From the begining of this project, we wanted to respect where the brand was coming from and retain it’s essence, but also find those aspects of it’s personality that seemed neglected. To do this, we always establish a clear brand personality through our interactive identifier process, and then create a roadmap towards our intentions so that we can align our visions.

It’s important with Brand Identities to come with a fresh perspective, to challenge the expectations of your industry, as well as your own. A rebrand especially, requires getting comfortable with change, and this can be difficult at first: it requires breaking down barriers and pre-concieved notions we have built over time, before we can see things anew. It takes time, and we like to give it time to sink in, to have conversations, and to start building a shared visual language.