By: Megan Dapp
A strong brand is imperative for every company. You need to create a visual identity that connects your audiences to your company, products, and services. Although brand consistency is important, it’s also necessary that your company’s brand accurately reflects the evolution of your company – which means occasionally, it will need a refresh.
Triad embarked on this journey in 2022 because we realized our brand didn’t reflect the experience our clients have with our team or our company. We wanted to ensure that our company’s purpose – elevating diverse voices in decisions that matter – and our culture came through in a bold way.
We knew that we couldn’t do it alone. #teamtriad has many strong opinions and preferences, so we hired Demi & Co to facilitate a series of workshops to refresh our visual identity and voice. The exercises were challenging because we needed to respect the brand reputation of a company that has been in the market for 20 years, but we also knew we needed to step out of our comfort zone and be a little different.
Throughout the process, a central theme came through repeatedly – #teamtriad. We wanted our brand to reflect the awesome, smart, and experienced people that work for our company. So, we decided to lead with our people. Triad doesn’t exist without the team, and we believe that ours is particularly special.
This meant we had to highlight our people – their authenticity and their full personalities. We hired Source Creative House to capture #teamtriad in their natural habitats, showcase their personalities in their headshots, and build a gallery of photos that give our audiences a true inside look at our team.
The result of our refresh was a slightly modified logo mark to modernize the brand; a new set of brand guidelines including the new photo gallery to provide consistency across all our collateral materials, digital content, and paid media; and the ultimate deliverable – a new website. Our partners at Boldworld took our new brand platform and team-first visual identity and created a sleek, new digital presence that we are incredibly excited to share.
It was a process. Every word, image, and decision was intentional and deliberate. But it was well worth the effort. So, we invite you to take a look and let us know what you think: triadstrategies.com. And if you find yourselves in need of a refresh, reach out. We’d be happy to help you through your own journey.