Hollister CREATIVE

How to rebrand

More than a decade ago, Rich Bennett started a contracting company to provide quality roofing, siding, gutter and window services. While doing that, he also passed along to his son Rick the wisdom of his more than 30 years as a craftsman and service provider.

Rick became partners with his dad and brought to the business a degree in architecture and an artist's desire to create something beautiful and new. When the homeowner is interested in adding a distinctive element to the home's exterior, Rick is only too happy to share his ideas.

The result is that Rich Bennett Contracting has a portfolio that showcases challenging work completed with superb artistry and craftsmanship. But the company wasn't attracting enough of the affluent homeowners who want something special to make their home a showpiece. So the Bennetts came to Hollister Creative for marketing help.

A review of the company's market position and marketing materials showed a disconnect between the sophisticated clientele they were after and the unsophisticated image they were conveying with their do-it-yourself logo and promotional materials. The brand needed an overhaul to catch up with the company Rich Bennett Contracting had become.

With phase one of the rebranding complete, the company has a new logo and new stationery for its proposals. Next steps include new sales collateral and signs, followed by a new website — all working together to reinforce the brand promise of "Exterior Excellence."

When creating a new logo for an existing company:

1. View the company through the eyes of its most desirable customers and design the logo to appeal to them.

2. Keep the icon simple. A detailed image loses all impact when shrunk for a business card.

3. Consider connecting the old with the new by carrying over one or more colors, an icon concept or a type style.