Erin Everhart / Digital Strategy / June 10th, 2013

New Brand, New Logo, New Marketing Message

Big things are coming here at 352 Media Group. Big things.

Last week, our director of design, Pete Bernardo, showed what went into creating our new logo, a logo that would replace one we’ve had for more than 15 years. While you won’t see the final product until later this month, check out this snippet below:

Our new logo and our new website will be the visual representation of our new brand, but it goes way deeper than just a new style. Our new brand comes with a whole new marketing message and a whole different approach to how we attract clients.

More Than Pretty Pictures

I remember the conversation when we decided to rebrand like it was yesterday.

September 18, 2012. The leadership team congregated in a hotel conference room in Gainesville, FL. We were in a tough spot as a company then. We had just started our move to agile web development, but the majority of the company was still operating in waterfall. We were disjointed. We lacked vision. We were losing money. We were losing talent. Something needed to change.

We started at 9 a.m. and called it quits at 1 a.m. the next morning.

Individually, the eight of us said what we see the new 352 being. Unanimously, one word stuck out.

Elite

Over the next 9 months, we met twice a month to flush out what that word actually means and how we need to position ourselves to make it so. That started with a long discussion about the company’s purpose and our ultimate long-term goal. We’d never done that before, so we looked to other companies for inspiration:

Oligvy and Mather: To be most valued by those who most value brands.

Ritz-Carlton: We are ladies and gentlemen serving ladies and gentlemen.

Nike: To bring inspiration and innovation to every athlete in the world.

Anheuser-Busch: Through all of our products, services and relationships, we will add to life’s enjoyment.

Wieden + Kennedy: Independent, creatively led advertising agency that creates strong and provocative relationships between good companies and their consumers.

Razorfish: To become the new kind of agency that helps clients transform their businesses for digital.

It took us a long time to get there, but boy did we:

New Targeting

Knowing our vision, we then needed to find our new customer.

Before, we tried to be everything to everyone. It was chaotic and conflicting. We knew agile development was the way to go based on the amazing results, and we saw a trend in the type of relationships that bring those amazing results:

  • Long-term relationships with many projects
  • Passionate about their business
  • Available and open communication to keep the project moving fast
  • Curious about exploring new ideas and new technology

The New Website

While we’re designing our new website, we’re always thinking about our users. About what they want, what speaks to them the most, what they look for when they come to agency’s home page, etc. We surveyed existing clients and potential clients to get that information and incorporated it directly into our design.

Our People

We wouldn’t be anything without our people, and luckily our clients think the same way. They want to know us. They want to know about our culture and what we’re doing in the community. They want to know our teams and who will be working on their project, not just a designer or a software developer.

That’s why our people will be featured in every facet of our website, starting with a We Are section on home page that gives an inside look into what makes us tick.


Our Work

We also found that they really like to see what we’ve done, and our work and the results we helped clients get would get the second priority on our site after our employees. We’ll have custom-designed graphics on our home page featuring some of our favorite relationships, like YouCaring.com featured below.

That’s Orest. He had a traumatic brain injury, and his family is using YouCaring.com to help raise money for his medical bills. It’s one of the most touching stories we’ve ever heard.

While we’d love to show you more of our new site, we can’t spoil the unveiling later this month. Stay tuned here or follow us on Facebook to get updates on our progress.