Self-branding is a very unnatural thing. It involves removing ourselves from the day-to-day, stepping back and looking at what we collectively represent. Generally it’s much easier branding another organisation than it is your own.
20.09.17
The Eye-D brand gets a refresh
WE MADE THIS
BY JESSE COGSWELL
CREATIVE DIRECTOR
Out with the old
Self-branding is a very unnatural thing. It involves removing ourselves from the day-to-day, stepping back and looking at what we collectively represent. Generally it’s much easier branding another organisation than it is your own.
After discussions in late 2016 we realised there was a missing ingredient in our own branding, that being an identity. Everyone had different ideas about who we are and what we stand for. We came to the conclusion that because we offer a broad range of abilities to many different industries, the essence of who we are had become diluted. We were letting our services and clients become our defining factor, our point of difference.
At one point we were considering going back to our roots: the reason we’re called Eye-D actually stems from having an “eye for detail”. So one option for the rebrand (which didn’t make the cut) was going to be a complete name overhaul!
As much as we loved the sentiment, we decided against this direction as it was too prescriptive – of course we have an eye for detail, that’s fundamental to being successful in the industry. But it isn’t the defining factor for Eye-D.
We were craving an identity that captured our fresh, youthful and creative environment. The fact that we are made up of people from all walks of life, means we have diverse perspectives, inspirations and insights all aligned under a solid creative process.
In with the new
Eventually we drilled in and developed a central idea to our creative branding executions – with a little help from Newtonian laws of physics.
What we have created now is just one step closer to defining ourselves in a much greater process. We don’t have all the answers just yet, but at least having a vibrant, energetic and playful identity gives us some solid ground we can all proudly stand on.
