We were approached by Downland to update and refresh their branding and bring it up to date. The brand had been changed very little from when the company began in 1979, and was due a modernisation to better reflect their superior product line. A rebrand allows your external identity to rise to the level of your internal growth, even subtle adaptations can upgrade your branding and still keep you firmly tied to your roots, ready to continue to build for the future.
We started by reviewing existing materials and gathering the thoughts of the key team members and stakeholders. We then compared these against existing brands within the market and the messaging they wanted their branding to communicate. Following the brand audit, we created four initial options to discuss, that all answered the original brief, but in differing ways.
The brand was then subject to two rounds of revisions and adaptations, and brand guidelines developed and expanded to ensure that all touchpoints were covered. This included the design of various brand patterns as a way to differentiate the various product streams focused on different animals and purposes.
This comprehensive brand strategy exercise gave Downland a real opportunity to streamline and strengthen their brand platform moving forward. Consistent branding can increase revenue by at least 23%.
When businesses fail to present a uniform visual identity, it can create confusion among consumers, dilute brand messaging, and lead to a lack of trust. A cohesive visual communication strategy helps establish a strong brand identity, ensuring that customers can easily recognise the brand and associate it with specific values and qualities. Ultimately, increasing conversion and retaining clients.
