McLean Company | Rebrand Strategy Vision Report
Strategy
DELIVERABLES | Brand Strategy, Brand Positioning, Brand Architecture
STRATEGY | Rebrand Strategy Vision Report
The Synopsis
I spearheaded a multi-phase brand identity audit and developed a new brand architecture on behalf of FLUX Branding, for a family business transitioning leadership and operations from the founders to their children.
The work was done hand-in-hand with the client and had to account for a wide variety of variables including legacy brand equity, maintaining employee culture, navigating COVID, forecasting regulatory concerns, considering the competitive landscape, and positioning the brand architecture for future growth.
What I did right
I left no stone unturned. By the time I made my recommendations, the research was extensive, the prognosis was clear, and despite some initial pushback, the way forward was compelling and overcame the inherent inertia.
By thoroughly documenting my stakeholder interviews, both in terms of transcripts and insights, I was able to create numerous pull quotes that built an emotional foundation for a fairly academic brand architecture overhaul.
This deck was 99% my work, and I’m proud of the insights, copywriting, and delivery of information.
What I did wrong
Although the project management was superb, thanks to my counterpart at FLUX, I didn’t do a good job of estimating the time required to fulfill such an extensive, multi-layered project scope to my own standards. And as a result, I put the team in a bit of a time-crunch down the line as I pulled the deck together.
Taking on a project with so little collaboration was exhilarating because of the level of accountability I had for the results, but I suspect that the client would have been more bought-in, had they heard more voices speaking in unison.