It has been a while since I’ve made any significant changes to my brand or website and I felt that my business had evolved so much in that time that my brand was beginning to feel out of touch.
In order to approach tackling a rebrand for myself and my business, I knew I had to really pour some time and energy into doing it right.
Walking into this process, I knew that I had to make some significant changes to fit my new business direction, but I didn’t want to lose the roots of my business or that existing brand recognition.
It was a big task, but today I’m going to break it down for you and give you the all access behind-the-scenes look. It’s a long story so grab a glass of wine, some cozy sweats and let’s get into it.
First, why did I need to rebrand?
There were a few factors that went into this.
First and foremost was the need to realign my businesses mission.
Secondly, the original brand logo was thrown together in roughly five minutes. I’ll talk more about this in a minute, but as a brand designer a five minute logo clearly isn’t going to work for my business.
Lastly, the website no longer fit the direction I wanted to take my business in. I needed it to be more strategic and user-friendly for the new goals I had.
FIRST, MY BUSINESS MISSION
When I first launched Jordan Prindle | Designs, my goal was laser focused on design. As my business has grown, I have found myself more passionate about helping women in other areas of their business.
I am passionate about creating strategic and profitable businesses that help women live a life they are truly proud of. I want to aid them in marketing, web design, branding and strategic business development.
My brand didn’t fit that mission, so I needed to adapt and make some strategic changes to my brand and website.
SECOND, THE LOGO BEHIND IT ALL
Is this a safe space? Because I need to be really honest here about something I am embarrassed to admit.
My original logo was designed in less than five minutes. *Hides face in shame*
It had no real strategy or thought put into it because I was too excited to get started on my business that I threw it together and never looked at it again.
Because I put such little effort into it originally, I almost never used it. It sat at the top of my website and that was it.
As a brand designer, it was my biggest Achilles heel. How can I talk about strategic branding and professional design when I wasn’t living it?
LASTLY, THE WEBSITE
I don’t think there was anything specifically wrong with my website that was hurting my business, but with my new mission and business direction it no longer fit.
I wanted to put an emphasis on my free offerings of blog posts, workbooks and courses (more on that soon!), and enhancing the user-experience for my visitors.
The old website didn’t highlight the diversity that my business offers or make it easy for my readers to engage with all the free content that I have created. Owning a business is a lot of work - getting high-quality, free information from me shouldn’t be.
With that in mind, I made it my mission to create a website that placed my free offerings front and center for my audience.
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Laying the Groundwork
When I first created my brand, I didn’t have the same experience in brand design that I do now. I hadn’t created the extensive questionnaire that I now use with my clients and I didn’t force myself to slow down and think through the formats and must-haves my business would use and need long-term.
So, before I did any sketching or brainstorming, I committed to creating a brand strategy.
STEP ONE | CLIENT QUESTIONNAIRE
When walking through my rebrand, I sat down and poured a lot of energy into answering some of the tough questions that I include in my client homework.
A few of those being:
What is your brand mission?
What adjectives would you use to describe your ideal brand?
What the demographics and psychographics of your ideal client?
What is your why?
What makes what you offer unique?
Taking the time to answer these questions was reaffirming, helped me align my business and immediately got the creative juices flowing.
STEP TWO | PRACTICAL APPLICATIONS
Before I started designing anything or even taking out my sketchbook, I had to think practically about where my brand would be used and what aspects needed to be considered to ensure the brand application would be seamless.
For instance, I rely heavily on Instagram and Pinterest for audience introductions. Both of these are very visual platforms, so the visuals of my branding need to be strong. There were also smaller implications to consider with this.
Such as, warm-colored Pins tend to perform better on Pinterest. Bright, airy photography tends to perform better on Instagram than dark, moody photography.
Neither of these considerations were strong factors when I went to align my color theory but I wanted to take this information into account during this process.
Additionally, I knew I would need to be able to apply my branding to my website, social media accounts, promotional graphics, courses, client-facing documents and more. That meant I would need a diverse set of brand elements that would ensure each platform would be properly branded and easily recognizable.
Lastly, I needed to take into account how my website would be affected by the change. How much of my website would need to be revamped, what brand collateral would I need to create for my new visual identity and how would this affect the user-experience for my audience?
STEP THREE | BRAND AUDIT
Since this was a rebrand, not a new brand, I had to consider what should remain, what should be tweaked and what had to go.
