Premium brand identity design for established businesses ready to move forward.
As businesses grow, markets shift and ambitions change, a brand identity that once worked may no longer be right for the business today.
The answer isn't always to start again. It's to understand what needs to change, what deserves to remain and how to evolve the brand to support the business moving forward.
The result is a brand identity that better reflects your business today, communicates its value and supports where you want to take it next.
Some elements may already have recognition and meaning worth protecting. Others may have potential but need greater clarity or consistency. Some may no longer support the direction of the business.
Using these four categories we determine the right approach:
The aim is to preserve what works while addressing what holds the brand back.
The process starts with understanding how the existing identity works, where it falls short and what needs to change. From there, I work with you to establish the right direction and translate that thinking into a coherent identity that works across the business.
Before changing your identity, we need to understand what is and isn't working. A Brand Identity Audit examines how your identity is being used, where inconsistencies have crept in and where the greatest opportunities lie.
With a clear understanding of your brand today, we establish what it needs to achieve next. Strategy defines what your brand needs to communicate, how it should be perceived and what makes it distinctive. Competitor analysis helps identify opportunities to position your brand's strengths more effectively and establish a meaningful point of difference.
Once the strategic direction is established, The Creative Resonance Formula™ translates it into recognisable cues, meaningful distinctions and a coherent creative system.
With the direction established, the identity takes shape through design. Each element is developed to work as part of a distinctive, cohesive whole across the touchpoints that matter to your business.
Your identity needs to work beyond the presentation. We develop the key assets and applications needed to put it into practice, helping your brand appear consistently across the wider business.
An established brand already carries expectations and recognition. The challenge is to evolve its expression without losing what gives it value.
The Creative Resonance Formula™ is my approach to translating strategic thinking into brand expression with greater precision.
Drawing on insights from cognitive and behavioural science, semiotics and the Theory of Constructed Emotion, it helps guide creative decisions around what people notice, feel, understand and remember, while keeping the business's objectives firmly in view.
It's where science informs creativity, helping reduce guesswork and risk. What designers often call ‘where the magic happens’, I demystify, explaining the thinking behind creative decisions and how they influence what people notice, feel and understand.
You don't just see the result. You understand why it works.
That's what Making Brand Make Sense means: creating an identity that makes sense to you, your business and the people you want to reach.
Industry: Communications, Tech, Energy & Security
THE CHALLENGE:
Growth had made the existing identity increasingly complex and it was inconsistant.
Rydal Group had grown significantly, but its branding had become increasingly complex across five businesses. Familiar elements still had recognition and value, but the overall system lacked simplicity, consistency and cohesion.
THE THINKING:
Preserve recognition. Simplify the system.
Rather than starting again, I identified what could be retained and refined for the future. The recognisable “r” device was carefully refined, while typography, colour, positioning and naming were updated to create a more unified identity.
THE RESULT:
A more coherent identity across the group.
The group gained a cleaner, more unified brand while maintaining a connection with what people already recognised. The identity was applied across digital, print, vehicles, exhibitions, signage and other customer touchpoints. During a subsequent two-year period of expansion, Rydal's turnover tripled to £16.5 million.
"Each element of Simon's design had reasoning behind it which showed the amount of knowledge he has in this industry."
Steffan Dancy,
CEO, Rydal Group
From £10,000 - £18,000 (VAT is not applicable)
Pay in up to three instalments
The investment reflects the work needed to understand the existing brand, establish the right direction and develop and implement the evolved identity.
The fee depends on the complexity of the business, the strategic decisions involved, the stakeholders who need to be considered and the applications required.
Every project starts by establishing what needs to change, what should remain and what your brand needs to achieve next. From there, we can define the right approach for your business.
Arrange a no obligation, 30 minute conversation to discuss your existing brand, what's changed in your business and what your identity needs to do next.
I'm Simon, you'll work directly with me throughout your project. If you'd like to discuss what your brand needs to do next, get in touch.
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