RS&H Brand Refresh
After five years, the visual identity was overdue for a modern, energetic refresh.
The problem:
Our look, while dated, was unique. Angled boxes on crisp white backgrounds gave a distinct look. So, where do we go from here?
After internal and external interviews, it was found that what the brand needed was a new energy to the angles - a fresh take on an old classic. Also, how do we link the visuals closer to our differentiator - which is our people. Our outstanding client service came up more than anything else by our clients.
The solution:
Use the angle of the logo, which represents a future-forward outlook and bring in a representation of our client service differentiator. We organized the lines in a simple linework to represent our design process and collaboration. Additionally, we filled in the lines to represent our people, teams and clients coming together, inclusively to offer different perspectives and ultimately work together to create a colorful pattern of bespoke solutions.
To build excitement and awareness for the refresh, my team created a series of videos explaining the major changes and improvements. This video is the first in the series, and explains the lines and the 'windows'.
The second video in the series is a brief, visual explanation of the color palette and the possibilities with color
The third video explores the icon library style
The lines come from the two prominent angles in the logo (10 degree & 62 degrees). It simply represents our process. As designers, planners, engineers, systematic and creative thinkers, all of our associates have a process for creating unique, forward-thinking, and technically sound solutions.
The lines build out 'windows' that peer into the worlds or environments the company creates.
The color blocks are created by filling in the lines with a range of colors from the color palette. They represent the inclusive, diverse collaboration and idea sharing that happens across the company and with clients. The color blocks were purposely created in cool, warm, and corporate blue shades to give flexibility and a wide range of use.
Website redesign and homepage video all done by my team in-house
Along with a refreshed social media strategy, we embraced our new look and expanded it across all our channels including templates for employees to use on their own accounts as well.
Brand activation activities were planned during rollout, including several 'graffiti walls' where we used our new lines and color palette to create a unique mural everyone could have a hand in, and be proud to bring our new brand to life.
The brand elements and color palette were also taken into the office spaces. My team put together a system for how brand should be reflected as a visitor or client moves through the space. The front of the office is clean, neutral and minimalist. As you move towards the more casual, associate-focused areas of the office, the colors are bolder with opportunity to include elements of the local environment. For example, in Jacksonville, there are water elements, historic river maps, and the color palette is a mix of the blues.
These two examples above are for reception or 'welcome' areas. There is a dark option feature wall with wood molding in the shapes of the brand lines, and the other is a bright white wall covering with the thin branded lines to give a sense of texture and movement.
Examples of casual spaces in the office are more colorful, and give opportunity to feature that offices' local environment and culture. In Jacksonville, we featured a drone photo taken from the Jacksonville Beach Pier.