"We needed a fresh set of eyes, someone removed that didn't know us at all to get a clear picture–we're too close to it to really be objective," said DEI Marketing Manager Tami Linton. "Richard and Cynthia weren't looking for just a logo redesign but a complete needs analysis of who we are based on the perceptions of our internal and external clients to make sure our brand positioning is on target."

Linton adds that the DEI re-branding team provided input on the building firm's culture, but let Willow Creative do what they do best. Over some four months they conducted surveys and in depth research to determine strengths, values, areas of improvement and competition comparisons. In addition to customer evaluations, every DEI employee also participated and provided honest assessments.

"For DEI the main focus was yes they are well known, they have this great reputation for service, and DEI stands for 'dedication, ethics and innovation' but we weren't convinced it had relevance in the marketplace," said Willow Creative Group CEO Deborah Dent. "The idea was to reposition their brand so that it really puts a stake in the ground about what is special about DEI."

The result is a brand that represents the unique contribution each individual brings to each project from the beginning of the building process to the end result. Built around the tagline of Design, Build, Grow, the brand plays up DEI's strengths to stand out from the competition says WCG Vice President Jennylee Haines.

"We feel when DEI is involved it is not just putting up a building but providing an environment that fosters long-term growth," said Haines. "And with the tagline we knew it was important to have three words and we love the double meaning of grow–it is all that DEI needed to say."

To express DEI's unique culture, the refreshed logo with modern, sleek lines includes a "thumbprint" swirl. To further represent a mix of individuality and creativity, each employee can customize their "thumbprint" by choosing one of four fresh colors.

"We wanted colors that were modern and lively and then wanted colors that would complement the main warm grey neutral that is reminiscent of building materials," said WCG Account Executive Vanessa Goodmonson. "If you look at the old logo it was very square the new look now better captures not only DEI's creativity but it shows that the firm is design oriented."

To build excitement about the re-branding effort DEI staffers were sent flash e-mail update teasers designed by Willow and were given the opportunity to select their individual thumbprint colors that would be on their business cards and e-mail sign offs.

"An effective brand is much more than a pretty logo or an identifiable mark–it is a true representation of a company and what it stands for," said Bily. "We had a nice looking logo that did a good job of what we needed it to do but I don't know if we had a brand. Now our new brand concisely expresses who we are at our core. Our company always had a personality and now its been incorporated into our brand." –[email protected]