Redesigning Cabells Brand

Finding an authentic voice and visual identity to rebuild trust and reconnect with the public

Redesigning Cabells Brand

Finding an authentic voice and visual identity to rebuild trust and reconnect with the public

My Roles

Designer, Editor-in-Chief

Team

Designer (me), Communications Director, CTO

Tools

AdobeCC

Year

2017

My Roles

Designer, Editor-in-Chief

Team

Designer (me), Communications Director, CTO

Tools

AdobeCC

Year

2017

Problem

The Cabells brand struggled to stand out in a crowded market due to a bunch of generic rebrands in the past. Outdated visuals and overly academic messaging failed to connect with the target audience and created a disconnect between the company values and public perception.

Here was an opportunity to establish a single, unified identity and a chance for a fresh start with new products on the way.

Solution

Understanding the Brand & Audience
Through stakeholder interviews, we identified the company’s mission, values, and personality. User research and persona development helped us understand the target audience and their needs. Additionally, competitive analysis provided insights into industry trends and brand positioning opportunities.

Building the Brand Identity
I gathered inspiration and created mood boards to capture a rough concept and feeling. I defined the visual language with new colors, typography, logos, imagery, and brand voice. Style guides were created to showcase these elements and provide clear direction.

Implementation & Communication
To secure buy-in, I developed mockups, marketing concepts, and a narrative describing the emotional core of the rebrand. I collaborated with the communications director to establish a comprehensive marketing strategy with guidelines for various channels (copywriting, email campaigns, PR, advertising, social media, video).

An early design system was established to maintain consistency across teams, and a phase-out plan transitioned us from the old branding with new website URLs, marketing materials, and company assets.

Impact

The revitalized brand identity served as a successful reset for Cabells. Not only is it still in use today, but it also received enthusiastic responses from both conference attendees and internal teams.

This positive reception, along with huge increases in sales in the following years, suggests the renewed brand identity resonated with audiences. The new direction also inspired teams to collaborate and create designs and messages built from this core identity.