IBI

To do this, we rebranded most the company’s external communication. Key in this strategy is its new website and content hub: www.creaforti.nl. It is supported with animated videos to explain the added value of Creaforti’s services. In addition, a number of case videos helps to convince prospects. A variety of context-specific downloads offered throughout the platform helps Creaforti to convert prospects into new business. Insights are shared using a variety of channels and media formats, focusing on answering questions asked by Creaforti’s audience. As a final step toward transparency and customer centric thinking, a new chat platform and a variety of social media channels are being utilized to help serve customers and prospects on the platforms they already love to use. 

The impact

Time spent on the website doubled and engagement increased significantly. Newsletter readership is on the rise. Customer satisfaction is at an all-time high.

Projects

Website

Interactive presentation

Email newsletter template

Our old logo was a chameleon, and at some point, we didn't even know why anymore. The brand colors we used, didn't reflect the feeling our brand was supposed to give anymore.

I hope this explains why we did it, now I'm going to explain how we did it.

Brand values - we wrote a new mission statement and gave meaning to our new brand values

Communication - we wrote a communication plan that suited our new needs

Sketching - started sketching new logo ideas that reflected our earlier research and findings

Vectorizing - we made a vector based design of our new logo

Coloring - we gave our brand new colors that reflected how we wanted people to taste, smell and feel IBI

Reflecting - we reflected on our new brand and made adjustments along the way

Finalising - we finalised our new identity

After all these steps, we can finally present to you, the new IBI identity!

We went for a modern, playful, fresh and a digital design, we wanted it to taste sweet. This is what IBI will be from now on. From now on we'll be...

A logo should inspire, admire, be trustworthy, imply loyalty and it should give a brand superiority above the competition. People will recognise your brand by your logo, that’s why it’s very important that your logo is good, and shouldn’t be made swiftly.

But because our species likes to compare everything in life to be sure, here are some logo’s that were made in one or two hours:

Ask yourself if they’d still look good in black & white, if they would scale well. Would you even recognise any of these logos after one or two days? And lastly; do you associate these logos with quality?

Here are some professional logos:

They sure look a whole lot different.

But why are these logos better? What makes them better? Well, time does. These logos weren’t made in a day or two.

I know what you’re asking yourself right now. But why do these logos take much longer to make?

This is why.

A good designer doesn’t simply type something and make some swirls with his mouse. There are certain steps that make a logo good, these are (in many cases):

1.     Knowledge - Getting to know the brand you’re working with and what they do.

2.     Research – Finding out what the competition does and finding out how the industry communicates.

3.     Concepting – Defining what the logo has to be and what it should stand for.

4.     Sketching – Making sketches of possible logo designs, finding out what works and what doesn’t. Keeping all research and knowledge in mind.

5.     Vectorising – After the sketches are done, the designer selects sketches to design inside Adobe Illustrator or Sketch (other vector programs are possible too). This is where the logos come to life. The designer uses these programs to transform the sketches into logo designs.

6.     Coloring – I know this step seems a bit late, but it’s very important that colors get added at the end. It’s crucial that logos look good in black & white. The colors shouldn’t be a defining factor, they should be an emphasizing factor.

7.     Reflecting – When the designer is done designing the logo, he asks his team (or other people) whether it needs some improvement. If not, great! If it does, he goes back to step 6, 5, or in worse cases step 4.

8.    Presenting – If all these steps are done, and the logo is final, it’s time to present the logo to the client.

After all these steps, do you still think logos should be cheap?

What a logo should cost

It can take weeks (full-time) to complete a professional logo design. This is why professional logos should never come cheaper than 750 euros, for quality purposes.

So, think twice before deciding to let someone make your logo for just 50 euros. Because he’s certainly not going to walk through the 8 steps I discussed previously.

I’m interested in a professional logo

Just like that, the adventure started.

I started making something that fitted their profile. I made sure every detail was on point and even created alternatives. The process was so quick; it didn’t take longer than a day to complete.

And then, the next step, the big one; mailing the result. At this point I was kind of afraid to send the logo design to them, I didn’t know them, never spoke to them and probably never would. And what if they didn’t like it? Nevertheless, I decided to send it.

And boy, am I happy that I decided to just do it.

After a few days of waiting and thinking about the whole situation I got a reply. They really liked it, they told me they were going to give it some thought.

After they gave it some thought, they came to the conclusion that the logo didn’t represent them well enough. Because they tried to be different than all the other DJ’s out there, and this logo would’ve made them just like all the other DJ’s in every way. So I decided to make something completely different. Something funky and maybe even too daring.

I started sketching different fonts and calligraphy. After a day or two I was finally satisfied with the result. And decided to send them the new logo at the moment I was finished.

And you know what, they absolutely loved it. As of now, it’s their logo. At that point I couldn’t be more proud of myself. I did something out of the blue, and it turned out perfectly.

So I guess this will be my advice to all designers out there. Just do it. When you come up with an idea, just do it. Screw all the people that say that it’s never going to happen, because you can make it happen.

For the ones interested, this was the final logo:

IBI was honored to sponsor the event. We designed digital ads:

posters:

newspaper ads:

and helped to launch a campaign across a variety of channels to raise awareness for the charity event.

And it became a huge succes! 

Save a Child’s Heart raised over 100,000 euros on a single evening!

We are proud to be a part of this. We try to make the world a better place, every day of our lives.