Moo brand refresh_ebook

Behind the Brand Refresh
A G U I D E F O R B U S I N E S S E S L O O K I N G
T O E L E VAT E T H E I R B R A N D

B E H I N D T H E B R A N D R E F R E S H
What’s inside?
Introduction
What’s in a brand?
Why rebrand?
4 signs your brand’s on its last legs
The research
Get a more successful brand – stay informed
The new look
5 ace examples from rebrand pros
Onboarding new employees
Get consistency from day one
Lessons from a global rebrand
Checklist for the refresh roll-out
Spreading the word
Shine brighter with your brand new brand
Image courtesy of 500px
Image courtesy of Bluewolf

Brand stories are
communicated through
a focus on what they
offer, cultivating a strong
company culture and
brand identity.
Whether you’re hoping to attract new customers,
inject some newness into your look, or maintain your
market position, a brand refresh may be in order. But
rebranding your business goes way beyond a shiny
new logo or an eye-grabbing color scheme.
See, every brand has a story. And like most successful
brands, stories are communicated through a focus on
what each brand offers, cultivating a strong company
culture and brand identity, and establishing a unique
position within their industry. So while a dashing new
logo and website might be the first step in engaging
with new audiences and markets, the true magic lies
in the stories that influenced the design. Not sure how
to get there? Well, we’ve got your back.
At MOO, we help businesses small and large look
their best. Along the way, we’ve seen some inspiring
businesses rebrand themselves to tell unique stories.
In this ebook, we’d like to share the whys, wheres, and
how-tos these brands have taught us. We hope these
pro tips will help you rethink your own brand too.
What’s in a brand?

INDIEGOGO
This crowdfunding platform helps entrepreneurs
around the world turn their ideas into reality. In 2014,
the company rebranded to focus entirely on customer
success stories and how their platform helped customer’s
wildest ideas became a reality.
500px
One of the leading online communities of photographers
and stock photos, 500px underwent a rebrand
to focus on the company’s massive growth from their
humble beginnings.
BLUEWOLF
This top Salesforce consulting agency had a great
reputation in the market, but rebranded in 2015 to tell a
more cohesive story around its services and to stand out
in the tech space. Shortly after rebranding, the company
was acquired by IBM Interactive Experience.
OLAPIC
User-generated content aficionados Olapic pioneered
their industry. Before the rest could catch up, they
rebranded to show that great brands can earn great
user-generated content from their users through
Olapic’s platform.
FUZE
Formerly known as ThinkingPhones, Fuze came
together as the merging of 3 separate technology
companies to result in a single unified communications
platform. The new brand opted for a simple, slick look to
tell their story.
Meet the brands

If you’re planning a merger, shifting your market focus,
or just plain tired of your current logo, a brand refresh
can let the world know you are a bigger, bolder business.
But don’t take it from us — let’s hear it from the experts,
shall we?
500px: REFLECTING A COMMUNITY
The former logo [featured above], which was designed
by co-founder, Evgeny Tchebotarev in 2009, worked
well for 6 years. It was recognizable — with the infinite
zoom, focal length and camera references. 500px’s VP
of Design, Adam Shutsa, admits to some nerves ahead
of the refresh, “It’s scary to change something that’s so
important and recognizable to your brand.”
The 500px identity refresh was born out of careful
thought and necessity. Shutsa says they were clear
on their objectives before they kicked off the project
and were keen to keep the existing brand values.
“The mark had to read 500px, connote the URL,
focus on photography, and clearly evoke technology
and photography — and make the connection obvious.”
BLUEWOLF: A FRESH LOOK FOR
A COMPLEX BUSINESS
With 10,000 successful Salesforce projects under
its belt, Bluewolf was known for its expertise of the
popular customer relationship management platform.
Their consultants are able to support businesses across
the customer lifecycle, including a practice dedicated
to enabling marketing teams to deliver the best
experiences for customers. “Salesforce is the core
of the service set that we provide, but we also have
a digital marketing component,” Director of Brand
Marketing, Saleema Fazal, said. To really promote
these other services well, Bluewolf would need to
rethink its look, language, and website.
The old Bluewolf logo [featured above] was originally
designed in the company’s early days by a friend
of the founder. 16 years and twelve offices later, the
time was right to develop an identity that conveys
the company Bluewolf has become.
Why rebrand?

