That time we rebranded a law firm.
A brand is more than a logo, it's has to be based on something.
That something *should be* the essence of who you are.
This is our branding process in 3 steps:
Swanson and Bratschun had just gone through a growth period, and wanted a more modern look.
Branching out into China made their name and web address… unfortunate. So we knew we had to change the entire identity.
It can be tough to get a group to come to a consensus about their hopes and dreams. We spent a week of sessions, asking a lot of questions like, “If you were a car what kind of car would you be?”
They thought we were crazy, but the process worked, and trends and unifying values started to appear.
It felt cathartic to just talk about it.
Obligatory sticky note photo.
(Seriously though, we love sticky notes.)
From there we started designing.
We presented 3 firm names (with Chinese translations) and visual concepts.
All 3 directions captured the newly discovered values, but only one was chosen.
(The secret sauce.)