Based in Sydney, Australia, Foundry is a blog by Rebecca Thao. Her posts explore modern architecture through photos and quotes by influential architects, engineers, and artists.
The first step in a rebrand is getting to know the organization's identity.
For this project, research involved pouring over IBL's old marketing material, analyzing their website's messaging, observing their team meetings, and talking extensively with their president. Throughout this process, I was keeping notes and constantly brainstorming ideas that could potentially capture IBL's essence and identity.
Identifying key words and phrases that related to the work IBL does was an important step in determining what imagery and phrasing would be used in their new logo design and tagline.
Leadership training and coaching based on biblical principles are their core services, so the logo and tagline needed to communicate this central element of their identity.
Research: Interviews & Discussion
During the research and development stage, I interviewed the president and began working on a long list of value statements. From there, I went through this list with the president and discussed each statement in detail to determine how accurately (or inaccurately) it communicated IBL's identity. After lots of hard work we had created a captivating brand message and image.
Tagline & Messaging
New Tagline: "Because leaders who honor God don't just come out of nowhere."
Old Tagline: "Training, coaching, consulting & counseling; from God's word for God's leaders."
The new IBL tagline functions like any good tagline should; it works in tandem with the brand name, and it piques the interest of the audience just enough so that they want to learn more. The new tagline is also more concise and communicates the reason why IBL exists.
New Logo: Horizontal
Logo Redesign Process
Throughout the process of creating IBL's new logo, we explored numerous ideas and concepts to find the one that was right.
Trying a Simple Logo Refresh
Towards the beginning of the project, we attempted to take their old logo and do a simple refresh of it. The old logo was cleaned up, simplified, and recolored to create a modern and sophisticated look. In the end, the IBL leadership decided they wanted to move in a completely new direction.
The Final Concepts
We eventually landed on two final logo concepts. One was based off of a folded map, and the other was a combination of a compass and a Bible. After much deliberation, the board members chose the Bible/Compass design because it more clearly connected to their mission and vision.
The IBL website needed to be simplified and improved so that it would better engage potential clients and donors. It also needed to more clearly communicate their services and be easier to navigate. After several months of very intentional development, we completed their new site and achieved these goals.
The new website grabs the audiences' attention, guides them through their visit, and provides easy access to the resources and donate pages.
After finalizing the new logo design and messaging, we began to design new stationery and marketing collateral. Below is a gallery of some of the pieces we created.