OLAPIC: STANDING OUT FROM
THE COMPETITION
“We pioneered an industry that helps brands put their
consumers forth as effective brand ambassadors,”
says Rachel Meranus, Chief Marketing Officer at
Olapic. In 6 years, Olapic has gone from serving
small- and medium-sized ecommerce companies
to global enterprise clients across different industries
— and with that growth and the arrival of more
competitors, Meranus and her team saw the need
for a brand evolution.
“While our brand did a really good job reflecting
who we were in the early days, it was time to put forth
a new look, feel, and voice that was more professional
and sophisticated in nature — a look that could hold
its own with some of these major global brands
that we’re currently working with,” she says. With
the new brand, Olapic wanted to elevate its voice
in the marketplace and focus on being the authority
in visual content.
“While our brand did
a really good job reflecting
who we were in the early
days, it was time to put
forth a new look, feel,
and voice.”
- RACHEL MERANUS, OLAPIC
W H Y R E B R A N D ?
Pro tip: audit your brand
How can you tell how you’ve improved if you don’t
know where you are to begin with? Conducting
a brand audit might be easier than you think.
Here are a few tips to get you started:
• Gather your touchpoints. Where does your brand
live? Understand how far it reaches.
• What is your brand for? What are your core values?
• Compare – where is your brand falling behind?
• Room to grow – what parts of your value are you
not serving?

W H Y R E B R A N D ?
FUZE: UNITING 3 BRANDS UNDER
ONE ROOF
Of the all the brand refreshes we’ve covered, Fuze has
undergone the biggest redesign by far. The company,
formerly known as ThinkingPhones, was founded in
2006 as a cloud-based phone system which simplified
the cost and complexity of business communications.
By November 2015, the company had made several
acquisitions and was integrating multiple technologies
into a single, more powerful communications platform.
As a result, the rebranding had the challenge of
creating a new global visual system that would
reposition the brand as well as unify employees from
diverse company cultures. To top it all off, the team in
charge of this enormous reboot was small — 3 people,
to be exact.
Drew Allison—Fuze’s Brand and Creative Director
— joined ThinkingPhones just as it acquired Fuze,
a San Francisco-based video conferencing software. At
this point, the brand was expanding in the
unified communications category, and the name
Fuze united 3 brands under one roof to reflect a diverse product offering.
ThinkingPhones was limiting. The company’s vision
was to provide a single communications platform for
companies and their employees. The goal was to fuse
together voice, video, messaging, and collaboration into
a single app, allowing people to connect anywhere–
on any device–securely and efficiently. The company
needed a rebrand that expressed these new features
— starting with a name change. Rebranding the
company as Fuze was the answer they were looking for.

Inspiration comes from everywhere. And the key to your
successful brand refresh may be in closer reach than
you think. During the research process, look to your
customers and employees for their take on what they
like about your brand and what they feel is missing. Use
the research to build trust with your customers and let
them know that the rebrand is as much for them as it is
for you.
500px: ALL IDEAS WELCOME
The team appointed branding experts at Focus Lab
to work through all phases of the redesign. Shutsa
and Ellen Desmarais, VP of Marketing, led the effort
on the 500px side, working very closely with Focus
Lab’s Branding Designer Chase Turberville and Creative
Director Bill Kenney to bring the new look to life. But
the ask was big: executing a logo that would convey
personal expression to suit their community of expert
photographers — and fitting a lot of different concepts
into one.
Turberville wasted no time and dug in to the discovery
process, business and competitive audit before moving
to creative concepting. He spent time in analog mode,
drawing the ideas in his head, working them out
on tables covered in butcher paper, with books and
other materials by his side. “We want to get as many
concepts in front of the client as possible during this
‘throwing at the wall’ phase,” Turberville said.
After 8 weeks and 50 different iterations of concepts,
the collective team narrowed to 2 concepts they
were comfortable moving forward with. Turberville
described the two concepts, “running parallel for quite
some time — it was hard knowing which road to go
down. Approaching the deadline, we had to make a
concrete decision.” They hit a stalemate, and as the one
producing 95% of the design work, Turberville, weighed
in with a recommendation for 500px to “preserve
their reputation as photography experts” by pursuing
concept #1 … and they did.
The research
500px brainstorms logo variations.

