A complete corporate branding project for Doruk Catering. The challenge was to reposition the company against its large and well-known competitors in the market. We started by analyzing the company’s corporate culture to find a strong substance on which to build the positioning strategy. Diving deep into their business, we discovered their genuine sincerity and high-end service quality, and then translated this into a brand strategy based on “exceptional customer focus”. Our challenge was to make this “ordinary-seemed” strategy “extraordinary”. First, we created a compelling brand story, clarified the message, and designed a brand-new logo and corporate identity to reflect the new positioning strategy. Then, unlike competitors who have ordinary and boring corporate brochures, we designed a well-thought-out corporate book that is rich in both visual and written content. As a result of all these repositioning and marketing activities, Doruk Catering increased its sales by 42%.