Our Rebrand is Coming January 2025

A lot has changed since the launch of our agency.

Longer partnerships with niche clients has created a natural shift toward creating more work in line with our values. And with this shift, we’re eager to redefine our offer to clients more accurately, reflecting where we’re at and where we’re headed.

Our rebrand is launching January 2026. The new brand will be hyper-specific in terms of what we do and who we do it for, and yet expansive and dynamic in execution. It’s energized and modern, yet still sticks to the same values we’ve always had.

Stay tuned as we unveil our sharpened positioning, refreshed identity, new website and projects.

Subscribe to our newsletter for all the launch updates.

3 of the world’s biggest rebranding fails and what you can learn from them

A methodical and well-thought-out rebrand can do a lot for your business. It can help you appeal to new customers and markets, showcase your values, and stand out from your competitors.

However, a bad rebrand can do more harm than good.

The good news? You can learn from these branding fails to make sure your own rebranding efforts get the results you want.

We’ve put together three branding failure examples, looking at what went wrong and how to avoid making the same mistakes.

Branding fail #1: Jaguar

Prestigious British-based car manufacturer Jaguar unveiled Project Roar in November 2024 to a baffled audience.

The aim of the rebrand was to launch Jaguar’s new line of electric vehicles to a young and wealthy target audience. With a revised logo, an “exuberant” color palette, and an ad campaign featuring a diverse range of stunning models, the rebrand aimed to showcase Jaguar as a young, creative, and modern company.

As you might expect, the reaction was not good. A UK motoring journalist referred to the launch as like a “hallucinogenic sci-fi movie,” while comedian Stephen Colbert said it looked “like a luxury condom brand in an eastern European dance club.”

The rebrand is retro, but not in a good way. It doesn’t pay homage to the brand’s legacy and ultimately came across as inauthentic and dare we say, a little bit cheap.

The lesson learned:

The Jaguar rebrand failed so spectacularly because Jaguar forgot its core values. The brand wanted to appeal to a younger, more tech-savvy audience and as a result, threw away the prestige and admiration it had built up over the past century.

As the Jaguar rebrand was geared towards electric vehicles, a savvy move could have been to create a sub-brand. That way it could run the traditional branding and newer branding alongside each other, appealing to two different audiences while not compromising its identity. 

For an example of this in action, take the Spanish clothing brand Inditex, which operates luxurious designer brand Massimo Dutti alongside the more affordable high-street brand Zara. Two different brands, two different target audiences.

Branding fail #2: The Gap

One of the most memorable branding failures is The Gap.

In 2010, The Gap hired Laird and Partners to redesign its logo. The new logo was launched on 4th October 2010 and was hailed as more contemporary and “sexy” than the original.

However it was met with a barrage of public vitriol across social media. People said it looked tacky, boring and soulless, some even dared to say it looked like a PowerPoint template.

The hatred of the new logo was so intense that it was scrapped on the 11th October 2010—less than a week after it launched. The executive who oversaw the change ended up resigning a few months later.

The lesson learned:

Where to start with this one?

One of the key reasons why rebrands fail is that there isn’t a good enough reason to rebrand. Gap wanted to modernize, but making something modern doesn’t always mean it will be well-received.

“Brand fatigue” is never a good enough reason to rebrand.

Another reason the Gap rebrand failure happened was because the new logo was too radical a departure from the old one. While the new logo did include a tiny nod to the old blue box, it wasn’t enough to keep loyal customers invested.

Compare and contrast with Pepsi. While the soft-drink brand has evolved a lot over the years, the bottle cap design and red, white, and blue color scheme have always been a constant. 

If you already have a strong brand identity, it’s best to build on what you have rather than trying something completely different.

Finally, and this is something we’ll touch upon in more detail in the next section of this article, Gap pushed the rebrand through very quickly, without consultation. There was no buildup or notification that a rebrand was taking place, frustrating and confusing customers.

Branding fail #3: X

In July 2023, Twitter rebranded to X following a handful of tweets from Elon Musk. The iconic blue bird was replaced with a minimalist black and white “X” design and the domain was eventually changed to x.com, which Musk owned from his PayPal days.

The logic behind the rebrand was that Twitter was to become a platform that encompassed various functions beyond microblogging. Plus, Musk had a personal affinity for the letter X, as seen in SpaceX and X Holdings.

As you might expect, the decision did not go down well with users, with some referring to it as “the worst rebrand in tech history.”

We have a personal connection to old Twitter, having created the iconic anniversary graphics, so this particular rebrand hit us hard. To us, this rebrand marked a drastic change in Twitter from a fun place to catch up with friends to something a lot more shadowy and sinister.

The lesson learned:

Changing your logo, tagline, or brand colors is hard but achievable.

However, changing your name is a whole other story, especially when your original name is so entrenched in the lexicon of modern internet users.

The X rebrand hasn’t just annoyed and disenfranchised users but has led to a significant drop in brand equity, with the social network losing over $5 billion since the change.

A rebrand should always lead to an increase in profits, never a loss.

One of the reasons the X brand was so poorly received was that it felt rushed, with no communication about what was going to happen. As Orlando Baeza said: “Their brand identity went from feeling warm and welcoming to dark and members-only. And to top it off, this all happened overnight. Literally.”

When rebranding, it’s essential to plan ahead. Clear communication is vital—you need to explain why you’re rebranding and reassure customers that your values will stay the same. Dunkin’ Donuts did this when it rebranded to Dunkin’, testing the new branding at selected locations and introducing the new logo several months beforehand.

You need a buildup when you rebrand, whether that’s through social media, blogging, or a few well-placed spokespeople.

How to avoid your own branding failure

While there are bad rebrands out there, rebranding can be great for your business if you do it right.

For example, we recently talked about Mozilla refreshing its brand identity successfully, and we loved Hugo Boss’s bold and contemporary rebrand back in 2023.

We’ve looked at some ways you can avoid a branding fail of your own in this article but let us leave you with one final thought.

It pays to gather a range of perspectives before moving ahead with a rebrand, both from inside and outside your business. This can help you understand the impact of your rebrand and whether it’s the right approach.

Talk to customers, employees, and industry experts. Designers (like us!) are a great source of information too—they’ve been around and can tell you if your rebrand is a sensible idea.

Still not sure if your brand is due a refresh? Take this seven-question quiz!

5 branding lessons from The White Lotus: Caftans, cocktails, and crime

You’d think a show about rich people relaxing in a five-star resort in Thailand wouldn’t be exciting to watch. However, when you throw in a murder and twisted, dark family dynamics, things start to get interesting.

The White Lotus has taken the world by storm since it first launched in 2021, with the third season finishing earlier this month. People are talking about it on podcasts, sharing memes on social media, and holding themed watch parties—with the UK seeing Thai takeaway orders increase by 25%!

This show hasn’t just captured viewers’ hearts and minds; it’s also inspired a wealth of cross-over branding and partnerships, with brands celebrating the show through food, clothing, and toiletries.

So, what can your brand learn from The White Lotus? Grab your passport, dig out your overnight bag, and come on board with us as we share our thoughts.

Note: This article mentions spoilers and discusses some themes some readers may find distressing.

Product placement can make (or break) a brand

The White Lotus is known for showcasing luxurious clothing brands, from Gucci bags to Rolex watches.

Not only this, but each season was filmed at a real-world Four Seasons resort, a strategic partnership that has become highly lucrative. Four Seasons now offers a tour where holiday goers can travel to each filming location by private jet, at a cost of $188,000 per person.

While The White Lotus uses product placement to its advantage, it’s by no means the first show to do so.

Several decades ago, it was common for a single sponsor to underwrite an entire television or radio show. Thirty, forty, even fifty years ago, there was no internet or social media, so advertising on a TV show was an easy way to get people’s attention and raise brand awareness.

Nowadays, a promotion in a well-received TV show or film can extend your reach and make you visible to an international audience. 

Kate Bush went viral after one of her songs appeared in a pivotal scene in Stranger Things, nearly four decades after its release. Aston Martin has been the vehicle of choice in James Bond movies throughout the franchise. AFC Richmond, the fictional soccer team in Ted Lasso, was sponsored by Nike, which led to a real-life clothing collaboration.

However, brands can also experience negativity after featuring during specific plot points. For example, Peloton had a PR crisis on its hands when Mr. Big in And Just Like That… suffered a fatal heart attack on one of its exercise bikes. 

Even The White Lotus isn’t immune from branding fails. Coffee-Mate released a Piña Colada-flavored coffee creamer in collaboration with the show, but launched it before the end of the series when Timothy Ratliff tried to kill his family with poisoned Piña Coladas.

Luckily the brand took it in stride, with an Instagram post saying, “Well, this is awkward.”

(Duke University wasn’t as pleased with its clothing being worn during the same subplot.) 

People buy from people

Authors often talk about the eight deadly words when writing: “I don’t care what happens to these people.” This means that if characters are boring or unengaging, people will give up on them.

The beauty of The White Lotus’s branding is that you’re invested in the characters, even if you love to hate them. Take Victoria Ratliff in season three—a spoiled, self-centered, materialistic woman who thrives on drama and yet, has captivated the internet (check out this remix of her iconic catchphrase.)

People resonate with a well-written story and its characters and ultimately feel like they know them. This means that when a brand like CB2 launches its White Lotus collab (seen above), you can feel like a character at the hotel, chilling out at the poolside, cold drink in hand. 

Build your brand on multiple levels.

You know your brand has hit the big time when it appears in places you typically wouldn’t expect. The White Lotus has experienced this not only with a never-ending flow of memes and themed parties, but also mentions in unusual places. 

Healthline created an article touching on lorazepam misuse, a common theme in series three, while the phrase “Live Laugh Lorazepam” has made it onto posters, mugs, cross stitches, and make-up cases. 

The White Lotus is an immersive experience, primarily based around fun and entertainment, something people are crying out for in these divisive times. By branching out and capturing people’s attention, it keeps them talking, even after the current series has ended.

Keep your branding consistent

Consistency is everything in branding. A shaky brand message means you waste money, confuse customers, and lose trust.

The White Lotus has a distinct look and feel when it comes to visual identity (especially when it comes to colors and prints), which gives it a significant advantage. Brands it partners with all share that unique presence, leading to a cohesive appearance.

Above is an example of White Lotus branding from Fair Harbor, Blissy, and H&M—three different brands that look like they could all be a part of the same product line.

You need to shake things up every now and then

While some businesses can get away with the same brand identity for years at a time, good brands know when it’s time to mix things up.

Of course, rebranding for the sake of it is never a good idea. But a strategic refresh can keep customers invested.

The White Lotus uses a different location each series, with the previous seasons taking place in Hawaii and Sicily. And with a few exceptions, the show calls upon a new roster of characters each time.

The big question we have is, where will season four take place? Rumors are that it could be filmed anywhere in the world, from the balmy riads of Morocco to the bracing landscapes of Norway.

We don’t know about you, but we’re looking forward to seeing where the White Lotus (and its branding) takes us next!

p.s. If you enjoyed this post, why not check out our article about the Brat album cover and how it’s a masterclass in brand awareness?

Design trends for 2025: What's the branding world talking about this year?

