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Rebranding Your A/E/C Firm: What, When, How
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Rebranding Your Firm davidlecours.com SMPS NATIONAL WEBINAR | @SMPShq @davidlecours
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Your firm should be continually growing its expertise and capabilities. In the last 5-10 years, you probably added new markets and new services. You may have an entirely new strategic direction. Is the public perception of your firm keeping up, or is it stuck in the past? It could be time for a rebrand. Rebranding is not a panacea. But done well, it can energize a tired brand. All A/E/C firm brands go through a life cycle. So it's nearly guaranteed that, at some point in your career as a firm owner or marketer, your firm will go through a rebrand. From gaining Board of Directors' approval, to budgeting, managing the process, managing expectations, and rolling it out, this can be a delicate process. Just ask Yahoo, The Gap, and UPS. This slide deck is from a webinar designed to help you navigate the process of what, when, and how to complete a successful A/E/C firm rebranding.
Transcript of Rebranding Your A/E/C Firm: What, When, How
RebrandingYour Firm
davidlecours.comS M P S N AT I O N A L W E B I N A R | @SMPShq @davidlecours
i
Rebranding Your Firm:
INTRO
Life Cycle
intro
Birth Growth Maturity Decline Death
Life Cycle
intro
Birth Growth Maturity Decline Rebirth
Death
Life Cycle
intro
Birth Growth Maturity Rebirth
Death
Life Cycle
intro
Birth Growth Maturity Rebirth
Death
perception
reality
intro
You Will Rebrand
Agenda1) What is a Rebrand - Q&A2) When to rebrand - Q&A3) How to rebrand - Q&A4) Conclusion
intro
intro
Learning Outcomes1) Clarify the confusion, rebranding vs. logo refresh
2) Recognize when to rebrand
3) Learn the process for a successful rebrand
4) Understand DIY vs. hire an outside consultant
5) Gain a realistic expectation of ROI of a rebrand
intro
Who is This Guy?
intro
EnoughAbout Me
1
Rebranding Your Firm:
WHAT
WHAT
Your Brandis Not
Your Logo
WHAT
A New Logois Not
Rebranding
WHAT
So, What isBrand?
Name
Logo Positioning
Ads
Service
Reputation
CultureHistory
1st Impression
Awareness
Loyalty
Tagline
Web
Office
Founders Spokesman
Your Brand
BRAND
Not what you say it is,it’s what they say it is.
WHAT
BRAND
Reputation
WHAT
BRAND
A series of small gestures made
consistently over time.
WHAT
BRANDA shortcut aroundintellectual proof.
WHAT
WHAT
So, What isRebranding?
WHAT
New Term
Logo Logo Refresh
Name + Logo Identity Refresh
Logo + Positioning Rebrand
Name + Logo + Positioning Rebrand
WHAT
RebrandingProducts vs.
Services
WHAT
Wordmarkvs.
Symbol
WHAT
Wordmark Symbol
B2B Service B2C Product
Distinctive Name Emblem on Product
Focus on name You have big media
Link to subsidiaries
WHAT
Questions?
2
Rebranding Your Firm:
WHEN
When to ReBrand?
WHEN
When Rebrand?1) Change in strategy2) Change of ownership 3) Brand is rotten4) Coming of age5) Significant milestone
WHEN
Change in Strategy
WHEN
If your firm is known for what it used to be,
not what it aims to be
WHEN
Life Cycle
why
Birth Growth Maturity Rebirth
Death
perception
reality
“We have already far outgrown our original use case of only sending large files, and our name should reflect where we are as a company today as well as where we want to go in the future.”
–Hightail CEO
When to Rebrand?1) Change in strategy2) Change of ownership 3) Brand is rotten4) Coming of age5) Significant milestone
= stand-alone reason for rebrand
WHEN
Change in Ownership
WHEN
Sport Venue Group
1955
1983
2009
namelogo
positioning A global design practice specializing in creating environments that draw people and communities together for unforgettable experiences.
“As the world becomes more populous, and ever-advancing technology separates us into audiences of one, our expertise becomes more relevant. Our singular focus is to design containers of emotion for the collective energy of lots of passionate people.”
– Joe Spear, Populous Senior Principal
Why Rebrand?1) Change in strategy2) Change of ownership 3) Brand is rotten4) Coming of age5) Significant milestone
WHEN
Brand isRotten
WHEN
Time for a Facelift
WHEN
L E C O U R S D E S I G N . C O M
infographic via The Logo Co.
L E C O U R S D E S I G N . C O M
infographic via The Logo Co.
When to Rebrand?1) Change in strategy2) Change of ownership 3) Brand is rotten4) Coming of age5) Significant milestone
WHEN
Coming of Age
WHEN
Of Age
Startup Growth Maturity Decline Rebirth
Death
WHEN
When to Rebrand?1) Change in strategy2) Change of ownership 3) Brand is rotten4) Coming of age5) Significant milestone
WHEN
SignificantMilestone
WHEN
When to Rebrand?1) Change in strategy2) Change of ownership 3) Brand is rotten4) Coming of age5) Significant milestone
= stand-alone reason for rebrand
WHEN
Balancing artistic expression in design with environmental sensitivity
positioning
When to Rebrand?1) Change in strategy2) Change of ownership 3) Brand is rotten4) Coming of age5) Significant milestone
WHEN
WHEN
Questions?
