There's a beginning for everything – so, before we jump into the story behind our rebranding, we’d like to #throwback to the founding of our parent company, Techlyon.
It all started when three friends realised brands didn’t just need help with technical development, but with branding it too. They came together to build a company that empowers brands to embrace their humanity, while setting a new standard for digital marketing. So, voila - AKÏN was born, and the rest is history!
So here were are now – shiny, happy and rebranded. For us, this rebranding process was really more than skin deep - most importantly, it helped us practice the Human Brand Methodology that we preach.
An effective company rebrand requires a strong understanding of who you are and what you set out to do. Here’s how we did ours:
1. Defining the Core
There are two things at the AKÏN core: being human (which is aligned to our mission), and strongly believing in the power of collaboration. With that defined, we set out to create an identity that would appropriately reflect those goals and values.
Some questions to ask at this stage:
- Why do a rebrand?
- Is it a refresh or a rehaul?
- Does your brand tell the correct story right now?
- What do you want to convey and to whom?
2. Presenting the Body
With a keen visual eye combined with human intuition (along with numerous iterations in between), we crafted an identity that was both organic and dynamic. To us, that embodies what human interaction and collaboration should be like (respectively or vice versa). It not only represents who we are, but it also exemplifies the different personalities we have on the team.
Here's our logo handwritten by everyone on the team!
Some questions to ask here:
- Is the new branding easy to recall?
- Can the design adapt alongside the growth of the company?
- Besides the brand identity, what is the brand’s expression? (i.e. personality and tone of voice).
3. Building the Realm
We’ve reached the final checkpoint in our rebranding process – this is where we have to ensure that our brand not only resonates with us, but with other people too. Ultimately, regardless of how amazing your rebrand may look, remember that your brand is only as strong as the associations and the connection people have with it.
Some questions to ask here:
- How can you to continue building brand equity/affinity?
- Is your target audience going to embody your brand and retell your story for you?
If you’re familiar with the joys of #agencylife, then you’d know what the daily grind is like. This mostly involves clicking away at our computers, rushing for pitches, dealing with deadlines, and for us, busying ourselves with building other brands. This rebrand came as a much needed opportunity to refresh our direction and purpose, while reflecting on how far we’ve come. After all, when we help brands embrace their humanity, we’ve achieved our goals too.
Curious about what the Ï in our logo means, or why we’ve opted for bold colours with cute characters? Read more on the meaning behind our new visual identity here.