At A14, we are dealers of fine art. However, beautiful design is created with a focus on specific business goals, primarily serving a particular function for the company. Existing businesses can undergo redesign, restyling, or rebranding. Rebranding always involves a rethinking, a reconsideration of answers to key business questions, its model, and how the company appears style-wise. And in this case rebranding was needed for the client Rediscover Health - a Toronto-based clinic that provides services in alternative and complementary medicine for the past 20 years.
Together with the client, we reconsidered key questions that fundamentally impact positioning, business model, product, and the consumer. Who are we? What makes us unique? For whom do we work? What is the business model? Essentially, this is working on the strategy, right from the start. Once we answered these questions and built the brand pyramid, the A14 team began working on the creative side, reconstructing the style and look of the client from scratch.
At the core of a strong brand lies a powerful symbol. We decided to merge several components inherent in the associative series of client's services and obtained a symbol from the combination of the letter R, a leaf, and a butterfly. We also designed a large amount of brand identity and created a style guide for the further consistent use of elements.
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The clinic received a new look and ecstatic feedback from their clients, management, employees, and company contractors. Most importantly, it is crucial to remember that rebranding is not just a relaunch of the company's external appearance and style but also a reconsideration of key business questions, processes, positioning, and the overall model. We were happy to work with Rediscover Health and help them achieve a new version of the business.
