Thinking
Rebranding and reigniting the MindFire brand
Rebranding is no small undertaking for any organization. It’s an investment that demands a big-picture strategy to ensure the result is on point. When we began discussing how to evolve the MindFire brand, we knew the stakes were just as high. After all, a branding agency should have an awesome brand themselves, right?
We rolled up our sleeves and began the most invaluable exercise ever: becoming our own client. We trusted our own process – the same one we ask clients to trust in every day.
Starting with the “Mind”
Before we dove into our own rebrand, we conducted a large, informal focus group with our team. During this, we received input about hopes for the future of the brand, thoughts on what to refresh and what non-negotiables had to stay. It was clear from input that we wanted more than a brand evolution, we were seeking a full-blown revolution.
We re-examined our own brand narrative down to every detail. We assessed our logo, tagline, position, audiences, our voice and style and more.
With our narrative fine-tuned, we began auditing exactly what materials were needed. We even surveyed our team for a deeper understanding of what tools would be most useful to them.
With this foundation in place, the real fun began.
Bringing the “Fire”
We started with every brand’s behemoth: the logo.
Although aspects of MindFire’s brand have been updated over the years, the logo has remained the same since we opened our doors in 2007.
Most everyone knows the importance of nailing your logo. Changing it felt equal parts scary and exciting – a great reminder of what our clients feel as we take them through this process.
We landed on a mark unlike any other that illustrates the core of what we do, which will always remain. We felt this logo accurately represented our name – “Mind,” which is the research-backed strategy and insights, and “Fire,” the creative that brings it all to life.
Storytelling is key in what we do, and since the dawn of humanity, stories have been told around a fire. Our new logo features a 50/50 split of a mind and fire, overtop logs made of the letterforms “MF” – yet another smart and subtle nod to our name and our approach.
That logo, surrounded by a lively brand identity system full of attitude, portrayed our organization in a way that aligned with the input from our team’s discovery process and our positioning in the market.
From there, we created a brand mood board and a style guide that served as our foundation for executing all other collateral assets. From business cards to office environments and a new website, we left no stone unturned as we reignited our brand from top to bottom.
Continuing to be the spark you’ve been looking for™
While our brand has evolved, the promise of MindFire always remains: to be the spark you’ve been looking for™. Being in the client’s shoes challenged us to be brave with our own brand. Now we are re-inspired as we continue to deliver the same unmatched creative and strategy the MindFire brand has always been known for.
