| case study: the Analyst story- rebranding an old brand |
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Analyst, a well known sensory evaluation institute in Israel, is active in a relatively small market of brand managers, sensory researchers, food engineers and executives in the food, toiletry and detergent industries. Never the less, the brand was suffering from a long time neglection which made him look fatigue and unappealing to it's customers.
When the new marketing director turn to me she said she want to reflect a new approach - a more dynamic and fresh visibilty without loosing a respecble fasade.
First, I redesigned the logo. I kept the known shape of the square and the unique red color but I changed the inside entirely to fit it to a more dynamic visibility. After several turns, we got fixed on the final version which set a whole new direction for the brand.
Next came the stationary, presentation, brochures, cd-rom, certificate, post cards, e-newsletter, signs, interior design of the company offices and finaly a promotional, bilingual web site.
When completed the process, Analyst looked totally different. From a tierd, old looking firm it was transformed into a dynamic, up to date and innovative company without loosing it's respectable impression.
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