The Solution: As with all rebranding efforts, an important first step is to identify what equity existed in the branding. Two important elements made the cut: the color purple and two Gs as an identifying symbol (referred to as a mark).

Starting with a conversation about who we are, we identified a few goals. First and foremost, the tone of our image needed to reflect our professionalism as well as the wide range of clients we service, being that we are not an industry niche firm. Secondly, we aimed to develop a simple symbol that could represent the duality of our services that exist under the same roof: marketing and design. For us, these two very different worlds work together intimately and harmoniously, so we didn’t just want two visual elements. We need the two to work together.

Through many sketches and much research, we came to a few viable directions, but one stood out. With careful refinement using simple geometry, we created something that excited our entire team. It feels fun and creative, but with a clean and professional personality. It is a stylistic representation of two Gs, but in a more subtle way than its predecessor. It built on the strengths but created new ones as well. To allow the mark to be the featured element, we carefully created a type treatment that possesses solidarity and authority but with an approachable undertone.