Our Rebranding Exercise

Have you ever had that feeling when you buy your dream home thinking you will not have to spend a cent on it? Then over the years you progressively spend hundreds of thousands of dollars renovating it? Last time I did my branding and website I thought the same thing but then you start to think you have outgrown it. You need more storage and you get sick of the orange feature wall.

This is exactly what we have been doing over the last few months. We have gone through a rebranding exercise. Starting with a new logo, new website, new photos, new videos, new stationery, new brochures, new manuals and new everything. This has resulted in an increase in workload and a decrease in the bank account!

The Process

The process initially started with re-branding the previous signature logo. That result gave us the opportunity to try something different since we weren’t all convinced it portrayed what we were looking for. It also had certain readability issues when reduced in size.

From that initial approach we took the G as the most important asset, but this time with a font treatment that was bolder and sharper. The same process happened with the colour. We wanted something that stood out and moved away from certain stereotypes.

Finally the black and white image treatment has to do with contrast and consistency. Even though the images have a slight tint of gold, the monochrome treatment helped us focus on the content and branding. This makes the images move to the back and leaves the content upfront.

A big shout out to Bruce Plant from Wallop Events and Promotions and Sebastian Águila and José Soler from Trama Studio who designed the new branding and developed the website.

An even bigger shout out to Elise (my Executive Manager) who has spent the last 6 weeks converting everything to the new branding. It was a massive effort. So much so that she has left today for a 4-week holiday in Hong Kong, Vienna, Budapest, Croatia and Spain.

Just like when the house renovations are complete, it’s time to sit back and admire the new look. Usually you are really pleased you went through all the pain.

If you have a few minutes please take a look at the renovation. Explore some of the valuable resources such as white papers, articles, checklists, etc. that are easy to find.