Feedback

The feedback received on the original version is that it lacked a true identity. The project felt like a mix of ideas thrown together and presented as a project but it lacked a true vision for what the rebrand meant and what it represented. The presentation itself was amateurish and not well thought out and made the concept even more confusing rather than elevating it. The project needed refinement and a true professional vision.

Outcome

I decided to keep the wordmark from the logo as I believed it was very strong on its own. The rest of the improvement was really about the presentation of the brand and the direction that was set with it. I decided to use the brand presentation document to give a thorough understanding of what the rebrand should represent and how it should be presented. I covered every element, starting with a justification for the logo as well as the changes to the colours and the font. I was very deliberate about the choice of imagery and how I wanted the chosen imagery to represent the rebrand. I showed key details such as text placement and graphic elements and then created mockups to show how the brand should be used across print advertising, digital advertising, packaging and web. Everything was carefully laid out and nothing was left to chance.