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Case Study: Herrera Brand Refresh

Sometimes success is reworking a few elements of the existing brand assets and leaving the rest alone. I used this approach to refresh Herrera's brand.

Define Goals and Objectives

Before starting the brand refresh project, I needed to have a clear and specific idea of what we wanted to achieve and why. What are the main challenges or opportunities that the current brand faces? How do we want to position Herrera in the market and in the minds of our customers? How do we want to differentiate ourselves from our competitors and communicate our unique value proposition? How do we want to express our brand personality, voice, and tone? These are some of the questions that our marketing team thoughtfully discussed to define our objectives and scope for the brand refresh.

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Conduct a Brand Audit

To kick off the brand refresh, I conducted a brand audit to gather as much data and feedback as possible to evaluate the brand's health and effectiveness. 

 

As a 100% employee-owned company, many staff members felt very attached to the existing brand. As a result, I invited all employees to fill out an online survey of the brand and allowed them to vote on their favorite logo design concept. I also kept them informed of each step of the brand refresh through a monthly update at our company-wide meeting.

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A more comprehensive brand perception survey was sent out to a small group of clients. The results indicated that many people found the existing visuals and logo a bit stodgy. They also reported that the technical reports were rather lengthy and burdensome to read.

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Develop a Brand Strategy

Based on our project objectives and audit results, I developed a brand strategy that served as the foundation of the brand refresh project and helped me make informed and measurable action items.

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The audit results showed that there was nothing wrong with the visual brand, it just needed a bit of modernizing. This would include refreshing the logo, color palette, proposal and report template. Iconography, photography and new paragraph styles would added to the report templates for a better reading experience.

Create a Brand Identity

My next steps involved brainstorming, sketching, prototyping, testing, and refining my ideas until I found the best design solutions to present to my team for review.

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Together, we selected the concepts that best represented our visual and verbal brand strategy, including the logo, color palette, typography, paragraph styles, photography, icons, taglines, and tone of voice for social media.

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Implement and Launch

Once we had the brand identity finalized, we prepared to implement and launch the brand refresh across all touchpoints and channels. This included updating the colors and logo on the website, social media profiles, marketing materials, signage, and more. I also:

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  • Worked with the word processing lead to develop a more attractive technical report template. 

  • Developed a variety of brand style guides for employees, vendors, tradeshows, stationary, and social media and rolled them out in a series of monthly update at our company-wide meeting.

  • I contacted local sign vendors in each region to rebrand the fleet of vehicles.

  • Facilitated the installation of new signage for all regional offices.

  • Developed a SharePoint site to be used as a file server. The site features templates and collaboration features, making it an ideal platform for file management.

 

Finally, I used social media to communicate the brand refresh with our customers, media, and industry leaders.

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Monitor and Evaluate the Brand Refresh

The last step of the brand refresh was to monitor and evaluate its impact and performance. I tracked our performance using social media analytics, and collected feedback from online surveys, polls, and reviews. 

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