Branding / Rebranding

Branding is everywhere. And it’s become a very hip thing to do these days. A lot of the time people asking for branding just want a sleek logo to flash, but it’s fun when there’s a chance to go deeper than that. I’m fascinated by the stories that get told with colors, in language, with typefaces.

My first experience with branding came in the form of a small business lending company. Not only did I get to shape the voice, appearance, and position of the company in the marketplace, but we set out to rebrand an SBA loan product we believed to be underutilized and vital for business owners to know about. We were successful on both fronts, winning marketing awards within our industry and building the company into a thing that was eventually acquired by a larger bank as an add-on to their business model.

My recent branding projects are in the multifamily space and are really just visual identity packages. Learning (or crafting) the stories behind the communities, owners, and geographies is always a good time. And I’ve learned there are differences between branding an asset someone owns rather than branding someone’s business. As much as I like to systematize things to be easily repeatable, every project is different and there’s fun in that, too.