Design Study: How to Build a Brand within an Established Brand
Our recent project and creative collaboration with Gate City Brewing is a testament to a branding project done right, from the start. We love being given the opportunity to create and lay the brand foundation from scratch. That allows us to put all the essential building blocks in place and sets the brand up for optimal success. Check out our case study here.
When it comes to branding at Street Studio, that's our bread and butter. We are creative problem solvers who thrive on process and structure and work as a team to develop a strong plan of success from creative, management and collaboration perspectives. We approach our branding projects in a unique and specific way. We start with developing the brand strategy that uses deep-dive research, data and demographics. After strategy and the direction of the brand concept is established, we then apply our secret sauce, which we aptly call the creative ‘Brand Storm’ —and craft the look-feel-vibe-passion-style and vision to the brand.
This is how the brand comes to life.
Once we've put all key elements in place —we’ve got the brand concept in lock-down. The brand voice now is clear. It’s a proven system that we stand by, but requires patience, trust and commitment to the process.
In case with Gate City's Artillery Room project, the strategy was simple, yet at the same time, challenging. We knew that The Artillery Room's entrance and exposure on Canton Street would open up to a new demographic and for many, exposing and introducing Gate City Compound to a new audience. Our goal: stay true to the current brand, yet create something unique. Juxtapose the identities to allow each to stand out, yet keep the core values and familiarity thread of the brand cohesive.
In the discovery phase, the name itself was derived from the unfolding history of the building site, as a one-time hunting, tackle and gun store, and later an art gallery. By keeping the history present, "Artillery" now represents a hybrid name to include the new concept of "Distillery Spirits + Art". The fire which burned the building in 1984 is also a serendipitous reference Gate City's Phoenix rising logo.
Street Studio Creative proudly presents The Artillery Room at Gate City Brewing. Watch, learn and discover how we successfully create and build awareness for a new brand within a brand.
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