Client Background
Yarcone, a leader in marketing engagement, has been at the forefront of driving customer interaction and growth for over a decade. Despite their success, Yarcone realized the need to update their brand identity to reflect their evolving vision and stay relevant in the dynamic marketing landscape.
The Challenge
Operating under the same brand identity for over a decade, Yarcone's visual identity—characterized by purple growth bars—had become outdated. Their brand no longer resonated with their innovative services and forward-thinking approach. Yarcone needed a refreshed brand identity that would capture their essence, appeal to a modern audience, and set them apart from competitors.
The Solution
Yarcone partnered with a branding consultancy to undergo a comprehensive rebranding process. The approach was to create a brand identity that mirrored Yarcone's innovative spirit and leadership in marketing engagement. The rebranding process included:
Brand Strategy and Positioning:
Conducting market research and competitive analysis to understand the current brand perception.
Defining Yarcone's core values, mission, and vision to align with their long-term goals.
Developing a unique brand positioning statement that encapsulates Yarcone's commitment to innovation and customer engagement.
Visual Identity Redesign:
Creating a modern logo that represents growth, innovation, and engagement, moving away from the old purple growth bars.
Choosing a fresh color palette and typography that conveys professionalism, dynamism, and approachability.
Designing new marketing materials, including business cards, brochures, and digital assets, to ensure consistency across all touchpoints.
Brand Messaging and Voice:
Crafting a compelling brand story that highlights Yarcone's journey, expertise, and future aspirations.
Developing a consistent brand voice that resonates with Yarcone's target audience and reinforces their position as a market leader.
Implementation and Launch:
Creating a comprehensive brand guidelines document to ensure consistency in brand application.
Planning and executing a strategic brand launch campaign to introduce the new identity to existing clients, partners, and the broader market.
Training Yarcone's internal team to effectively communicate and embody the new brand identity.
Implementation and Results
The rebranding process was executed in several stages over a span of six months:
Stage 1: Research and Strategy Development:
Market research and stakeholder interviews were conducted to inform the brand strategy.
A clear brand positioning statement and messaging framework were developed.
Stage 2: Visual and Messaging Redesign:
New visual elements, including logo, color scheme, and typography, were designed and finalized.
Brand messaging and voice guidelines were created.
Stage 3: Brand Launch and Training:
A brand launch event was organized, along with a digital marketing campaign to unveil the new identity.
Internal training sessions were held to ensure all employees understood and embraced the new brand.
Post-launch, Yarcone observed remarkable improvements:
Market Perception:
Positive feedback from clients and industry peers regarding the refreshed and modernized brand identity.
Increased brand recognition and recall among target audiences.
Engagement and Growth:
A 25% increase in website traffic and social media engagement within the first three months post-launch.
A notable rise in client inquiries and new business opportunities, attributed to the strong brand presence.
Internal Alignment:
Enhanced employee morale and alignment with the company's vision and values.
Improved consistency in brand communication across all departments and channels.
Conclusion
The rebranding initiative successfully transformed Yarcone's brand identity, aligning it with their innovative approach and market leadership in marketing engagement. The new brand identity not only rejuvenated Yarcone's market presence but also strengthened their connection with clients and partners. This case study demonstrates how a strategic and well-executed rebranding process can drive significant business outcomes and elevate a company's market position.
This artwork originally designed by Abdullah Shawon & Abdullah Mubin and appeared on Behance.
