showcase the company’s expertise in natural and cultural resource services through a scientific illustration style. Primarily a digital and traditional marketer, Keira’s background in working with USDA scientists and her education in biological illustration made her an ideal fit for this project.

Photo of Paleo Solutions team on a dig

The Challenge

Rapid growth necessitated a comprehensive marketing overhaul for Paleo Solutions, including a new website and marketing materials like business cards, stationery, social media branding and various business documents required to advance the company.

How Our Team Responded

Dooley created a custom logo featuring a hand-drawn Megalodon tooth, establishing a distinctive visual identity for Paleo Solutions. Cohesive marketing collateral, including the Paleo Solutions Company Manual, official project report cover templates, business cards, stationery, social media branding, email signature design and marketing implementation coaching, ensured consistency across all channels. Additionally, Dooley’s team designed a custom website paying close importance to usability, SEO optimization and web accessibility to drive organic web traffic and aim for best practices of current web standards.

The original Paleo Solutions logo was a hand-drawn Megalodon tooth with a scientific illustration style by designer Keira Dooley.

The original Paleo Solutions logo was a hand-drawn Megalodon tooth with a scientific illustration style by artist and designer Keira Dooley.

Paleo Solutions quickly grew and expanded regionally beyond the state of California. Now in addition to its headquarters in Los Angeles, California, the Company also operates out of offices in Redlands, California and Denver, Colorado. Paleo Solutions again approached Dooley for an updated identity featuring a hand-drawn scientific illustration of a Pachycephalosaurus head, symbolizing the fossils found beyond California. Using the same stippled style, Dooley developed the logo once again using traditional methods of drawing with a Rapidograph pen on frosted mylar then digitizing it to become a vector file.

Paleo Solutions logo and a photo of a business card with the logo printed on it

In 2015, Dooley drew up a new logo for Paleo Solutions that represented the fossils found in areas beyond California — matching its growth to operating in new regions.

In 2015, Dooley Design Group worked with Paleo Solutions to develop its web content to match the level of growth that its business attained. Pages for niche market sectors were added, along with capability statements, which were required in order to win larger jobs. Dooley created an expansive Projects section to showcase the wide range of projects that Paleo Solutions completed. Our web development team also paid close attention to mobile responsiveness, ensuring that the website was easy to access and read on all devices.

Photo of a laptop displaying the Paleo Solutions website

Dooley’s team designed a custom website paying close importance to usability, SEO optimization and web accessibility to drive organic web traffic and aim for best practices of current web standards.

Layouts for Paleo Solutions projects pages

Dooley Design Group created an expansive Projects section to showcase the wide range of projects that Paleo Solutions completed throughout California and the Western region of the United States.

The Results

The creative collaboration resulted in a substantial 70X growth in scale from inception to acquisition, with Dooley Design Group supporting Paleo Solutions with digital and traditional marketing services from 2004 to 2018. The enhanced brand presence contributed to its acquisition by Stantec, a global firm with over 27,000 employees. The seamless blend of scientific illustration, marketing expertise, web accessibility and SEO strategies facilitated Paleo Solutions’ remarkable growth and industry trust, reflected in its optimized web presence, top-ranked website, repeat client business and accolades for website navigation and presence.

Read more about the acquisition in this article: Stantec signs letter of intent to acquire US-based Paleo Solutions, deepening archaeology and paleontology expertise.

70x Growth in Business Scale

Acquisition by a Global Consulting Firm

in 2021

Assortment of images of the new Paleo Solutions logo in use

Paleo Solutions retained the original logo on their Monrovia, California office. Its fleet of vehicles were branded with the new dinosaur logo, which also included archeological elements.

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The Dooley Design Group team built our company an outstanding website! The message was clear, the aesthetics crisp, and overall experience of working with her team was very positive. I highly recommend their services for anyone in the market for a new website, or website upgrade.

Stuart Metler

Partner, Soundgrid Partners