We weren't your typical advertising agency. We built impactful ad units that dominated the web and mobile landscape, forging strong identities for countless clients. But after years of success, we realized it was time to define our own visual language. This case study dives into the process of rebranding Social Theater, from initial brainstorming to the final, successful rollout.
Company:
The Meet Group
Industry:
Social Media Advertising
Services:
Branding (incl. Logo) Redesign
Date:
2016
I led the design team as Creative Director on a collaborative journey, starting with a deep dive into who we were as a company. We met with key players like the CFO and marketing directors to understand their vision and goals for Social Theater's brand. Alongside competitor and industry trend analysis, we dove into target audience research. Who were our ideal clients? We developed buyer personas representing young tech professionals working at agencies, allowing us to tailor the branding experience to resonate with them.
Following a design process built on iteration, we presented various concepts to stakeholders. This included the UX user flow, site map, wireframes, as well as logo designs, color palettes, and website layouts. We even conducted A/B testing on different logo prototypes with various audiences, leading to further refinement. Through this collaborative effort, feedback sessions, and adjustments, we arrived at a final visual identity that resonated not only with the team but also seamlessly aligned with our strategic goals.
Over six months, we meticulously crafted a comprehensive branding guide. This guide outlined proper logo usage, the color palette with hex codes, RGB values, and Pantone references, product and app icons, black and white logo variations, and layout examples for consistent application across all our future marketing materials.
The new brand identity was a hit! From the sales team and designers to our agency clients, everyone provided positive feedback. This successful rebranding established a strong visual foundation for Social Theater, accurately reflecting our expertise and forging a powerful connection with our target audience. It also laid the groundwork for finally launching the Social Theater website.
