Toolbox Studios unveils its new brand
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Apr 2, 2007
Toolbox Studios unveils its new brand
Award-winning communication design firm Toolbox Studios unveiled its new brand this week, marking the end of a year-long rebrand initiative. Anchored by a new emblematic logo and tag line — “Where ideas work” — the new brand conveys sophistication, maturity and a streamlined focus, building on a decade of sustained growth.
To develop the new brand, Toolbox leveraged the same rigorous branding process it applies to its client accounts. “We started by setting up a Branding Suite in our studios — a room where every staffer could post ideas and become immersed in the Discovery phase,” said creative director Paul Soupiset. “Management and staff worked to reevaluate company values, mission, objectives and culture. Our aim was to capture the essence of who we are as a company and then carry that message forward in our new brand.”
The rebranding effort was comprehensive — every company touch point was redesigned to reflect the new company brand, from business cards and stationery to e-mail signature files, elevator pitch and sales materials. Even the company phone message system was retooled to feature a friendly, new voice. The Riverwalk studios were renovated with new signage and lighting; the rebranded color palette was also carried through to walls, flooring and hardware.
Toolbox’s online presence was upgraded with a 100% Flash-driven site. And the firm concurrently launched two new blogs, one for clients and the general public and the other for internal staff. A quarterly e-newsletter is on deck to launch this summer.
Toolbox completed the rebranding process by having every employee participate in a “Brand Boot Camp” — a summary of the brand messages and lessons learned during the process. “We worked hard as a team to develop, codify and communicate the Toolbox story. In doing so, we wanted to empower our employees to be our primary brand evangelists,” said President Rob Simons.“ As we roll out the new brand, it’s important that our current and future staff have the tools to communicate our values and mission.”
To develop the new brand, Toolbox leveraged the same rigorous branding process it applies to its client accounts. “We started by setting up a Branding Suite in our studios — a room where every staffer could post ideas and become immersed in the Discovery phase,” said creative director Paul Soupiset. “Management and staff worked to reevaluate company values, mission, objectives and culture. Our aim was to capture the essence of who we are as a company and then carry that message forward in our new brand.”
The rebranding effort was comprehensive — every company touch point was redesigned to reflect the new company brand, from business cards and stationery to e-mail signature files, elevator pitch and sales materials. Even the company phone message system was retooled to feature a friendly, new voice. The Riverwalk studios were renovated with new signage and lighting; the rebranded color palette was also carried through to walls, flooring and hardware.
Toolbox’s online presence was upgraded with a 100% Flash-driven site. And the firm concurrently launched two new blogs, one for clients and the general public and the other for internal staff. A quarterly e-newsletter is on deck to launch this summer.
Toolbox completed the rebranding process by having every employee participate in a “Brand Boot Camp” — a summary of the brand messages and lessons learned during the process. “We worked hard as a team to develop, codify and communicate the Toolbox story. In doing so, we wanted to empower our employees to be our primary brand evangelists,” said President Rob Simons.“ As we roll out the new brand, it’s important that our current and future staff have the tools to communicate our values and mission.”
