Wheelhouse DMG Rebrand
Updated: May 14, 2019
How we helped a successful Seattle agency make the shift from search to a full suite of digital marketing services, and revitalize their brand identity in the process.
Focus: B2B, Internal
With an impressive roster of delighted clients built on word of mouth, Wheelhouse Search was expanding its services and beginning a new chapter as Wheelhouse Digital Marketing Group. Their pace of growth had been so rapid that their outdated brand identity and website truly did not communicate their expertise and excellence. It was time to elevate brand to improve external perception, especially for new prospects and hiring, and to further strengthen their internal culture.
VITAMIN C SERVICES
Brand audit, stakeholder interviews, competitive analysis, brand archetype analysis, external inspiration, development of brand purpose, position, and pillars
Creative direction for visual identity development, voice/tone guidelines, brand guidelines, brand guidance on website structure and design
Editorial and brand guidance on website content, marketing strategy, and marketing materials; creation of brand-driven templates for case studies, service descriptions, and team bios
MOMENT OF CLARITY
During the stakeholder interviews, the team was very candid about the fact that although they are excellent at what they do, their competitive advantage is truly how they do it—specifically, how strongly their values of helpfulness, generosity, trust, joy, and stewardship infuse every aspect of their client relationships, which tend to evolve and deepen over time.
This insight strongly influenced the brand purpose, position, pillars, and brand voice. It also directly inspired the striking new logo by Andrew Wicklund Design, which cleverly expressed the idea of Wheelhouse working w/you.
A collaborative brand archetype exercise helped us achieve alignment around Explorer, a natural fit for the adaptability of the team's approach to individual client needs as well as the company's name and unique location overlooking Salmon Bay (not to mention the discipline of search itself). The Explorer inspired some evocative brand vocabulary, from proven path to refer to effective old-school SEO techniques to navigating the digital landscape and building customized digital roadmaps.
Andrew Wicklund Design (visual identity development and website design)