With any rebrand, I always ask my clients what their must-keep list is and I treated my business the same way. This is how the list broke down for me.
Business name and URL
Primary brand colors
Squarespace web platform
Design, Client-Based and Marketing Templates
Website Design and Layout
A lot needed to be adjusted and considered in order to get to this list, but once I honed in on what was working and what wasn’t it was easy to make the necessary adjustments.
Designing The Brand
With all the groundwork finally completed, it was time to begin designing my brand.
CURATING THE VISUAL DIRECTION
The first thing I did was curate some visual inspiration. Due to the homework I had already completed, I knew I wanted a modern, educational, inspiring and approachable brand. So, I went to Unsplash and Pinterest and began searching for images that spoke to me.
After a lot of refinement, I finally landed on my inspiration board.
LET’S LOOK AT THE LOGOS
From there, I went to my sketchbook and played with more ideas than I would willingly admit. But, once I landed on a direction that felt right, I opened Adobe Illustrator and got to work.
The new brand consists of four logos. As a surprise to no one the primary logo is a wordmark. You know your girl loves a wordmark.
It balances the modern and high-quality nature of my business with the approachable and friendly demeanor that I share through my brand voice.
The additional logos work off of the primary logo to round-out the application of the brand. I ensured that I had a favicon, social sharing icon and simplified version of my primary logo. These new logos allow for a lot more flexibility than I previously had.
COLORS AND TYPOGRPAHY
The new color palette is a lot more playful, rich and diverse than my original color palette. It offers a lot of flexibility and adds a little more pop to my brand elements.
Additionally, I went with a modern type system to combat some of the luxury that is seen in my logos. I wanted to keep an approachable feel to the brand so that my offerings and services felt attainable and within reach.
PATTERNS AND APPLICATIONS
The new brand pattern is really fun, young and modern. It plays up the design-aspect of my business without overshadowing my other offers in the shop and course section of my business.
The overall application of my brand feels refined, polished and intentional.
How I Improved My Website and The Challenges That Came With It
Working on my website took a lot longer than I expected it to. Before I jumped into designing any element of it, I knew I had to get strategic about my long-term marketing plan and business goals.
STEP ONE | BUSINESS GOALS
Before I ever thought about the actual design of my website, I needed to take a really hard look at the goals I had for my business. When I really looked at it, there we three goals I had in regards to updating my website.
The first is growing my newsletter. I have been getting more and more serious about my email marketing over the last year, but my website has only made small adjustments towards helping me reach this goal. With this new website, I knew I wanted my newsletter to be a main feature.
I also wanted to get more involved in course creation. I created one course last year and have plans to create more this year. With this new direction in my business, I needed a place to hold and promote those courses.
Lastly, I wanted to revamp my services. I only made a few small tweaks to my services, but I didn’t want the core of my business, brand and web design, to be forgotten in the shuffle of this new brand.
STEP TWO | LAYING THE GROUNDWORK
I created mockups for my website in Adobe Illustrator before I moved into Squarespace.
I did this for a few reasons.
First, it helped me to design quicker without worrying about CSS, perfecting copy or setting up a Cover Page. Also, I was able to visually layout all of the elements to see the overall look and feel of the brand without overthinking any of the details.
Once I had a good foundation, I started filling in more of the elements in Adobe Illustrator until I had a complete mock up.
STEP THREE | IMPLEMENTATION
Once all the details were in place, it was time to make it come alive on Squarespace.
This part was the trickiest because there were more elements than I had originally considered in my mockup. (Which happens with every mockup I’ve ever made.)
For instance, how would my new newsletter opt-ins look in the blog post and how would I handle outdated opt-ins? Would I update all my old pins to fit the new look or just popular pins and blog posts? Are sidebars relevant anymore and should I continue to use one?
There are a lot of questions that come up when you jump into implementation and I just had to field them as they occurred to me.
For now, I’ve made all the updates I felt were necessary in order to launch. But, a website is a living thing, so I plan to continue working on it indefinitely.
The Final Break Down
Working within my business for so long gave me a better understanding of what my business needed, what my audience liked and how I could adjust the brand for future growth.
The website and brand will continue to evolve over the years to come, but this rebrand feels like a fresh start and a strong foundation to fall back on.
I’m so thrilled to finally be sharing the full behind-the-scenes story of this rebrand with you and would love to have you look around and tell me what you think!
Have you rebranded your business recently? What was the process like for you and how did you come to certain design decisions? Let me know in the comments!