Randle Communications Rebrand

As a team member of Randle Communications, I was tasked with leading the creative team in developing a brand refresh after suggesting the idea to leadership. As one of the top PR agencies in Sacramento approaching their 25th year of operations, their current crop of brand logos and assets had run stale and the overall brand consistency had run untamed. It was time to shake things up.

The first challenge was getting our logo settled and approved by leadership - specifically our founder and CEO, who was very particular of his name and his brand (as he should be), and was fairly conservative to change to his already successful firm (also valid). But eventually, after rounds of research, drafting up sketches and testing typography with our other senior designer, we landed on a solid logo both parties were happy with.

From there, the basics of the draft guideline fell into place. Logos, type, colors, all seemed to fit naturally after we did our research on the direction of this brand. We wanted to inject some innovation - some youth - and ultimately keep that professionalism and pedigree from the old branding. I, alongside the other designer worked to develop assets for internal and external use, set social media design standards with our Director of Digital Strategy, and build out an accessible library of all brand assets for our other employees.

For me at this point, my biggest role was the web developer - a huge undertaking that had already too many cooks in the kitchen in terms of the copywriting. Once the wireframes were approved and the site map had been defined, I went to work in putting together our new website in Wix Studio. I also provided creative direction for our video editor in developing the hero video on our homepage - the first thing visitors would see. The bento box design was half style and half necessity, as our leadership had requested we display a all our services and all our great work/people, but also keep it fast paced and easy to look at.

After many months of web development and testing (mind you, this was done whenever there was a break in client work🙃), we launched the new brand with a full digital campaign/newsletter with paid media in local publications and social media channels. The results were fantastic - our founder and the rest of leadership received raving reviews from their peers (and some competitors) and the data from our campaign backed it up. Randle now has an established design system, a full library of custom assets, a website that connects directly to it's desired audience, and a new brand that embodies the progress of the firm.