Established in early 2016, the company evolved organically over the first 18-36 months. With clients finding value in working with the company and inquiring into other products and services, teams were quickly scaled to support the interest and our diverse digital and branding agency was born.
As FlowState entered its fourth year of business, a brand refresh was required to elevate our positioning. However, we needed to update our messaging in a realistic fashion and take into account the brand’s prior evolvement. Having performed a minor update to the brand in 2017, we needed to avoid flipping and completely redoing our identity. Rather, we wanted to remain true to the company’s journey to date and implement a refreshed brand position that would not only feel as established as our agency had become, but would support our business goals for years to come.
With the rebrand being the culmination of a multi-year, multi-stage initiative there was a considerable amount of information for our team to both reference and consider. It was important we didn’t jeopardize existing recognition built with customers, however, we needed to grow our customer base at the same time.
Aware that the brand needed to evolve, our team began first by conducting an analysis of data to determine Buyer Personas. Using Google Analytics, CRM data, and through staff interviews, buyer personas were crafted allowing us to better understand the needs, wants, and behaviors of our potential clients.
With the stylescape serving as the centerpiece of the company, our team began with wireframing the website. Our goal with the website was to more concisely relay what it is that we do, and to simplify the messaging of the services we provide so that clients could more easily understand what we can do for them. A homepage design was mocked up, and once a firm direction was determined, the full website was designed.
In this instance, we used the website design as an opportunity to further develop the brand identity outside of the logo; the assets created as part of the design process were carried across to crafting the brand wholistically. Alongside this broad process, the branding guidelines were finalized and were then applied to the design of case studies and lead generation content curated exclusively for the website, company marketing collateral, stationery, and brand assets.