Full Re-Branding of an Existing Family-Run Business.
This one was a lot of fun! After several decades with the same old logo (basically just a Times New Roman italic font!) and an increasingly disparate set of brand elements, it was past time for a new strategy and greater creative control.
I was brought on as the new Senior Graphic Designer at the time, and one of the first big projects I pushed for was a re-evaluation of all branded elements, including brand identity, logo, and all collateral.
The Process
Sometimes, the gap between a brand's inception and its first real update can be decades! Especially when it's a family-owned business, where emotional attachments can be much stronger than in your typical organization.
As soon as I was hired, I began thinking through the design aspects of a full rebranding effort, as well as the ideal strategy for making it happen. From the initial ask to sustaining the energy needed. No to mention managing the varied priorities of entrenched opinions.
First, I dissected the company itself, to find its essence, and only then began to consider how to apply that essence to a visual representation of all that they do, all that they stand for, and how they want to be perceived.
The old logo
The old brand - busy, inconsistent, unfocused
The Results
After many iterations and conversations, I successfully oversaw the launch of a fully modernized and cohesive re-branding of this 40 year old company.
Every aspect was addressed and rethought, starting with the abstractions of a brand identity that reflected not only how far the company had evolved but all aspirations for the future of how they wanted to be perceived in an increasingly competitive marketplace.
New logo, brand essence, tone of voice, color hierarchy, imagery, fonts, SEO strategy, copywriting... you get the picture.
This new branding may appear simple, but I assure you it was thought through from every perspective, including: competitive landscape, company personality, core product offerings, historical significance, and future growth.
Sometimes, the most subtle of flourishes is the most meaningful, and that is definitely true here, with a subtle handshake within the "M" as well as two logo treatments for different contexts (simple "MI" vs. full name).
Not only am I proud of the final result, but I'm proud of the way the process was managed from the start. As a brand guru, my job is not only to find great visuals that align with deep concepts, but to capture and manage the input and personalities of all stakeholders involved, which can only be done with careful communication.
