Redesigning your brand can make a profound impact.
The Mr. Clean Super Bowl commercial proved that—even if you hated seeing Mr. Clean’s recontoured mascot (we had mixed feelings, too), it unarguably captured viewers’ attentions at a moment of media inundation. A redesign or rebrand can do so much more, though. It’s an opportunity to reconnect with an audience—either by communicating shared values or improving audience interactions with a brand’s services.
Here are a few brands that cleaned up nicely with a rebrand or redesign:
1. The Baffler redesign by Pentagram
Pentagram, the New York design firm responsible for Mastercard’s logo refresh, released a salvo of its own with its boldly revamped design of nonconformist magazine The Baffler. The new editorial design, which premiered this winter, traded the homespun feel of zine graphics for a high-art visual identity that reflects the sophistication of The Baffler’s journalism and prose. We’re smitten with the L-shaped masthead from this issue for its aesthetic surprise and as a symbol of the magazine’s subversive approach. Pentagram’s redesign is further proof that print publications are alive and blunting edges.
2. Top of the Rock website redesign
Okay, sometimes we like our own work too. HZ’s Development and UX/IA teams partnered with Rockefeller Center to create a site with panoramic side-scrolling for its Top of the Rock observation deck. The side-scrolling reflects the unobstructed, 360-degree view from the top of Rock Center, and is both novel and uncomplicated for the user—proving that imitation can be the sincerest form of user-centric web design.
3. StubHub’s “Your Ticket Out” campaign
StubHub’s rebrand kicked off in spring 2016 with a logo modernization and a TV spot that beckoned viewers to swap wilted leftovers at home for a life-changing experience out (e.g. a wrestling match, ballet recital, stadium-packed concert). The latest piece of the rebrand is the StubHub Live campaign, experiential marketing projects that include the “Houston Huddle” from this year’s Super Bowl and make-up stations at BroadwayCon. Actually creating experiences for its customers affirms that StubHub is a conduit for positive, communal engagement—“your ticket out” of isolation and monotony—not simply a virtual will call.
4. Reebok’s “Be More Human” microsite and spots
Fitness companies face an inherent marketing challenge. Calls to be faster, fitter, or stronger are usually undercut by the implication that the audience isn’t good enough. Reebok’s “Be More Human” campaign instead declares humanity as the ultimate accomplishment. The spots in the campaign, the culmination of a 5-year-long rebrand, are aspirational while still celebrating human flaws and limitations. Each spot has visual drama and human interest—some are even short narratives. We especially love that Reebok hosts these spots on a microsite because it invites their audience to actively explore the campaign. Although the campaign debuted in 2015, it has managed evergreen relevance at a time when brands frequently commit to fleeting trends that torpedo their rebrands from the start.