3
Rebranding Your Firm:
HOW
DIY vs.Consultant
HOW
HOW
DIY (In-House) Pros1) Save Money?2) Easier to Sell Upstream 3) Control
HOW
Consultant Pros1) Hire an Expert2) Save Time3) Objectivity / Referee4) Stakeholder Buy-In5) Credibility for Launch6) Outsource Blame
How to Hirea Consultant
HOW
RebrandingProcess
HOW
HOW
Rebranding Process1) Discovery2) Planning3) Brand Platform 4) Brand Name5) Brand Signature (logo)6) Application7) Launch
HOW
Rebranding Process1) Discovery2) Planning3) Brand Platform 4) Brand Name5) Brand Signature (logo)6) Application7) Launch
Discovery
HOW
L E C O U R S D E S I G N, I N C .I N C .
Brand Audit
BRAND TOUCHPOINTS EFFECTIVENESS RATING COMMENTS
-2 -1 0 +1 +2
STRATEGIC PLAN
Purpose Statement
Vision Statement TBD
Target Audience
Positioning Statement TBD
Core Values / Beliefs
SWOT Analysis Competitive Audit covers this
SMART Goals yearly goals in mktg plan, 5 year missing
MARKETING PLAN
Budget 6% low for 25 person firm
Key Initiatives w/ Timeline july–dec needs updating
Personnel Responsible elizabeth as point person
Promotional Mix great variety
IDENTITY
Firm Name see addendum
Logo / Brand ID see addendum
Brand Guide Collateral Quickguide, Brand Guidelines
Business Cards odd die-cut, old tagline & services
Stationery odd die-cut, old tagline & services
Correspondence Forms missing scribble
Slogan/Tagline represents multi-disciplinary design
Color Palette warm, california modern
Typography Palette avenir is warm, apporachable, modern
URL has name within good, a bit long
Email Signature has old tagline, delete email address
Construction Documents excellent title block
Exterior Signage monument sign good, no door sign
Interior Design
Meeting Rooms some may prefer privacy
Reception Area bookshelf says Sage archetype
Answering the Phone pleasant, clear brand ID
Trade Show Booth n/a for B2C
Buck Slips clever and friendly
Job Site Signs QR code nice, old services, tagline
Brand Name Archetype Positioning Icon Style Regional Focus Target Fee Structure Industry Recognition Media / Press Web Site Social Media
Rios Clemente Hale Studios Jester
Los Angeles based studio that specializes in multi-disciplinary design.
Note: Most RCH residential work is landscape architecture only, or landscape driven.
Mark Rios, FAIA, FASLA - creative, integrated designer
ContemporaryResidential + Commercial
West HollywoodBrentwoodMontecito
Entertainment IndustryModernistsQuirky, Kooky
15% AIA/CC Awards AIA/LA AwardsASLA AwardsLA Business Council Awards
Hauser, AD, LA Times, Los Angeles Mag-azine, Landscape Architect China, Luxe, Interior Design, Architectural Record, Dwell Magazine PR firm: Taylor & Company
http://www.rchstudios.com/Work & Studio Navcurated hero projectsTeam - all employees w/photo, bioFull screen
Facebook - active, PR driven, 105Twitter - @RCH, active, PR driven, 30LinkedIn - 215Houzz
Marmol Radziner Outlaw/Rebel
Full service architectural firm that provides a range of services including architectural design, interior design, landscape design, furniture design, jewelry design and prefab. Also a design/build firm.
