Our Journey Through Re-Branding

Our Journey Through Re-Branding

Our company decided early in 2016 that it was time to shed the old and create something new. We’ve been through staff changes, investors, owners and now felt like we needed to start fresh and actual build something that reflected us, and better served our customers.

Who we are

The first thing you have to do is sit down around the table and talk about who you are. It’s very revealing when staff open up to share what they think the companies goals and mission are. Having a simple, open and honest conversation allows you to weed out and fine tune what your brand communicates internally, before you begin creating what you think it will say externally.

Here’s the journey of our conversation toward rebranding in pictures —

Tim’s guidance on how to convey our brand announcement and new website look.
It’s not all seriousness in our meetings, time to make a selfie to lighten up.
Ray sharing history and how he sees our brand internally and externally.
Ray placing the new logo mark ideas he and the creative team made on the board.
Jason sharing thoughts on going from where we are to where we want to go digitally.

The Logo Discussions

Much Pizza, coffee, candy and cat memes were reviewed and eaten (not the cats) in this phase for us. Though we all had sugar highs and some went into comas (see Tim’s photo) we managed to create a logo that we felt expressed our love of Louisville (a.k.a. The 502) and ourselves.

First a snack
Then some required reading in his voice.
And you get The Fab 4.
After the pizza and candy this is what happens kids.
And after 12 cups of coffee coding.
Bill sneaking thirds.
Don’t let your feedback be hateful.

The colors we wanted


Iconography choices


Typography choice

The sans-serif typeface – designed between 2013 and 2015
A sans-serif typeface – designed between 2013 and 2015


Finally, our new look




Watch our Facebook as we celebrate our re-birth at 3rd Turn Brewery April 28th, to RSVP just leave a comment below, Tweet or click here.

I have been in marketing and technology for more than 20 years and have worked in many industries and worn many hats. From independent consultant, to cooking school, to establishing technology centers, it was a Spirit led adventure that landed me in the president & owner’s seat at Element 502.

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