Ethic | Brand Redesign

For Ethic, a marketing firm dedicated to deeply integrating with client teams, a full rebrand was more than a facelift—it was a strategic move to realign their identity with their core mission of driving revenue through close partnerships. The project was a collaborative journey with Ethic's leadership and marketing team, aiming to reflect their unique approach and ethos in every aspect of their brand.

Ethic's existing brand didn't fully encapsulate their unique approach of integrating deeply with client teams to drive revenue. They needed a brand identity that matched their ethos of being an essential, seamless extension of their clients' businesses.

Goals/Requirements: A comprehensive rebranding initiative was undertaken to develop a new logo, visual identity, and brand style guide that reflected Ethic's commitment to partnership and results.

Discovery Session: Engaged in a deep dive with Ethic's team to understand their values and current brand perception, setting the stage for a tailored rebranding that truly represents Ethic's uniqueness.

Identifying the Problem: Identified the disconnect between Ethic's brand and its core strategy of deep integration, emphasizing the need for a new identity that resonates with both the team and clients.

Reviewing Existing Brand Elements: Analyzed Ethic's existing brand to determine what to keep, update, or overhaul, ensuring the new direction aligns strategically with their vision and market position.

Brainstorming and Ideation: Entered a collaborative and creative brainstorming phase, iterating on logo, color schemes, and typography to craft an authentic and powerful new brand identity for Ethic.

Design and Refinement: Developed and refined the visual elements of Ethic's new brand, focusing on communicating their ethos of partnership and effectiveness through every design choice.

Developing a Style Guide: Created a comprehensive style guide detailing the application of all new brand elements, ensuring consistency and clarity across all future Ethic marketing efforts.

This project was an invigorating blend of creativity and strategy, demanding a deep dive into Ethic's culture, goals, and the very essence of their brand. The outcome was a refreshed, coherent brand identity that not only elevated their visual appeal but also strengthened their market position, mirroring their commitment to becoming an intrinsic part of their clients' success.

Erynn L. Founder

What are some things you’ve learned from this project? Is there anything you’d do differently?