Ron Radziner - rockstar designer & builder
ContemporaryResidential + CommercialMid-Century Modern Today, Palm Springs/California Modernists
Los Angeles Palm Springs West LAVenice
Modernist PuristsCelebrities - Tom FordRestoration Enthusiasts
15-18% AIA/CC Firm of the YearInternational Property AwardsSouthern California Development ForumCalifornia Construction Best ofSunset Western Home AwardsStructural Engineering Assoc., ASLA
Monograph, AD, Luxe, Dwell, Palm Springs Life, Residential Architect, NY Times Magazine, Interior Design, Garden Design, LA Times, AD 100Interior Design 25th Hall of Fame
http://www.marmol-radziner.comnav by servicesmall photos
Twitter - @MarmolRadziner, ac-tive, PR driven, 635, @ronradzz 36Facebook - Semi Active, 818, PRLinkedIn - 237Houzz
Appleton & Associates Regular Guy/Sage
Specializing in the planning and design of custom residential, institutional and commer-cial projects for both private and public clients, our projects include additions, restorations and the adaptive reuse of existing buildings, new construction. Traditional
Marc Appleton - likeable, easy going, elegant traditional architect
TraditionalResidential Spanish Revival
Los AngelesSanta Monica Santa Barbara
Understated TraditionalistsNew ClassicistsLoyal Patrons
15-18% AIA/LAAppleton-Whittel Research Ranch Fndn.Dean’s Council of the Yale School of Architecture.ICAA Arthur Ross Award
4 books, 14 AD stories, Robb Report, Town & Country, AD100 every year since 1991, The Classicist, House & Garden, European Homes & Gardens, InStyle, LA Times Magazine, Sunset, LA Times, Period Homes, Traditional Building
http://www.appleton-architects.comsmall photos, weak typographysame site for 10+ years
PinterestFacebook - 6Houzz
Landry Design Group RulerHigh end residential architectureService oriented philosophy
Richard Landry - international pedigree, style over substance
Modern + ClassicResidential Flashy Euro Estates, Mansions
Beverly Hills Bel AirWest Los Angeles
Flashy, Celebrity, ShowyInternational Clients
$75/ft. International Property AwardBuilders Choice AwardGold Nugget Award
Monograph: Modern to ClassicMonograph: Private EstatesAD 100 Since 2000Robb Report
http://www.landrydesigngroup.comclunky, awkward, poor photos, horrible design
Facebook - 99Houzz
Richard Manion Architecture Sage/Magician
Classical Architecture for the 21st CenturyPrecise planning. Meticulous workmanship. His-torical accuracy. Preeminent practitioner on the West Coast of traditional architecture.
Richard Manion - European historical influence, understated
TraditionalResidentialBig EstatesRegional English, French, Italian and Mediterranean influences
Los AngelesHolmby HillsBeverly ParkGlobal - Shanghai, Singapore, UAE
Traditionalists 7% (exception, not rule)
AIANatural Trust for Historic PreservationLos Angeles ConservancyICAA
Monograph, AD, Veranda, Angeleno, Forbes, California Homes, Robb Report, The Legendary Estates of Beverly Hills, Dream Homes Los Angeles, Perspectives on Design: California, Franklin Report. Mktg+Media firm: Domain
http://www.richardmanion.com/Includes presentations on videoweak attempt at a blog
Facebook - 91Houzz
Aidlin Darling Design Explorer
Bridges the demands of artistic endeavor, en-vironmental responsibility, functional pragmat-ics, and financial considerations. As a multi-disciplinary firm, we believe that innovations discovered through the process of design and construction can be applied to projects of any scale, use, or purpose.
Joshua Aidlin - foodieDavid Darling - sustainability
ResidentialCommercial (Bar, Rest. Winery) Warm ContemporaryContextual Craft
San FranciscoNorCal
Design Enthusiasts in NorCal ? AIA/CC Merit AwardsEuropean Center for Architecture Art Design and Urban StudiosAIA SF AwardsIIDA NorCal AwardsCooper Hewitt/Smithsonian National Design Awards Nominee InteriorsJames Beard Foundation Rest. Design
Azure, California Home+Design, Green-Source, Residential Architect, Dwell, Global Style, Interior Design, IIDA, San Francisco Magazine, SF Chronicle, Form, ARC CA, Reuse, Architectural Record, Eco Structure
http://www.aidlindarlingdesign.com/clean, minimal, black, modernistthorough Credits sectioncurated hero projects (10)large photos + models, sketchescumbersome for views of projects
Facebook - 14houzz
Backen, Gillam, Kroeger Architects
Regular Guy/ Explorer
Very best in design and project management in a number of specialty building types, includ-ing private residences, resorts, restaurants and wineries. Regionalist
Howard Backen, FAIA - Rustic Architect to the Stars
Regionalist / Transitional ResidentialWineries, Hospitality
San Francisco (Sausalito office)Napa (St. Helena office)
Robert Redford typesRegionalists
15% Hospitality DesignAIANEA Progressive Architecture
AD 100, Robb Report 30Andrew Harpers Hideaway ReportsAngeleno, California Homes, Conde Nast Traveler, Elle Decor, House & Garden, Interiors, Metropolitan Home
http://www.bgarch.comclunky, amateur, poor blurry photog-raphy, no sense of values/beliefs
Facebook - 20
HOW
Rebranding Process1) Discovery2) Planning3) Brand Platform 4) Brand Name5) Brand Signature (logo)6) Application7) Launch
Planning
HOW
PHASES, ESTIMATES AND TIMING
The rough estimates below are for strategic consulting and creative execution, not printing.
1. Discovery
Contribution of questions for internal, external surveys
Analysis of survey results
Attend Strategic Planning retreat - Possibly deliver a keynote speech (see davidlecours.com for topics)
Brand Audit - Review all current brand touchpoints
Competitive Audit - Review top 5–7 competitors
$10k - Early Fall 2013
2. Brand Planning
Recommendations based on insights from Discovery phase
Develop specific brand projects with budgets and timing
Develop brand planning brief
$3k - Late Fall 2013
3. Brand Platform
Clarify or refine Purpose, Vision, Values
Develop brand positioning statement, personality traits, archetype, tagline
$5k - Late Fall 2013
4. Brand Name
Review question from survey: MSA vs. Murray, Smith & Associates
Does existing name support brand platform?
