With my experience at the company, knowledge of its customers, and my vision for the Milestone’s future, I lead the creative charge for the rebrand. A challenge I’d been eager to address since I started, here’s a look at what the rebrand process was like for the beloved DFW home service company.
The Early Stages
-
Exploration
The beginning of this project required two lanes of thinking. In the first, outlining the intentions of the rebrand in a Project Brief. In the other, exploring potential design solutions through moodboards.
-
Refinement
After taking a critical look at the moodboards and their design possibilities, we were able to refine down. By process of elimination, two moodboards were transformed to more refined stylescapes.
Concept A
Concept B
Concept C
A visual interpretation of the brand’s mood.
Concept A: Stylescape
Concept B: Stylescape
Into the Thick of It
-
Iteration
With refined stylescapes underway, logo iteration became an ongoing task; with an outpouring of ideas, followed by critique, and carefully detailed iteration.
-
Application
Supplemented with design research and reasoning, the final logo design is pitched to leadership. And once it received approval, the application began!
Brand Guidelines
