That time we rebranded a law firm.
A brand is more than a logo, it's the essence of who you are.
And getting there can be tough.
We break it down our branding process in 3 steps:
In this first step we work with you to understand who you are and who you aspire be.
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 start designing. We always aim to provide 3 directions with unique stories, though sometimes we have more. All the directions capture the newly discovered values, but having choices is good.
For Adsero, we presented 3 firm names (with Chinese translations) and visual concepts. One was chosen.
(The secret sauce.)