Explore new names vs. explore refining existing name
Naming exploration, loose trademark search, URL search, naming refinement
Formal trademark search would be done through a intellectual property attorney
$5k–$7k - February 2014
5. Brand Signature (Logo)
Research, Design Exploration, Refinement, Mock Application
$7k–10k - March 2014
6. Brand Application
Delivery of color, pattern, typography (font), palette
Application of new logo to stationery system, vehicles, job site signage, building signage
Application to SOQ, Proposal Templates
$15–20 - May 2014
7. Brand Launch
Creation of brand standards guide
Presentation on the development, and internal training, of the new brand
All company celebration
$3k–$5k July 2014
8. Website
New website using responsive design, delivery of a Content Management System
$25k–75k July 2014 (if begun late Fall 2013)
murray, smith & associates proposal | page 5
Begin with End in Mind
HOW
ManageExpectations
HOW
Making Sausage
HOW
Strategic Br ief
CLIENT :
DATE :
CLIENT CONTACT :
PHONE # :
JOB DESCRIPTION :
JOB # : Evens Architects, Kirkpatrick Architects
Nov. 28, 2012
Erik Evens, Grant Kirkpatrick, Meg Touborg
203.644.0372
Brand Identity Packages
990.1
Task & Goals (WHAT ARE WE TRYING TO ACHIEVE , WHY NOW? , AND HOW CAN THIS BE MEASURED? )
Positioning (WHAT MAKES US UNIQUE? , HOW DOES THIS BENEFIT CLIENTS? HOW DO WE COMPARE TO THE COMPETITION? )
Target (WHO DO WE WANT TO BE DOING BUSINESS WITH? )
Values (IF WE CONSISTENTLY DELIVER ON THESE PROMISES , OUR BRAND WILL BUILD )
Personality ( IF THIS BRAND WERE A PERSON , WHAT TRAITS DETERMINE THEIR LOOK & FEEL )
Scope (PRACTICAL RESTRAINTS )
The Purpose of both brands is “to design beautiful homes that enrich people’s lives.” These
homes fall into two separate aesthetic specialties: traditional and warm contemporary. As a
result, two distinct brand identities, will represent the KAA Design parent company. To
complement the brand names of Evens Architects and Kirkpatrick Architects, there is a need
for distinct visual brand identities. Success can be measured by communicating the values and
personalities of each brand.
Evens Architects is an architecture firm creating distinctly personal homes rooted in the legacy of
great traditions. The enduring qualities of comfort and beauty in traditional American
architecture add richness and value to the places we craft for our clients.
Kirkpatrick Architects is an architecture firm focused on the benefits and authenticity of warm
contemporary residential design. Our clients trust us to design a home that is unique and deeply
personal.
Both brands seek clients that “value design and trust us to deliver a home that is unique and
deeply personal.”
Awareness: We consider it our duty to foster awareness of the value of design.
Integrity: We insist on authenticity in our work, and honesty and accountability in all we do.
Collaboration: We believe that many voices bring richness to our endeavors.
Beauty: We maintain that beauty is essential to human happiness.
Fun: We love what we do.
Place: We respect the site, and all that it offers the homes we design.
Kirkpatrick Architects will adopt the personality of the existing KAA Design brand identity.
Evens Architects can be described as: simple, natural, organic, symmetrical, elemental, classic,
traditional, elegant, mysterious, reassuring, confident. Themes to be explored: sacred geometry,
golden mean, Fibonacci sequence, crests, Beaux-Arts, ICAA.
While a visual tie-in to KAA Design, and to each other, is desired, communicating each brand’s
distinct personality is more important. The brand identities need to work well in print and digital
media. The goal is to launch both brands publicly by early February 2013. Deliverables are
described in the project estimate.
L E C O U R S D E S I G N , I N C .I N C .
786 DEL RIO AVE , suite a, ENCINITAS , CAL IFORNIA 92024
760.632.7619 760.632.7649 fax [email protected]
HOW
Rebranding Process1) Discovery2) Planning3) Brand Platform 4) Brand Name5) Brand Signature (logo)6) Application7) Launch
BrandPlatform
HOW
Projects/Case Studies
Market SheetsService Sheets
Pocket Folder
Firm Brochure
Name, LogoStationery
FormsConst. Docs.
3Brand Guide:
color, type,vehicles,
job site signsoffice
SOQ Materials (Print & PDF)Brand Identity
ProposalTemplates
3
4
4
44
4
Web SiteAdvertising
5Event Marketing
Trade ShowsSeminars
5Thought Leading:
BODPublic Speaking
Trade WritingWebinars
5Social NetworksE-Mail Marketing
BlogVideoTwitter
5
Holiday PromoPromo Items
5Public
RelationsPublicity
5Case StudiesWhite Papers
5 5Networking:
Professional Org.Community
5Awards
Competitions
5
5
MarketingPlan
2Strategic
Plan
1> >
>
>
>
3 year Plan
why we exist (purpose)
how we will get there (values/beliefs)
SWOT Analysis
where we are going (vision)
who will join us (target)
why they’ll join us (positioning story)
SMART Goals
1 year Plan
how we will get there
which vehicles (at right)
who will drive
cost & timing
dashboard
Co
mm
un
ica
tion
Veh
icles
Recruit & Retain Great Clients & Talent
WHY?