At the start of the year, we like to sit down and predict what we think will be the hottest design trends over the upcoming months. (You can check out our predictions for 2021 and 2023 here.) It's always fun to revisit the article at the end of December to see how right (or wrong!) we got things. We've been tracking trends throughout 2024, and we've identified four that will gain traction this year. 

So, what will be the graphic design trends of 2025? Let's take a look.

Trend 1: Neutrals with pops of color

At the start of every year, Pantone nominates a color of the year that, in its own words, “captures the global zeitgeist, expressing a global mood and an attitude.”

2025's choice? Mocha Mousse, a plain, warm brown.

Needless to say, the internet was not impressed. Criticisms ranged from "depressing" to "bland and boring," all the way through to "sad beige."

However, there is a method to the madness. Understated luxury has been the watchword of 2024, with Jools Lebron's "very demure, very mindful" catchphrase leading the way. Plus, in times of anxiety and uncertainty, an organic and calming color is a sensible option.

It’s important to note that an affinity towards neutral shades is not a new thing. Browns, creams, and earthy beiges have been popular choices in color palettes for the last five years. However, in 2025, we predict the neutral shades will be paired with pops of color.

2025 will be the year that neutral colors are combined with contrasting colors to create a look that stands out but oozes sophistication–think rich purples and deep dark greens. 

So while “Mocha Mousse” may not be to everyone's tastes, we believe brands will take advantage of it in the months ahead.

Trend 2: Sketchbook design and a DIY ethos

If you're on TikTok you'll be aware of the sketchbook and collage video style—photo cut-outs layered over one another to create a modern, stripped-back aesthetic.

It looks a little messy, but that's the whole point. It's the modern-day equivalent of the DIY zines and punk flyers from the 80s or pop-culture and fandom collages of the early aughts.

In 2025, there will be a move towards stripped-down visuals. Companies will move away from overly refined and polished branding and embrace designs that look less pretentious. Case in point: Mozilla's recent rebrand, which wouldn't look out of place on an 8-bit computer.

For brands that want to take advantage of more of a DIY ethos but still want to retain some elegance, flatlays are a great alternative. This trend skyrocketed in popularity late last year, with travellers taking aesthetically-pleasing photos of their belongings as they passed through security.

Recently, The Millennial Decorator has been creating on-trend flatlays for massive brands, including Ralph Lauren, Samsonite, and Warby Parker.

Trend 3: Imperfect design

As an artist or designer, it’s only natural to want everything to be perfect. However, 2025 will be the year we celebrate the flaws in our work.

Take for example, fuzzy, hazy graphics. We talked about fuzzy, hazy graphics back in 2021, and we predict they'll stick around in 2025.

Why do people love blurry graphics, like Giacomo Bagnara's, so much? They're moody, otherworldly, and inspire debate—these images are often open to interpretation.

Plus, out-of-focus images are a massive part of the anti-branding movement—think Charli XCX and the blurred, out-of-focus text on the Brat album.

Imperfect design will also find its way into an art form people have often criticised for being too perfect, sterile, and “uncanny valley”—AI.

2025 will be the year AI companies will make more of an effort to sell their products as a tool for people to use rather than a tool that will replace humans. 

As a result, while we’ll continue to see the fantasy worlds we’re used to seeing in AI, there will be a new focus on artists taking their own art and using AI to enhance it – like the works of Sebastian Cestaro and Ruta Diallo.

Trend 4: Analog(ish) artwork

Our final design prediction for 2025—analog artwork in brand identities will continue to grow.

In a modern world where anyone can open Midjourney and create an AI image, people are starting to crave hand-drawn images, with texture, shade, and small imperfections. 

Even brands that operate in a wholly digital sphere are starting to realize people want to see something unique and human. The biggest surprise in 2024 was Apple, which commissioned Simon Landrein to create bright, beautiful, illustrative posters. This was a big departure from their typical sleek, minimal, photographic campaigns.

There was also a special place in our hearts for Anna-Laura Sullivan's adorable watercolor comics, specifically created to make people know they are loved. And as 2025 begins, we believe everyone could use a big hug.

2025 is all about combining contrasting color choices, tactile designs, and abstract imagery. Rather than following the crowd, this year is all about brands embracing their authentic selves, flaws and all.

Want more insight into what's hot in the world of branding in the months ahead? Sign up for our newsletter.

Rebrand roundup: are Mozilla, PayPal, and Figma’s recent rebrands any good?

Refreshing your branding can be a great way to stand out in a crowded marketplace and show customers that you’re willing to evolve and engage.

However, there can sometimes be a disconnect between what you want to showcase as a business and what prospective customers think.

Case in point: Gap’s logo redesign, which lasted all of six days before the leadership team realized they’d taken a massive misstep.

We’ve been watching three recent tech rebrands with interest – Mozilla, PayPal, and Figma. Join us as we cast a designer’s eye over the new look & feels.

Mozilla rebrand: reclaiming the internet

Retro branding is on trend right now. Think Burger King, which recently returned to the logo it originally had in the late sixties, alongside nostalgic, warm colors and seventies-inspired typography.

Mozilla has similarly taken an old-school approach, replacing the red dinosaur with a quirky, 8-bit Tyrannosaurus Rex and an edict to “reclaim the internet”.

The mastermind behind the Mozilla rebrand is Lisa Smith, who interestingly, was behind the Burger King rebrand. The goal was to create a new brand to connect with both new and existing users and show them where Mozilla was heading in the future.

It was vital for Mozilla to showcase its personality and make it stand out from other tech companies. For example, while it employs sans-serif and slab-serif typefaces, it draws inspiration from pixel patterns to differentiate from other brands and add a touch of retro, vintage charm to its modern tech.

Our thoughts on the Mozilla rebrand

We really love this rebrand. It’s an exciting callback to the DIY, activist ethos the internet had in the early aughts. It works on multiple levels too – the new dinosaur logo also doubles as a flag, acting as a rallying call to action.

Compared to Google’s slick, polished, slightly bland branding, it makes Mozilla stand out and appeal to a completely different audience.

However, it’s fair to say that the rebrand has divided the internet – with some people loving it and others scratching their heads. To be fair, the dinosaur logo works best as an animation rather than a static image.

Figma rebrand: where design is everyone’s business

A valid reason why companies rebrand is because they have a new target audience. 

Take “Dunkin’ Donuts”, which rebranded to “Dunkin’” to appeal to customers who were interested in more than just fried pastries.

Before 2024, Figma was a platform that designers used to create prototypes. However, the product has evolved to become more of a collaboration platform where team members (and not just designers) can get together to share thoughts and co-create.

As a result, Figma has moved away from its old branding to something more abstract and colorful, showcasing the brand as a virtual playground where people can come together to create amazing things. 

Unlike the other brand refreshes on this list, which were carried out by design agencies, the Figma rebrand took place in-house.

Bright and playful, Figma wanted a brand identity that appealed to users, could scale with the business, and could be interpreted in multiple ways. As Brand Studio Director Damien Correll put it: “A developer might look at something as simple as a rectangle one way, through inspection mode, while a designer may see it from an alternate perspective.”

Figma has even developed its own typeface in collaboration with Grilli Type called Figma Sans. An expert, reliable counterpart to Figma’s big bouncy nodes, boisterous shapes, and bold shades.

Our thoughts on the Figma rebrand

This is more of a refresh than a rebrand — think of it more as an evolution than a large departure. It’s still recognizable, but a lot more dynamic and abstract than it was before.

One thing that we found interesting about the Figma branding was the removal of the static cursors that used to represent the brand, especially since Figma pioneered the multiplayer cursor in the first place. As more and more companies use cursors as part of their brand identity, it could be a savvy move for Figma to step away. 

As Correll said: “It’s a really important part of our history, (but) we don’t want to be stuck in the cursor zone.”

From a design perspective, we love the use of colors and free-flowing shapes. It’s a smart way to make Figma appealing to more people, without abandoning its initial demographic. 

PayPal rebrand: branding for everyone, everywhere

PayPal only rebranded in 2022, so the design world was surprised when the payment provider announced it was rebranding yet again.

This time around, the platform moved away from the iconic double-P logo to something flatter and more basic. 

There’s a strong corporate trend of flattening logos – take Google, Johnson & Johnson, GoDaddy, BMW, ABC, et al. The advantage of this is that it makes logos easier to work with, but the significant disadvantage is that it can make a brand much more forgettable.

The PayPal rebrand was spearheaded by Pentagram, one of the largest design agencies in the world and the brains behind brands including Citibank, American Girl, and Porsche.

Ease-of-use appears to be the overlying watchword here, reflecting how easy PayPal is to send and receive payment on. 

The logo is crisper, and a new bespoke typeface is now in place – a customized version of LL Supreme. 

The color palette has also been streamlined to white, black, and an assortment of blue tones. The original yellow has been quietly discontinued, possibly to bring PayPal in line with other online banking platforms.

Our thoughts on the PayPal rebrand

Hmm, we’re not sure if we’re fans of this one. 

We understand that banks and financial institutions want to feel like a safe pair of hands and reassure their customers. However, it’s possible to have a brand identity that is fun, unique, and reliable at the same time – UK bank Monzo does this really well.

That being said, we do like the idea of PayPal’s rebrand being based around user actions like tapping, flipping, and swiping – it makes the brand feel dynamic and relatable.

If you like’d this piece, check out some of our previous rebrand roundups from 2023 and 2022. We’ll be regularly reviewing rebrands on this blog. Why not sign up to our mailing list to discover our latest reviews?

The Power of Visual Design and How It Tells People a Hidden Story

Visual design as language – why it's more than just looking pretty

When it comes to visuals, we're hard-wired to gravitate towards what looks most appealing. The most attractive color combination, the most aesthetically pleasing logo, the most stunning photography.

However, that's not the whole story. The best visual design doesn't just look good but has additional layers – communicating a narrative through imagery to your audience and prospective customers.

Every color choice, typography decision, photographic subject or layout structure needs to be the result of a careful, considered process.

Let's look at how you can use graphic design elements to stand out and make a lasting impression.

Good visual design is easy to understand

Did you know that the brain can completely process an image that the eye only sees for 13 milliseconds? 

This is why colors and iconography are commonly seen on road signs – people can digest and comprehend them as they quickly speed past.

Not only this, but sixty-five percent of the population are visual learners. This means they are more likely to take in and retain information if it's in a visual format. 

The best examples of visual design are the ones that people can quickly understand, even if they’re not fully focused. 

Take street art and murals, which provide people with visual information about a specific area, the history of where they are and what they can expect to see. 

We have a lot of amazing street art in San Francisco, especially in the Mission district, where our agency is based. It’s home to many murals from the Chicano Art Mural Movement of the 1970s, organizations like the Clarion Alley Mural Project and Precita Eyes Muralists, and icons like Carlos Santana and Jerry Garcia of the Grateful Dead. 

Intentional visual design makes you more memorable

When you have a lot of competitors, you need to stand out from the crowd. Often, your visual identity can make the difference between people remembering your brand and opting to buy from your nearest rival.

Good visual design tells a story, and as the old saying goes, a picture says a thousand words.

Take colors for example – the right choices can make people remember an image even if they can't remember anything else. A study showed that 78% of participants could recall the primary color of a logo, while only 43% could remember the name of a business.

