In a market where companies are always in search of ways to outsmart the competition, giving your collateral and identity an overhaul is a great way to reinvent yourself.  Not merely an aesthetic process, the decision to re-design anything from a single piece to an entire identity offers a laundry list of benefits, not the least of which is to help a company refocus both its internal and external vision and how it is represented in the market.  

But, with a busier-than-ever pace in the business world, why would an enterprise choose to undertake such a process in the first place?   What real purpose does re-designing a company’s identity, web site or collateral serve?  While the answer to that question can be a very personal one for each company, there are some that are more obvious, one of the most common being the addition of a new product or service that prompts design of a new sales or promotional piece.

In some cases, a well-established company may have evolved well past the original definition of its identity and service offering and may now need to redefine its image and refine its collateral to more accurately convey what the company stands for today.  An excellent example of this particular reason for choosing to “redesign to redefine” is NALH Bookkeeping Services, who approached CFX with precisely this challenge.  In business for more than 27 years, NALH owner Joyce Wishart was concerned that her company’s identity no longer communicated the scope and level of services the company offered.  Having begun as a solopreneur working from her kitchen table, NALH’s years in business have brought about many changes including the addition of a capable staff, increased capacity, an extensive service offering and a wealth of experience in their industry.  CFX worked with NALH to develop a new identity that honed in on the core essence of their service – helping businesses grow.

In essence, a re-design, ranging from a single piece to an entire identity and marketing campaign, can help a business to re-define itself in the marketplace and keep its image in line with both its own ever-evolving definition and the current business climate.