How To Build aService Brand
©lecoursdesign, inc. 2003–2012
UniqueProcesstm
StrategicAlliances
Referral System
Projects/Case Studies
Market SheetsService Sheets
Pocket Folder
Firm Brochure
Name, LogoStationery
FormsConst. Docs.
3Brand Guide:
color, type,vehicles,
job site signsoffice
SOQ Materials (Print & PDF)Brand Identity
ProposalTemplates
3
4
4
44
4
Web SiteAdvertising
5Event Marketing
Trade ShowsSeminars
5Thought Leading:
BODPublic Speaking
Trade WritingWebinars
5Social NetworksE-Mail Marketing
BlogVideoTwitter
5
Holiday PromoPromo Items
5Public
RelationsPublicity
5Case StudiesWhite Papers
5 5Networking:
Professional Org.Community
5Awards
Competitions
5
5
MarketingPlan
2Strategic
Plan
1> >
>
>
>
3 year Plan
why we exist (purpose)
how we will get there (values/beliefs)
SWOT Analysis
where we are going (vision)
who will join us (target)
why they’ll join us (positioning story)
SMART Goals
1 year Plan
how we will get there
which vehicles (at right)
who will drive
cost & timing
dashboard
Co
mm
un
ica
tion
Veh
icles
Recruit & Retain Great Clients & Talent
WHY?
How To Build aService Brand
©lecoursdesign, inc. 2003–2012
UniqueProcesstm
StrategicAlliances
Referral System
Platform
A statement describing who will hire you and why.
POSITIONING
We are a type of firm1
offering flagship service2
to category of clients3.Our core brilliance4 provides
specific benefits5.
We are marketing consultants1
offering brand strategy 2 to A/E/C firms.3
Our Core Brilliance Marketing4 helps firms fight commoditization
to win new business.5
namelogo
positioningstatement
A global design practice specializing in creating environments that draw people and communities together for unforgettable experiences.
Positioning Mistakes1) Not Having One2) What’s True, Not Unique3) Can’t Be Demonstrated 4) Emphasis on Wrong Things
HOW
What AboutTaglines?
HOW
HOW
Rebranding Process1) Discovery2) Planning3) Brand Platform 4) Brand Name5) Brand Signature (logo)6) Application7) Launch
HOW
Monogram Your Shirt,Not Firm
HOW
Take Your Name OffThe Door
HOW
Good Firm Names1) Easy to Say, Spell2) Available, URL, Social 3) < 7 syllables4) Align With Brand Platform5) Are Scalable
Strategic Br ief
CLIENT :
DATE :
CLIENT CONTACT :
PHONE # :
JOB DESCRIPTION :
JOB # : Evens Architects, Kirkpatrick Architects
Nov. 28, 2012
Erik Evens, Grant Kirkpatrick, Meg Touborg
203.644.0372
Brand Identity Packages
990.1
Task & Goals (WHAT ARE WE TRYING TO ACHIEVE , WHY NOW? , AND HOW CAN THIS BE MEASURED? )
Positioning (WHAT MAKES US UNIQUE? , HOW DOES THIS BENEFIT CLIENTS? HOW DO WE COMPARE TO THE COMPETITION? )
Target (WHO DO WE WANT TO BE DOING BUSINESS WITH? )
Values (IF WE CONSISTENTLY DELIVER ON THESE PROMISES , OUR BRAND WILL BUILD )
Personality ( IF THIS BRAND WERE A PERSON , WHAT TRAITS DETERMINE THEIR LOOK & FEEL )
Scope (PRACTICAL RESTRAINTS )
The Purpose of both brands is “to design beautiful homes that enrich people’s lives.” These
homes fall into two separate aesthetic specialties: traditional and warm contemporary. As a
result, two distinct brand identities, will represent the KAA Design parent company. To
complement the brand names of Evens Architects and Kirkpatrick Architects, there is a need
for distinct visual brand identities. Success can be measured by communicating the values and
personalities of each brand.
Evens Architects is an architecture firm creating distinctly personal homes rooted in the legacy of
great traditions. The enduring qualities of comfort and beauty in traditional American
architecture add richness and value to the places we craft for our clients.
Kirkpatrick Architects is an architecture firm focused on the benefits and authenticity of warm
contemporary residential design. Our clients trust us to design a home that is unique and deeply
personal.
Both brands seek clients that “value design and trust us to deliver a home that is unique and
deeply personal.”
Awareness: We consider it our duty to foster awareness of the value of design.
