Every day, every year, year in and year out, we’d take stock of our clients’ brands and cultures to guide each of their live and digital experiences with creative event strategies.
Then in March 2020. Everything. Stopped.
“Bringing people together and creating community is what we love to do, so when we no longer had what we are so passionate about, not just our livelihood but our sense of purpose took a big hit. We took a minute…and then we had to reimagine.”
After doubling down on our virtual meeting experience and working on several rebrands for clients — we realized it was the perfect time to turn the lens on ourselves and do some of our own brand discovery.
In keeping with our best client practices, we asked every team member to participate. We didn’t have to throw everything out the window, but we had to ask, “Have we become complacent?”
It was time to take good care of ourselves, find a fresh perspective, and focus on a clear new vision for what we have to offer in a way that (finally) “looks like us.”
So what’s the first thing we learned?
There are no rules. Leave no stone — or typeface — unturned.
Our second rule?
It can be hard, and even emotional, to rebrand yourself. Not all of your colleagues will feel comfortable expressing their ideas, whether they be critiques or new dreams. So give everyone a safe space — and plenty of runway for all those high-flying ideas that don’t quite have their wings yet.
One trick we used is a simple scoring system to evaluate key brand attributes:
And rule #3?
Pick some colors that make you happy, while also speaking to your vision so they align with your brand.
Maybe that bright new palette is why our rebrand feels so much like a colorful phoenix rising — and why, after a year like 2020, it just feels good to rise.
