The evolution of every brand is unique but it always comes down to a common goal – connecting with your audience. From naming and branding to graphic design and printed collateral, online presence and carefully curated content, everything lines up to tell your brand story.
But what happens when your brand identity no longer aligns with the story you’re trying to tell? Rebranding a company can be a bold move. But rebranding can also be extremely powerful–maybe even the most important long-term investment you make.
We recently found ourselves in this predicament. Over the years our services have expanded organically as we have undertaken new design challenges that have allowed us to expand beyond our roots in traditional print. Like many brands, over time our brand collateral looked less and less like who we are, and didn’t allow us to fully tell our own story. So, in mid-2022, we seized an opportunity to give the business a fresh and distinctive new look.
Our new logo — a symbol of moving forward and creative journeys — is the cornerstone of our new brand identity: a total rethink of how we present ourselves to the world. But more than that, it’s the end result of a year-long labour of love. And we feel pretty damn good about it.
But this isn’t just a “woo-hoo, we did it!” blog. This is a tale of how we got from Point A to Point B — a trail of breadcrumbs tracing our path, including lessons learned along the way and advice for other travellers.
It’s also about the keys to our success: a journey in its own right, to the core questions of who we are and what we stand for, and a commitment to forging our own path as we move forward.