Integrity: We insist on authenticity in our work, and honesty and accountability in all we do.
Collaboration: We believe that many voices bring richness to our endeavors.
Beauty: We maintain that beauty is essential to human happiness.
Fun: We love what we do.
Place: We respect the site, and all that it offers the homes we design.
Kirkpatrick Architects will adopt the personality of the existing KAA Design brand identity.
Evens Architects can be described as: simple, natural, organic, symmetrical, elemental, classic,
traditional, elegant, mysterious, reassuring, confident. Themes to be explored: sacred geometry,
golden mean, Fibonacci sequence, crests, Beaux-Arts, ICAA.
While a visual tie-in to KAA Design, and to each other, is desired, communicating each brand’s
distinct personality is more important. The brand identities need to work well in print and digital
media. The goal is to launch both brands publicly by early February 2013. Deliverables are
described in the project estimate.
L E C O U R S D E S I G N , I N C .I N C .
786 DEL RIO AVE , suite a, ENCINITAS , CAL IFORNIA 92024
760.632.7619 760.632.7649 fax [email protected]
RELIABLE
SECURE
INTEGRITY
TRUSTED AS ADVISOR
TRADITIONAL ⁄CLASSIC
TRANSPARENT
CREATIVE
TRUSTED ADVISOR/CAPTAINCook HarborNorthWestTrue NorthTruNorthCompassSextantAt The HelmTraverse BayRock TraverseEagle RouteMountain RouteCaribou RouteRidge RouteSherpaRetirement SherpaNavigatorNavigated BayNavigated ShelterNavigated IRAAnchorAnchor PeakGreen AnchorSage PeakSagewoodSagestoneSpyglassGreen HarborHarborpointHarbor EscortGreenPointBluePointeBeaconThe IRA BeaconLighthouseLandmarkGuidepointIlluminated PathApex PathMajestic Path_______ PathHarborLightAlexandriaRangeLightPharosPathwayPathfinder
SECURE FUTUREBlue SpringsPanoramaOpen TerrainProvinceVistaVictoriaHudson BayPacific Bay_______ BayEvergreenEverblueForest BaySecure ForestSunriseDaybreakSecured RouteSage InletGreen HarborStone HarborHarborgateEagle Harbor_______ HarborSafeMarkTouchStoneMeriweatherClearWaterEmerald BayEmerald HarborStoneFieldSherwoodSurewoodMeadowbrookGolden HarborBlue Bird
TRUSTED ADVISOR/CAPTAINCook HarborNorthWestTrue NorthTruNorthCompassSextantAt The HelmTraverse BayRock TraverseEagle RouteMountain RouteCaribou RouteRidge RouteSherpaRetirement SherpaNavigatorNavigated BayNavigated ShelterNavigated IRAAnchorAnchor PeakGreen AnchorSage PeakSagewoodSagestoneSpyglassGreen HarborHarborpointHarbor EscortGreenPointBluePointeBeaconThe IRA BeaconLighthouseLandmarkGuidepointIlluminated PathApex PathMajestic Path_______ PathHarborLightAlexandriaRangeLightPharosPathwayPathfinder
SECURE FUTUREBlue SpringsPanoramaOpen TerrainProvinceVistaVictoriaHudson BayPacific Bay_______ BayEvergreenEverblueForest BaySecure ForestSunriseDaybreakSecured RouteSage InletGreen HarborStone HarborHarborgateEagle Harbor_______ HarborSafeMarkTouchStoneMeriweatherClearWaterEmerald BayEmerald HarborStoneFieldSherwoodSurewoodMeadowbrookGolden HarborBlue Bird
IRA INVESTMENTS, INC.
