The importance of a good rebrand!

At Pixooma, we believe a strong, professional visual identity – which starts with the logo – is vitally important to every business. In addition, we know that successful businesses are easier to build if they have strong and recognisable branding.

So, when Paul Green from networking and business support group Connect Networking wanted to rebrand his business in 2019, including a completely new name – The Business Community across all marketing channels – we were only too pleased to help.

Retaining core values

Established in 2012, Connect Networking was a successful business membership group with over 150 members, which prided itself on helping small businesses to succeed by providing:

  1. The right support at the right price
  2. Connections and contacts
  3. Business advice and tips
  4. Mutual collaboration
  5. Encouragement and support
  6. Collective wisdom and experience
  7. A pat on the back when things go well, and acknowledging those who helped along the way

The Business Community

During the initial phases of this project, we were keen to avoid clichés or represent any part of the wide-ranging business model at the expense of any other part, so we knew we were going to be looking at something fairly abstract. Furthermore, we needed to consider both the full name – The Business Community for some marketing communications, together with a shortened form for the website and social media i.e. #BusComm.

A range of logo ideas were presented and then discounted for a variety of reasons. These included:

  1. A rocket to represent an upward trajectory and growth
  2. Molecular structures depicting connections and community
  3. All the basic letter shapes from BusComm in one form
  4. Splitting the name into two

Paul then mentioned that he thought that all successful businesses share common aspects in their structure, i.e. their core DNA. And so, a logo idea took shape. Several colour combinations were considered, but the final consensus was dark blue with a lighter blue accent, this looked professional and eye-catching.

Integrated marketing

Once the logo was designed, it was applied to a teaser campaign on social media, which ran for several months. Following the launch, Pixooma produced stationery, a handbook, roller banners and comprehensive branding for the website and various social media channels.

To date, the new branding has been well received and the concept of a business’s DNA are becoming associated with Paul’s new organisation, with the logo’s inspiration becoming more widely understood as part of his brand’s story.

As the Business Community’s membership continues to grow, we hope that the philosophy and vision that Paul has for his organisation, will drive it onwards and upwards and that the branding will be there to support it throughout its journey, as a key part of its own DNA.


Social media ‘Teaser’ campaign

We created a number of images created for the pre-launch in order to ‘tease’ the new branding by showing parts of it

The finished brand

The initial brand materials included a range of file formats for the approved logo, business cards, a roller banner and the design for the covers of a business book – “The Small Business Toolkit”.

Mark from Pixooma has been my graphic designer of choice for over 5 years now and he is great at taking my “fag packet” ideas and moulding them into some superb graphic designs; be that leaflets, social media images, magazines, brochures or business cards. More recently he has been involved in the rebranding of my business and spent time understanding the ethos of the new brand and what it was trying to represent. True to form, he did a cracking job providing a memorable and noticeable logo that stands out from the crowd and has helped customers and prospects alike notice my new brand. This in turn has contributed to the growth of my business since the brand launch. So a big thank you to Mark and long may our graphic design journey continue on new projects!

PAUL GREEN, THE BUSINESS COMMUNITY

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