Building Brands with Purpose

A strong visual identity is more than aesthetics—it tells a story, builds recognition, and creates trust. My approach to logo and brand identity design is rooted in strategy, ensuring every decision serves a clear purpose. Below is my step-by-step process, followed by a real-world example: how I used this method to rebrand McKinnon Materials into a stronger, more competitive brand.

‍My Logo & Identity Design Process

1. Research & Discovery

Before any design work, I dive deep into understanding the brand, its audience, and its market positioning. This phase lays the foundation for a strategic identity.

Key Steps:

• Brand Audit – Assessing existing assets, messaging, and perception.
• Competitive Analysis – Identifying opportunities for differentiation.
• Audience Insights – Understanding customer needs and expectations.
• Brand Strategy Definition – Defining key attributes, values, and positioning.

2. Concept Development & Strategy

With insights in place, I develop strategic design concepts that align with the brand’s vision.

Key Steps:

• Mood Boards & Visual Direction – Exploring colors, typography, and style inspiration.
• Sketching & Ideation – Creating logo concepts that reflect the brand’s core identity.
• Typography & Color Selection – Choosing elements that enhance brand personality.
• Presentation & Feedback – Refining concepts based on stakeholder input.

3. Refinement & Execution

Once a direction is chosen, the identity is fine-tuned to ensure scalability, versatility, and impact across all platforms.

Key Steps:

• Logo Variations & Adaptability – Designing a system that works in all sizes and formats.
• Fine-Tuning & Detailing – Adjusting spacing, proportions, and visual balance.
• Real-World Testing – Mocking up branding on packaging, signage, and digital applications.
• Final Revisions & Approval – Ensuring everything aligns with brand objectives.

4. Brand Guidelines & Implementation

A successful identity needs consistency across all touchpoints. I create brand guidelines that outline proper usage.

Key Deliverables:

• Primary & Secondary Logos – Full brand mark, wordmark, and icon variations.
• Color Palette & Usage – Defined HEX, RGB, and CMYK codes for consistency.
• Typography System – Guidelines for digital and print applications.
• Usage Rules & Best Practices – Instructions for logo placement and incorrect usage.
• Application Mockups – Real-world brand applications across digital and physical media.

Case Study: McKinnon Materials Rebrand

A strong brand identity is more than a new logo—it’s about creating a cohesive, strategic presence that enhances credibility and drives engagement. The McKinnon Materials rebrand is a prime example of how my structured approach can elevate a company’s market position.

The Challenge: Outdated & Inconsistent Branding

McKinnon Materials, a company with 60+ years of industry experience, faced several branding issues:

• Their logo and identity looked outdated, giving the impression of a small operation.
• The brand lacked consistency, making recognition difficult.
• Competitors were aggressively targeting both professional and DIY markets, leaving McKinnon struggling to stand out.

The Solution: A Modern, Strategic Rebrand

Using my step-by-step identity process, I transformed McKinnon Materials into a modern, competitive brand while maintaining their legacy of trust and expertise.

Key Updates:

• Brand Positioning Overhaul – Refined their unique value proposition to highlight professional-grade quality and accessibility.‍
• Updated Visual Identity – Designed a modernized logo, typography system, and color palette to reflect expertise and innovation.‍
• Cohesive Branding Across All Touchpoints – Developed brand guidelines, product packaging, digital assets, and marketing materials to ensure consistency.

The Results: A Stronger Market Presence

The rebrand helped McKinnon Materials:

• Position itself as an industry leader rather than a small-scale supplier.‍
• Create a cohesive brand presence across digital, print, and physical media.‍
• Boost customer confidence and engagement, leading to stronger retention and growth opportunities.

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