The Brief

A brand development company deserves a strong brand that represents its values and mission statement.

Spare moments are few and far between at Southpaw. Since day one, the focus has always been on our clients, so we don't get much of a chance for self care; but, as our grandmothers have always told us, you need to take care of yourself before you take care of others. So, when we got a spare moment we went all in on a long overdue brand overhaul.

We started in print design, working with professional wrestling companies around the UK and the EU. We felt that it was important to reflect our roots in our new brand, whilst making it clear that our core expertise is firmly in brand development. The brand we crafted combines the concepts of "the squared circle" and CMYK colour spaces, whilst representing our trade.

Client:Ourselves!

Date:Aug 01, 2016

Type:branding, design, websites, marketing

Site:www.thinksouthpaw.com

The Design Process

  • Step 1.

    Identifying Problem Areas

    Initial user testing with focus groups showed that whilst our brand was aesthetically pleasing, it led to some confusion about the services we offered. Moreover, many users stated that the brand didn't stand out nor did it accurately represent the vibrant personality of the company.

  • Step 2.

    Propose Rebranding Options

    Our main thought with the new brand was more colour! We are a team of vibrant personalities and so we felt that needed to be represented in our brand. We developed a complete branding set, from the specific colours within each of our communications to the exact typeface we use.

    Step 2.

    Propose Rebranding Options

    This stage incoporates the initial concept creation. Every brand starts as a page full of concepts and ideas. Somewhere in that mess of creativity vomit will lie the seed that will blossom into a powerful brand. Our main focus, at this stage, was to add more colour! We are a team of vibrant personalities and so we felt that needed to be represented in our brand. We developed a complete branding set, from the specific colours within each of our communications to the exact typeface we use.

  • Step 3.

    Execute The Plan

    With our hearts set on a design, we set out to make sure that everything complemented each other. This largely involved creating a complete set of brand guidelines, which you can view as a poster here. The guidelines are importnt as they allow us to maintain integrity and consistency across all forms of media. Our brand was relaunched alongside a new website and a complete social media package. It was of utmost importance to ensure that the entire brand was launched in sync to retain brand integrity and ensure that the transition was as smooth as posible.

  • Step 4.

    Client Review

    The client review is normally what would happen next but, since we are both the designers and the client, we decided to do things just a little differently. We felt it was best to look to trusted colleagues and past clients to review the brand for us. These are representative of our target audience; in fact, at one point, they were our target audience, and so they are perfectly placed to help us in reviewing the brand. The good news is that, so far, we've had nothing but positive reviews!

    Step 4.

    Client Review

    The client review is normally what would happen next but, since we are both the designers and the client, we felt it was best to look to trusted colleagues and past clients to review the brand for us. These are representative of our target audience; in fact, at one point, they were our target audience, and so they are perfectly placed to help us in reviewing the brand. The good news is that, so far, we've had nothing but positive reviews!

The finished product

Our brand is something that we feel accurately reflects our roots, our values, and what we do. It remains vibrant and accessible whilst being simple and professional.

By crafting a coherent branding strategy, we can move forward united under a brand we are proud of. We feel that the brand shows that we are a company that can be trusted; one that has depth and understanding whilst retaining personality and individuality. By combining the themes that represent our roots, we show that we're not afraid of transparency and will wear our hearts on our sleeves, ensuring that we do everything to a standard that exceeds expectations.