Here we answer the question that we have been getting a lot lately, how do designers rebrand their own brand?
Perhaps one of our toughest design challenges to date was the fact that our agency needed to turn the design focus on ourselves. In addition to our current client load we needed to dedicate significant time and energy to rebrand our own company. Here is a fun, open, and honest post about how we accomplished what once felt like an insurmountable task.
Note: a significant thank you to Brit Ashcraft, Philippe Barret, Audrey Doherty, and Steve Coopersmith.
- Absolute decision it was time to rebrand. Deciding it was time to change our tune.
The name ideaworks advertising circa 2003 was a CD we were holding onto and we still had the jewel case. Born in the era of lower back tattoos, ideaworks still played without skipping and we had preserved the brand booklet. We all know this familiar feeling, we hold onto something that we once coveted but the time had come to retire it. Not an easy decision because although newer technology was available we were the CD and ideworks was our favorite track. Before iTunes was popular, we had founded and nurtured ideaworks as 2 young partners from the day we sat at my dining room table, to endless hours of planning and execution, launching our company and then putting in the time to guarantee its success.
- Concepting and creating our own name when it turns out that there are other designers with the same great ideas: the impossible URL.
In the overall branding exercise, we created endless lists of names we liked and realized that every URL imaginable is already taken. Trust us, there is good reason that companies are naming their brands with wacky names, it’s the plain truth that almost any name we came up with was taken, trademarked and accounted for. Even the most uncommon and bizarre names we came up with (and trust us, there were many)… taken. We were focused on creating a new brand name that said something about what we offer, just like everyone else in the brand design industry.
- Creating a logo design, when one partner loves Star Wars and classic cars and the other loves fashion and glitter.
Designing our own logo was an exercise in absolute creativity, diplomacy, refinement and teamwork. And please note that “teamwork” does not always imply continuous high-fives… that’s just an image on iStock or in the movies. We are designers with designer opinions creating a brand design (read near impossible task). In total I imagine that we designed 100s of options.
This post stems from a lot of people asking us how designers design for themselves. And not just design, rebranding a company that we founded, nurtured, and grew from day one. Not an easy task, I assure you. The rebranding efforts all tolled took a full six months to complete. We have the lists, sketches, cutting room material and kept a paper trail to chart our progress. Farewell to ideaworks advertising, you served us well once upon a time now we are ready to live Evertype Brand \ Design happily ever after.