Brand & Identity Design
Branding changes are often a response to wanting to shape the outside world’s perceptions of an enterprise, perhaps after a merger or acquisition, and usually driven via media and sales channels. These outer drivers are powerful forces indeed. But identity changes have an equally compelling effect on the people inside the organisation who will be tasked with contributing to “a new idea” they may know little about.
When you provide the reasons why your identity requires change, it’s imperative to ensure these ideas resonate positively within your organisation before you take it to the outside world. People on the inside must believe the change will have a positive impact for them if they’re to become on-side, passionate and influential-buzz-generating brand advocates.
Baby... and bath water?! Sometimes it’s just as powerful to seek out what components still ring true, what’s still relevant today.