Throwback to a 2022 Brand Journey

Looking back at a project from 2022, it’s fascinating to reflect on how a brand identity gradually takes shape over time. Brand development is rarely a straight line. Instead, it’s a dynamic, evolving process – one shaped by shifting ideas, changing team dynamics, and the ever-present push and pull of creative exploration.

What starts as a simple concept can evolve significantly as team members contribute new perspectives, priorities shift, or inspiration strikes unexpectedly. There are moments of clarity, of course—but also pauses, detours, and complete rethinking. Emotions, energy levels, and even external influences like market trends or feedback can change the tone and direction of the work overnight. If the process is paused for any significant length of time, it often feels like starting from scratch, as the original momentum and mindset can fade, requiring a recalibration of the project vision.

In this particular case, the brand took shape over the course of 8 to 12 weeks. While the core identity was being developed, supporting elements such as social media assets, email campaigns, and digital and print marketing materials were created in parallel. This holistic, multi-channel approach helped ensure consistency across touchpoints and ultimately led to a well-rounded and cohesive brand that resonated with both the team and the intended audience.

The result? A successful launch and a brand identity that everyone involved could feel proud of and develop forwards into future endeavours.