BLUEWOLF: FINDING THE BEST WAY
TO STAND OUT
Bluewolf teamed up with global branding agency
Moving Brands for the project. They kicked off the
process with research, and a lot of it. “One of the big
line items in our brief to them was that we have to stand
out,” Fazal said. “We’re not going into this exercise to just
fall into a world of logos that look exactly the same
as our competitive market.”
Early on, the market assessment revealed that many
of Bluewolf’s competitors are quick fixers — they come
in, do a project, and then they’re done. Meanwhile,
in internal and client interviews, Moving Brands heard
something quite different about how Bluewolf works.
They’re in it for the long run, serving as true partners
for many types of projects. This quickly stood out as
a key differentiator.
Another theme that came up again and again was
immediacy. “Our company is really known for the
idea of what you can do now rather than setting up
hypotheticals about what you can achieve down
the road,” Fazal explained. To bring this message
to the forefront, Moving Brands came up with the
tagline, “It’s always now.”
T H E R E S E A R C H
While there’s no arguing that internal teams know
your brand best, outside design resources can help:
• Give you a fresh perspective – essential to any
rebranding exercise.
• Identify areas of improvement.
• Do cross-departmental research.
• Be a dedicated resource – your teams get busy
with day-to-day demands!
Pro tip: hire a sidekick
Bluewolf’s new tagline “It’s always now.” appears on office walls.

OLAPIC: FINDING THE PERFECT BALANCE
The team selected New York-based branding
consultancy Red Antler to handle the redesign.
Meranus and her team were looking for an agency
with experience in both business and consumer
branding. While Olapic itself is a business-to-business
brand, the companies they sell to are entirely consumer-
focused, and they wanted that balance reflected in the
new look.
Meranus’ marketing team was heavily involved in the
design review and decision making process. “We don’t
have anyone who owns our brand per se, but we have a
lot of very talented people on the team,” Meranus says.
“I tapped into a lot of people in a lot of different ways —
everyone from a lead designer to the woman who puts
all of our big events together. The founders were also
very involved from the get-go.”
INDIEGOGO: MUTUAL SUCCESS IS KEY
Indiegogo’s mission is to inspire people to unite around
ideas that matter to them and make those ideas come
to life. In other words, the success of the platform is less
about the platform itself and more about the success
of the people who use it.
According to Genevieve Conaty, Indiegogo’s VP
of Design, “Our inspiration was to highlight the people
who have been empowered by Indiegogo, and the ideas
that our community has brought to life, rather than
focus on Indiegogo’s own story.”
In collaboration with agency partner, PUSH Offices,
Indiegogo explored every aspect of the visual brand
identity. This included the logo, fonts, brand colors,
iconography, art direction for photography, and visual
design language for the product. For each aspect, they
explored many variations before converging on one
preferred direction to further refine and perfect.
“Before converging on the final design direction for the
logo,” Conaty explained, “PUSH Offices created three
very strong contenders, each highlighting a different
brand value with a completely distinct visual feel.”
The team alternated between focused studio time and
feedback-gathering stages with the stakeholders,
including the company’s CEO, so that the ultimate
decision-makers were part of the creative process
from the beginning.

FUZE: CAPTURING THE BRAND ENERGY
Allison knew that they needed to create a symbol that
captured the energy of the new direction, while retaining
some of the former brand equity. So, he started the
design process by thinking about what to keep from
the old logo:
The team started with the three ThinkingPhones circles
and looked at the competitive space to analyze the
color set. Several competitors were using blue, some
orange, and many with red as their palettes. The team
proposed that Fuze could own purple.
It was also the perfect combination of ThinkingPhones
blue and the former Fuze red:
The team modified the former 3 circles to distinct
and overlapping colored shapes. The resulting symbol
expressed the energy, integration, and collaboration
embodied in the Fuze product. “We looked at hundreds
of logo variations, but this one stood out and inspired
everyone that saw the early rounds,” Allison said.
Research should drive your rebranding project:
• What are your competitors doing with their branding?
• What are their logos like? Where does yours differ?
• Do you have a brand voice? How can it help you
differentiate your offering?
• What are the branding trends in your industry?
ProTip: Stand out in the crowd

