Weinstein A+U Brand Refresh

Developed a comprehensive brand refresh package featuring an updated, modernized logo, a complete set of brand guidelines with new colors and typefaces, refreshed marketing materials, newly designed business cards, and a fully redesigned website.

The Process

The first step in the rebranding process was to analyze the problems and challenges of the existing logo. From there, I conducted a competitive analysis to see how other companies in the industry were positioning themselves.

I then created a transition plan for how their logo could gradually evolve into a simpler design. To illustrate this approach, I shared examples of major brands that have successfully refined their logos over time.

Next, I presented several redesigned logo options along with proposed brand colors. For each concept, I explained the key changes, how they addressed the issues in the current logo, and the benefits each option would bring.

Lastly, I proposed new fonts for the updated brand and explained why they were a strong fit. I demonstrated how they could be used across different applications, and also provided alternative font options for platforms that do not support the primary choice.

Brand Style Guide

Once the team selected their preferred design, I finalized the branding package and developed a brand style guide to ensure consistent and proper use of the new brand assets.