The
Almost
Basic
Company
The Almost
Basic Company

Expressing the true values of a brand to connect with the customer

Client
The Almost Basic Co.



Services
Creative Direction
Brand Strategy
Art Direction
Brand Identity
Logo Design
Collateral Design
Web Development
Challenge

The Almost Basic Company is an interior design studio based in Miami. Since their foundation in 2018, they enjoyed successful growth and a better understanding of their brand. This journey took them to understand their true purpose and impact through design. Their main challenge was facing a complete rebrand that adequately represented their beliefs, and how they related to their offering. They needed to connect with their true audience, environmentally conscious and wellness aware, that would believe in their vision and principles of design.
Outcome

We developed an in-depth Brand Discovery to reveal their Brand Attributes. What their brand promise was, who their ideal customers were and what they actually wanted from the Almost Basic Company. We developed a new Brand Identity in line with the brand attributes, identifying and developing marketing materials such as proposals and their website, equipping them with tools to accurately connect with their newly identified customers.

Impact

As a result, The Almost Basic Company gained clarity on their brand promise and the quality of customers that they wanted to reach. Resulting in an alignment between their values, their offering and their marketing efforts.
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What happened?

With the clarity gained from the brand strategy sessions, the whole company's offerings were restructured so they would align correctly with their vision and accurately serve the ideal customers.

1.0 Discovery Phase

Finding the brands core

The fundamental basis for the beginning of this project was a series of brand discovery meetings to further understand the beliefs and values of The ABC, guided sessions where we unearthed what their philosophy really represented. Creating a foundation to conceptually build the brand and extend its meaning to connect with their offering and their ideal customer.

Humanizing the company

Developing a design studio of this nature heavily relies on the creative leaders behind it. In this particular case, their founder represented such figure. Ultimately any brand is deeply connected to the beliefs of their founder. So humanizing the company with a real face was very important.

At it’s core the founder embodies these values and generates a connection with like minded customers that believe in the same things. And around this not only can they do business together but they create community that furthers their common cause.

2.0 Implementation Phase

Bringing the
concept to life

Drawing connections between the insights gathered during the discovery phase, we developed a brand identity aligned with the core values of The ABC. We used Interior design materials as a starting point, to connect with their team and speak their language in an environment that was familiar to them.

This way we organically created guiding esthetic principles close to their essence, gracefully blending with the other layers of communication established for them. This helped to create a clear pathway in designing their logo and general brand identity elements.

Applying the core values to communication

As a central part of the communications designed for The ABC we created  “The Almost Basic Manifesto” branding various deliverables under one cohesive message from which the overall narrative was built.

The owners wanted to state clearly who they where and what they stand for, from the very first interaction.

The welcome package, the design process and the overall experience needed to be cohesive to those core values, and that’s why it’s so important to be straight forward and true as a brand from the very beginning.

3.0 Validation Phase

Creating alignment with the offering

As a part of the process of rebranding, they restructured their offering and together we established marketable categories that where specially designed to cater to their ideal customers, properly targeting them and beyond that offering a service that provided real value to those distinct individuals, initiating an honest dialogue between company and audience.

Completing the user experience

Branded Collateral and Work Documents allowed consistency throughout all touch-points, maintaining a seamless  and cohesive communication, this elevated the experience, creating an elegant interaction with the customer.

Translating the
Eco-consciousness to web

The website is where it all comes together, in this case one of the most important touchpoint of all.
More than a portfolio page, we created a useful communication tool with designed opportunities to interact with the customer, strategically catering to their needs through the sites sections and further deepening the brand experience.

"The guys at The Goodyear Agency helped me understand my company from the core and create a brand that represents what I really want to be and how I want my business to develop."

Angie Ricart

FOUNDER / CEO
The Almos Basic Company
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