The new look
At MOO, we see a lot of brands looking to hit the refresh
button. These refresh journeys inspire us and show us
that a brand is way more than just a logo. We’ve gone
through the reasons and the research, so now we’ll get
to the fun stuff: unveiling the new look. My, don’t they
look gorgeous!
INDIEGOGO: BUILDING THE BRAND, ONE
CUSTOMER STORY AT A TIME
In 2014, Indiegogo underwent a comprehensive
rebrand and the team decided to make its community
of backers and project owners the focus. Today,
stories of the incredible projects funded on Indiegogo
are threaded throughout the company’s marketing
materials, from its website and newsletters to social
media channels. The team even took storytelling
onto its business cards, using MOO’s Printfinity tech
to showcase a different, awesome customer story on
the back of each business card.
“It’s a nice opportunity for us to share our entrepreneurs’
stories when we meet people in person and tell them
about the impact Indiegogo is making,” Head of
Integrated Marketing Erica Labovitz says. “It’s been
a big hit!”
Old Logo New LogoVS.

500px: PRESERVING THE BRAND’S HISTORY
In effect, the logo is sophisticated and text-focused,
preserving the rich history of the name with the “500px”
inside the mark, and shaped to look like a lens. It’s
photographer-focused, with the “p” (or photographer)
in the middle — and it also resembles a film canister.
The new mark has been likened to a fingerprint
because of the treatment of concentric circles, but
that wasn’t Turberville’s initial intention. “I was trying
to mimic the movement of the camera lens – which
brings in concentric circles, meaning community – then
it started to turn into a fingerprint. It turned out this
way organically.”
BLUEWOLF: A PROBLEM-SOLVING NEW LOOK
One of the four initial concepts Moving Brands
presented revolved around the idea of a whiteboard.
“The first whiteboard execution we saw was hand-drawn
and felt a little young for us, but the idea felt right for our
culture,” Fazal said. As this creative direction emerged,
Bluewolf and Moving Brands went through round after
round of revisions, crafting every last detail of the brand.
“Our system was modelled around the idea that our
people actually go up to the whiteboard and get
straight to solving,” Fazal said. “During conversations
with clients, our team will figure out what their business
problems are, and then literally start solving them on
a whiteboard. The logo really captures this idea of
immediacy that is so important to us.” The shapes
seen in Bluewolf’s brand system — circles, Xs, arrows,
and underlines — are the symbols the team uses
in markup language on a whiteboard.
T H E N E W LO O K
Consider what each element of the rebranding
says about your brand’s story:
• Does your brand have a loud voice? Try bright colors.
• Do you have a complex product? Develop a visual
language to simplify your offering.
• Are you a customer-facing brand? Incorporate
those customers in your branding.
Pro tip: communicate your brand

FUZE: THE PERFECT BRAND FUSION
The new design allowed Fuze to have a liberal color
palette. While purple is the dominant color and is mainly
how Fuze distinguishes itself across many touch points,
a variety of other colors can be used to visualize the
brand in a bright and lively way. Fuze uses its new color
palette across the brand from trade show booths, in
product, and of course, in their MOO Business Cards.
“We get compliments on our business cards all the
time,” Allison said. “It’s a manifestation of brightness
and energy.”
To help Fuze employees understand their company’s
new look, Allison created a brand website with their logos
and design palette, plus multiple options for business
cards. “There are a bunch of variations that people can
choose from,” Allison said. “Everyone loves the flexibility.”
More recently, Fuze has expanded their rebranding
to include the sounds that users hear on the platform.
“We want any device that you’re Fuzing on to feel
similar, and to have the same great experience,” Allison
said. “We had to think about what it would sound like
when someone was ringing you, or when you got
a voicemail.” The Fuze team wanted the sounds to feel
human, rather than machine-like. “That’s why most
of the sounds that our products make sound like the
harmonics that come from a guitar,” Allison said.
“It’s a noise that’s clearly an alert, but it’s non-intrusive
enough that you can hear it multiple times and not
be annoyed.” A sonic logo? Music to our ears.
T H E N E W LO O K
Fuze’s brand consistency across its many platforms.

