Brand Identity Design

We often work with growing companies to update existing brands, evolving strategically to reflect where the company is headed, while not leaving existing brand equity behind. New brands can put a company or product on the fast-track to where it needs to fit within the marketplace.

Evolving Existing Brands, Creating New Brands

Brand evolution and development touches everything we do. Windmill Strategy helps established companies revitalize and evolve brands without losing their existing brand equity. Additionally, we create and launch brands for new companies, divisions and product lines.

If your existing brand is sub-optimal, it doesn’t have to do a 180 overnight; in fact, we’d probably counsel you against that, or at least ask you a lot of questions to make sure it’s what you truly need. You likely already have a large investment in expensive building and machinery signage, as well as printed packaging and stationery.

Through a more conservative approach, you can implement logo and visual branding evolutions that don’t result in a costly and complicated rollout. If the logo needs updating, incremental tweaks rather than a completely new logo can make a big impact, which minimizes logistical issues. You can then focus on changes that’ll improve and refine higher priority marketing channels — your website, digital marketing assets, printed sales materials used by your reps, and your trade show exhibit.

A tried-and-true process

Our process starts by learning about your organization, finding out what’s important to you and your audiences, how you differentiate yourself from the competition and discussing your overall marketing goals. We work with you to define a visual look-and-feel and messaging strategy, including a logo, that best reflects who you are and where you’re going as a company. Our unique process includes several touchpoints that allow us to hone in on a focused, cohesive identity that communicates who you are, why it’s important. Our typical brand development process looks like this:

  • Investigate what’s relevant to your audiences (personas)
  • Learn your company’s points of differentiation
  • Discuss your marketing goals
  • Define your visual look and feel
  • Develop a messaging strategy
  • Evolve and refine through continuous improvement

Consistency and ongoing partnerships

Common branding services include naming and tagline development, logo refresh or logo design, wordmark design, overall messaging and brand strategy, visual identity and creation of brand guideline reference materials. Our team excels in bringing a new, updated, or existing brand to life across all mediums — including graphic design, website design and development, and as an ongoing partnership as your brand continues to evolve and grow.

To create a custom approach for you, contact us.