Category: Client News

Brand Evolution: GIA Wellness

GIA Wellness is here to tell you that hyped wellness trends are exactly that; hype. They focus on the pillars of foundational wellness from hydration to nutrition to skincare. After 12 years of successful growth, GIA was pivoting its marketing strategy to appeal to a broader D2C audience in the rapidly growing health and wellness space. 

A Brand Audit allowed us to identify challenges, opportunities, and areas where we could better align the brand (and this message of foundational health) across GIA communications. The audit revealed that no major overhaul to the brand was needed. Rather, an evolution to the visual identity (especially packaging) and messaging would assist in unifying the already established brand. 

More to share when the new packaging is launched, but in the meantime, check out other elements of the refresh making its way onto GIA’s Instagram

Surf Park Management is ready for its next swell

Surf Park Management is rad. No, really. The brand does exactly what their name suggests; managing the many facets of up and running a successful surf park (think feasibility analysis and operational planning). The San Diego-based company tapped the Fins to help refresh their brand identity as they continue to grow and gain exposure. 

A rise in new technology to create perfect waves outside of the ocean is leading to more and more surf parks being planned and built around the world. Nothing compares to a real wave, but these parks are gaining serious traction inland and for the surfing community looking to practice in a safer, consistent environment. 

Surf Park Management (SPM) works with investors and developers, so the refreshed brand needed to say “we’re professionals who also have fun in the sun.” Maybe not that exactly, but a balance of seriousness with shred was a key factor. 

 

There’s more where that came from. Stay tuned for more work we’re doing with SPM. Our branding dreams are literally coming true rn.

(Re-) Launching Your Brand? Don’t Forget Your Fans

A likely scenario: you’ve just refreshed your brand–the strategy, logo, website, maybe even the name. You’re proud and chomping at the bit to go live with the website and blast it all over socials. Who wouldn’t? You’ve basically got a new wardrobe and MUST put it to good use, otherwise what’s the point?! 

Before you blast off, pause for a hot minute and ask yourself, “have I truly thought through the best way to tell the world, especially those closest to my business, why my brand is evolving?” 

Assuming you already have tons of fans/customers/clients who already love you for you, showing up with a facelift might be alarming or off-putting, even to your most loyal fans. Our recent Brand Camp alum, W.D. Dickinson had the foresight to think through its rebrand launch and corresponding announcement to key stakeholders.

Transparency is key

Dickinson Farm had become a brand well known for its organic produce and related farm products, but was evolving to represent its larger vision and expanded set of offerings. With a new name and refreshed brand identity, W.D. Dickinson Farm, House, and Mercantile founder, Stepheni Norton, wanted to ensure the evolved brand wouldn’t alienate its core farm customers.

Thus, prior to introducing the newly branded website and announcing to the general public on social media, we helped Stepheni craft an authentic letter to her closest partners and farm customers. The email newsletter, sent just before the website launch, accomplished a number of things: explained why the brand was changing, helped set expectations, and gave Stepheni an opportunity to connect with her beloved stakeholders, an act that was perfectly aligned with her new brand strategy. 

The takeaway – You’re going to make waves with your new brand. Think ripple effect. How will changes, especially something as significant as a rebrand, effect the varying levels of your stakeholders? Consider what to communicate, how, and when. Being crystal clear for fans/stakeholders/customers (whatever you chose to call them) is invaluable, especially today.