SAGE HARBOR
HOW
Rebranding Process1) Discovery2) Planning3) Brand Platform 4) Brand Name5) Brand Signature (logo)6) Application7) Launch
HOW
Humans Are Visual, Blink
HOW
A Logo Should1) Represent You in Absentia2) Communicate Vision3) Be Professional 4) Demonstrate Design Savvy5) Be a Seal of Approval
HOW
Rebranding Process1) Discovery2) Planning3) Brand Platform 4) Brand Name5) Brand Signature (logo)6) Application7) Launch
E V E N S A R C H I T E C T Sa KAA Design company
4201 REDWOOD AVE, LOS ANGELES, CA 90066TEL 310-821-1400 . FAX 310-821-1440
www.evensarc.com
ERIK EVENS AIA . PRINCIPAL ERIK@EVENSARC .COM
4201 REDWOOD AVE, LOS ANGELES, CA 90066TEL 310-821-1400 . FAX 310-821-1440
www.evensarc.com
STEPHEN STRAUGHAN . ASSOCIATE [email protected]
4201 REDWOOD AVENUE, LOS ANGELES, CALIFORNIA 90066TEL 310-821-1400 . FAX 310-821-1440
www.evensarc.com
E V E N S A R C H I T E C T Sa KAA Design company
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a KAA Design companyE V E N S A R C H I T E C T S
4201 REDWOOD AVENUE, LOS ANGELES, CALIFORNIA 90066www.evensarc.com EEEEE EEEEEE E
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a KAA Design companyE V E N S A R C H I T E C T S
4201 REDWOOD AVENUELOS ANGELES, CA 90066
www.evensarc.com
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3/2 front: 13-5-1 U, 156-1-U, Natural TBD back: 13-5-1 U, 6-1-6 U
2/2 front: 13-5-1 U, TBDback: 13-5-1 U, 6-1-6 U
Second Sheet (not shown, only logo ornament)1/0 front: 13-5-1 U
2/0 front: 13-5-1 U, 6-1-6 U
2/2 front: 13-5-1 U, TBDback: 13-5-1 U, 6-1-6 U
4201 REDWOOD AVENUE, LOS ANGELES, CALIFORNIA 90066310-821-1400 . [email protected] . www.evensarc.com
E V E N S A R C H I T E C T Sa KAA Design company
YOUR PERSONALIZED
Portfolio
THE STRAND RESIDENCE H E R M O S A B E A C H , C A L I F O R N I A
An authentic interpretation of British Colonial architecture to the West Coast. Built for a young family, this beachfront home balances privacy and panorama. Horizontal and
vertical teak shutters infuse the material palette with warmth and texture - a nod to an-other British Colonial influence, that of the West Indies....Read More >>
East Meets West
E V E N S A R C H I T E C T Sa KAA Design company
4201 Redwood Avenue, Los Angeles, CA 90007310 821 1400 tel www.evensarc.com
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[email protected] from this list
David LecoursLecoursDesign, Inc.786 Del Rio Avenue, Suite AEncinitas, CA 92024
>>
East Meets WestMany people, and particularly those with East Coast roots, have strong connections to British Colonial architecture. In the early twentieth century, a large number of East Coasters took up residence in Southern California, building regal homes in Pasadena and Downtown Los Angeles. They also built smaller weekend retreats along the coast in areas like Ocean Park and Venice Beach where were still find finely preserved examples of a more casual version of the British Colonial tradition.
The Strand Residence illustrates an effort to bring an authentic interpretation of British Colonial architecture to the West Coast. Built for a young family, this beachfront home bal-ances privacy and panorama. Horizontal and vertical teak shutters infuse the material palette with warmth and texture - a nod to another British Colonial influence, that of the West Indies.
Evens ArchitectsArt Luna Garden DesignTim Clarka Interior DesignJD GroupManolo Langis (front) Erhard Pfeiffer (inset)
ArchitectureLandscape
InteriorsConstructionPhotography
e v e n s a r c h i t e c t sa KAA Design company
4201 redwood avenue, los angeles, ca 90066 | 310.821.1400 www.evensarc.com
E V E N S A R C H I T E C T Sa KAA Design company
310.821.1400 evensarc.com
Jonathan Club Beach Entry Pavilion Sketch 02-14-13E V E N S A R C H I T E C T S
a KAA Design company
HOW
Rebranding Process1) Discovery2) Planning3) Brand Platform 4) Brand Name5) Brand Signature (logo)6) Application7) Launch
How toProtect Your Investment
HOW
pmsc m y k r g b
18 67 89 5 196 107 55
14 49 88 1 216 142 61
13-5-1 U
58 55 58 29 97 89 84 156-1-6 U
30 30 35 0 182 168 158 156-1-2 U
6-1-6 U
cmyk = cyan, magenta, yellow, blackUsed for print, also called 4 color process rgb = red, green, blue used for on-screen
pms = pantone matching system requirespantone inks for consistent commercial printing
LOGOLOGO
Obey the Logo Laws:Never stretch the logo horizontally or vertically. Never change the colors, fonts or orientation. Avoid shrinking the logo smaller than 1.5" wide. Enlarging the logo is fine, but only if using a .pdf file.
ea_logo_clr_rev.pdfea_logo_clr_rev.png
ea_logo_clr.pdfea_logo_clr.jpg
ea_logo_bw.pdfea_logo_bw.jpg
COLORCOLOR
TYPOGRAPHYTYPOGRAPHY
BRAND NAMEBRAND NAME Our formal legal name is KAA Design Group, Inc. DBA Evens Architects. KAA Design Group is our parent company and is more for internal use. Outwardly we prefer to be known as Evens Architects. While it may be tempting to shorten this name to Evens Arc/Arch or EA, please resist. We are architects and we prefer to use that word in our brand name. EA may be used for internal verbal communication to distinguish between KA, but never for external communication. Our website URL is evensarc.com.
OUR FOCUSOUR FOCUS traditional residential design anchored in history but attuned to the spirit and needs of the modern world
If words are the content, then typography is the voice used when communicating visually. Adobe Garamond Pro is our principal font, chosen for its traditional voice.