OLAPIC: MAKING A BOLD IMPRESSION
The agency-client relationship was a smooth one,
with frequent check-ins and reviews. Eventually, the team
settled on a look and feel based on a custom typeface
that’s sophisticated, but with an edgy consumer feel. “It’s
purposely black and white so that we can let the earned
content that we’re collecting and curating for our clients
stand out,” Meranus says. “We really wanted to be viewed
as the enabler and the platform that allows this all to
happen.”
With the rebrand near completion, Meranus and her
team started to talk about ways to bring the brand
to life — most notably, the Olapic website. “The site
plays two roles,” Meranus says. “One is thought
leadership. We have a resource center where we’re
putting forth ideas and educating the industry. But
it’s also very much a lead generation site.” Olapic
recently launched its new combined knowledge center,
Perspectives, that shares news and insights in the visual
marketing industry. Perspectives features case studies
and white papers that readers can access in exchange
for their name and email. This provides the Olapic sales
team with potentially interested leads to reach out to.
“Eventually, the team settled
on a look and feel based
on a custom typeface that’s
sophisticated, but with
an edgy consumer feel.”
T H E N E W LO O K
The black and white color scheme allows the earned content to stand out.

Onboarding
employees with
the new brand
Your people are your brand. So once your rebranding
is finalized, be sure to share your vision with ones
that live your brand inside and out. Whether you put
together a workshop on the new brand values, or even
throw a refresh party —show your people that the new
brand is a cause for celebration.
BLUEWOLF: ALERTING THE PACK
With a huge staff spread across 12 offices from
San Francisco to Sydney, it was important to get the
entire team — or “Pack” as they call it — involved in the
rebranding process.
“We wanted people to get closer to the brand because,
while there is an important external message, there’s
also an internal narrative, which is our story of the
Pack,” Fazal said. The team shared major branding
milestones along the way to keep the process open
and transparent, and provided managers with the tools
to communicate this new language to their teams.
INDIEGOGO: A CUSTOMER-FOCUSED VISION
The appeal of Indiegogo also lies in its commitment
to the customer experience — and that’s something
that continues to evolve every day. “We are always
developing product features to improve the process
for both campaigners and backers,” says Labovitz.
To that end, the company introduced a campaign
strategist team, making Indiegogo the only
crowdfunding platform that works directly with
project owners to bring ideas to life. It has formed
partnerships with major retailers including Arrow
Electronics, Brookstone, Newegg, and Target to help
get new products on the shelves. It also provides
online resources to help campaigners launch
and market their projects, and constantly refines
its platform to make it easier for backers to find
campaigns they’ll love.
“Now, we are really setting ourselves apart by being
the best partner for entrepreneurs throughout their
entire journey of bringing a product to market,”
Labovitz says.

Before you go live with your new brand, make sure
your employees are on board with the new message:
• Build anticipation – keep your employees aware
of upcoming changes.
• Host brand workshops – bolster your brand
with employee engagement.
• Celebrate your brand with a launch party.
Pro tip: launch your rebrand
in style
OLAPIC: BUILDING EXCITEMENT
While employees all knew that the rebrand was coming,
Meranus and her team built excitement by working
toward a big reveal with sneak peeks along the way.
In the weeks leading up to the launch event, they teased
out the new brand in Olapic’s weekly internal newsletter.
The day before the brand launch event, Olapic closed
its offices for a redesign, installing big, bold statements
on the walls. The added bonus for unveiling the rebrand
was that most of the visual content used throughout
the office, website, and social channels was employee-
generated content commissioned through Olapic’s
platform. This added a collaborative and inclusive feel
to the new look.
The next day, employees walked into an entirely new
office, where they saw the full brand system for the
very first time. “To watch their reactions was just so
gratifying,” Meranus says. “Everybody was in awe
and wanted to take pictures in front of the new logo
and brand statements. It was really incredible to see.”
Meranus then hosted a town hall meeting with the
entire company, taking them through a truncated
version of the whole process, including what the brand
stands for, why they chose this look and feel, and what
to expect in the future.
O N B O A R D I N G E M P LO Y E E S W I T H T H E N E W B R A N D
Olapic’s rebrand features user-generated content from its employees.

