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Re-Branding Abstract: an introspective Case Study

There have been many historic re-brands throughout the years. From Microsoft to Starbucks, companies have been adjusting their brand strategy, re-evaluating their existing websites and updating their brand strategy to welcome a new era in their business.

At Abstract, we’ve support clients to adopt their own brand transformations, providing support throughout the consultation phase, helping to develop new brand guidelines and a whole new brand strategy, as well as creating new collateral that can be used within brand guidelines. We’re experts at what we do, and it was time to turn our attention inwards.

The Challenge: Updating a legacy

We’ve been in this business for 35+ years, as our business has transformed so has our brand, and in 2024, we realised that it was time for another shift. Our team has shifted, the support we provide our clients has evolved, and it was time that our brand image reflected these changes.

We wanted something that spoke to where we are now as a business but would guide thinking for the future. The initial discussion springboarded from an internal studio meeting, we needed new business cards designed – from there we began to realise that it wasn’t just collateral that needed a fresher but our entire digital presence, starting with our website.

Thus began the difficult part of updating a legacy.

The process: Hybrid collaboration

The first step was getting a clear roadmap underway. While we would love to dive right into a full re-brand, our clients will always come first, and we had to ensure our expectations left plenty of room to prioritise their incoming requests.

Members of the team stepped up to take lead on competitor analysis to understand where we currently sat within the market and how we could set ourselves apart.

As a hybrid team, working within the office and from our own homes, collaboration remained continuously throughout the entire process. The studio team are subject matter experts when it comes to brand strategy and brand re-development, getting their input on every stage of the website re-design was essential to ensure it was up to the same standard as we would hold our client work.

In mapping out our journey for this project, we've established a comprehensive roadmap marked by clear milestones and regular check-ins. Our commitment to transparency and accountability is paramount, driving our focus on alignment with objectives and a dedication to excellence. These principles extend seamlessly into our client proposals and discussions, reflecting our unwavering dedication to delivering exceptional outcomes.

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The solution: Welcome to a new era of Abstract

Our design for the website changed a couple of times. We brought prototypes to the studio for everyone to look over and review. Those who weren’t completely involved on the project got to offer their feedback, be included in the process and work to develop the final product as something that the entire team was proud to share.

The website became even more of a collective effort as our social manager took to generating copy, our design team began collating images and developing new assets such as the opening animations you can see on the homepage, and creating a bank of brandable assets that we can use to manage the website internally.

Helping brands to elevate their content and take their campaigns to the next level is at the core of what we do. Getting to turn this strategic eye inwards was an exercise in our creativity and strategy that we look forward to applying to new projects in the future.

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