Re-Branding the 369° Collective

369 Collective had a vision for their company

369 Collective had a vision for their company, but they needed help turning that vision into reality. They wanted a brand that spoke to their values—but when the logo was first designed, it lacked any meaning or connection to the company’s mission.

They started with a logo design with no brand strategy and ended up with a logo packed with colour (to stand out) but without any real meaning behind it to support their business or connect with their customers.

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Fortunately, this!brand was able to help them develop a brand that reflects their values and connects to customers who will appreciate it! We started by working through our rebrand toolbox to help them identify who the 369 Collective is as an identity. Then we worked with them on creating consistent messaging for their brand as well as guiding them by the values of this new identity.

Now 369 know who they are as an identity, what kind of message they want to send out into the world, and how they can communicate it consistently. They have also been guided by their new identity when making decisions about design elements like typography, colour palettes and imagery—all of which contributed to creating the best possible experience for their audience while staying true to themselves.

The brand identity – beyond the logo

369˚ started working with this!brand. Before developing a new logo, we looked deeper into the 369 Collective, not just the business, but the entity, we looked into the brand soul. Venessa followed our re-brand workbook and uncovered some valuable information, that we would later use to develop 369’s new identity.

Here are some of our findings

Perception:

369˚ wanted to be perceived as Honest, having integrity, following best practices, and a genuine interest in their audience’s success, support and empowerment.

Every brand holds a basic set of beliefs that influence everything they do. We call these beliefs your Brand Soul.
Knowing what these core principles are and why they matter is crucial, as they are a potent force that can actively support or sabotage your business.

The Brand Soul is comprised of four elements:

  • Purpose: Why do you exist?The primary reason 369˚ Collective was founded and exists is to provide quality products and services through a collective of trusted service providers.
  • Mission: What are you here to do? How do you create that future?To teach, inspire, motivate and empower Entrepreneur-small business owners to launch, grow or scale their businesses in a sustainable way.
  • Vision: What future do you want to help create? What does the future look like?369˚ Collective is the go-to trusted service provider for small New Zealand owned businesses and then expanding worldwide to build a 369˚ model in each Country and or major centres that provides employment to small businesses and entrepreneurs sustainably for the long term while not treating the small business and owner as just a number like big corporate businesses (Shopify, Wix, Squarespace) do, with the peace of mind that everything delivered will meet or exceed expectations and that customer service and ongoing local support are of paramount importance to all the members of the collective.
  • Values: What principles guide your behaviour?
    • Honesty & best practice
    • Integrity
    • A genuine desire and passion for the success of your business
    • Teach, inspire, motivate and empower with the right knowledge for their business
    • To constantly and consistently seek more support and tools to support and make it easier for small businesses to grow (RBP Funding & Q Mastercard interest-free finance that is available)
    • Leading by example

Audience

369’s audience is small businesses in most cases women in business who are motivated to grow their business – This can be just a desire to be self-employed, an idea that needs nurturing, a recently launched business that is struggling, an established business that needs to grow or scale.

Differentiate

By not trying to sell services and products businesses don’t need and being honest with them about what they currently have in place and how to improve it with a genuine interest in providing a solid ROI

What principles guide your behaviour?

  • Honesty & best practice
  • Integrity
  • A genuine desire and passion for the success of your business
  • Teach, inspire, motivate and empower with the right knowledge for their business
  • To constantly and consistently seek more support and tools to support and make it easier for small businesses to grow (RBP Funding & Q Mastercard interest-free finance that is available)
  • Leading by example

The brand archetypes

The caregiver

GOALS – To help and take care of others.
STRATEGY – Doing things for others, service, focusing attention on other people.
BRAND VOICE – Considerate, thoughtful, kind and generous.
CUSTOMERS FEEL – Loved, taken care of, safe, “I am not alone in this”, secure.
MINDSET – Volunteer. Help others. Share the causes that you are passionate about.

The Caregiver brand archetype can be summed up in two words: compassionate and self-sacrificing. This personality is fit for brands that aim to nurture or serve others.

The Caregiver derives meaning from helping others. This brand archetype is moved by compassion and generosity and strives to make people feel nurtured and secure.

