WorkSpace Interiors: A brand refresh to differentiate and elevate their business
Challenge
WorkSpace Interiors (Kingsport, TN) had completed a strategic planning process and was in a transition period of growth. However, their brand lacked awareness, cohesiveness, and internal/external understanding. They needed to differentiate themselves from their supplier and competitors while creating a unique brand personality that aligned with their values.
Solution
By hiring me as a Rebranding Strategist, we were able to tackle these challenges with a comprehensive approach to a brand refresh:
Conducted a brand assessment to identify gaps in awareness, cohesiveness, and differentiation.
Developed a brand strategy and messaging framework that aligned with their values, positioning, and customer journey.
Created audience personas to help their marketing and sales teams tailor their messaging effectively.
Enhanced their visual identity by adding a logo mark to their word mark, giving their brand a stronger, more recognizable presence.
Brand identity design is what makes brands instantly recognizable to your customers. It’s important for logos to have a memorable visual element, and that was the only thing missing in this logo.
A classic word mark logo that was in existence at the time of this brand identity revisit had been used for approximately twenty years. The font is a true classic, so it didn’t date the logo. I was able to enhance the original logo by adjusting the alignment and balance and adding an icon or “logo mark” to accompany the word mark.
Signage already existed at multiple locations, so it was important that I create an additive logo design where elements could simply be moved slightly or added onto. Simple changes can make such a big difference in modernizing a logo!
Results
The impact was immediate and substantial. After implementing the brand refresh, WorkSpace Interiors experienced:
Greater brand awareness both internally and externally, with a clearer, more consistent brand identity.
Increased confidence and excitement from leadership and employees in how they communicate their value.
More effective marketing and sales alignment, thanks to audience personas that directly addressed customer pain points.
A cohesive, strategic brand identity that aligned with their values
Differentiation from competitors while staying complementary to their supplier
Testimonials
“With our brand, there was a lack of awareness, cohesiveness and understanding both internally and externally. We needed to stand out from our competitors and create our own personality that was complementary but separate from our supplier.
The strategy session was engaging and fun for our leadership team, and I really liked how she started the meeting to get us all in the same mindset. The brand strategy was so helpful in helping us think about solving for our clients’ pain points for both our marketing and sales teams. The resulting branding [messaging and visuals] aligns well with our values and how we want our clients/customers to feel about us, and we LOVE our logo.
We really needed consistency and to level up our brand awareness, and Briana’s process really helped us with that. She listened to our needs and wants through the entire process and really went above and beyond with the development. She even made me/us aware of trademarks/legal information that was beneficial to us. Her attention to detail from start to finish with the process stood out to me, and I could read smiles in her emails. I feel like we had worked together much longer than we had! ”
“When we received the brand strategy guide, I thought it would be something I would skim through. After reading the first couple pages, I couldn’t put it down. The information was informative and insightful. Our experience has been instrumental in our growth, focus, and strategy.”
Does your business need a level-up like WorkSpace Interiors?
I’d love to hear about it!
