Enter in the store, visit an exhibition, read a book, make a purchase, surf the net.

In many of life's moments our experiences are undeniably tied to brand. Every one of those has its own personality made up of image, space, color and emotion. I realize projects based on accurate examination of each client's brand. Not only we find creative solution for all aspects in which a brand might express itself, but also new strategic areas and new ways of communicating brand identity.

I am a designer, an Italian Creative Director specialized in design, brand modernization and LUXURY PACKAGING.

Sooner or later the time comes when your corporate identity is no longer up to scratch. Recognising when this is the case may seem difficult, but in the life of a business various moments arise that lend themselves very well to a change, or even necessitate one.

OUT WITH THE OLD, IN WITH THE NEW

On average, organisations and brands change their corporate identities once every seven to ten years. This often involves restyling logos, colour palettes, visual language and the photographic style. In a small number of cases, the name of the organisation is also changed during this process. Although there is usually one main reason for making the change, the motivation behind a rebranding project is often a combination of several factors. Here is an overview of the most common reasons for a corporate rebranding.

WHY REBRANDING?

For REPOSITIONING. If implemented properly, a change to the positioning and brand promise of a company has major consequences for the organisation. Everything is adapted in line with the organisation’s new strategy and promise: its products or services, HR policy, customer contact, corporate identity, etc. Rebranding makes this change visible for all stakeholders.

For CHANGING MARKETS. For some companies, changes in the market situation mean that their very existence comes under threat. The digitisation of society in particular is making it necessary for certain sectors to reinvent themselves. Different requirements call for a different product to be offered.

For BAD REPUTATION. If a brand has a bad reputation and this is having a serious impact on its operating result, rebranding can ensure that negative associations with the brand are ameliorated or dispelled. It is important here that not only the exterior changes, but that the change is also implemented in all other aspects of the organisation. This is the only way that a rebranding project can remove any negative associations with the brand and therefore be successful.

For NEW CEO. A new CEO often brings a new lease of life to an organisation. This may result in (major) organisational changes that also influence the course the company takes. Such a situation arose at Apple, for example, following the return of Steve Jobs in 1997. At that time Apple had to change in order to survive. Jobs himself took a hand in choosing the new logo, which changed from the rainbow-coloured apple to the more modern metallic variant.

Often for OUTDATED IMAGE. One of the most common reasons for undertaking a corporate rebranding project is modernisation. Trends mean that over time brands come across as old-fashioned if they have not been updated. Although in many cases it is not the main reason, a more modern image is often one of the motivations behind a rebranding project.

A few years ago, for the majority of organisations a corporate identity consisted of just a logo, a primary colour palette and typography. Brand elements such as a photographic style, visual language and a secondary colour palette had not been defined back then. This meant that there was a great deal of freedom when it came to applying the corporate identity, with the result that the brand’s visual image ultimately became something of a mess. In such cases the further development of an organisation's corporate identity is a must to ensure the creation of a consistent and recognisable brand.

I would like to mention, one of the famous quote of Henry Ford:

“If I'd have asked my customers what they wanted, they would have told me 'A faster horse.”