We’ve done a number of Branding Makeovers for our clients. Some have been Extreme Makeover – Branding Edition, others have been more subtle.
We’ve learned a lot in the process. If you’re thinking about a change, here’s a guide, with examples – Before and After.
Part 1: understand and connect with your audience, and don’t lose them in the process
Understand the Audience
Take a step back to think: who are you designing for and marketing to? If there is more than one audience, integrate that into the new design. Not having to develop multiple solutions is a budget-friendly solution.
The original Seattle Senior Housing symbol used a crane, a traditional symbol of wisdom. In interviews, our clients mentioned seniors often learned about the program from their neighbors, and family members. We recommended a solution with a broad visual appeal to seniors and a younger demographic, and designed a symbol that says “home”.
Simplify, Clarify, Connect
Are you sending the right message to your audience? At every touch point?
Old Directory
In the Northwest, Interior Designers bring their clients to view the very best custom furnishings at the Seattle Design Center. However, the first point of contact for visitors was this directory above.
New Directory
As part of a rebranding of the Design Center, we designed a new Concierge (Directory) to connect to Interior Designers and their clients. We used a shape and form to reflect the furnishings, materials to appeal to the senses and added a digital directory for convenience.
Build a Bridge for your fans
During a branding makeover, it can be easy to forget customers who are fans and support you. Don’t lose them while you’re trying to attract a new audience. Bring along the loyal customers, and help them understand and embrace the new branding.
This popular retail center recognized their existing branding was out of date and didn’t connect with the new customers moving into the area. To be sure they kept their loyal customers, we designed new branding to reflect the friendly, approachable nature of the center.