The everyman

GOALS – To relate, belong, be accepted and accept others.
STRATEGY – Develop solid values, be down-to-earth, accessible, hard-working and nice.
BRAND VOICE – Friendly, humble, honest, practical.
CUSTOMERS FEEL – Understood, included, warm, part of the group.
MINDSET – Create real connections and friendships with your audience. Share normal parts of your life with them.

As modelled by the Regular Joe, the Everyman archetype is wholesome and genuine. The Everyman tends to demonstrate the underlying ideals of hard work and honesty and embraces common-sense values and authenticity. The Everyman feels no need for pretence.
The Everyman brand archetype is easily seen in mom-and-pop stores, local diners, and community events that have a down-home culture, genuine and caring.

When the logo was originally designed, it was done without any research into the company, the market or what message the brand wanted to communicate.
They ended up getting a logo with an overwhelming amount of colour (to stand out) but no real meaning.
Without the proper research and understanding of the business, the logo had no soul or support.

If all it took to stand out was a bright, multi-colour, bold logo, our job would be easy.  But there’s so much more involved than that.

369 quickly found that the logo and the colours didn’t align with their vision.
They felt that their logo was created in haste by someone who was not committed or invested in their success or didn’t understand their core values of honesty, integrity and best practice.

They also struggled to build a consistent visual identity as the logo was not designed to be used in different applications, and most tasks like social media posts or printed adverts started becoming serious issues.

The new logo

This logo is guided by “The Everyman” archetype and uses vibrant and uplifting colour tones. The colour palette is bright, hopeful, energetic, friendly and bold.

  • Its non-corporate appearance instantly puts the audience (small businesses) at ease.
  • The logo is a wordmark-combo – that is great for brand recognition.
  • From the start I have been drawn to a circular logo for you, the circle communicates your position perfectly. This logo uses a circle to communicate with you (369) encompassing all services. The fluid circle on the outside serves as a visual representation of the degree sign as well as representing a brand partner being a part of the whole with 369 in the middle – the driving force at the core.
  • The fonts used are clean and easy to read from a distance and at small sizes.
  • The logo is clean and honest.
  • This logo option comes in 3 variations, circular, square and expanded to ensure a perfect fit for every application.

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The colour palette

Maximum Blue Green

Turquoise means open communication and clarity of thought.
The colour turquoise helps to open the lines of communication between the heart and the spoken word. It presents as a friendly and happy colour enjoying life.
Turquoise and cyan promote and encourage peaceful behaviours and calmness. They also encourage clear/rational thinking, thoughtfulness, cleanliness, hygiene, and emotional control or repression of emotions.
A combination of blue and a small amount of yellow, it fits in on the colour scale between green and blue. It radiates the peace, calm and tranquillity of blue and the balance and growth of green with the uplifting energy of yellow.
The colour blue represents both the sky and the sea and is associated with open spaces, freedom, intuition, imagination, inspiration, and sensitivity. Blue also represents meanings of depth, trust, loyalty, sincerity, wisdom, confidence, stability, and intelligence.
Blue is calming and also represents honesty and loyalty (hence its popularity in so many corporate branding colour schemes).

Brink Pink

Pink is intuitive and insightful, showing tenderness and kindness with its empathy and sensitivity.
In colour psychology, pink is a sign of hope. It is a positive colour inspiring warm and comforting feelings, a sense that everything will be okay.
It is calming and non-threatening.
Physiologically, it calms and reassures our emotional energies, alleviating feelings of anger, aggression, resentment, abandonment and neglect.
This is a colour usually used in businesses relating to the female market such as cosmetics, fashion, beauty and romance. Combining it with darker colours gives it more sophistication and strength.
The colour magenta is one of universal harmony and emotional balance. It is spiritual yet practical, encouraging common sense and a balanced outlook on life.
It promotes compassion, support and kindness and encourages a sense of self-respect and contentment in those who use it. It can assist ambitions and desires to become reality

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Conclusion

369˚ Collective now has a strong starting point.

We have identified who the 369 Collective is as an identity. They can now communicate with consistent messaging and be guided by the values of the 369 brand.

The entire visual identity (Logo, Website, Social Media) is now a cohesive part of the whole with a consistent appearance and messaging. No more guessing.