The Rebranding Process: Challenges and Iterations
- Jess Nolan
- Mar 14
- 2 min read
Like a lot of small business owners, I was eager to launch Electric Haze and get my work into the world. In the rush, a full logo suite fell by the wayside and I opted for a quick wordmark. But as the studio grew, I knew it was time for a more comprehensive brand identity. I had some clear goals for the new brand:
A modern and approachable aesthetic: I wanted the brand to feel more contemporary and inviting, reflecting the design work we produce.
A logo that was both unique and memorable: In a crowded digital space, it was vital that Electric Haze stood out and left a lasting impression.
A color palette that is more aligned with EH: The original colors were fine, but I needed a color palette that embodied that hazy feeling I wanted for the studio.
That wordmark carried my studio through until last summer when I realized I couldn’t put it off any longer - I needed a logo suite. Designing my own brand identity was hard! I went through several iterations before I found the right balance between a bold and calming color palette. I experimented with a lot of colors and font pairings (typography) before I found the right fit for Electric Haze Studio (O yea, I forgot to mention - we dropped the ‘Design’ from our name and have a new url! More on that in a minute).
In a nod to our original bright color palette, I chose a deep, dark blue. To really play up the contrast, I chose a limey-er green as an accent color. I also expanded on the colors to give myself some room to play. I think the addition of the periwinkle and gauzy purple (Dreamy Drive & Cloud Gazing) helped to lean into the hazy feeling I was looking for. For the fonts, I stuck with Owners for the headings and updated the body copy to Neue Haas Grotesk. Take a look at our new branding elements below.
Like we mentioned earlier, with the new brand and new-ish name comes a fresh website, electrichazestudio.com. Dropping ‘Design’ from our name reflects our broader focus on creative solutions and allows us to expand our offerings to include more.
The new brand identity has brought a fresh sense of clarity and purpose, enabling us to better serve our clients and showcase our creative vision. Rebranding is a journey of self-discovery and I encourage all small business owners to embrace the process.
I’m so excited to finally share all of these changes with you!
Explore the new site and see the rebrand in action: electrichazestudio.com
Feeling like it’s time for your own rebrand? Book a free Vibe Check today to see if we are the right fit! We’ll discuss your goals and explore how a new brand identity can elevate your business.