Storytime: Why I rebranded Dandyline Designs
Earlier this year I decided to rebrand Dandyline Designs. Dandyline Designs was the result of a project my last year at CSU Channel Islands – way back in 2007. We had to create a brand for ourselves and build an entire marketing package around our brand.
Why “Dandyline”?
DANDY: from those puffy white flowers (Yes, I know they are weeds. I’m an optimist) you send your wishes into the wind with – dandelions. LINE: the first step in my initial design concepts is often drawing playful lines on paper. The result of these two bits = dandyline.
A couple years later, I completed the SET (Self Employment Training) course through Women’s Economic Ventures (WEV). From there, I formally launched Dandyline Designs in 2009 and began working as a freelance/self-employed graphic designer.
The last 14-years included so many incredible highs and of course, a handful of lows. One of those lows resulted in me making a huge shift that did play a part in my rebrand. One of my biggest clients and I had grown apart. I no longer felt like we aligned on some major moral issues. I no longer felt like the great money I was making working with them was worth aligning myself with an organization whose values were gravely different than mine.
A year after walking away from this client, my work had not been replenished like I thought it would have been. I was struggling but I had zero regrets in my decision. This led me to consider my future as a freelance designer and what clients I wanted to attract. Naturally, it led to me evaluating my brand and my marketing pieces. I also created a statement of inclusion that I am proud of:
As a Latina, disabled, woman business owner, diversity and inclusion has naturally been a part of how I built my business. Each ethnicity, race, gender identification, nation of origin, age, sexual orientation, religion, disability, color, religion, etc. are welcome. I support connection, curiosity, growth, learning and unlearning.
Next, I looked at my logo. While I love my original logo created by 22-year-old me – I even trademarked the design – I began to feel as if I had outgrown the design. I know many of you have been faced with this decision – asking yourself if it’s time for you to take the same (scary) step and pursue a rebrand. While every business and situation is different, I thought it might be helpful to share a little of the why behind my intention to move forward.
1. MY FORMER BRAND NO LONGER REPRESENTED MY STYLE, MY VALUES AND IT WAS NOT ATTRACTING MY IDEAL CLIENTS
These were the biggest reasons for my rebrand. In the last couple of years, I’ve spent a considerable amount of time analyzing exactly WHAT I want to be known for in the design world, and I landed on a few things:
• I want to be known for designs that make an impact for organizations that are doing brave things in our community.
• I want to be known for refined, bold, logo and brand image designs with strong supporting brand elements.
• I want to be known for my unique style, including my expansive knowledge of typography and layout designs.
My former branding was very whimsical and more youthful in appeal. I would work with “anyone” and created designs for organizations I didn’t believe in. I also no longer loved the actual design and did not feel I would work alongside a designer with my logo. If you find yourself in a position where your brand feels like a foreign object, that is usually a sign something needs to change.
2. MY FORMER BRAND LACKED COHESION AND TRUE BRAND GUIDELINES
I must confess: I did not take my own advice. Aside from my actual logo, I never established a set of brand guidelines for my former brand and would essentially wing it with each piece of marketing. It began to feel like a hodgepodge of messaging and marketing pieces. My clients know I am passionate about creating consistency in branding and marketing materials. Avoiding this pitfall will help your brand thrive from the start. If you are reading this and are not sure what branding guidelines are, likely, you do not have any set. Learn more about brand guidelines, here, and let’s connect to chat about getting your brand back on track.
3. MY FORMER BRAND FELT INAUTHENTIC TO ME AS A PERSON AND DESIGNER
I touched on this in the first point, but as I grew my business over the years and also began to grow more mature – personally and professionally, I started to feel disconnected from my brand. While I am so grateful for how it served me over the years, I knew I wanted to refresh my brand image to reflect my growth. I wanted to be inspired by it and be proud to refer people to my marketing pieces. When I work with my clients on branding, this is the goal – for them to be so excited to refer people to their website, hand out their business cards, link up on social media, etc. because they know their brand represents them entirely.
4. MY FORMER LOGO DID NOT SET MY BUSINESS UP FOR FUTURE GROWTH
While my business will likely be “Dandyline Designs” for a while, I also felt like I needed to integrate “me” more into the brand. I have had such wonderful and personal connections with my clients over the years. The ones I love working with the most are also doing great things in the community and groups I personally am proud of being aligned with. My former logo felt too playful for the work I wanted to be a part of. Making an impact in my community means being taken seriously, while not being to overpowering where the important message is lost. I feel like my new branding shows a more mature, more professional side that I am proud to have grown into.
And there you have it, folks! The top four reasons why I decided to rebrand Dandyline Designs. If you have any questions or are considering rebranding yourself, I’d love to hear from you!
-Cory