Interface Media Group (IMG) had a strong history and reputation, but its brand identity hadn’t evolved in years. It no longer reflected the modern, innovative nature of the company or its creative work. The VP of Operations approached me with a unique request: treat this rebrand as if I were still an outside freelancer—bringing a fresh, objective perspective to the project.
Summary
The Process
1. Brand Audit & Discovery
I began with a deep-dive brand audit, interviewing over two-thirds of the company to understand how employees perceived the brand—its strengths, weaknesses, and opportunities. These candid conversations revealed where the brand was aligned with its mission, and where it was falling short.
2. Executive Presentation
I compiled the insights into a clear, actionable report and presented my findings to the owner and VP of Operations. This created a shared understanding of where the brand stood and what it needed to become.
3. Design & Development
With leadership’s buy-in, I led the creative direction for a full rebrand, including:
• New Logo & Brand Mark – A modernized design reflecting IMG’s creative and technical expertise.
• Updated Color Palette & Typography – Fresh, contemporary colors and typefaces for a cohesive, professional look.
• Building Signage & Collateral – Branded environmental graphics to reinforce identity inside and out.
• Comprehensive Brand Guidelines – A framework to ensure visual consistency across all touch points.
The Result
The rebrand revitalized IMG’s public image, aligning its visual identity with its high-quality work and modern capabilities. Internally, the process strengthened company culture by including team members in shaping the brand’s evolution. Externally, it positioned IMG as a forward-thinking creative powerhouse in the media production industry.
