Rebranding - updating a corporate identity to attract a new market
Gifts For You Now LLC is a leading online retailer in the highly competitive personalized gifts space, operating under the URL giftsforyounow.com. The original brand identity was familiar to customers but at 10+ years old, was felt to not be supportive of the company’s goal to contemporize its image and offerings.
Client needed an approach that was quick (to meet seasonal deadlines) and inexpensive.
Kickoff meeting with leadership at the client, to fully understand current and desired brand perceptions.
In-depth discovery, including online consumer survey of brand perceptions, audit/analysis of competitive brand imagery and positioning, and brainstorming session with client leadership. Result was a tight design brief for the new logo/identity, with greater emphasis on an emotional connection.
To fit budget requirements, design work was crowdsourced with an online design service.
Candidate design options were evaluated internally and through consumer surveys.
The new design was appealing to management, but importantly, also strongly preferred among consumers.
The resulting design/color scheme was integrated into all corporate identity elements (starting with the website), and the discussion about the brand led to establishment of first-ever corporate philosophy and identity guidelines.
Customers have commented favorably (and unprompted) on the new look.