Category: Client News

Brand Evolution: Just the Right Fit

Mission Driven Finance

Brands don’t always need to completely rework their identity to signal change or growth. A Brand Evolution (improving upon what’s existing) or a Brand Revolution (creating something completely new) is the lingo we use to describe what kind of brand solution clients embark on. Deciding on which solution is best for the brand depends on answering questions like:

Is our brand still relevant to our audiences/markets?
Has our business outgrown our existing brand?
Are there certain aspects of the brand (logo, colors, etc.) that resonate with stakeholders we need to keep?

To name a few…

Here are four clients that maintained existing visual equities, yet evolved their brands to keep up with their evolving businesses.

Mission Driven Finance

On the cusp of celebrating their five year anniversary and announcing major funding partnerships, Mission Driven Finance was looking to clean up before these big milestones. MDF tells a great story their brand evolution on their blog here

GIA Wellness

GIA had been a well-known brand in wellness consulting circles, but in shifting to a more Direct-to-Consumer model, they needed a fresh take on their visual identity beyond the logo. We partnered with GIA to make a subtle, yet impactful, refresh to the brand’s web and packaging consumer experiences. 

CEG Multifamily

After developing the brand for Unfold Development, CEG’s newest division, the 30-year-old company was ready for change. The updated visual identity incorporates graphical elements kindred to Unfold while maintaining its typographic roots.

CPA Collective

CPA Collective provides high-caliber accounting solutions and needed its brand to meet the same level of quality that the business provides. The evolved, refreshed visual identity and website express a more tasteful, experienced CPA Collective.

Are you considering an uplevel to your brand identity, but not sure if a brand evolution is the solution?

Reach out to us!

Four Questions for Lovesong Beauty

Lovesong Packaging

We love helping our clients make waves with their brand because of the waves they’re making with their businesses. Their entrepreneurial spirit pushes industries and our world, forward. In our new interview series Four Questions, we dive right into the inspiration, challenges, and other topics that drive our clients to run their businesses. 

Meet Emily and Matt Bowman, the founders of Lovesong Beauty. They share some insight into launching a new natural beauty brand in our current Covid world. In describing the new company, Emily says it best;  “If you could go out into nature and pick your very favorite botanical ingredients and put them in a bottle, that’s what Lovesong is. Our haircare collection is all-natural, cruelty-free, vegan non-GMO and crafted with wind energy.”

1. What inspired you to start Lovesong?

Emily: I’ve worked in the natural food and products industry for about 15 years now, and back when I wanted to initially launch a company, there really weren’t many clean beauty brands available in the marketplace, so I definitely saw a need. Fast forward to 2020 and a pandemic hits. I wasn’t traveling for business anymore so it really gave Matt and I the opportunity to be at home and collaborate to bring our vision to life.

[Our] real goal here is to build a community of like-minded individuals that believe in Lovesong and love the products as much as we do. Ultimately, because they are better for you and better for the Earth.

2. What are the most surprising or important lessons you’ve learned since starting Lovesong?

Matt: Expect the unexpected when you get into anything. Every time we’ve gotten to a point where we thought that everything was running smoothly, we’re ready to go, or we’re ready to launch, something would come up to veer us off course, change our direction, and make us rethink things. Murphy’s law is real and it really comes down to how you pivot to tackle those issues and use creative problem solving along the way.

Also, having business partners that we can trust like Four Fin and contacts that we can lean on for advice makes a world of difference as well.

3. Why did you decide to work with a branding agency instead of hiring a designer in-house or do-it-yourself?

Emily: I definitely had a strong vision, and I knew that having really successful and talented people to contribute to the brand would make Lovesong better than I dreamed it could be. So it made sense for us to hire a design agency. Also we’re family-owned and family-funded so we weren’t looking to bring on a full-time employee this early in the game, but we definitely wanted the help and expertise of a design agency. 

I was so happy that I found Four Fin because we are both female-owned companies and I felt that in working with the Fins, we had a lot of voices that were truly the demographic for Lovesong. I think everybody’s contribution really made a huge impact in launching our brand and I couldn’t be more pleased with where we’re at today. It’s very exciting!

4. What advice would you give to other entrepreneurs out there wanting to ‘Make Waves’ with their business and brand?

Matt – Invest in what matters. For us that meant the quality of the product. We spent a lot of time selecting every active ingredient in our formulas for beauty and wellness benefits, and that Emily’s vision was realized in the product from start to finish. Also, the branding and presentation of that product was very important to us. Make room in the budget for unexpected costs and also opportunities that can and will come along. 

Lastly, we wanted to make sure that we had a clear picture of what success looks like for us, and to share that goal with as many people as possible. It takes a village and the strength of our community is everything. Having people like Four Fin and others that we’ve worked with within our community is everything.

See how we brought the Lovesong brand to life.

Property Branding: When Home Becomes More Meaningful

Unfold Development strives to redefine the real estate development process by uncovering the stories within existing communities and utilizing all forms of design to communicate them. Our partnership with Unfold over the past year has proven that property branding is much more than just an aesthetic exercise.

Their process starts by researching and engaging with cities and neighborhood groups to understand the roots of a place. Once a concept is realized, Unfold brings together Four Fin, as well as their architecture and interior design teams.

Melissa Meagher, partner at Unfold, describes real estate’s changing industry: “It is no longer just about up-to-date amenities and smart floorplans; it is about creating a sense of belonging, which can be curated through the materials and design elements a resident sees as they experience a place. More developers need to be thinking about this before deciding where and how a place can evolve.”

Working closely with Melissa and her design partners, we’ve refreshed the brands of 10 (and counting) communities with Unfold Development.

Meagher explains, “Four Fin has helped me take initial layers of concepts and transform them visually so that when I bring in architecture and interior design, all parties completely comprehend the direction and how we can connect residents to where they live again.”

Our process incorporated weaving greater meaning and fresh design into each property brand evolution. This came in the form of connecting the property more closely to the history of its location and building a brand around that context – from naming, to visual identity, to website design

“It is no longer just about up-to-date amenities and smart floorplans; it is about creating a sense of belonging”

– Melissa Meagher, Partner at Unfold Development

We’re looking forward to seeing these brands come to life and continuing our partnership with Unfold in helping its residents belong somewhere meaningful.

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.