When starting a brand from scratch, often the design and identity secondary. You create a business based on an idea, a passion, a gap you see in the current market that you know you can fill. Once that business has found its footing, it might have outgrown the branding it was born with.
A brand refresh is a chance to align your voice and visual design with the reputation you have built. For Auction Ninja, the growth they experienced was phenomenal and it was time for the brand to represent the high-end clientele they were serving. The SaaS auction software was a hit! So was the new, elevated branding I created for them.
A brand is so much more than a logo or a color palette. It is the promise you make to your customers everyday! Making sure that your brand is telling the right story is a key part of standing out from the crowd and being heard through the noise.