The Challenge
There’s always a level of sensitivity required when dealing with an established brand. Especially when the reputation spans 30+ years and is so well known.
Thus the challenge with projects of this nature, is about understanding the equity in the current brand and what you can finesse to evolve the brand into something fresh, modern and relevant while retaining the history, reputation and foundation of a strong established brand.
The Idea
When we first spoke with Chris (Owner) and Dave (General Manager), it was clear that they wanted to involve their team. While there was clear direction of the business, having the team involved provided assurance that they were part of the process.
It became evident very quickly about how important they are to the business and the critical role they play in the culture of Totally Sound.
We needed to evolve this brand but also ensure that it represented those who lived and breathed it.
The Solution
The sonic S was at the heart of the original brand. So this was where we began. We also knew there was significant brand equity in the colours, so they needed to remain too. But there needed to be a clear way to separate the icon from the workmark.
Stylising an S with a sonic radiation became the centre piece for the brand’s development. Of equal value was the red, black and white which was used to effect throughout the brand’s execution.
The Last Word
The brand was launched internally to their staff with an exclusive function that allowed the team to see how their involvement had shaped the brand.
The website was rolled out post this internal brand launch and other executions continue to be rolled out.
What We’ve Done
- Brand Development
- Corporate Style
- Website