Apr 13/16
By Joe Ross

A new brand emerges

The past couple of months have been an exciting time for the Traina team. We merged with another design firm, moved into a larger space, launched a new website, and acquired some exciting new clients like Facebook and Expedia. But perhaps the most exciting development has been the rebirth of our brand.

Our growth

This year Traina celebrates its 10-year anniversary. During our first decade in business, we've seen our team explode from a two-man shop in a closet-sized space to a full-service agency in an expansive new office with room to grow. So we decided the time was right to do for ourselves what we've done for countless clients over the past 10 years. We decided to rebrand Traina.

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The process

Most agencies will agree that rebranding ourselves is a monumental challenge. We are our own worst clients—more critical, demanding, and insatiable than any outside client could ever be. Because of that, it was important that we resist the urge to dive headfirst into the creative. Instead, we kicked off our rebrand the same way we do with any client—by building a framework for success. We locked ourselves in the conference room and identified our firm's culture, values, mission, and other key attributes. Then, with a clear path forward, the creativity flowed freely.

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The result

After countless iterations and refinements, the new Traina wordmark was born. The new logotype features a customized variation on Chronicle, a modern, elegant serif font. It also features a smooth, wave-like ligature that hints at the unique, positive energy of our firm. Along with the updated wordmark, we refreshed our brand colors, moving away from the blue/white palette and into a gold/grey one.

Implementation

With the cornerstone of our new visual identity complete, we began integrating the new logo across all of our materials. One colossal effort within this phase was the complete redesign and development of our new website. We also applied the new identity to a suite of printed materials, signage, social media, stationery and a host of promotional goodies like mugs, hats and t-shirts.

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Value

While we've only just recently launched our new brand, we've already begun to see tangible benefits. Our pitch and presentation are more refined and effective than ever. Our online portfolio is a more accurate reflection of our passion and capabilities. And most importantly, our internal team feels reinvigorated with a new sense of purpose, pride and enthusiasm for the future. Here's to the next decade.


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