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Dale Carnegie & Associates, Inc.

CompanyCarbone Smolan Agency
Lead DesignersJustin Peters
Design TeamCarla Miller, Dimitri Theodoropoulos, Daniel Irizarry
ClientDale Carnegie & Associates, Inc.
CreditsPhotography: David Johnson, Brian Pineda
Prize(s)Silver in Print / Corporate Identity
Entry Description

Dale Carnegie Associates established the personal training space 104 years ago, but found themselves crowded out of a robust contemporary field. CSA gave them a new identity with an iconic symbol of transformation built into their monogram. We feature their own people in a library of hero photography that shows transformation in process. Bold, clear, passionate and iconic, our brand refresh is empowering the whole organization to achieve new status as a leader. Franchisees from around the world adopted system with enthusiasm, with big improvements in market performance.


Our work in the diverse sectors that we serve is broad
and deep. As strategists, designers, brand experts, and
problem solvers, we have been supporting the legal and
professional services industries for nearly four decades.
The award-winning brand systems and digital experiences
we’ve designed for clients across sectors have helped
these companies capture lasting attention in the world and
drive meaningful engagement. We envision a bright future
for legal marketing, where modern technology, innovation,
and design empower legal marketers to impact bottom line