Rebranding for the Voice of Dietitians
The subject of this study is the new visual and verbal concept of the EFAD organisation and its sub-branches. Work on the project began with the COVID-19 outbreak which forced us to take a completely different approach. In the end, as a result of work lasting nearly 6 months, we were able to develop a recipe for strengthening both the main brand and complementary brands. Thanks to this, EFAD is no longer limited by its branding.
WHAT WAS THE SCOPE AND CHALLANGES?
It didn’t take long for us to understand that the client needed more than a logo change – to develop a coherent visual and verbal communication strategy. The organization’s tremendous history and tradition demanded respect for the existing mark it operated with, so the rebranding had to take into account visual elements to which there was a strong attachment within the organization Additionally, EFAD is a distributed organization with representatives in all European countries. The entire team working with us on the branding was also dispersed, hence the work had to be done completely remotely.
HOW WE DID IT?
We divided the work into 4 main stages. We decided to start with the formation of verbal messages to organize the content generated by specialists from different countries. We wanted each member of the organization to know how they could present their workplace. Next, we attempted to renew the already aged logo. At the same time, we began the search for a key visual that would provide the foundation for the entire visual layer. Ultimately, we developed a way to translate the concepts created into the other components of the ecosystem.