“I felt (the rebrand) enhanced my credibility…that my company has now ‘grown up’ and I am playing at a higher level.
My brand is now aligned with who I am and what I am saying.
It brings sophistication and maturity…an additional professionalism to everything. First impressions are stronger: clients have complimented me on (my branding)…
I feel I’m being offered more significant opportunities as a result. It’s easier to be confident selling a high-value package when it looks the part too.”
The fantastically-named Antoinette Oglethorpe had been in business for five years, when she approached InnerVisions ID about creating a brochure for her.
She’d created her original logo (above) at the start of the company’s journey on a modest budget. Now Antoinette had a team, a book coming out and her profile was about to rocket,
They say a testimonial or case study is more powerful when it comes from your client. So over to Antoinette…
“We came across InnerVisions ID through recommendation and their work with other entrepreneurs has been an inspiration.
From the very first meeting, we knew InnerVisions ID were the right choice. Their founder, Sapna Pieroux, exuded creativity and confidence. More importantly, she “got” us and the value we provide our clients.
Sapna carried out an invaluable assessment of our old brand that concluded that our collateral lacked consistency and strategy and needed to be more pulled together to better represent the company (and me!)
It was clear we needed more than just a new brochure. We needed a completely new brand identity that could be applied consistently across everything we do. A rebrand would help communicate the new focus and ambitions for the company.
Vision exercise: Sapna led us through a thought-provoking Vision exercise first. This discovery process provided an opportunity for self-reflection, asking questions of who we are, who we help, how we’re different where we want to go, and what visual imagery and colours appealed.
New colours As a company, we needed a colour palette that communicated our clients’ experience of our brand: vibrant and modern yet professional and trustworthy. Sapna developed a palette that fitted the bill perfectly.
The purple and blue are business, tech-industry-friendly colours and the greens relate to growth and development. The grey acts as a neutral, ‘grounding’ the other stronger shades.
(Sapna adds: The palette was a bolder evolution of Antoinette’s old one. We lost the girlie fuschia and bright cyan blue and went for more grown-up ‘jewel’ shades that better represented Antoinette herself. We knew we’d chosen right when she exclaimed she had dresses in three of those very shades!)
Sapna developed an “evolution, not a revolution” for us. We agreed to keep the format of the logo the same (Sapna adds: this was so Antoinette could just drop her new logo into her existing website and presentations, with just a change of colours as we didn’t have time for the full redesign and overhaul before her book launch). Because my name is so long although wonderfully symmetrical, we regularly abbreviate the company name to ‘AO’ so I wanted to keep a roundel in the middle. Sapna also rewrote the strapline to better describe what we do for clients.
Thrilled with our new look, we couldn’t to start rolling it out…