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.