The logo mojo!
We are living in a world where a brand is considered to be a vital entity. For us, it’s a strategic vision which companies set for future. And when they achieve their vision, they define new goals and expand. That’s exactly a decade year old VAS (Value Added Services) company, PlanetBeyond did. Once their leadership decided that they were done with what they aimed ten years ago, it was time to go beyond borders.
When a brand delivers more than what it says, it’s time to rebrand.
Initially, our focus was to highlight their legacy and give them a vibrant identity. First, we tackled the logo. We discussed their concept for a logo with them. After making 23 prototypes, all of them were rejected. Which isn’t unusual. It isn’t occasionally anyone’s fault but a lack of connection between company's vision and creative briefs. A brief can never be effective if it’s not linked to the purpose of what it is made for. So, we arranged a long meeting which went for hours, to understand their core values, their beliefs, what matters to them and what they were aiming for.
We researched Planet Beyond inside out, to understand what message the company conveys not just at the front-end but overall how they think and act. We prototyped 1 concept... planet, signals, north. And the client loved it.
A brand is an augmentation of a series of experiences happening in parallel. It’s in the hands of leadership, what experiences they are offering to their employees because those experiences build a culture among them that will translate into end user experience which eventually defines a brand. If it’s good from the inside, it communicates well and if it’s bad, it spits out terrible. Planet Beyond’s culture was far better than their old identity. It was the culture that drove them to rebrand themselves.
While crafting brand experience one thing that matters the most is consistency throughout every channel. Use right brains at right places. Be patient. Never complain about the constraints you are facing and always go big or go home.