FUZE: GETTING BEHIND A UNIFIED BRAND
The transition from ThinkingPhones to Fuze wasn’t
totally painless. After all, an international rebranding,
no matter how well managed, will come with its fair
share of challenges. For example, it was difficult
to get all of Fuze’s new offices to get accustomed
to their brand’s new message. There are hundreds
of employees that were suddenly working for a
company with a new name.
“It was also difficult to create a brand that is flexible,
represents the fluid nature of our business, and stands
the test of time,” Allison said. “We wanted to express the
energy of all the companies that came together, and
also create something new. Getting everyone to feel like
they were well represented was a challenge.”
It transpired that the most efficient way to create a
unified, consistent global brand was to condense their
messages into 3 words: simplicity, productivity, and
security. The motto is short, but effectively conveys the
focus of the rebrand and the value that Fuze can bring.
O N B O A R D I N G E M P LO Y E E S W I T H T H E N E W B R A N D
“It was also difficult
to create a brand that
is flexible, represents
the fluid nature of our
business, and stands
the test of time.”
- DREW ALLISON, FUZE

What a journey it’s been! We’ve shown you some great
examples of brands who knew they needed a fresh start,
and checked off all the right boxes along the way. But
before you rush off to the drawing boards, take a word
from the experts on some of the takeaways that may
help you get going without a hitch.
500px: AUDIENCE FIRST
In the creative world, client and agency can be difficult,
but for Turberville “It was great process all around and
we had fun”. “When Adam said, ‘I’m afraid we’re not
going to explore enough with this project,’ I knew they
were truly open to any idea” — setting up a promising
working relationship and positive outcomes.
The team’s hard work paid off as the new look of 500px
has received high praises overall from both the design
and photography communities, as well as positive press
reactions. “We’re having an easier time talking about
who 500px is and what we do,” Shutsa says. “We did
a lot of research and user-testing, and it was obvious
to our audience that we’re a photography company.”
This refresh was more than just a new logo. “It was
the start of a new 500px,” says Shutsa,” which is why
we created meetthenew.500px.com. We have an
awesome and engaged community, and we thought
it would be great to show them why we did it.
• Ask, does your brand stand out from the noise?
• Always keep the end-user in mind.
• Invest in user testing – do your customers approve?
• Is your brand story represented in your rebrand?
• Celebrate your rebrand with your employees.
Lessons from
a global rebrand
The Rebranding Checklist

FUZE: KEEPING THE END-USER IN MIND
ThinkingPhones made the transition to Fuze extremely
quickly. As a result, the creative team was crunched
for time. “We were working through the holidays,”
Allison said.
Yet the short timeline was a blessing in disguise. It forced
the entire team to make quick decisions. “Our logo just
spoke to everyone – I’m not sure if that’s luck or skill
or a combination of both.” In order to keep the decision-
making process speedily, Allison recommends keeping
major design choices within the executive team.
However, it’s also important to keep employees aware
of what’s happening behind closed doors. “We didn’t do
everything in a vacuum,” Allison said. “We were exposing
our ideas to employees along the way, and people were
excited.” When asked for his last piece of design advice,
Allison said this: “Always keep the end-user in mind,
and show how the product can help people. That’s the
most important thing.”
BLUEWOLF: STANDING OUT FROM THE NOISE
The new Bluewolf officially launched in September of
2015, and since then, Fazal and her team have taken
the look and language live, from event swag to the
company website and their presence on social networks
and partner platforms. In March 2016, Bluewolf was
acquired by IBM Interactive Experience, where it will
continue to operate under the newly polished brand.
As Fazal notes, being acquired wasn’t an intentional
goal of the rebrand, but the new look and language
certainly made them more accessible.
Overall, Fazal reflects, the rebrand has been a very
positive experience. “It really got to the core of what
Bluewolf’s values are, what our go-to-market message
strengths are, and what the competitive space looks like.
Now we stand out from the noise.”
“Always keep the end
user in mind, and show
how the product can
help people. That’s the
most important thing.”
- DREW ALLISON, FUZE
L E S S O N S F R O M A G LO B A L R E B R A N D

