Many organizations have asked us to create for them a “New Brand” – in most cases, what they are looking for is a new name, a new icon, or a revised look and feel for their Brand. It is a common misconception that the process of refreshing your Brand begins and ends with its redesign. The process of creating an updated Brand that can be added to a website, marketing collateral, signage, and packaging is merely the first step in truly rebranding your organization.

Brand is much more than a name or a logo – brand is everything,
and everything is brand.

Brand is the whole array of your communication tools

Brand is your people

Brand is your facilities

Brand is your logo and visuals

Brand is your strategy

Brand is your calls to action

Brand is your customer service

Brand is the way you speak


A truly great Brand deserves an expertly crafted logo and world-class graphic design and visuals.  It can make the difference between a customer choosing your products and services versus choosing those of your competitor. But these are not the only factors that will make your brand great.

Brand is about caring about your business at every level and in every detail. It is the sum of many factors that include your organization’s mission and vision, its people, customers, and every interaction anyone is ever going to have with your company, no matter how incidental that contact may be.

Whether you know it or not, and despite having or not having a slick logo, you do have a brand. But the question is - Is it the brand you really want?