STATIONERYSTATIONERY PaperCrane’s Kid Finish, Fluorescent White 90# Cover 2-ply for business cardsCrane’s Text, Fluorescent White, Unwatermarked80# text for letterhead, 2nd sheets, envelopes
PrinterBurdgeCooper, rep: Don Burdge1565 E 23rd Street, Los Angeles, CA 90011800.421.8703, [email protected]
EV E NS A RC HITE CTS
Adobe Garamond Pro Regular, Italic, small caps1
Adobe Garamond Pro Semibold, Italic, small caps1
Adobe Garamond Pro Bold, Italic1 small caps only available in character panel of Adobe Illustrator, InDesign or Photoshop
11 pt. Regular for body text, w/ 13 pt. leading12 pt. Semibold small caps for sub-headlines2
24 pt. or larger Bold for headlines2 best to set tracking to 100
Quick Guide To Our Brand Identity
E V E N S A R C H I T E C T Sa KAA Design company
E V E N S A R C H I T E C T Sa KAA Design company
E V E N S A R C H I T E C T Sa KAA Design company
pmsc m y k r g b
18 67 89 5 196 107 55
14 49 88 1 216 142 61
13-5-1 U
58 55 58 29 97 89 84 156-1-6 U
30 30 35 0 182 168 158 156-1-2 U
6-1-6 U
cmyk = cyan, magenta, yellow, blackUsed for print, also called 4 color process rgb = red, green, blue used for on-screen
pms = pantone matching system requirespantone inks for consistent commercial printing
LOGOLOGO
Obey the Logo Laws:Never stretch the logo horizontally or vertically. Never change the colors, fonts or orientation. Avoid shrinking the logo smaller than 1.5" wide. Enlarging the logo is fine, but only if using a .pdf file.
ea_logo_clr_rev.pdfea_logo_clr_rev.png
ea_logo_clr.pdfea_logo_clr.jpg
ea_logo_bw.pdfea_logo_bw.jpg
COLORCOLOR
TYPOGRAPHYTYPOGRAPHY
BRAND NAMEBRAND NAME Our formal legal name is KAA Design Group, Inc. DBA Evens Architects. KAA Design Group is our parent company and is more for internal use. Outwardly we prefer to be known as Evens Architects. While it may be tempting to shorten this name to Evens Arc/Arch or EA, please resist. We are architects and we prefer to use that word in our brand name. EA may be used for internal verbal communication to distinguish between KA, but never for external communication. Our website URL is evensarc.com.
OUR FOCUSOUR FOCUS traditional residential design anchored in history but attuned to the spirit and needs of the modern world
If words are the content, then typography is the voice used when communicating visually. Adobe Garamond Pro is our principal font, chosen for its traditional voice.
STATIONERYSTATIONERY PaperCrane’s Kid Finish, Fluorescent White 90# Cover 2-ply for business cardsCrane’s Text, Fluorescent White, Unwatermarked80# text for letterhead, 2nd sheets, envelopes
PrinterBurdgeCooper, rep: Don Burdge1565 E 23rd Street, Los Angeles, CA 90011800.421.8703, [email protected]
EV E NS A RC HITE CTS
Adobe Garamond Pro Regular, Italic, small caps1
Adobe Garamond Pro Semibold, Italic, small caps1
Adobe Garamond Pro Bold, Italic1 small caps only available in character panel of Adobe Illustrator, InDesign or Photoshop
11 pt. Regular for body text, w/ 13 pt. leading12 pt. Semibold small caps for sub-headlines2
24 pt. or larger Bold for headlines2 best to set tracking to 100
Quick Guide To Our Brand Identity
E V E N S A R C H I T E C T Sa KAA Design company
E V E N S A R C H I T E C T Sa KAA Design company
E V E N S A R C H I T E C T Sa KAA Design company
MeasuringSuccess
HOW
Quantitative&
Qualitative
HOW
“Not everything that can be counted counts,
and not everything that counts can be counted.”
–Albert Einstein
HOW
Qualitative
HOW
Quantitative
HOW
Your MileageWill Vary
HOW
HOW
Firm Size Consulting & Creative
10–30 $10k–25k
30–100 $20k–50k
100–500 $35k–100k
500+ $100k–250k
HOW
ROI
$50k to rebrand
50 p = $5M Revenue
Lifespan 5 yrs. = $25M Revenue
5 yrs. = 50 projects
1 project = $100k
Timing4 mo.–1 year
HOW
HOW
Questions?
C
Rebranding Your Firm:
Conclusion
Life Cycle
intro
Birth Growth Maturity Rebirth
Death
perception
reality
WHAT
New Term
Logo Logo Refresh
Name + Logo Identity Refresh
Logo + Positioning Rebrand
Name + Logo + Positioning Rebrand
When to Rebrand?1) Change in strategy2) Change of ownership 3) Brand is rotten4) Coming of age5) Significant milestone
= stand-alone reason for rebrand
WHEN
HOW
Rebranding Process1) Discovery2) Planning3) Brand Platform 4) Brand Name5) Brand Signature (logo)6) Application7) Launch
RebrandingYour Firm
davidlecours.comS M P S N AT I O N A L W E B I N A R | @SMPShq @davidlecours