OLAPIC: BRAND ACTIVATION
Olapic launched the website the week before Cannes
Lions, the international festival of advertising and
creativity. At the event itself, Olapic presented a reel
with curated photos and videos generated by Cannes
attendees. Activating its brand in this way not only
showcased Olapic’s technology, but the new Olapic look
and feel — and attendees were impressed. “Someone
said to me at a party that it was the best activation
they’d seen at Cannes,” Meranus says.
INDIEGOGO: CONNECTING CUSTOMERS
WITH THE BRAND
Bringing ideas to life is what Indiegogo is all about
– which is why the Indiegogo brand story is so tightly
weaved with the stories of its users and the projects
they’re passionate about. “Our customers have always
been central to what we are doing at Indiegogo, and
we want to showcase them in any way possible,”
Labovitz says.
“Our customers have always
been central to what we
are doing at Indiegogo,
and we want to showcase
them in any way possible.”
- ERICA LABOVITZ, INDIEGOGO
L E S S O N S F R O M A G LO B A L R E B R A N D
Indiegogo’s updated San Francisco headquarters.

Time to shine! Now that your people are on board
with the refresh, make it known to the world. Update
your business cards, draft up your newsletters, grab
a megaphone — well, maybe not that last one. But
you get the point. Spread the word!
OLAPIC: BRAND CONSISTENCY
The brand is consistently expressed across all of
Olapic’s collateral, from press releases and trade show
booths to the company’s social media accounts and
employee business cards. “The truth of the matter is
that a business card is a leave-behind — a conversation
piece,” Meranus says. “If you do something cool, you
have someone looking at your business card repeatedly.
Our people are really excited about giving them out.”
All in all, Meranus and her team are delighted with the
results. “The feedback has been really, really positive,”
she says. “People love that the brand lets the content
itself stand out, and that we are really leveraging user-
generated content on our site and in our offices.” In other
words, rebranding has been a great opportunity to show
stakeholders just how a company has grown
— and to stay on-brand through the evolution.
Spreading the word
Your brand is looking mighty fresh. Don’t skip out
on these important steps:
• Update your office with the new look.
• Print new brand materials for your employees.
• Send postcards to customers about the rebrand.
• Add a brand manifesto to your site to communicate
your message.
Pro tip: spread the word
“If you do something
cool, you have someone
looking at your business
card repeatedly. Our
people are really excited
about giving them out.”

FUZE: EASY ORDERING FOR EMPLOYEES
MOO Business Services is especially helpful for Fuze,
which is a large company with offices around the world.
“I love having one access point for business cards,”
Allison said. “To have an employee go onto one site
and make their cards? That’s a godsend for me. MOO
takes away the headache of us having to deal with
a bunch of different business card companies.”
INDIEGOGO: SHOWCASING CUSTOMER
STORIES
On the design front, Indiegogo used MOO’s Printfinity
technology to showcase customer success stories.
“We design each card to be a case study of an
especially interesting Indiegogo campaign,” Conaty
explained. The team looks for campaigners who are
having a positive impact through the ideas they have
brought to life, such as the Solar Roadways team.
“We also like to celebrate people who have used novel
parts of our service, such as equity crowdfunding,
which just debuted at the end of 2016. We love that the
flexibility provided by MOO enables us to showcase so
many different forms of customer success on our
business cards.”
“We love that the flexibility
provided by MOO enables us
to showcase so many different
forms of customer success on
our business cards.”
- GENEVIEVE CONATY, INDIEGOGO
S P R E A D I N G T H E W O R D
MOO’s Printfinity tech allows up to 50 different images on the backs of cards.

Well, our journey here has come to an end, but we
hope yours is just beginning. Whatever your reasons
for rebranding may be, a refresh is a great opportunity
to truly get to know what your brand is about. But
remember—every brand’s path is different. While there
are always challenges along the way, the end result
of a brand refresh will not only benefit your business,
but make your brand a positive place for everyone
to grow.
So go forth, look deep, engage with your people,
and you will surely become the bright brand
you were always destined to be.
Start your journey
Image courtesy of Bluewolf

At MOO, we work with brands to help them look their
best. Whether your company recently rebranded, or is
in need of some premium print products to elevate your
brand — we’re here to help.
MOO Business Services is a simple solution for
companies ordering print products for all of their
employees and business needs. Want to see what your
branding can look like on Business Cards, Postcards,
or Letterhead? Reach out to one of our lovely account
managers to receive a free sample pack. Or, if you’re
all set to order, they’d be happy to help you get started.
Click here to get
in touch!
In need of a refresh?

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