VITA asked CapTech to help uncover insights into customer interactions and perceptions of their brand for the development of user personas, which guided the strategy for the new visual brand identity.
Through stakeholder interviews, customer surveys, an audit of their visual assets, and a competitive analysis of similar agencies, we gained insights into their brand equity, perceptions, pain points, and opportunities to deliver a full rebrand of this government agency.
Over three rounds of revisions, we delivered a full rebrand to enhance the agency’s look. To complement the logo, we developed a new visual system, which included the color palette, typography, graphic style, and imagery to modernize their brand. The style guide documented these standards to maintain consistency. The style guide also defined and outlined refreshed brand voice and tone guidelines to ensure consistency across all assets.
Throughout the process, we planned for launch and adoption across touchpoints, providing rollout strategy, training, templates, and activations to successfully transition their internal and external stakeholders to the rebrand. With our strategic approach, rebranding expertise, and focus on the collaborative process, we evolved Diversity Richmond’s brand to resonate in new ways, while still retaining equity.