The challenge was to revitalize Bell + Ivy's brand to more accurately reflect and represent the luxurious, concierge-style approach to client work. This required an intensive market research process to discover a deep understanding of the target audiences desire for high-end, bespoke campaign services that the agency intends to offer to existing clients and sell future clients on. It was also imperative to use this research phase to determine the most on-brand and relevant creative trends and use those findings to inform the direction of the redesign process. A critical component of this process was identifying the resources and tools that were the most suited to the goals for rebuilding the brand's digital assets, such as choosing a web builder that was capable of fulfilling the needs of the new website's goals and intended outcome.

The solution required a multi-faceted design approach. At the outset of this process, it was necessary to establish a set of parameters with which to conduct the research. Following the delineation of those guiding parameters, research was collected and ultimately used to prescribe the direction of the rebrand. Crafting new logo mockup iterations was the next step. The orientation of the logo and how the full form occupies space in different canvas contexts was of the utmost priority. After considering various design concepts, seeking feedback, and refining the approach accordingly, a horizontal, single-line orientation was determined to be the most efficient and responsive design solution, combined with the integration of the brand's distinguishing "leaf" iconography, to enhance the efficacy of the brand's evocation of  exclusivity and desirability through its visual identity. I also recognized a need for a refresh of the color palette. I determined the palette was missing contrast and the composition was reading too earthy, rather than luxurious so we integrated a new supplementary color to incorporate that depth of color that would evoke a more sophisticated aesthetic. Typography, layout spacing and formatting, imagery, and messaging guidelines were also implemented based on the same considerations taken when redesigning the logo.

Upon internal approval of the renewed brand guidelines, inventory of brand assets was taken to identify which assets would need to be redesigned vs. recreated. The website stood out as the obvious top priority of the assets needing to be rebuilt entirely. Following a similar process of competitor analysis, creative research, prescription of the most adequate web builder to use for the rebuild, and multiple rounds of web design concept iterations, the new website was built, implementing new brand guidelines, a sleek design that utilized AI-generated imagery to overcome the absence of in-person photoshoots, and a new information architecture that more effectively communicates and encourages the desired navigation flow and experience of the site visitor. The website redesign was focused on mirroring the luxury and bespoke nature of the services offered as well as demonstrating an air of mystery and intrigue.

The rebranded guidelines and redesigned assets were successfully established in alignment with the goals of the project. The new website tells the custom-tailored story of Bell + Ivy's services, significantly increasing the immediate trust built with potential client leads and decreasing the associated time invested on making those client acquisitions.

Upon launching the new website and implementation of the revised brand guidelines across all assets, Bell + Ivy signed 6 news clients in 2 months. The new brand identity and website resonated with the target audience, leading to increased engagement, client acquisition and expanded brand reach in the intended client sectors.

In conjunction with this renewed brand trajectory, it became apparent that the process I developed to achieve these results and goals for the business would translate brilliantly into a valuable, educational resource that would inherently broaden the impact of the creative strategy I had developed in the process. This was the inception of the Personal Brand course that I developed with my team, responsible for broadening the business' reach, showcasing the agency's rebrand process, translating that method into a more accessible toolkit, and simultaneously creating an additional revenue stream for the agency.