A fantastic example of color and memorability in visual design is Charli XCX’s “Brat” cover, which turned the internet slime green. A survey by YouGov shows that 14% of people have heard of the term “Brat Girl Summer”, even if they’re not sure what it means.

Story-telling and great design were at the heart of our work for Casa Hechizos. Each product is associated with an orisha with its own color and symbols, depicting knowledge, and most importantly, authenticity.

Visual design elements provide universal understanding

Imagine you're going on holiday, and you land at the airport of your chosen destination. How do you find the bathroom, passport control, or baggage reclaim, even if you don't speak the language?

Through icons. Good visual design speaks to people, even if they don't understand what's said. 

Visual design like this isn't just a trend – it's been going on for centuries. In nature, animals use color to tell humans and predators to stay back. Bright colors like red, yellow, and orange, as well as bold patterns, are warning signs that an animal is poisonous and that predators should keep their distance.

Let’s extend this to the modern world. “Sale” posters and signs are usually red. This is to create a sense of urgency and excitement, encouraging people to impulse buy. Meanwhile, healthcare websites, like the one we created for Vantis, are more likely to be a calming color like blue or green.

Of course there are some cultural exceptions that you need to bear in mind if you want to sell to an international audience. However for the most part, visual design transcends language.

Solid visual design helps people read between the lines

Sometimes you can't say everything you want to say about your company on a landing page or advert in a magazine. In this situation, your imagery can subconsciously tell people more about your business.

For example, the type styling can often tell you more than the text itself. For example, Coca-Cola's elaborate logo evokes nostalgia and good feelings. Citibank's sturdy typography suggests trustworthiness and stability. The backwards font on this Kooples t-shirt indicates individuality and rebellion. 

Some brands even include nifty easter eggs in their logos to reiterate what they do. Take FedEx, which has a hidden arrow in between the "E" and the "X" – now you know about it, you'll never not be able to see it! 

The power of graphic design elements

Your visuals should never be an afterthought

Before you open your laptop to design a poster, website, or book cover, it’s essential to understand what you want to say and how you can use imagery to illustrate your point.

When you've got that down, you're one step closer to connecting with your audience in a more emotive and personal way.

Need help telling your story through well-crafted imagery? We specialize in visual design that tells people all about you. Reach out to learn more.

Happy Birthday to Us! Celebrating Five Years of Building Brands

Pop the champagne and bring in the cake… did you know we are celebrating a milestone birthday this year?

Yes, Anastasia Salazar Ltd. is five years old (although we don’t look a day over four!)

It’s been a wild five years as a branding and design agency, working with fantastic clients, building a presence across San Francisco, and navigating the pros and cons of running a business. 

Join us as we look back at what we achieved, how we got started, and some of the amazing businesses we’ve helped along the way.

2019: Ads and bags

“I worked as an in-house designer in the past, and I knew the ultimate goal was to run my own design agency. I wanted to work with meaningful brands and women-owned businesses aligned with my values,” says Anastasia Salazar. “It was just a case of taking that leap.”

Before launching her agency, Anastasia took a job as Creative Director of Google Play Retail & Payments. “I networked as much as I could outside of office hours – I wanted to get the word out an share how I could help.”

Anastasia quit her job in June and started to get to work. “I joined a coworking space, applied for a business license, and before I knew it, we had our first client.”

The client in question? Udemy, a San Francisco-based online learning marketplace. “We created a Black Friday ad campaign for the brand, encouraging people to invest in their personal and professional skills. So many brands use black for Black Friday, so we used bright colors to make Udemy stand out.”

2019 finished on a high, art-directing a photoshoot in LA and designing a custom bag. “After working on websites and ads, it was fun to create something tangible – everyone loves a bit of swag!”  

2020: Oh my blog

2019 was the year Anastasia Salazar Ltd hit the ground. 2020 was the year we started to run. We hired our first two employees – Emily Moore and Andreina Prado.

We hosted San Francisco Design Week, presenting a session called “Building an Agency from the Ground Up.” Not bad going after celebrating our first anniversary!

We also celebrated our first testimonial and launched our design blog, where we show off our expertise. 

2020 was another year of firsts… in the form of a virus called COVID-19.

“Interestingly, the pandemic didn’t affect our business or how we worked too much,” says Anastasia. “If anything, branding became even more important to businesses as companies were pivoting and a whole new pandemic economy emerged.”

Finally, we started the tradition of our Holiday Card, something to send out to clients and local businesses to wish them a happy holiday and thank them. From posters to GIFs, we always try to do something different and a little bit quirky each and every year!

2021: Building brands, winning fans

“One thing we noticed in our first two years of business was that smaller companies seemed reluctant to get their branding in check,” says Anastasia. “They thought branding was something only big companies like Nike and Apple needed. We wanted to make branding and design accessible to everyone.”

As a result, we launched the Brand Builder Package. For a set rate, clients could get a custom logo, brand identity, and messaging, as well as their choice of deliverables. Simple, effective, and streamlined. 

One of the first companies to sign up for our Brand Builder Package was Casa Hechizos, a business specializing in spiritual wellness. Just starting out, we helped them shape their brand identity, packaging, and web design. 

After the project, we got an unexpected surprise on social media. “We were absolutely stunned to see artists like Kehlani, SZA, Summer Walker and Jay Versace raving about Casa Hechizos on Instagram,” says Anastasia. “It’s unexpected, but so cool, to see artists that you’re a massive fan of holding a product you designed.”  

Add a feature in Abduzeedo, and 2021 was a roller-coaster of a year!

2022: Hallo Deutschland

In 2022, the world started to open up, and we got back to doing in-person events around the San Francisco area. It was nice to get out and speak to people in real time again!

Speaking of opening borders, we got our first international client in the form of Vantis Health, a Munich-based digital health solutions company. While we may not understand German, the language of good design is definitely universal!

We made 2022 the year we got organized. “When we originally put our working processes in place, it was 2019, and we were much smaller,” says Anastasia. “With more clients and staff, we needed to up our game.”

Not only did we streamline our workflows, but we also created an online client and team portal. That way, we could discuss projects and timescales, and share our work with clients – ensuring everyone was always in the loop.

Finally, we launched the next iteration of our Brand Builder Package. 

“Some smaller businesses aren’t in a position to work with an agency but still want to invest in their branding,” says Anastasia. “So we developed the Brand Builder Workshop to help companies nail their messaging. We not only presented the workshop to companies in the area but made it available online as a virtual course the year after.” 

2023: The year we went viral

We did a lot of housekeeping in 2023. We moved workspaces, launched our Brand Builder Course, and started our monthly newsletter.

However, we also had a mystery to solve. 

“We suddenly experienced a random bump in website visits,” says Anastasia, “and we wanted to find out why. We did some digging, and it turns out that a Japanese blog shared the anniversary images we created for Twitter back in 2017. This led to a lot, and I mean a lot, of referral traffic!”

2024: A “clutch” of awards

While we may only be halfway through 2024, we’ve been keeping busy!

At the start of the year, we took on our first not-for-profit client. The CUNY Intergenerational Change Initiative is a fantastic organization that advocates for young people, and we loved helping them redesign their website.

It’s always fantastic to receive acknowledgement for the hard work you do. This year, Clutch named us “Top Graphic Design Company in San Francisco” and “Top Logo Design Company in San Francisco,” while Manifest named us “Most Reviewed Graphic Design Company in San Francisco.”

“These awards are so special to us as they are given based on the quality of work and positive client reviews,” says Anastasia. “They show that we’re passionate about branding and design and that our clients get results from the work we do for them.”

And finally, we published our Brand Builder Course on Udemy. Given that Udemy was our first client, it felt right that we came full circle!

What does the future bring?

So, what are our plans for the rest of 2024 and the years ahead?

“Following the success of the online Brand Builder Course, we want to branch out into other products” says Anastasia. “We plan to create templates for people to buy online, so they can design stunning websites and digital collateral that represent their brands, as well as drive conversions.”

“We’re also planning to redevelop our website and brand in the not-too-distant future, so watch this space!”

Here’s to the next five years… and beyond!

Our first five years in business haven’t always been easy. There have been invoices to chase, quiet periods of work to manage and massive pitches to work on.

However, it’s been fantastic working with value-aligned clients, helping women-owned businesses to flourish, and watching our team evolve and grow.

We’re grateful to all our clients for putting their faith in us. It’s wonderful to see them own their brands and hear their success stories. For example, Dr. Aditi launching her own book, and Sisu, one of our first clients, getting acquired by Snowflake.   

Also, a big thank you to our incredible team of contributors, past and present, who made it all possible — Grace, Mariel, Marielle, India, Andreina, Juhee, Cheawon, Clara, and Kate.

(It’s starting to feel a bit like the Academy Awards, isn’t it? Don’t worry, we’ll stop now!)

Looking for a branding agency in San Francisco? We’d love to include you in our timeline moving forward! Reach out, and let’s see how we can grow your business with stunning design and branding.

Rebrand Roundup: 3 Big Recent Company Rebranding Examples

A year has passed since our last Rebrand Roundup, where we discuss the most striking recent company rebranding examples and what we can take away from them.

RELATED: Rebrand Roundup: Inspiration from Company Rebranding Examples

Rebranding is a fine art, requiring a careful balance between the existing brand, and a comprehensive and intentional move into what the brand aspires to be. The results of this delicate process can vary, but we can always learn from them. This year, we’re unraveling the rebrands for X (previously Twitter), HUGO BOSS, and Minute Maid, delving into what went right, and what could have gone better. 

X (Twitter)

It’s almost impossible to talk about rebrands of 2023 without the rebrand that broke the internet. From the whispers and hearsay of Twitter arose the dramatic shift to X with a decidedly Elon Musk-shaped shadow. 

From 2006, Twitter earned a spot in the lexicon of modern internet users, even growing to become the source of new vocabulary such as the verb “to tweet.” However, the friendly, warm, and welcoming blue bird was changed to an exclusive, stark X almost overnight, generating an overwhelming sense of confusion from the general public. According to the brand, the change in name came from the shift in brand strategy, from its role as a social media platform to an “everything” platform meant to encompass a comprehensive ecosystem. But there was no denying that the rollout of this rebrand felt poorly orchestrated and the overall rebrand felt incomplete.

Even with a few announcement measures like the letter "X" projected onto buildings, the general rebrand was shrouded in mystery. With nearly 20 years of branding in the works, the sudden change to X replaced a gentler approach that would have honored the associations that the audience had built toward the brand. 

With a fairly ambiguous connection to Twitter’s brand positioning, the overly simplified logo was more of an homage to Musk’s historical preference for the letter X (a la X.com, SpaceX, X Holdings, etc.) along with dark colors and modern feel. To add, the launch of the new logo before the change in the interface made the rollout felt sloppy and a little undercooked. Without a few necessary ties to the previous brand and a confusing rollout, the poorly executed rebrand resulted in a significant drop in downloads and traffic. 

HUGO BOSS

For the first time since a logo adjustment in the 1990s, HUGO BOSS introduced a complete rebrand that delivered a refreshing new look and feel. From its fading brand presence highly tied to Gen X and Boomer audiences, the brand established a way to connect with a global demographic through its CLAIM 5 growth strategy. 

