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What’s in a name? Branding, Rebranding and Brand Refresh

Your name and logo are, generally speaking, the first things people see and associate with your business. But they are only a small part of a Brand.

Branding is the process of creating a visual identity (logo, images, graphics, color palette) and a written identity (tag line, body copy, messaging, marketing catch words, language) that should be memorable or identifiable to the public. Branding is your company’s public “face,” or how it is seen, judged and considered. Because of this, it is important to incorporate your company’s goals, culture and other main message into the branding. Your brand should encompass who your company is and what sets you apart from your competition.

Rebranding can be seen as creating an entirely new identity for your business. Sometimes change is necessary, and this is a great way to reinvent yourself. This process generally incorporates a completely new design and messaging to alleviate any disconnect that has developed over time. Although this process is often used by companies experiencing public relations issues, that is not always the case. Ownership changes. Audience changes. Times change. A company sets a new course. Whatever the reason, Rebranding is a great option for brands looking to start a new chapter.

A Brand Refresh is different from Rebranding in that it updates a brand that is already successful, and takes it up a notch by refining it. You maintain visual connection to the previous design, while creating one that is more representative of your present messaging. This can mean simply changing colors, refining the logo, adding messaging or tightening the overall visual face.

No matter if you are looking for Branding, Rebranding or a Brand Refresh, HGD has qualified designers and writers to assist you at any point in the process. Whether you are still trying to piece together the perfect name that is vibrant and sentimental, deciding on a color scheme, or refining your current logo, we are here for you!

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Balanced Design

How do you follow-up a truly expansive project? By helping to conceive, design and launch a new line of products that “align” with the client’s mission, of course.

HGD partnered with Fabulous Frannie to create yet another one-of-a-kind project. This time around, we suggested a product line that could extend the use of their essential oils if tailored to a new market. And thus the 7 Chakra Essential Oil collection was born.

While they were hard at work formulating exquisite blends to help balance their client’s minds, bodies and souls, the HGD team set out to create the perfect packaging and accompanying brochure.

HGD developed a “unique” look within the brand identity for the packaging and suggested that a mini informational pamphlet be included with the oils to inform customers about the product’s uses and benefits. Our copywriter happens to be a trained “Aromatherapist,” so we were able to provide more information than would be possible on the label or packaging alone—sometimes it’s best to think INSIDE the box.

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TED Talk: What’s your TRUE calling?

Plagued by the curse of having too many interests? Do you love to paint, write, do math, research….. and a multitude of other tasks?

In her TED Talk, Emilie Wapnick discusses what happens when you feel like you don’t have just one TRUE calling. But what happens if you don’t have to choose? Wapnick encourages us to think about all that we can be, incorporating all of our interests, rather than trying to simply think of one thing to be. Allowing ourselves to be these complex people makes us not only happier personally, but improves our quality of work. Can you imagine how much more dynamic (and happier) our world would be if we lived like this?

As far as product and product development goes, this means that you can develop products and services that fall into a wide range, but must still align with your brand. For example, if you sell organic fruits and vegetables, it would make sense to also offer health-conscious cooking classes or meal delivery. It would not, however, make the most sense to suddenly sell children’s clothing. While it’s great to diversify yourself and your brand, it must stay true to your intent—otherwise, it may be time for an entirely new brand, or at least some extensive rebranding.