How does a branding agency rebrand itself? That was the challenge presented to me last year by Diversified Media Design (DMD), a firm that handles marketing, public relations, design, user experience, and advertising for an impressive international roster of clients that includes Facebook, Sephora, the Guggenheim Museum, and Credit Suisse.
The agency was repositioning itself as an innovations and communications firm, and Rowland Hobbs, DMD’s managing partner, wanted the transformation to start with a name change. My assignment: to find a fresh new verbal identity that expressed the spirit of innovation but didn’t sound like a Web 2.0 company.
I’m pleased to announce that the wraps are finally off the name and visual identity (although the website is still a couple of weeks away from a full launch; stay tuned!).
The new name is Post+Beam.
Very cool identity design by Post+Beam.
How did we get from DMD to Post+Beam? I tell that story in an interview published last week on the Post+Beam blog, which I invite you to read.
UPDATE: Here’s an excerpt, but I noticed that very few of you (only two, as it happens) actually clicked on that link and read the interview.
Post-and-beam is a very old method of building construction in which a horizontal element is supported by vertical posts. Think Stonehenge, or the classic timber-frame house. But “post” and “beam” have other relevant meanings too. Each word is both a noun and a verb, so right away the name suggests versatility—both solidity and activity. You can post a letter or publish a blog post or be stationed to a post. There are sunbeams and beaming smiles.
There is much, much more, so please: read the Q&A.
A couple of additional points:
- I’ve worked with naming clients in many industries, but I’d never renamed a firm that had done a lot of naming itself. Performance anxiety? Yep. But what a terrific opportunity (and a terrific client, too).
- When Post+Beam faced the predictable URL challenge, I proposed the distinctive and brand-appropriate solution: www.postandbeam.is. (.is is the Iceland country code.) The non-dot-com domain sends a message that Post+Beam is a true innovator, and it creates a short declarative sentence that allows limitless extension. (Post+Beam is creativity, Post+Beam is green tech, Post+Beam is fashion, Post+Beam is mobile apps…)
More name-development case studies: