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On Color & Company Branding

Updated: Dec 17, 2019

How ERPR’s signature orange came to be


As a business owner, I strive to be thoughtful but also follow my intuition when making decisions on behalf of the company.


East River PR is currently undergoing a rebrand and I’m finding that a mindset of authenticity and adaptability applies to the process of contemplating a new company name.


In my view, the two most important pieces of advice for rebranding are:


1.) Don’t be afraid to experiment.


A company that is undergoing transformation can be a very positive experience; it’s okay to experiment as you make changes.


2.) Stay true to what speaks to you.


Any changes you make to your business model or image won’t affect your company’s authenticity as long as you’re true to who you are.


East River PR’s signature orange


Staying true to who we are, the rebrand will carry forth our firm’s signature orange color scheme. We’ve embraced orange for a number of reasons.


The color orange speaks to me because it signifies joy and determination – two qualities I find inherently necessary to our work. I take lots of leaps of faith every week.


One of the reasons I am drawn to the color orange is because it combines the energy of red with the happiness of yellow. I see it as the perfect intersection between productivity and lightheartedness, which describes the way we work at ERPR.


From a branding standpoint, orange is described as an eye-catching, highly visible color that represents enthusiasm, fascination, happiness, creativity, strength, determination, endurance, attraction, success, encouragement and stimulation.


The energizing, happy qualities of the color orange perfectly align with our company’s drive and work ethic. However, the power of colors spans much further than their effects on people psychologically in advertisements.


Stay tuned for East River PR’s rebrand coming in 2020.


Katie Shaffer | CEO/Founder



Katie is ERPR’s fearless Founder and CEO. She came up through the ranks of editorial experience working for a magazine in NYC, a textbook publisher in the Bay Area and directing a marketing department for a scholarly book publisher. Katie loves the diversity of agency work and is a passionate, creative and resourceful leader. She knows how to craft a compelling story and exactly who to put that story in front of.

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