The brand division into HUGO and BOSS provided a sharper angle for the target audience of each, with HUGO representing an older audience and BOSS for their younger audience. The new look for BOSS held true to the classic colors and muted tones from the brand’s roots, only uplifted with a noticeably bolder logo and visuals. Videos featured fast cuts and interesting camera angles in line with this youthful rebrand.

With its #beyourownboss campaign, the brand leveraged the social relevance of young trendsetters like Future and Kendall Jenner along with engaging social-first content like a podcast, reels, stories, and behind-the-scenes. The contemporary and bold look embraced the messaging geared toward “young, unconventional, and progressive people who live life on their own terms,” according to Daniel Grieder, CEO of HUGO BOSS AG.

With two differentiated audiences and a clear, strategic shift, the brand made big moves to maintain its relevance while sticking to its bread and butter of sharp tailoring and classic styles native to the premium apparel brand.

Minute Maid

The rebranding of Minute Maid came with a hefty list of challenges, including the fact that it has maintained its position as a leading juice brand since 1946, and the fact that it is available in more than 100 countries. But with solid reasoning, a clear concept, and a strategically united front through the packaging, ad campaigns and messaging, the result was a thoughtful and impactful rebrand.

While Minute Maid was badly in need of an update, its worldwide presence also required a flexible design system that would make sense globally while being adaptable locally to consumers in various countries. The rebrand followed in the footsteps of recent globally-unifying refreshes for other Coca-Cola labels, including Fanta, Coca-Cola, and Sprite.

And in keeping with the times, the visuals were executed with an eye for trends including simplified fruit illustrations, table settings with perfectly placed objects, and round, friendly typography. However, the brand was careful not to go too far in the direction of ultra-modern and ground-breaking  as to make the rebrand feel inauthentic. The visual outcome was so successful because in the end, the look was still recognizably Minute Maid.

The out-of-home campaign also kept messaging simple and straightforward, sticking to the wholesome core of their product and the benefit that it serves. The brand emphasized its uncomplicated message of providing consumers with healthy nutrients to fuel their day, tying their billboards together through the common thread of vitamin D.

The Moral of the Story

These rebrands are a cautionary tale on not throwing the baby out with the bathwater. A rebrand is a careful balance between preserving what works, scrapping what doesn’t, and building around a well-crafted brand strategy. Here’s what we’re taking away from the rebrands this year:

• X (Twitter): A stark and complete upheaval of a well-known brand is rarely a good idea. Take it slow, and tell the public what you’re thinking. 

• HUGO BOSS: Recognize when your target audience(s) have changed. Start from strategy and you’ve got the makings of a successful rebrand.

• Minute Maid: A rebrand for a global giant is hard. But with straightforward messaging, a finger on the pulse, and slight tweaks, you can still make big impact.

A well-executed rebrand can better communicate your ever-changing brand to your audience, and with just a few case studies to learn from, you can kick off your process on the right foot.

Anastasia Salazar Ltd. is an independent design studio for tailored branding and digital designs. Reach out to learn how we can help you fuel growth and maximize your brand’s impact.

Why Your Logo Design Needs a Refresh (And How to Get It Done!)

Logos are perhaps the most instantly recognizable component of company branding. In fact, 75% of consumers find logo design to be the most recognizable component of brand recognition. Not only that, but the impact of this brand recognition can be felt financially. 25% of adults are more likely to make a purchase due to familiar branding or logos. But we don’t need to tell you that, you’ve already perfected your company logo and there’s no need to ever change it…right? Even so, take a look at our checklist for signs that the most recognizable part of your branding might need a little love.

RELATED: 3 Simple Rules of Unforgettable Logo Design

When & Why You Need a Logo Refresh

At its best, a logo should be an instantly recognizable emblem of your company. An “ownable” logo will be distinctly you, differentiating from other companies and expressing the overall strategy of your branding visually. If you’ve already gone through the painstaking process of developing the perfect logo, you might be wondering why it might need a little revamping. Here are some indicators that you might be in need of a logo refresh:

• Big picture changes are afoot. Your company goals, purpose, vision or target audiences have changed since your company’s logo was originally designed. In order to align your visual communication with your strategy, a logo refresh is in order.

• Your logo is feeling a bit stale. Your logo bares the trends and styles of yesteryear.

• Your logo isn’t working across different applications. Your beautifully designed logo isn’t looking so beautiful on physical goods, for example.

• You feel a need to level up, hopefully with your logo design 2.0.

How to Succeed in Logo Design

Considering your logo should look equally great as a social media profile picture, on a billboard, or on a shopping bag, logo design should avoid too much detail. While this might feel limiting, it’s also a study in making tremendous impact with minimal design. Thinking about all the applications for your logo should proceed any logo refresh. In order to do your logo design justice in any of its numerous applications, it’s helpful to print out the logo to study it with a fine-toothed comb. Here’s how to critique your logo design like a pro.

• The Look and Feel: Start by thinking about the overall impression you get when you look at your logo. What types of feelings does it communicate? What does it remind you of, and who’s the intended audience for this message or feeling? Take a step back from the fine details and make sure that it sends the type of message you want to send.

• Weight: Words with the most weight (usually either bolder or bigger) should place emphasis on an important part of your logo. Say your logo out loud according to the weight of each word and make sure the right stuff is amplified.

• White Space: Draw a box around your logo and observe where you’re seeing the empty spaces. Which areas need to be filled out? Although there are always exceptions to the rule of course, best practice is to avoid big gaps in your logo, paying special attention to letters that extend far up or down and create voids that might look off in certain applications.

• Legibility: Adding ornamental elements or connecting certain letters in your logo might make for a more balanced design, but it’s impossible to ignore legibility. Printing the logo at an inch in width is a safe size to test out your legibility at smaller sizes.

• Consistency: Your logo should have a consistent look. A good way to think about this is that all the letters in your logo should look like it was written by the same tool. If your logo looks like it was written with a calligraphy brush, then that should follow for the entirety of the logo.
  

Similarly, the entire logo should sit on the same baseline. When doing this, think about the shapes of the letters and how that affects consistency. For example, letters with a curve at the base like “a, b, c, d, e, g, o, p, q, s, u” would sit lower than other letters so they align on the base. Give this quiz a whirl to help train your eye.

Consistent space between letters is also crucial. The letter “f” naturally gives way to more space on the right whereas the letter “m” doesn’t leave much room on either side. Since we’ve gotten so accustomed to these letters, flipping them upside down or blurring the logo might help ensure consistency with fresh eyes. You can also give this quiz a whirl to help train your eye.

What a Logo Refresh Really Looks Like

While knowing the tips can be helpful, it’s easier to visualize the effects of a logo refresh when you see real examples. Experience the effects of the logo refresh yourself when you take a look at the shifts in the logo design of these well-known brands.

Coca-Cola: The Coca-Cola logo has experienced numerous refreshes from 1886, but has stayed true to the general look and feel of its branding. With the exception of its very first logo, the rest of the iterations of its logo have featured calligraphy. While the ornamental curves and loops have changed, the logo has maintained a feeling that is consistent with the brand. Some of the logos feature inconsistencies in the letter weights and baselines, but ultimately landed on the very consistent logo of today.

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Lacoste: With its signature alligator, the Lacoste logo has maintained its “thing” since 1933 even with visible changes in its style. The refreshes in the logo speak to the trends of the times, landing on its logo with modern typography, with its more understated yet recognizable alligator.

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Tabasco: For a brand that’s been around since 1868, the difficult task is to hold onto the heritage and history while giving the logo a much needed refresh. The logo design of the recently revamped Tabasco has stayed true to its traditions, paying homage with the same shape and look. The typography experienced a slight but poignant upgrade by infusing a bit more personality with intentional play on proportions, especially on letters like the “B” and the “S.”

Putting a Logo Refresh in Motion

When the face of your brand is your logo, refreshing it can be the best way to make an immediate impression about your changing brand in an effective way. With the nuts and bolts of logo design under your belt, the next step is to connect with your audience in communicating the message you’re looking to pass along.

Anastasia Salazar Ltd. is an independent design studio for tailored branding and digital designs. Reach out to learn how we can help you fuel growth and maximize your brand’s impact.

5+ Tips on Finding Your Target Audience

One of the most powerful steps to setting your brand on the right path is finding your target audience.

When you know who you’re talking to, you’re giving yourself the chance to communicate more effectively. For all the hard work you put into your product or service, it will deliver more sharply if you can visualize a picture of your target audience with the use of personas.

Getting Started

For those who are not familiar, a target persona is a fictional profile of a person who represents one of your key target audience groups, based on characteristics of your customers. When developing a target audience, we’ve got a few suggestions to make sure your efforts come to more fruitful outcomes.

• Beyond Surface Demographics: You might be familiar with creating target audience personas based on demographic information like age, gender, and location. This information is definitely helpful for finding your target audience, for example, you might communicate with your younger target audience via TikTok. However, considering psychographic information such as characteristics, interests, attitudes, and aspirations, will aid in successfully communicating your product or service with poignant communication that resonates with your audience. While these factors are good starting points, they may be customized depending on the industry you’re in. For example, a clothing brand might consider style descriptions along with the psychographic information.

• Checking Out the Competition: You may already have some understanding of these factors if you currently run a business, but checking out competitors’ audiences may be a good place to start for new businesses. Although your target audience shouldn’t be identical to theirs, you can get a good sense for a similar audience, and maybe even get a sense of niche markets that are being neglected. 

• Starting With Benefits: If you’re a new business without a set customer base, try listing out each feature of your product or service. From there, consider the benefit of those features, and who each of those benefits stands to serve, which will eventually lead to a clearer picture of your target audience.

• Digging Deep: When you’re creating a sample target persona, you might look at a sampling of your target audience’s social media. A lot of the psychographic information might not be readily available. Rather, you’ll have to do the work of deducing your target’s values via their social media posts, who they’re following, and what they seem to be concerned with. 

• Do Your Research: Once you’re well on your way to finding your target audience, read up on research relevant to your target. Look out for blogs and articles that might inform you of your audience, along with forums where your target audience voices its opinions. Checking out Reddit forums can give you a good sense of what people are talking about with regards to your topics. You might review survey results, or even conduct your own survey to dive in deeper for information you want.

The Target Persona Worksheet

Because finding your target audience is easier said than done, we’re providing a freebie worksheet to help you create your own target audience persona with ease. If your business already exists, filling out this worksheet might require a bit of investigation into your followers and getting a sense of who they are. If you’re a new business owner, you might take a closer look at the followers of your competitors, or other brands that offer similar services or products. To help you understand how it can be used, we’re including an example of a target audience persona for our fictional clothing brand here. 

Getting Hands-on Support

If you’re kicking off a small business and looking to break into your industry with a bang, we offer the Brand Builder Course (an in-person, virtual live event, or online video course) to give you a little more hands-on support. Beyond target audience, the course covers brand strategy, visual identity, and messaging, with helpful worksheets and resources to support you on your exciting journey. Sign up here.

Anastasia Salazar Ltd. is an independent design studio for tailored branding and digital designs. Reach out to learn how we can help you fuel growth and maximize your brand’s impact.

10+ Considerations for Sustainable Brands

Sustainability has become the dominating buzzword echoing beyond specific industries, audiences, and countries, leading to more and more eco-friendly brands. When you consider the reason for its prolific spread, the rise of sustainable brands follows the trend of people wanting to see themselves in the brands with which they interact. Employees and consumers alike want their values to align with brands. 

