A strong and streamlined brand refresh.

      Typeform, Powerpoint

  • an internal organization focused on managing and executing new initiatives across various divisions of the company, requested a brand refresh. IDT required a rejuvenated brand framework to realign the organization members internally and enhance IDT’s perception within the greater company.

    Hailey took a strategic approach to the brand refresh to breathe new life into IDT. Key components of the brand refresh included in-person and virtual alignment workshops, surveys and results analysis, the design of a comprehensive brand framework, and the recommendation of opportunities to implement the framework across organization touchpoints.

    Hailey worked closely with IDT team members to develop a cohesive brand framework that extends beyond the existing logo and visual language. This included a personality, values, mission, promise, and elevator pitch for the brand. This framework creates a system for effective communication for IDT both internally and externally while ensuring IDT’s identity aligns seamlessly with the current intentions and goals of the group.

    Hailey proposed recommendations regarding the organization’s next steps and opportunities to bolster the brand’s presence throughout CBG. This included the design of a new, modern, and user-friendly page on the company portal, complete with a crowd-sourcing feature for grassroots ideas and initiatives. Additionally, Hailey recommended updating CBG’s recruiting and proposal materials to feature IDT as an opportunity for leadership and professional development within the company.

    The final result was a refreshed brand framework that revitalizes IDT’s identity, ensuring it remains relevant and resonates with the greater company as it exists today.

Role: Designer + Strategist

Responsibilities: Brand Design

Client: CBG Building Company’s Innovation Development Team

The Challenge.

Refresh the Innovation Development Team’s brand identity to align with the group’s evolving goals and role within the company.

The Solution.

A refreshed brand identity that enhances and clarifies IDT’s brand perspective.

Jump to a section.

Introduction
Brainstorm and Survey
Summary of Results
Brand Framework

Introduction

The brand refresh began with an in-depth analysis of the organization’s current identity and position within the company. Hailey worked with the organization members and key stakeholders to identify operational shifts since the brand’s establishment and pinpoint opportunities for differentiation.

Given IDT’s evolution since its original implementation, including an influx of new members, Hailey emphasized celebrating the history and success of the organization while clarifying the purpose of the brand refresh. This approach fostered member buy-in and cooperation throughout the process.  

Brainstorm and Survey

Hailey facilitated a workshop, survey, and associated discussions to uncover the brand’s unique strengths, values, and aspirations. By incorporating quotes from discussions throughout the brand refresh process, Hailey highlighted member perspectives, thereby grounding members in their input and investment in the process.

Summary of Results

To summarize the results, Hailey crafted a concise and cogent breakdown of IDT’s purpose within CBG by examining “what is”, “who is”, and “what they do” aspects. Identifying and presenting these key takeaways aligned members of the organization and provided context for the forthcoming brand framework.

Brand Framework

The brand refresh culminated in the presentation of the new brand framework, emphasizing authenticity, relevance, and resonance with the brand’s target audience. The framework was designed to resonate with both existing and new audiences alike, fostering increased brand awareness, engagement, and trust. Facets of the framework evoke emotion, convey messaging, and enhance brand perception.

The result is a modernized and accurate brand framework that reflects IDT’s evolution while staying true to its heritage. This framework will serve as the foundation for future next steps and act as a powerful asset for growth and differentiation.