Re-Brand for ‘ROOT’ the Eco Friendly low carbon Web Design Studio
Paul the founder of Root had ran his successful web design agency for over 8 years but as he grew he felt his current positioning didn’t match the clients he wanted to attract. We repositioned his brand, undertaking a brand strategy workshop out in nature to really get clear on how the new brand will operate, along with where he wanted his business to go and grow. This ensured the brand identity and new positioning would empower Paul to take the next steps for his business.
Positioning as a low-carbon eco-friendly website design studio meant we had to consider this throughout the whole brand experience. Everything was intentionally designed to reduce the carbon used when loading the website. A few low carbon design elements and considerations we included…
- The home page uses no images, all of the graphics were purposefully illustrated as vectors
- Only 2 fonts are used. Drago for headings and Quicksand for the body copy. The site avoids using multiple font weights with key text being emphasised using background colour instead of boldness.
- We ensured the copy is concise and to the point to get the key messaging across clearly.”
Design rooted in purpose
When forming brands people often just think of the visuals – the logo, colours, fonts and photography. And these are all important elements! However, if they aren’t grounded and formed with purpose, strategy and insight then they will lack substance and fail to deeply connect with your audience and business goals.
For Root we headed out into nature to form the ‘roots’ of the brand. Exploring the brand strategy and positioning away from the screen meant original thoughts came out truly in tune with Paul’s vision and direction.
“The exploration session out in nature was great and Charlotte was able to learn a lot about me and the business through her questions and activities.A massive amount of thought went into designing the brand afterwards and the presented brand really does represent my business well.”
LET’S HEAR FROM PAUL HOW HE FOUND THE PROCESS AND WHY HE DECIDED TO RE-BRAND…
After 8 years I wanted to reposition my business to better represent my purpose and beliefs. Rebranding with Creative Wilderness has helped to achieve that change and stand out to the right audience I want to work with. I wanted to work with the studio because their values align with my business. They understood what I wanted to achieve and I trust in the design process and believed they would do a great job.
I feel much more driven and more confident with my business and have a much more well defined purpose.
The early responses to the new branding have been very positive. One comment has been “It does feel a lot more you” which I think sums up how well Charlotte listened to, understood and interpreted my brief.
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Creative Wilderness is an ethical, sustainable branding design studio based in the UK empowering natural small businesses around the world to grow and thrive.