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 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.
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 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!
A little intro about Zenia
What’s your favorite food?
French fries! Yes, I have a preference for which kind/shape but it depends on where I’m eating!
What did you want to be growing up?
I’m told I wanted to be a school bus driver when I was three years old so that I could go to school with my older sister (seemed like the place to be)! Then a teacher when I was in elementary school which I later realized was code for wanting to help people grow. Lately, I’ve started to think more about what type of person I want to be rather than what I want to be (because when are any of us really done growing up). To which my answer is thoughtful & empathetic, self-aware & authentic and grateful.
Favorite thing about Four Fin?
Being a contributor to one of the most equitable, unique and healthy agency cultures with transparency at its core. And it’s not just thrown around as a buzzword. We naturally live it every day with each other, our clients and partners.
What is the most uncomfortable thing you have done?
I moved to Rome, Italy for a semester in college without knowing even one person. Within six hours of landing, I knew it was the best decision of my life and couldn’t believe I almost missed it because I was afraid. Little did I know that I’d also end up meeting my future husband there who was on the same program!
Get to know our digital designer, BeiBei An
What did you want to be growing up?
I told people I’d like to be an archaeologist as a kid because at the time I’d just learned the word, and I thought it was cool to say. (I said it with the most serious face an 8-year-old could give.) Now I think it’s not a bad choice to pursue since China, where I’m from originally, has lots of things laying underground. Later I started to watch Case Closed (a Japanese detective anime) and I wanted to be a detective. But it gave me the impression that I need to become a detective by the age of 18, otherwise, I won’t make it. So around 16, I knew it wasn’t going to happen for me.
What is your favorite thing about Four Fin?
Having autonomy here is big. I feel that I’m fully trusted and I’m free to explore and bring my creative ideas, all of which is accepted and encouraged by the team. I have space where I can make the decisions and truly own the work, and that is fully respected by everyone here. As a creative person, that’s something very valuable to have in the working environment. Four Fin’s growth mindset has also allowed me to grow into a direction that suits me the best.
You’re a new Pantone color, what are you called?
“50 shades of grey.” Cause my wardrobe is literally that. Somehow, whenever I went shopping, I ended up picking the color of grays, black and white. Recently I’m trying to add more hues to it, like orange and pink, but still with a certain amount of grays in them.
What is your dream vacation?
I have a group of really close friends from high school, but after graduation, we have been scattered all around the world: China, Japan, Thailand, UK, and the US. I really wish one day we can again gather and hang out on a tropical island for a week or two. Three of my friends have toddlers now and one of them just had her second baby, so I guess the dream will be pushed a little further out now!