Rawnet rebrand
Once upon a time…
When our most recent version of our brand launched way back in 2014 it was new, innovative, and just a lovely thing to behold. We had a bespoke brand colour (Rocket Red!), and we created a side-scrolling beauty of a site that was full of bespoke imagery with our brand interwoven throughout. We were winning awards! We were doing so well!…
Colourblind
But all that bespoke beauty came at a cost. That snazzy red colour that looked epic in all the print collateral we created didn’t translate quite as well to screens (we were in love, it was just such a nice colour!). We spent days at a time crafting a single case study page, but we were growing and that amount of time wasn’t sustainable for long. The lovely ‘Rawnet-ness’ essence slowly disappeared.
What changed?!
Put simply, we allowed our brand to dilute over time to a point where we no longer recognised ourselves. And potential clients couldn’t get a feeling for what we were about either. We had been complacent for too long. We are Rawnet, we are better than this.
A wakeup call
When a potential client didn’t invite us to pitch, and cited the website as the reason why, we had to take a good look at ourselves. Taking a step back we realised that we just weren’t practicing what we preach. We believe a brand should be distinct, scalable and cohesive, and yet here we were with a shop-window that, if we’re honest, wasn’t resonating.
So, we set to work. It was time to create something that we could all be proud of again.
Brand assets
Stemming from our logo are the diagonal forms that permeate the new brand. Used to house imagery, CTA’s, and even entire portions of the site, these bold shapes keep the brand consistent no matter what colour combination is used. They also lend themselves to rather nice animation.