With regards to company culture, 63% of employees are more motivated at companies with clearly defined and communicated values compared to the 31% at other companies. Morale was found to be 55% higher in companies with a strong program on sustainability, which then leads to a stronger team with less likelihood for turnover. On the consumer’s side, 94% of Gen Z consumers expect brands to have a say in social issues, and 90% of them would make a purchase with a clear benefit to society. With brands selling values beyond just products and services, sustainability has become a significant value add.

But with the sheer number of supposedly sustainable brands, how do you differentiate from greenwashing and really walking the walk? While most people have some idea of how to make consumer products more sustainable, the tech industry presents more of a mystery. In the tech industry, what factors are relevant to be considered sustainable? And how do tech eco-friendly brands show customers that they are really walking the walk? Here’s how to brand effectively, and some design elements you might employ as a truly green company.

What it Means

For consumer products and services, this means considering whether the packaging is compostable or at the very least recyclable, and if the product can be reused or repurposed. Are you making strides to use plant-based materials to create its products and services? Are you reducing polluting substances and greenhouse gas emissions by using renewable energy instead? What about low-impact manufacturing, multi-functionality, and energy efficiency? Reflecting on all these elements thoroughly will help you communicate your sustainable stance clearly to the consumer.

How it Supports Business

Sustainability boasts both short-term and long-term effects that benefits eco-friendly brands, and makes it, well, more sustainable for the future. Financially, sustainable brands reduce energy costs and waste to save money, not to mention the numerous laws going into effect. Effectively branding as a sustainable company means you elevate your brand as a whole. This means attracting and retaining consumers and employees, making your brand more desirable in the long run.

Sustainability in the Tech Industry

For big corporations, having an easily accessible Environmental, Social, and Governance (ESG) report speaks volumes to consumers with regards to sustainability. To take it a step further, having a B Corp Certification signifies to your consumers that you have taken steps to consider these ESG factors. Here are the actions you can take to make your brand more sustainable:

Tackling Your Energy Sources: Because data centers account for an estimated 3.2% of the world’s carbon emissions, scrutinizing the physical databases for cloud storage and softwares is a good place to start. Taking steps to transition a greener energy source for these data centers will support your goals as a sustainable brand. You can also avoid using unnecessary energy to cool these centers, with an optimal computer operating temperature of around 72°F/22°C. You can also mind data storage sizes, such as setting limits on inactive accounts, server utilization, image and video sizes and uploads, and more. Being thoughtful about data storage can also help lower costs and waste production while supporting your site, app, or platform to be more efficient and high-performing.

Thinking About the Big Picture: While it’s great to consider the energy sources, you can make a more significant impact by considering the entire process. Making sure that the entirety of the chain supply is keeping up with these standards will help maintain sustainability from all direct and indirect sources.

Being Picky With Hardware: Although much of the tech industry feels intangible, don’t forget about the makeup of your hardware. The tech industry faces a dilemma: while the need and method for acquiring rare-earth elements cause a slew of negative effects (erosion, sinkholes, and contamination to name a few), they are essential to produce electronic hardware. Reclaiming and reusing rare earth metals in products, and being choosy about your mining supplier is a good way to grapple with this difficulty.

Making Easy Changes: Using motion-detecting lights to avoid light pollution helps support the animals in your ecosystem. The use of automated technology like lights or automated power for devices are an easy way to conserve energy. Composting and recycling is a must, and donating unneeded furniture are all small changes that lead to big impact.

How to Elevate Sustainable Brands With Design

So you’ve done your research and ensured you’ve really taken steps to be environmentally friendly. Now comes the fun part: thinking about design factors that support your sustainable stance. Rather than going the overused, monochromatic green route, you can creatively support your sustainable branding by emphasizing your sustainable decisions with design. Here are some of our favorite examples of brands that made a statement while avoiding the cliches: 4 Environmentally Friendly Brands to Follow this Earth Day.

The Big Picture

Above anything else, eco-friendly brands are on the rise because the severity of climate change affects, and will continue to affect us in the future. Thinking about what companies in all industries can do will be crucial to bringing about change. Consumers are increasingly investing smartly in companies whose values align with theirs, and investing in this crucial issue will not only support your business, but also the planet.

Anastasia Salazar Ltd. is an independent design studio for tailored branding and digital designs. Reach out to learn how we can help you fuel growth and maximize your brand’s impact.

Why Websites Are Important for Your Business

In a world where any and all questions are directed toward a search engine, it makes sense that websites are an absolute must. It is a necessary digital introduction, and one way to make a stellar first impression. In fact, 81% of sales are a result of product research online beforehand. So all things considered, sales are nearly impossible without a proper website these days. But what do you need to include, and how do you make it enticing for your potential customers? One hint is that website conversions go up by 33% when you invest in proper branding. If you’re feeling intimidated by the time and effort put into building your website, we’ve got plenty of reasons why websites are important.

• Controlling the Narrative: One big reason why websites are important is that they are one of the few ways your company can fully express its identity. With the wealth of reviews and articles on the internet, it’s impossible to control all the information consumers might find about your company. Taking time to build your company website grants you control in this outlet, portraying your story in the way that you want. Your website is also an easy way to feature company announcements and updates.

• Gaining leads: Even if a visitor doesn’t make a purchase right away, your website can present opportunities to gather their contact information through email lists or newsletters. While they might not make a purchase the first time they visit, continued communication may present opportunities for sales later down the road.

• Gathering consumer info: Various data analysis tools allow for gathering information on your website visitors. Where are they located? How much time did they spend on each of your pages? How did they land on your website? Websites can also offer a way to test out promotions and discounts without spending extra on marketing efforts on these visitors. Digital footprints give you information on how to more efficiently target your potential and current customers, demonstrating the importance of a company website.

• Saving time on customer service: While phone calls and emails are necessary and helpful, you can avoid wasting unnecessary time by offering basic information on your website. Instead of answering simple questions individually via emails and phone calls, customers can easily access this information on the website before they reach out.

How Branding and Design Lay the Groundwork

Creating a great company website takes work, but branding and design can lay out the blueprint and make it a little easier to build. With branding and design well thought out from the beginning, you can be sure your website is the product of strategy and intention. Don’t take our word for it, see the key role that branding and design play for these websites that live proof of why websites are important.

Magic Spoon: As a healthy cereal for adults, Magic Spoon’s website is a perfect emblem of what they stand for as a brand. With whimsical animations like squiggles, moving spoons, and flying cereal, the branding makes the website stand out while also clearly showcasing its hero products. At the same time, the website doesn’t neglect the important information, like nutrition facts, and their story.

The Warren Trust: As a trust for architectural education, the architecture of The Warren Trust’s website dovetails nicely with their larger purpose. With a dual scrolling page, visitors get to read about who they are and what they do all at once.

Ivee: A wellness company designed for the digital age, Ivee’s website stands out because of its ability to explain their services in a clear way with an artistic touch. The website looks clean, simple, and modern, with copy that explains their unique services, while their photography reads professional without feeling stuffy.

Vantis: In a similar vein, we designed Vantis to be accessible and readable for older audiences, while being professional, modern, and clean for investors and medical professionals. With helpful features like animated arrows, as well as soft colors and hand-drawn illustrations, the design of Vantis’s website speaks to their brand mission.

The Pudding: The Pudding portrays its essays in a visually accessible manner, allowing design and brand purpose to come together. While many of their essays contain heavy information that might be difficult to understand, interactive graphs, games, and motion graphics make it easier and motivating to absorb the information.

Putting in the Work

Now that you know why websites are important, you know that having a company website is no longer an option. Whether you’re building a structured space with all the details or you’re looking to make an abstract and artistic statement, your website is a form of brand expression. When you take time on your branding and design and mirror it onto your website, you stand to gain much more than just sales in the long run.

RELATED: 6 Website Design Tips to Achieve Your Goals

Anastasia Salazar Ltd. is an independent design studio for tailored branding and digital designs. Reach out to learn how we can help you fuel growth and maximize your brand’s impact.

7 Methods for Your Branding Color Palettes

If you can immediately associate McDonald’s with its classic yellow and red, or Tiffany & Co.’s exact shade of robin’s egg blue, you’ve already experienced the heady impact of color on branding firsthand. But these effective branding color palettes don’t often occur by sheer strokes of luck. Color palette methodology can help you pick the colors that not only look good together, but also support your branding goals. 

What is Color Palette Methodology?

Color palette methodology uses the color wheel (a 1666 invention by Isaac Newton), to guide the choosing of colors for a harmonious palette. There are 7 major types of color palette methods, which are most effectively shown using a color wheel due to its visual ability to show the relationships between colors. While rules can always be broken of course, these methods are guiding principles behind colors that will most likely work best together.

How Does it Affect Branding and Design?

Color is a powerful element of branding and design due to its ability to draw emotional reactions from consumers. While some reactions to color are more culturally determined (such as red being associated with luck or aggression, depending on where in the world you are), there are many widely experienced reactions to color that are immediate and intense. It’s no wonder then that color is arguably one of the most powerful tools of branding; consumers’ recognition of a brand was shown to increase by a surprising 80% through the use of color. A whopping 90% of people make up their thoughts about a product based solely on color. 

Getting Started

Now that you know that color is a powerful tool in branding and design, let’s talk about the actual process of using it. Here are the steps you need to consider when building branding color palettes.

1. Consider Color Psychology: Start off by considering colors and their effects on your target audience. What are the moods, thoughts, or feelings you want to affect when people first interact with your brand? Maybe yellow is the way to go if optimism and energy are a key part of your branding. Black might be your choice if boldness and confidence are at the forefront of your branding. This crucial consideration will help determine your dominant colors.

Pro Tip: When in doubt, test it out. If you want to double check that your colors are communicating your brand values, you can test them out with a group and check out the reactions they have to the colors you have selected.

2. Start With Color Theory Basics: The primary colors are red, yellow, and blue. These are the basic colors that can be combined to create the secondary colors: orange, purple, and green. Tertiary colors combine primary and secondary colors to create a whole new range of colors. 

In order to go from here to the complexity of the color wheel, we add white and black to the hue, or the pure color. The tint refers to the hue, combined with white. The tone refers to the hue, combined with white and black. The shade refers to the hue, combined with black. 

Pro Tip: There are 2 common color standardization systems in design: CMYK and RGB. CMYK is a subtractive model that assumes you subtract colors to get white, whereas RGB is an additive model that assumes you add colors to get white. CMYK is used for print purposes whereas RGB is used for electronic displays.

3. Choose Your Dominant Colors: You will then select 1 or 2 dominant colors, and make sure to note the exact hex codes, rather than a vague color. These will be at the core of your logos, and most likely the colors that will distinguish your brand from others to give you that unique edge. Be careful to stay away from a wide array of colors that may distract and interfere from clean branding. 

Pro Tip: Color doesn’t happen in isolation! Think about the context of your color when selecting your branding color palettes. Color behaves differently depending on the colors and shapes around it. A kelly green behaves differently when placed next to a dark blue, versus when it’s placed next to a lime green.

