Plenty had changed over the last 4 years, it was time for us to take stock and review our identity, a rebranding exercise was due and we needed a spring clean. Sounds simple and easy, can be done in an afternoon, right? The reality is more like going to rehab, getting clean and ‘rediscovering’ yourself, which can be quite a long sweaty ride…
So what is it like for a design agency to do its own rebranding? What are the challenges by being both the client and the agency at the same time? Are you preparing yourself for the worst nightmare client of the century? Are you going to be happy with the results?
We had to rethink what we stand for, where we’re going, what we set out do, and if we are achieving our goals. We had to think, and question what’s important to K&i. It wasn’t about the ‘hardly-noticeable, but imperative’ update on the kerning between the K&i, or the added ampersand icon we created for social media platforms. The real work came into understanding ourselves again.
How did we do it? Well, this started more than a year ago, we had several strategy meetings and brainstorming sessions looking at why and what we needed to change. These are some of the things we looked at and questions raised:
What are the issues with the current brand?
What’s our goal with rebranding, what do we want to achieve?
How do we want to be perceived?
What message do we want to say?
How should it feel?
What are our core values?
And what do they mean?
What are we?
What work do we want to do?
Who do you want to work with?
What type of client?
‘What are we?’ might seem like a confusing question to ask. But sometimes the most basic questions of ‘what do we actually do?’ or ‘what are we?’ can raise some interesting topics regarding company beliefs and goals.
Once a sense of ‘self’ was established, or re-established, an immediate and a 2-year plan of action was formed.
Touchpoints such as website, social media and various stationery items have since been updated, along with the logo and icon.
Our conclusion is that developing a brand is very much like an evolving journey, never ending and always changing. Eventually on this journey you will find your feet and hopefully the essence of the brand. But to do so, to truly create something believable and authentic, you need to crack that door wide open, be totally honest and dig deep. You need to ask the right questions, and you need to give it some thought to answer them truthfully.