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Branding Services
From Brand Refresh to Full Rebrand
We handle it all, starting with a brand audit and discovery session. Depending on the particular needs and objectives of your unique brand, we can guide you through a branding refresh, full rebrand, renaming, and more. At Makeway, we build customized, timeless brands that are dynamic and made for the digital age. Let’s ensure your brand lives up to its potential.
A Dynamic, Digital-First Brand
Genome Medical initially set out to complete a website overhaul. After a discovery process and interviews with stakeholders, we uncovered a broader opportunity to enhance Genome’s global brand amid a strategic shift toward a B2B audience. The result includes not only a visually appealing, scalable, and SEO-optimized website, but also a renewed brand system with custom icons and dynamic elements that effectively connect and engage with Genome’s target audience.
A Whole New Name
During stakeholder interviews, it became clear that UDig NY’s old name, “Dig Safely New York,” was failing to connect with their audience. After obtaining approval for a change of name, we began the process of researching the national trademark database (TESS), conducting domain and internet property lookups, analyzing competition, brainstorming new names, and working on design concepts. Makeway then created a new brand and website to showcase the revised organization name; UDig NY.
Crafting a boutique brand
Since its debut as a boutique brand of DoubleTree by Hilton, the Strathallan has become one of the most recognizable brands in Western New York. Makeway was asked to craft a timeless, modern, and distinctly unique brand for the hotel. The new logo appears in hundreds of places throughout the hotel and establishes a brand identity to match the hotel’s charm.
Results
$180KMedia Coverage
UDig NY’s rebranding efforts resulted in earned media coverage with an estimated value of $180,000.
157%ROI
The rebrand drove a 17.5% increase in user sessions, 2.5% more pageviews, and a nearly 40% decrease in bounce rate, contributing to the ROI of 157%
Branding Services FAQs
At Makeway, our approach to logo design is distinctively digital-first. This means we start with the understanding that a logo must be versatile and effective across a wide range of digital platforms and devices.
Here’s how we approach it differently:
- Interactivity: We incorporate elements that can come to life through animation and interactivity. This enhances the user experience and makes the brand more engaging in digital environments.
- Responsiveness: Our logos are designed to be responsive, adapting to different screen sizes and resolutions without losing their integrity. This ensures consistent branding across websites, apps, and other digital touchpoints.
- Future-Proofing: We design with the future in mind, anticipating trends in digital media and technology. Our logos are crafted to remain relevant and adaptable as digital landscapes evolve.
By prioritizing these digital considerations, Makeway creates logos that not only represent a brand effectively but also thrive in today’s digital world.
We go through our Makeway process. Our process starts with a project kickoff, followed by collaborative workshops to uncover brand opportunities and audit the client’s existing brand. The brand identity is then developed, exploring visuals and creating multiple concepts. After curating options, Makeway presents multiple curated brand identity options, refining them based on client feedback. Once finalized, detailed brand guidelines ensure consistency and a logo archive is created for client access.
A complete branding project typically spans 2-3 months, depending on the client’s timely feedback and approvals. This timeframe allows for thorough research, creative development, and the production of final deliverables.
Brand collateral can include, but is not limited to, an email template, email signature, business card, letterhead, postcard, PowerPoint template, logo animation graphic, and file database with multiple variations, colors, and file formats.
The difference between a rebrand and a brand refresh amounts in the extent of change made to the brand. A rebrand involves significant changes to the brand’s identity, potentially including its name, logo, messaging, and/or overall positioning. On the other hand, a brand refresh involves making minor adjustments to the existing brand elements to modernize or update its look and feel while maintaining its core identity.