4. Apply Your Color Palette Method: 

Monochromatic: A monochromatic color method uses shades and tints of the same color, which usually results in branding color palettes that is foolproof with regards to clashing. However, the downside is that finding accent colors for CTA buttons and the like can be more difficult.

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Analogous: An analogous color method makes use of 1 color and the 2 colors directly next to it. It consists of more colors than the monochromatic palette, but without the variety being overly contrasting. This lends the analogous palette to being a favorite among brands that want a softer branding. Think branding for a baby clothing line, for example.

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Complementary: This color method makes use of colors on the opposite sides of the color wheel, with tints of those colors. Because of the contrast between the colors, branding color palettes using this method make a statement. Having 1 or 2 clearly dominant colors would be extra important here to really pull your branding together despite such a contrast.

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Split Complementary: Similar to complementary, the split complementary color uses the colors across from each other in the color wheel and the colors adjacent as well. Again, this method provides contrast similar to the complementary method, but having the contrast along with many other colors means that you will have to fiddle around to find just the right cohesive combination.

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Triadic: The triadic color method forms a triangle with its colors on the color wheel. This is another way to get great contrast in your color palette, but because you have 3 contrasting colors, it may be smart to play with tints of the same hue to have clear dominant colors.

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Square: The colors in this method form a square, which provides contrast, but again makes dominant colors all the more important.

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Rectangle: While the rectangle is similar to the square, the square color method provides a little more subtlety, giving the bold colors a little more room to shine.

Putting it Into Practice

With the color methods in mind, you can get started on building the color palette that best underlines the intricacies of your branding. Using 5-10 hues with 1-2 dominant colors differing in shades or tints will be the core of the palette. Make sure the colors all have the same tones, or risk clashing. You can avoid risk of clashing by noting exact hex codes for your carefully chosen colors (rather than a vague blue), leading to harmonious branding color palettes. Equally as important to your palette is documenting the rules around the application of your colors in your brand guidelines. Remember that consistency is key in branding and design–and with color being such a powerful psychological tool, you want to make sure your hard work on color earns all the impact it deserves.

Meet the Team: Anastasia Salazar

Q: Let’s talk about your road to design.

A: It's funny because I definitely didn't even know what design really was when I started going to school for it. I knew I wanted to do something artistic, but I also wanted stability. I was working at a youth nonprofit in high school and part of the program helped us figure out what they wanted to do in college, and I landed on commercial arts or something like that. In our first year in school, we were mostly doing foundational art — painting and sculpting and things like that — which is so different than what applied visual design and graphic design is like. I didn't really understand what visual design and graphic design was, but I got really lucky and I ended up falling in love with it. I have been doing design professionally for about 8 years. 

Q: Where do you turn for inspiration?

A: I think a lot of times it'll come from going to galleries, museums and seeing other designer’s work. But I'm also really inspired by different mediums. So I’ll find a silk scarf at a thrift store that has a really interesting pattern or color palette, and I'll borrow from different mediums to bring into my work. I think a lot of times it's what's around me, like hand-painted signs or fauna and flora. I also love going to art book fairs. Those are the best.

RELATED: Meet the Team: Juhee Lee

Q: What are some challenges you face as a designer?

A: I think a lot of times I'm torn with time and resource constraint versus the kind of exploration that I actually want to do. When you're working on client projects you have to be mindful of time and money being spent and it doesn't always leave room for experimenting. So that's always a challenge. Because at the end of the day, you just want to make the best work you can possibly make. That's always a balance. I think the best way to overcome that is to have a personal project going on so that you have a place to put that energy. You can experiment and not have any constraints, and it doesn't have to come out looking great.

Q: Do you have any interesting personal projects in the works?

A: I've been doing some block printing and having a good time with that. I've done different printing techniques like screen printing and letterpress. They're really fun but you need a pretty big set up and space. With block printing, you can do it at home and at any size. And you get to work with your hands, so that's been really fun. I'm working on some prints of my cats right now. 

Q: What are your goals for the agency in the next 5 years?

A: We've been hosting the Brand Builder Workshop, which has been wonderful to connect with people and get them excited about branding. We’re working on turning the workshop into a video course, which will make the information super accessible to anyone!

Q: How do you spend your free time?

A: I like to travel, dance, garden, try new foods and wines. My happy place is at the beach and my guilty pleasure is anything true crime!

Q: You have deep connections to the Bay Area. What do you feel is so special about it? 

A: It’s hard to wrap it up! We have a unique identity, culture and history and I feel like a lot of the people have a sense of wanting to give back to the city that raised us, myself included. There's a really strong sense of community amongst the people that grew up here. My family didn't lock our doors for like a long time while I was growing up, which is surprising for a city. There were always people we knew around that would look out for us and I think it speaks to the feeling of community.

Anastasia Salazar Ltd. is an independent design studio for tailored branding and digital designs. Reach out to learn how we can help you fuel growth and maximize your brand’s impact.

6 Website Design Tips to Achieve Your Goals

So you get why a website is important. It’s a must-have that any established business has in the modern age, akin with social media or email addresses. Maybe you know you need one but haven’t had the time to invest in creating one. Maybe you have a website but know there’s improvement to be made. Have you taken a step back to think about  your goals, specific to your company and your audience? In the hustle and bustle of creating a website, make sure you slow down and consider these website design tips that can help support your goals.

Start With Your Website Goals

Before you create the website of your dreams, consider what action you want your audience to take. Then consider what your audience looks like. Start with their needs, and let that guide you to think about how they will interact with your website. Focus groups and user task testing are some great ways to further learn about your audience’s behavior and needs. When we created the website for Vantis, whose target audience are folks aged 65 and up, accessibility was key to our design. We provided elements to support website navigation, such as adding prominent arrows and larger type. A little time spent on taking the perspective of your audience can go a long way.

Think About the Customer’s Journey

When imagining your target audience, the natural next step is to consider how they are coming to your website. What is their understanding of the service or product that you provide? A customer that reaches your website through a Google search for your company by name is going to be different from a customer who lands on your website through a paid ad. Your website should be designed according to your clearly defined goals. What is the action that you want them to take?

Show Your Homepage Some Love

As you might already be aware, the general public’s attention span is strikingly short. The average time that your audience will spend on a given page of your website is less than a minute! Of the website design tips, making an impression, and doing it quickly, is perhaps your top priority. Providing an intriguing headline or an interactive element on the top half of your homepage is going to be your best bet for making a positive first impression. For traditional websites, this means placing call to action buttons on the landing page above the fold, before the audience has time to scroll down or leave your website.

Mind the F-Pattern

Unfortunately, you should come to terms with the fact that your audience won’t be reading all the words you’ve carefully crafted. Users tend to look for points through a web page that guide their reading, and research shows that this creates an “F” pattern where readers attend to only part of the information. What this means for you is that each section of your website should be able to make sense on its own, even when a reader hasn’t read as  thoroughly as you might like. This means that you should make good use of visuals, minimizing copy when possible.

Consider Devices

In framing these website design tips, consider that more than half of your website traffic comes from mobile users. Meaning that while desktop and laptop views are important, your mobile website is equally, if not more critical to polish. Beyond the technical aspects, you must consider mobile sites from the beginning as you envision the overall layout. For example, your banner image might not work in a portrait format if you are wanting to adapt it to a mobile site.

Stick to the Narrative

When designing your website, don’t forget the bigger story you want to tell. The images and copy you want to feature will all need to support the work of your branding, creating a consistent message for your audience. For example, to strengthen Dr. Aditi’s key service offering, we featured visuals and copy that emphasized her skillset as a speaker rather than her experience in writing.

Designing an Intuitive Website

Taking the time to critically think about your goals in relation to the customer’s needs is the best way to start. Creating beautiful visuals and catchy copy is half the battle, but these website design tips will make sure they’re actually seen. Your website is a powerful tool that, if harnessed correctly, can serve to drive the results you want to see.

Anastasia Salazar Ltd. is an independent design studio for tailored branding and digital designs. Reach out to learn how we can help you fuel growth and maximize your brand’s impact.

Celebrating Women’s History Month With Women in Design

If you search the internet, you’ll be hard pressed to find a neat history of women in the world of design. That’s no coincidence, as much of the documentation of women’s achievements has been neglected. But with Women’s History Month well under way, we look to put women in design front and center. While the written history of women in design, particularly in fashion spans back as far as the 1880s, the history of recognizing women in design is unfortunately a much shorter one. 

As difficult a pill as it is to swallow, it is a logical outcome of the interaction between the struggles of women in general and the struggles of women in art. The inventing of new names and male personas as a female artist is one natural byproduct of a reckoning with the challenges of women in art. The action is an attempt “...to be taken seriously in a world that trivializes and sexualizes women, and to unpick the gender roles stitched deeply into the fabric of society,” says Frieze.

RELATED: Why There Are So Few Women-Owned Design Agency — & How We Can Fix That

Not only were women being denied due credit, they were limited in the art they could create, being permitted to create within designated spheres deemed sensible for women (e.g., embroidery, homemaking, etc.). Struggling to thrive in the male-dominated design industry has been the theme of women in the 20th and 21st centuries, and it continues to be the resounding challenge. While more than half of undergraduates in design are women, only about 11% are in leadership roles. 

So we speak with one such woman in leadership, Anastasia Salazar, Founder and Creative Director of Anastasia Salazar Ltd. in San Francisco, California. Read on as we champion women in design in celebration of women’s history month.

The Struggle

With an extensive history of gender inequality, it’s no surprise that many of the struggles of women in design echo the struggles of women in general. Much of the commonplace language around being “feminine” draws negative connotations in design as well. Salazar notes that she often gets feedback from clients pushing back on “feminine” messaging or design. The difficulty is that everyone defines “feminine” in a slightly different way. “I think most of the time, that means flowery, ornamental, lots of pinks, and pastels, maybe softer, eager messaging,” says Salazar. Because the idea of “feminine” design has come to denote less respect in the design world, this socially constructed hesitation logically follows. “I’ve noticed that I’ve [...] internalized those beliefs myself at times,” says Salazar. “I’m still working to unlearn them.”

Lemons into Lemonade

While the obstacles are vast, women in design past, present, and future find ways to combat them through a sense of community. Coming together with women through communities like Freelancing Females is one way that women support and appreciate each other.

Knowing the facts is helpful as well, with resources such as the AIGA Design Census which provides a big picture of the design industry and helps expose the issues. Simply knowing and exposing the facts are helpful; designers can understand facts like the pay gap and the makeup of women in design in concrete numbers. Reading the stories of historical struggles also provides much needed attention to the obscured stories of women in design.

With only .1% of creative agencies being owned by women, Salazar occupies a lonely space. But with a creative perspective heavily informed by these challenges, Salazar also found a way to channel these challenges into ways to champion women. “One of our core values is to empower women,” says Salazar, who works largely with women-owned businesses and works to amplify their creativity. “I think it’s had a big impact on the direction of my work and the type of work I take on for sure,” she adds.

Rewriting Design Herstory

Although the world is brimming with brilliant women designers, we spotlight some that have caught our attention and the attention of the world. 

Louise Fili: As an Italian-American artist based in New York, artist Louise Fili is lauded as a wearer of many hats. As a master of the full gamut of packaging design, calligraphy, packaging design, and branding, Fili’s award-winning achievements have inspired women worldwide. While her packaging designs and logos are widely recognizable, perhaps the most impressive achievement is her moxie. “If you have a problem with me being a woman, then I have a problem with you being my client,” said Fili in an interview with Behance.

