FLOWSTATE MARKETING

Crafting a brand strategy that would support the business for years to come

EXECUTIVE SUMMARY

FlowState Marketing is a digital and branding agency creating impactful design and branding solutions to help businesses thrive. Founded and proudly operating in Denver, CO we exist to empower brands through various means of media and material. With offerings that rely on strong business relationships and collaborative processes, our agency is all about transparency and respect for our clients to deliver products and services of outstanding quality. Our happy and motivated team works collectively to solve problems and build value for our customers, applying creative and technical solutions. In early 2018, the creative, marketing, and leadership team at FlowState sought to undertake a rebrand of our identity.

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CHALLENGES

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.

SOLUTIONS

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.

We then conducted competitor research to allow us to better understand the traits of our aspirational and direct competitors in both the brand agency and apparel spaces. Aligning this information with the buyer personas, our team redesigned the existing company’s brand messaging, including brand values, pillars, slogan, positioning statements, and attributes. The strategy behind this was to provide FlowState with a brand foundation that would not only support where we are now, but allow us room to grow.

With the messaging redefined, our creative team moved onto redesigning the existing logo. We created multiple variations of a refreshed logo which reflected the updated brand messaging while maintaining recognizable aspects from the previous one. Then, taking the top variations (and referencing the buyer personas and brand messaging strategy), we created stylescapes (think a mood board on steroids) to explore which possible brand identity would be the best fit. With the official direction selected, we moved on to expanding the chosen identity through the medium of website design.

FlowState Rebranding Image
FlowState Rebranding Image
FlowState Rebranding Image
FlowState Rebranding Image
FlowState Rebranding Image
FlowState Rebranding Image

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.

This process required input from our marketing, digital, web design and development, creative, and company leadership teams. In addition, staff feedback was also valuable in finalizing direction – after all, who better knows the values and traits of a company brand than it’s employees?

With this rebrand, we have been able to reposition ourselves, maintaining the character behind our brand while mixing in an established and premium feel. Able to find a happy medium while retaining the personality and culture unique to the company, our team at FlowState Marketing was able to craft a brand that defined not only who we are, but who we will grow to become.

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