Take a peek into the creative process at Sign & Sealed. Discover how we work our magic, crafting each design one pixel and paper cut at a time.
EMBRACING CHANGE: OUR JOURNEY TOWARDS A BRAND REFRESH
Our evolution and strategic decision to refresh our visual identity. Recognizing the inevitability of change in branding, we embarked on a comprehensive process to better connect with our audience, communicate our values, and create a more memorable brand experience. From updating our logo to overhauling the color palette and typography, each step was meticulously guided by a commitment to authenticity and excellence. Through this journey, Sign & Sealed aims not only to evolve but also to better serve our clients, setting the stage for a brighter future.
Sign and Sealed started on the pages of a notebook between two Megans at a coffee shop six years ago. We were hungry to return to what first excited us about graphic design: Custom Typography, Boutique Craftsmanship, Letterpress Printing, and Fine Papers. We quickly found that the artisan approach to print design was a rare bird in our corporate careers. We missed making things with our hands and working closely with clients. So, we started a business focused on wedding stationery and design. This allowed us to play in the sandbox with all our favorite things — the best part was — we had a friend there, too!
Over the next few years, we expanded our offerings to include branding design for small businesses. Later, we added an Allyson to our Megan squad to help us maintain all the work we generated from happy clients and referrals. At this point, we realized we needed to turn the mirror from facing our clients to facing ourselves, as our branding, website, and marketing materials no longer reflected us. We knew it was time to level up.
Our vision was clear: Evoke a sense of sophistication, attention to detail, and artisanal craftsmanship with our designs and take ownership of our creative process.
Change is inevitable, especially in the world of branding and design. As trends evolve, consumer preferences shift, and service offerings expand, it's essential for businesses to adapt and stay relevant. One such journey of adaptation and evolution is underway at Sign & Sealed. As we embark on this adventure towards refreshing our own visual identity system, we wanted to share a bit of our process — the experience we have fondly been describing as "painting the ship while we sail it."
As we began to pull focus on our own brand refresh project, we knew it wasn't just about keeping up with the latest design trends; it was a strategic move aimed at reinforcing Sign & Sealed's commitment to ourselves and attracting our ideal clients. No pressure! By revamping our visual identity system, we aimed to better connect with our audience, communicate our values more effectively, and create memorable brand experiences.
So, what exactly does a brand refresh entail for Sign & Sealed? It's not just about placing a new logo on a website and calling it a day. Instead, it's a comprehensive process that reassesses every aspect of our visual identity, from color schemes and typography to imagery and messaging.
First, we focused on our brand story, did lots of visual research, and conducted competitive audits. Then, we hosted our very own "Discovery Session," where we dove deep into our roots, uncovering what sets us apart from the competition and wrote a script that compellingly articulated our unique value proposition. No small feat! This narrative and blue sky visual strategy served as the foundation for our visual identity.
Following a decision to refresh our brand identity, we delved into enhancing our visual elements. Although our previous logo served us well, we recognized the need for a more custom, modern approach. Through brainstorming sessions and experimentation, we aimed to update the logo while preserving the essence of Sign & Sealed. Using our expertise in custom typography, we crafted a timeless and unique emblem. Ensuring adaptability, we designed a logo suite capable of scaling across various applications. Additionally, we engineered our logo to transition seamlessly between playful and sophisticated contexts. The final execution perfectly captures our vision.
Alongside updating our logo, we're undertaking a comprehensive overhaul of our color palette and typography to better reflect our brand identity. Through meticulous selection of colors and fonts that evoke specific emotions — warmth, imagination, thoughtfulness, charm, honesty — we aim to establish a unified visual language that deeply resonates with our clients.
Throughout the redesign process, we've ensured that our ideas and insights are integrated across every touchpoint. This holistic approach has resulted in a brand identity that is not only visually appealing; but also authentic to who we are as a company. Woot! It's happening!
Of course, a brand refresh isn't just about aesthetics; it's about creating meaningful connections with clients. That's why we also focused on enhancing the user experience. We started with our most powerful and diverse tool with our website and rebuilt it in response to our client's needs and expectations to ensure a seamless and enjoyable experience. It's visually compelling, tells a story, and provides thoughtful information on where an how we can work together — how we can be your designer BFFs.
We are still on this journey of a brand refresh, working on our own projects bit by bit to reveal new and improved touchpoints while working with our current clients and attracting new ones.
We didn't embrace change for the sake of it. We're embracing it as an opportunity to evolve, grow, and better serve ourselves and our clients. By staying true to our core values while embracing innovation, we layered the groundwork for a brighter and more prosperous future.
The need for a brand refresh at Sign & Sealed wasn't just a sign of the times; it's a testament to our commitment to excellence. As we embark on this exciting transformation journey, one thing is sure: the best is yet to come for Sign & Sealed and its loyal clients.