Denizen
An absolute powerhouse of home technology integration in the Midwest, Denizen (formerly Echo Systems) reached out ready for a new look, a new website and maaaybe some new marketing efforts. Little did any of us know we would ultimately build an entirely new world together. And wow do we LOVE this world! From naming to meaning, fresh copy and core values, web, signage, swag and more… we are so proud to have helped this team completely redefine themselves from the ground up.
THE BEGINNING
It wasn’t easy for Echo Systems, with roots in the Midwest for over 60 years, to confront a name change. It never is! From big-picture equity to a million tiny details, changing a company’s name is not for the faint of heart. But this team ultimately decided that the energy and expense to visually re-brand would feel like a missed opportunity if they didn’t also face the wish to re-name! There was a historical element that no longer served their vision… and then as the founder explained to us, an echo isn’t necessarily a great name to have when you specialize in high-end audio/video work! So we dug deep, explored, researched and more. And the winner emerged: DENIZEN.
NEW NAME = NEW STRATEGY
The new name became much more than we ever dreamed. By focusing on the meaning, the true feeling of home, and the impact of the past few years – home as refuge, as safety, as its own whole WORLD – we loved the somewhat serious-sounding, sophisticated word “Denizen.” You don’t just reside in your home, you are a true citizen of it. Master of the house! One who truly rules their space, moving through each day with intention, focus and hopefully, sheer delight. This is the feeling this team aims to deliver to every client and project.
PREVIOUS LOGO
REBRANDED LOGO
PMS: Process Black C / Process Black U
CMYK: 0 / 0 / 0 / 100
RGB: 0 / 0 / 0
HEX: #000000
PMS 7695 C / PMS 7695 U
CMYK: 43 / 9 / 8 / 8
RGB: 123 / 167 / 188
HEX: #7BA7BC
CMYK: 0 / 0 / 0 / 100
RGB: 255 / 255 / 255
HEX: #FFFFFF
PMS Cool Gray 3 C / PMS Cool Gray 3 U
CMYK: 8 / 5 / 7 / 16
RGB: 200 / 201 / 199
HEX: #C8C9C7
COLOR PALETTE
Sometimes there are deep, intentional, subconscious meanings behind our color palettes. Sometimes it goes the way it did with Denizen. We asked John, founder and CEO: “what colors do you like?” and he said “I’ve always envisioned black and white. Maybe with a light blue.” DONE, we said! We loved the clarity and were happy to deliver.
CORPORATE IDENTITY TOUCHPOINTS
From letterhead and business cards to mailers, signage, swag, and more, this system felt unstoppable to us! Foil stamp, yes! Repeating pattern, check! Full A-Team style van wraps, HELL yes! Adding the sweetest, simple logo to John’s new truck – LOVE. There really is a moment with some of our favorite projects where we just… can’t… stop!
WEBSITE
Working closely with the Denizen team, we conceptualized, wrote, UX’d, designed and built this customized site to launch the re-brand, showcase better project photography, include more info about all of the offices (more than one location), and present a much more unified narrative overall. Including custom icons that walk visitors through their new tiered approach to possible project “pathways,” check it out below!
PROJECT PATHWAY #1
PROJECT PATHWAY #2
PROJECT PATHWAY #3
"We came into the process with no idea where to begin. We even kicked things off without knowing we would ultimately decide to change the name entirely, just that we were open to exploring it. Rabe listened, rolled with the changes, and helped us navigate the process each step of the way with a true sense of partnership. They literally helped us build a brand from scratch."
John Palser
Founder and CEO of Denizen