Ethic | Brand Redesign

Ruben Cespedes

Brand Designer
Visual Designer
Creative Director
Adobe Illustrator
Adobe InDesign
Adobe Photoshop
Ethic
Ethic: Brand Board
Ethic: Brand Board

About The Brand: Ethic Agency

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 new logo
Ethic's new logo

Great design starts with great branding.

Ethic old logo
Ethic old logo

Problem & Solution 🤝

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.

Ethic New logomark
Ethic New logomark

Process 🛣

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.

Different logo options
Different logo options

Ethic: Brand Guidelines

Brand Guidelines
Brand Guidelines

Main logo & mark
Main logo & mark

Clearance Zone
Clearance Zone

Logo Minimum Size
Logo Minimum Size

Unacceptable Logo Usage
Unacceptable Logo Usage

Typography Usage
Typography Usage

New Color Palette
New Color Palette

Pattens
Pattens

Results 🎁

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.

Thank you, Ruben! I'm excited to get my branding updated and finally get started on my new website. I appreciate all your time dedicated to putting all this together!

Erynn L. Founder

Takeaways 📣

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

2021

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