We’ve rebranded. Here’s why…
We've just launched our new brand, a decision we made as soon as we began to broaden our business objectives and explore opportunities in a new market. It became clear that it was the perfect moment to pause and thoroughly assess our unique value proposition, target audience, and desire to forge stronger connections within our community.
So, why did we rebrand?
In short, we changed. The original logo was crafted for MYCO's 2020 initiative, which involved interviewing local creatives and sharing their pandemic stories. Initially, we aimed for a flexible, almost handwritten logo, intending to foster a sense of authenticity and connection with our community. However, as our vision evolved over the years, we found that the logo no longer aligned with our business objectives and mission. We've transitioned into a branding studio that harnesses design and visual storytelling to empower small businesses, entrepreneurs, and creatives through strategic branding.
MYCO’s Original Logo Design
The original logo was designed for MYCO's 2020 initiative, which entailed interviewing local creatives and sharing their pandemic stories, showcasing how they utilized their creative outlets to capture the historical events of that year.
Recognizing that we needed to “practice what we preached”, we started a journey of
self-reinvention through rebranding.
Our Branding Direction
To engage in the rebranding process and avoid our subjective biases, we decided to lean into our branding process used for our clients. It was also a great way to test our process and efficacy. We started with our comprehensive branding questionnaire. This tool enabled us to separate from existing visuals or subjective opinions, focusing intensely on our business objectives, target audience, and the narrative behind our brand. Over several weeks, we dove into deep market research, conducted peer analysis, and crafted brand personalties that authentically captured our mission, business vibe, and how we aspire to be perceived by potential clients and our community.
A glimpse into our research and discovery phase, spotlighting the brand personality of "The Builder" alongside the mood board designed to visually represent this persona.
We developed three distinct brand personalities: “The Design Bestie”, “The Jack of All Trades”, and “The Builder”. Each persona was crafted to breathe life into our vision and core values. While our initial inclination was towards “The Design Bestie”, a deeper exploration of our market landscape, peer dynamics, and aspirations led us to a pivotal realization. The most authentic representation of MYCO, one that would set us apart, emerged as “The Builder”, complemented by select traits of “The Jack of All Trades”. This explorative phase laid the groundwork for our design direction, guiding us toward a brand identity that resonated with our ethos and aspirations.
Inspiration behind the brand personality
To provide deeper insight into the brand personality and my own identity, I embarked on a quest for a brand that would really make us stand out amidst a saturated market of brand studios and brand influencers. This journey involved introspection, exploring into my personal narrative of valuing branding and storytelling, and recognizing design as a powerful medium for sharing narratives.
Drawing inspiration from “The Builder's” brand personality, I was captivated by its essence of craftsmanship and teamwork, a resonance deeply rooted in my Peruvian heritage—particularly in the traditions of the Incas. Envisioning an icon that would embody this collaborative spirit while symbolizing our core values of community, creativity, and collaboration, I initially became too fixated on this concept. Realizing the need to broaden my perspective, I refocused my approach, drawing insights from mood boards, market research, and our chosen strategic brand personality. The final result; was a solution that paid homage to my heritage while maintaining a balanced presence within the overall design and brand aesthetic.
Much of the rebranding was influenced by the breathtaking landscapes and rich historical landmarks of Cuzco, Peru. One such inspiration is the mesmerizing Inca site of Pisac.
The Great Unveil
We aimed for our brand to be a celebration of our creativity, and I believe we've achieved just that. What we've created is a vibrant and dynamic brand, moving away from the initial notion of representing our core values with iconography. Instead, we've focused on capturing the energy and journey of creativity through typographical treatment, shaping the letters to reflect various experiences and breakthroughs in the creative process. Our careful selection of colors and typefaces complements these shapes while resonating with our brand identity. The colors, patterns, and subtle details pay homage to my Peruvian heritage, while the typographic elements encapsulate the essence of the creative process—the moments of inspiration, the exhilarating breakthroughs, and the collaborative spirit of our community.
Introducing MYCO's fresh primary logo and tagline, integral components of our revamped design package and overarching strategy.
Our new brand is a celebration and a joyful tribute to all who embrace a creative lifestyle through their craft, entrepreneurial ventures, side hustles, passion projects, or the innovative problem-solving lived in their daily lives, whether personal or corporate.
We sincerely hope you embrace and love our new brand as much as we do. It represents the spirit of creativity and celebrates the diverse journeys of those who dare to think differently.
