Last year, I was approached by Cheryl Breukelman and Simon Geoghegan of CBA Coaching to help them rebrand their coaching company. As I’ve blogged before, I had already been working with Simon to help me redefine and express what Idea Design does, more clearly.

I approached good friend and colleague Dan Banko to assist me in this exercise. Dan has a lot more experience in rebranding exercises and him and I like to work together whenever we get the chance.

We had a number of meetings with Cheryl and Simon to determine what they wanted out of this rebrand.

Ultimately, Dan and I came up with a list of about 30 potenial names for their new company which we shortlisted down to 4.

Cheryl and Simon picked “Epiphany!” out of the shortlist, which worked on many different levels. In a coaching experience, there are many aha! moments. Moments of clarity, of surprise, of inspiration.

As we started to move forward on designing the logo and collateral materials, I wanted every piece to capture that “aha” moment.

As I’ve mentioned before, I like to start with the type. If I can find a typeface that is expressive and works with the name, then in some ways I am already half way there.

In the case of epiphany, I need I wanted something bold and strong with an element of playfulness…

After I take a look at the name set in a number of faces that may or may not work, certain fonts really start to call out to me which I highlight to use as I move to the next stage.

I often sit down brainstorm/sketch visual ideas that are coming to me as well as other words that may lead to or be part of the final logo. Just like the font selection, every element that is part of the logo should express something.

We came back and presented four logo concepts to the clients. I present the logos in black so we don’t get distracted by colours. Like I say, if we can make it work in black, then adding a colour will be easy.

Simon and Cheryl laboured over the decision somewhat but came back with their selection. It was time to add some colour, which I knew would also keep in line with the original idea that every element and design touch should say “aha!”.

As I added colour to the logo and worked on the materials, I could feel it all coming together.

I applaud Cheryl and Simon for trusting in my abilities and letting me provide some solutions that were a little out of the ordinary. But as I showed them a mock up of their business cards, letterhead and envelope and explained how everytime they met someone and passed their card along, they would have the opportunity to tell their story. And watch as they go – “aha!”.

“Working with Idea Design was the best decision we made when deciding to rebrand. John took us through a thorough process that helped translate our work, vision and values into a new identity that we love!” – Simon Geoghegan

This entry was posted on Monday, November 17th, 2008 at 7:33 pm and is filed under Basic Design, Case Study, branding. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.