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Lotta Nieminen: Another highly celebrated artist based in Paris and New York, Lotta Nieminen is recognized for her strikingly minimalist branding, art direction, and graphic design. With a clean, modern look made celebratory with bright colors, Nieminen has worked with clients worldwide. As a Finnish artist who fell in love with New York, she has worked to embrace an American sense of confidence. “This confidence means seeing the strengths in my work, not becoming uncritical or overruling your sense of self-awareness,” said Nieminen in an interview with Finnish Cultural Institute in New York.

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Na Kim: Seoul and Berlin-based artist Na Kim celebrates the line between the everyday and art. With thoughtful manipulations of shapes, lines, and colors, Kim’s graphic design is punctuated by the impressive number of awards, exhibitions and other recognitions. Her art dances playfully between structure and whimsy, rules and chance, inspiring many globally. “You have to know about yourself first and then make your own decisions. Otherwise, it is very complicated to create anything,” said Kim in an interview with METAL.

Beyond Limits

While the challenges certainly do and will continue to exist, finding solidarity in other women in design is the way to go. The connections formed within the stories, communities, and art serve as uplifting reminders that there is a place for women in design beyond the beauty standards, gender roles, pay gaps, and other societal obstacles. In fact, Neri Oxman, a highly celebrated artist said that the biggest crisis for designers today is “Empathy.”

Resources

If you’re feeling extra studious, feel free to check out these readings to dive in deeper:

• AIGA Eye on Design: On women in design not receiving due credit, and how one book has a different approach.

• Hyperallergic: Women in design from 1900 to now.

• Fast Company: Books, facts, and exhibits to highlight the achievements of women in design.

• Designing Women: Women in design through the 20th century.

Anastasia Salazar Ltd. is an independent design studio for tailored branding and digital designs. Reach out to learn how we can help you fuel growth and maximize your brand’s impact.

How to Work with an Agency and an Overview of the Branding Process

 If you haven’t worked with a branding agency before, the world of lingo surrounding the branding process might feel a bit daunting. Aside from speaking the same language, it’s also a good idea to learn a bit about the overall process so that you can make sure to choose the best agency for your job. Before you jump in with both feet to get started on branding your business, we’ve got a big-picture guide to make sure your experience with the branding agency is a smooth one.

What to Prepare

While the work of the branding agency is to help you figure out creative ways to communicate your brand’s identity, it helps to have a general idea of what you hope to achieve. Think big-picture goals, inspiration, and important deliverables you wish to have at the end of the process. Are you looking to promote a particular product? Does social media play a big part in your marketing strategy? Don’t worry if your ideas feel a little half-baked, a good branding agency will help you figure out the details to get to the finish line.

Knowing Your Needs

The type of relationship you seek with a branding agency depends on the type of project or projects you have in mind. Before you start looking for the right branding agency, you should take a moment to confirm what kind of support you need:

• Project-to-Project: You’re seeking out some help for one specific project. Maybe you’re establishing a new company and need to develop your brand guidelines and strategy. Or you might be looking to give your company a badly needed rebrand. You might also be a well-established brand looking to create some marketing collateral. For these instances, you might seek out a project-to-project relationship with the right branding agency.

• Retainer: Maybe you have branding needs that come up on a semi-regular basis, more often than the one-off projects mentioned above. In this case, you might choose to have a branding agency on call to support you for a set number of hours a month.

• Subcontractor: You may choose to have a copywriter or designer through a branding agency, contracted as part of the company’s team. This is a good option if you have daily needs but aren’t quite prepared to bring a full-time employee on board.

• Long Term: The most ideal route is to build a relationship with a branding agency long term. With this established relationship, you avoid all the wasted time onboarding a branding agency each time you have branding needs. The branding agency becomes a member of your team that understands your company and its needs without having to start from zero with each new project. Keep in mind that you can work with a branding agency long term on a project-to-project, retainer, or subcontractor basis.

The Search for the Right Agency

So you have a project and you know what kind of relationship you want to establish with the branding agency. But with countless branding agencies producing impressive work, how do you find the right one? Here are a few factors to support your process of elimination:

• Capabilities: First and foremost, take some time to review the agency’s work. If you’re looking for branding work that’s rebellious and grungy, it makes good sense to avoid working with an agency known for its clean, modern, and minimalist style. Check that the branding agency is capable of producing the work you need. Don’t assume that a branding agency will help you redesign your website through the rebranding process. They very well might, but knowing for sure can help you avoid surprises after the rebrand is complete.

• Working Style: How do you communicate? Save reading each other’s minds, branding work always requires feedback and collaboration. So figuring out whether you prefer email, calls, or video calls ahead of time is wise. You should also consider your expectation on update frequency. Do you expect frequent updates and check-ins with each sketch? Or do you want an update when you have a more finessed draft of the project? Decide beforehand to avoid a bumpy process.

The Branding Process

Before jumping into the branding process, here’s a general overview of what it all looks like. While the timeline will of course depend on the type of project, size of the project, and more, an important consideration is that it takes cooperation from both parties. The branding agency must stick to the set deadlines, and the company too will have to provide feedback promptly in order for the agency to get to work. Here are the stages of branding:

• Research and Discovery: This crucial phase allows the branding agency to learn all about your company. This is where you share who you are, your history, your present, and your aspirations. The branding agency will ask about your target audience, your competitors, and your style. A successful conversation here allows for a beautiful roadmap for the branding process ahead.

• Initial Directions: Considering the information from the discovery call, the branding agency will pull out key patterns and traits. After establishing initial visual concepts, you and the branding agency will decide on one direction that best meets your goals.

• Guidelines: At this exciting stage is where the ideas begin to solidify into visual assets around a solid concept. The typography, color, and graphic style palettes form a big shining brand book of guidelines, laying out the basics of your brand identity. The guidelines also detail the style rules and messaging to ensure that all this work stays consistent throughout assets and content.

• Implementation: Using the carefully compiled guidelines, the agency will now produce complete deliverables. 

• Revisions: Nothing is perfect from the beginning, and the branding process is no exception. The number of revision rounds should be set before you start the project, and you should expect to pay extra if you go over this amount. At this stage, you’ll likely be requesting minor tweaks to components such as color and copy. It’s also possible that a big revision, like a layout change occurs, but this is not recommended so late in the game.

• Handoff: Finally, you get to see the fruits of both of your labors. With the final deliverables in tow, you’ll have a meeting with the branding agency to talk through everything. Most importantly,  you’ll discuss how to use everything so that you can make the most out of your brand new deliverables.

For a real-life example of the entire process, look no further than our work for YOGO’s rebrand.

RELATED: What the Branding Process Really Looks Like

Helpful Vocab

If you’re feeling a bit overwhelmed by the lingo, you’re definitely not alone. Once you get immersed in the branding process, the words will come naturally. Here are some helpful words to move you right along:

• Deliverable: The final files you’re given from the agency. This might be the name of your brand new business, a social media template, or your logo.

• Asset: The building blocks that make up your deliverables. Think photos, icons, or illustrations. While they are part of the deliverable, they are not the final product.

• White space: The blank space between elements in a composition.

• Concept: The overarching idea around your branding. Think of phrases that represent your brand’s unique identity, goals, and purpose.

• Brand identity: The visual parts of your brand.

• Brand messaging: The written parts of your brand.

• Brand strategy: The road map for your brand that isn’t seen by the larger public. Your brand strategy includes your brand’s positioning, purpose, and vision.

• Brand guidelines: The finalized document where all that new branding work is housed. Not only do the guidelines contain all the deliverables, but they also lay out the rules around using those deliverables.

Talking It Out

The theme is loud and clear: communication is key. Learning which project management platform is best, or how feedback will take place are all factors in creating a smooth branding process between you and the agency. If you communicate your hopes and dreams in a clear way with plenty of context and details, you’re on your way to achieving your goals with the right branding agency by your side.

Anastasia Salazar Ltd. is an independent design studio for tailored branding and digital designs. Reach out to learn how we can help you fuel growth and maximize your brand’s impact.

Rebrand Roundup: Inspiration from Company Rebranding Examples

A rebrand is serious business. You must do the hard work of starting with an audit and planning your next moves carefully with the right partner by your side.

RELATED: How to Kick Off a Rebrand or Brand Refresh

It requires thoughtful consideration of the desired brand identity, messaging, positioning and how it’s all executed. If this sounds like a lot, the good news is that when done correctly, you can push the refresh button on your brand in just the way you wanted. If you’re wondering what the end results might look like once the work is done, we’ve got a few company rebranding examples to paint the picture. Here are some rebrands to learn from.

Tabasco

When you consider the iconic status of The Hot Sauce, Tabasco presents a challenge that is entirely unique among our company rebranding examples. The packaging of Tabasco is an immediately recognizable one, having remained constant since 1927. With its classic diamond label and red tops, the bottle has a look that is well-loved and famously recognized.

Breathing fresh air into the design while keeping the recognizable brand intact, Mrs&Mr struck the balance of striking design and tradition. Rather than reinventing a beautiful logo, the color palette and typography were given a subtle bright and modern revamp, bringing a vibrance that spoke to their tagline of “light things up.” 

The rebrand came with a flexible visual system of the bottle in and against various hand-drawn illustrations, high-contrast photos, and bold backgrounds, all bringing excitement akin to the exciting flavors of Tabasco. With such vibrant visual features, you could practically taste the synergy of Tabasco with a variety of foods. Key in all of this was that Tabasco remained mindful of its identity as a food company. All the improvements maintained an appetizing and clean aesthetic, even with some of the modern, and at times, grungier backgrounds.

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Meta

Introducing a merging of apps and the rise of the metaverse, Meta came to be in 2021. Bringing Facebook, Instagram, Whatsapp, Oculus, and more under one metaverse-led roof, the new brand was meant to connect online experiences to the physical world. Moving beyond Facebook into realms of  VR (virtual reality) with Oculus among other acquisitions, the rebrand was strategically necessary. 

With the modern consumer being concerned with data privacy and invasiveness of technology, however, the introduction of Meta was a touchy task. In a video that did little to soften and reassure consumers of the positive aspects of the metaverse, Zuckerberg presented stiff and awkward. Beyond dragging on for more than an hour, the video was not successful in finding the middle ground between cutting-edge and approachable. Ultimately, the storytelling fell short of Meta’s ambitious goals.

While the video storytelling overall felt a bit impersonal, some of the benefits of Meta were called out in the video, such as bringing intimacy between parents and children calling from afar, and the feeling of being in the room with your colleagues during virtual meetings. 

Meta is among the company rebranding examples that teaches us some of the things to avoid in a rebrand. Ultimately, its visual identity fell a bit flat in comparison to its desired positioning at the forefront of the “next chapter for the internet.” With the underwhelming flat logo, and blue gradients and geometric shapes used in the branding of many tech companies, it was less than exciting for the trailblazing vision it hoped to convey.

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Ketchup or Makeup

Mschf, an art collective that sells ideas more than the products themselves, teamed up with Rihanna’s Fenty Beauty to create a campaign called Ketchup or Makeup. With both Rihanna and Mschf fostering a love for, well, mischief, the collaboration boosted the spirit of the two entities in an entirely avant garde way. Although this isn’t a rebranding per se, this co-branding between Fenty and Heinz demonstrated the exponential power of two companies with similar vision.

