Freshcoat rebrand process
for rebrands we still conduct an exhaustive brand sprint where we learn audiences, values, goals, etc, but equally as useful is conducting a competitor's audit. We use our best judgement to pinpoint competitor's brand attributes, and then ask the client where they currently fall on brand attributes, then more importantly where they wish to fall.
Moodboards with logos
We present moodboards and logos in sequential order with each moodboard and logo being a further departure from the current brand in hopes of moving the brand toward where we have identified the brand aspires to be.
This process was rather brief, as the client was thrilled with the logo that was presented in the moodboard. The logo needed some kerning and fine tuning however, this logo process was a lighter lift than usual.
Comparing them against the audited competitors.
We then quickly compared the new logo against the audited competitor's to see if the logo stood up against them.
The final outcome was a logo that the client believed moved their brand positioning/attributes to the desired areas we identified. The brand was also much more scalable and built so endure a digital age.