The Ketchup or Makeup product was succinctly named, as consumers were meant to buy a mystery box of 6 packets containing ketchup or Fenty Beauty’s Gloss Bomb. With a playful twist on the classic Heinz ketchup packets, the consumer was made to think about two entirely different products in a simultaneously connected and separate way. Immediately from the landing page, the consumer was faced with the push and pull of the two entities in the split screen and sleek design. By turning the ideas of ketchup and lip gloss on their heads, the resulting concept dug deeper than sales.

Even though the product was more of an artful experience than the sum of its parts, the website clearly explained what you got with a purchase (an action that was also clearly displayed with a “buy” button), showing the box, the packets, and its contents. The result was an entirely unique experience/product with endless potential for starting conversations and growing into a social experience among friends.

The Takeaway

Exciting as a rebrand may be, it’s a hefty task pivoting the direction of your company. It goes beyond finding the right typography or logo, and into the business of conveying that big shining idea that brought you here in the first place. Here are some lessons from this rebrand roundup:

• Tabasco: When you’ve got good bones, work with them. No need to start from zero just because you’re rebranding.

• Meta: Playing it too safe can be counterproductive to your big, bold ideas!

• Ketchup or Makeup: Explore those creative, playful, and unconventional concepts. They can pay off big time.

With the right rebranding inspiration from real company rebranding examples, you’re well on your way to get that special idea of yours across.

Anastasia Salazar Ltd. is an independent design studio for tailored branding and digital designs. Reach out to learn how we can help you fuel growth and maximize your brand’s impact.

Important Advice on Branding for Startups

You may already know why branding leads to powerful results for any company. Top-notch branding can cultivate a community, differentiate your company, and build credibility, among other benefits.

RELATED: How Branding and Design Drive Real Growth

And you guessed it–branding for startups is just as crucial, if not more so. You’ve got a lot on the line as the new kid in the industry with a lot to prove. Because of the unique landscape, branding for startups requires a careful consideration of the complex and endlessly exciting entity that is the startup.

Why Branding for Startups Takes Special Care

You’ll hardly encounter a dull day at the office when you work at a startup. A constantly changing company with many special considerations, its branding is no exception. Here are some of the factors that influence branding work for a startup:

The Importance of Differentiation
A startup hasn’t yet established a fan base. Because of this, branding for startups must effectively showcase their unique personality. Demonstrating their unique value propositions is crucial for startups early on as they need to stand out to new consumers and investors in order to survive. 

Building Trust and Credibility
Related to the last point, startups haven’t established a loyal consumer base yet. People likely don’t know who you are, or what your company is about. Using branding as a way to establish trust and credibility is essential to your continued growth.

The Need for Speed
Things move quickly at a startup. Not only is there pressure to prove their worth to investors, startups must differentiate swiftly in order to survive among many other competitors. This means startups also have less time for a long branding process.

Constant Evolving
Part of the excitement of startups is that they are never at a standstill. Ever-changing products, goals, and needs are reflected in branding as well. While the company may not need a complete rebrand, branding for startups will likely require a refresh in 2 to 3 years as it morphs through its various stages.

How to Succeed in Startup Branding

With all the pressure of being a new company with limited resources and big goals, there’s no shortage of things to do for a startup. In some ways, branding might feel like just a bonus project for which you never have the time. But branding is exactly the key to bringing your company to new heights, and it can all be done efficiently if you keep these pillars in mind:

Start with Branding
So you want to give your startup a leg up from the get go? Investing in branding from the very beginning is a great step to take. When you brand on an asset-by-asset basis, you’re missing the opportunity to gain momentum as a well-recognized and well-loved company through consistent branding. Not only that, you’re losing precious time and energy crafting individual assets rather than working from clear brand guidelines. 

• Our Example: Echelon Coaching (Full project coming soon!)
  A startup with a new take on agile, Echelon Coaching sought to bring a flexible, relationship-based, and compassionate perspective to systems and leadership coaching. Starting with branding first, this small but mighty startup needed a plan that fit their one-person company. Echelon’s brand guidelines were made easy to follow. We worked with platforms the client was comfortable with so they could easily edit their website, social media templates and deck design. We also sourced a library of low-cost, yet still compelling, stock photography so that consistent branding and fresh visuals was always at their fingertips.

Create Flexible Templates
Time is money, and this is especially true at a startup as many members are busy wearing multiple hats. To save on precious time and to ensure that assets stay consistent, deliverables should be simple to implement, encouraging consistency across experience levels or areas of expertise. This means limiting personalization and customization in design elements, and opting instead for flexible templates that can easily be adapted to create fresh content while remaining consistent.

• Our Example: Vessel Health
  Vessel is a startup on a mission to promote health through easy nutrition tracking at home. By creating three versatile layouts as a template for marketing collateral, all deliverables were able to present a fresh take without much extra effort. The layouts featured staggered typography, a nutrient list, and the Vessel logo, which could easily be changed by updating the photo and copy. Vessel Health’s marketing posters featured their iconic natural, minimal, candid, and optimistic feel, without reinventing the wheel with each asset.

Enlist a Brand Gatekeeper
With the quickly changing nature of a startup, your hard work on branding for startups could go by the wayside if you’re not paying attention. Choosing one person to be in charge of the brand gatekeeping can make sure that someone always has eyes on branding consistency. This individual should also keep a record of when, how, and by whom the branding guidelines were last updated.

Get All Team Members on Board
Staying on brand is a collective task. Although it’s always helpful to put someone in charge of making sure brand guidelines are being followed, everyone should be well aware of what assets look and sound like. In the very least, all members should be aware of what the logo looks like (the minimum size and the clear space), the 2 main colors in the palette, the typefaces being used, the mission, values, and the brand personality. 

A Word of Caution
In the spirit of thoughtful branding, it is best to recruit designers that understand your brand and want to grow with it. Going through competition-based platforms such as Fiverr and 99designs might seem like a cheaper and quicker route, but often result in designs that feel rushed. Taking a little bit of time, energy, and resources to invest in branding upfront will benefit your company in the long-run.

The World as Your Oyster

Startups are exciting, changing, and transforming companies with plenty of room for growth, and branding can be the solution to take your newly blossoming company to the next level. By giving your startup some branding love from the beginning and taking steps to keep that branding intact, you can give your company the best chance of being noticed, trusted, and thriving. 

Anastasia Salazar Ltd. is an independent design studio for tailored branding and digital designs. Reach out to learn how we can help you fuel growth and maximize your brand’s impact.

How Solid Branding Leads to Successful Marketing Campaigns

When we see successful marketing campaigns it might seem hard to pin down exactly why they’re successful. Even though we might think of branding as a logo or color palette and marketing as social media or an email newsletter, it’s not really a comparison between branding vs marketing. A successful marketing campaign that exceeds expectations is one that strikes synergy between branding and marketing.

RELATED: What’s the Difference Between Branding and Marketing?

In order for branding and marketing campaigns to work together, we can’t forget about consistency. When successful marketing campaigns adhere to clearly defined brand guidelines, the result is a highly recognized brand and all the benefits that come with it (sales, customer loyalty, and differentiation to name a few!). Read on for real examples showing the importance of branding in marketing.

Examples of Branding and Successful Marketing Campaign Synergy

Amazing marketing strategy is hardly going to make a difference if your branding doesn’t provide a clear roadmap. Starting out with crystal clear branding leads to real successful marketing campaign results. Here are some real examples of a beautifully supportive relationship between branding and marketing:

Slack

With the rebrand in 2019, the work communication platform wanted to emphasize their “simplicity and ease of use.” Their visual system that was colorful yet professional, the marketing collateral reflected the brand’s values of collaborative communication that was essential to productive workplaces. Using designs reminiscent of chat bubbles, the visual system consistently and effectively communicated the importance of connection and teamwork. The versatile design for advertising reminded the audience of the brand’s offerings–quick and efficient communication between coworkers.

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OkCupid

With the DTF marketing campaign in 2018, the dating website/app turned vapid modern dating lingo on its head to regain its lost customer base of young women. By changing the meaning of DTF into a variety of phrases like “Down to Fire Up the Kiln” and “Down to Finish My Novel,” the brand brought meaningful experiences back into the void of online dating. Not only did this succeed in increasing social media following and sales (30% and 25% respectively), the ads struck up culturally-important conversations and cemented their values as a company (thereby closing the loop of branding supporting marketing, marketing supporting branding, and so on). The campaign worked on several levels by placing vibrant and polished artwork alongside a clear messaging of self-awareness about the current modern dating experience.

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FOLX Health

As the health company that’s for “everybody and every body,” FOLX, an LGBTQ+ healthcare company,  demonstrated consistency through personable branding that differentiated itself from many other healthcare companies. This approach elevated the thoughtful educational material on their social media, resulting in a modern, bold, inviting, and celebratory feel. This LGBTQ+ healthcare company aligned all marketing collateral with their brand mission and vision, positioning itself as a memorable new face within the healthcare industry. 

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Youth to the People

Marketed as skincare made from “unconventional” and vegan ingredients, Youth to the People’s branding pillar of sustainability and respect for the planet was reflected in everything from photography to packaging. Their packaging was clean and natural, staying true to their commitment to conscious consumption. All collateral supported their platform of “The Skincare of Now” through unusual modern typography and a sharp visual system.

Examples of Branding and Marketing Campaign Missteps

As a true case in point, it’s difficult to think of brands whose branding and marketing don’t line up. In contrast to branding and marketing synergy, the result of a rift in branding and marketing is an unmemorable brand lacking a clear message and thereby risking customer loyalty. These brands demonstrate the results of that clash, showing the importance of branding in marketing:

Booking.com

If you couldn’t figure out Booking.com’s brand identity, you were not alone. While the brand was constantly marketing through various platforms (social media, TV ads, digital ads, etc.), it was difficult to understand their fragmented messaging. While their TV ads (most recently featuring Idris Elba) elicited a giggle or two, their website looked messy and their visual system fell flat. The result was a forgettable brand with confusing messaging.

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Bill.com

When dealing with something as sensitive as billing and invoicing, branding that evokes trust is crucial. Bill.com’s visual system, riddled with stock photos and an unremarkable logo, generated a feeling of clumsy and unprofessional branding. Shaky branding translated to marketing that felt dodgy, putting customer trust in jeopardy.

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Hello Fresh

While Hello Fresh made consistent use of the color green to emphasize the “fresh” part of their meal-kit delivery service, they neglected a key part of branding: defining a target audience. The sheer number of podcasts that advertise Hello Fresh demonstrated the lack of focus. Sure, many people could use fresh and convenient meals, but marketing to everyone meant marketing to no one.

The Importance of Branding in Marketing

While branding and marketing are most definitely distinct, and require different perspectives and goals, these brands paint a picture of the two as parts of the same machine that must work together to produce rewarding outcomes. The “it” factor that some brands just seem to have is often branding whose voices are amplified by successful marketing campaigns.

Anastasia Salazar Ltd. is an independent design studio for tailored branding and digital designs. Reach out to learn how we can help you fuel growth and maximize your brand’s impact.