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Rebranded

With growth comes change. And lord knows that over the past five years Mojo Solo has gone through some serious change. From humble beginnings as a small company run by one guy with a vision for what could be, we have since transformed into a growing company of more than a dozen insightful, strategic and creative thinkers and problem solvers.

Along the way it has become incredibly clear that we have become remarkably well-versed in the area of business to employee communication and engagement. This evolution of both size and philosphy lead us to the realization that we need to positon and brand ourselves as such. And so we felt that it was time to give ourselves a little brand refresh to accompany our newly proclaimed area of expertise.

So how does one go about rebranding themselves? Well it’s a bit tricky. One of the challenges of rebranding any company‚ especially a entrepenuerial one like ours‚ is separating the historical and emotional connection that many people have to the present brand from the desired brand image. This becomes especially complicated when the people doing the work also have a vested interest in the company’s brand image. We had to create a model for working that would better reflect a healthy client working relationship. This first started by assigning key players in the organization a role in the process based on one of two groups: client or agency. We then divided the respoinsibilities amonst each player based on their assigned role. From there we sat down together (client and agency) and defined what the desired outcome would be for the new brand. This creative framework gave us not only a starting point for creative exploration but would later serve as the litmus test for guaging the effectiviness of potential directions. The list of key attributes and desired outcomes can be sumarized in the following key statements:


As a part of our process, it was important that the creative team responsible for the new brand be able to work on their ideas free from the influence of those on the client side. This meant that many of the rounds of revisions and directions took place in meetings prior to presentation and rationale was shared with those on the client side of the project. Much of this early thinking was done in sketch form as the agency side of the project discussed ways that the brand could evolve visually to reflect a trusted and stable brand while at the same time holding onto those elements of Mojo Solo that have become synonymous with how we do business. After several internal meetings and various rounds of revisions, two very clear and distinct looks began to evolve. The first placed a high level of importance on our ability to help businesses and employees connect with one another through a series of dots and lines that would be animated to symbolize various connections and interactions. The second design approach paid homage to the historical pants logo that represented Mojo Solo for the previous five years working to create the form of an M while at the same time symbolizing the alignment of company and employee.

Branding Decisions don’t come easy. The first presentation lead to a series of small revisions in detail and direction before a second and final presentation would take place. This second presentation was followed by a rather long period of waiting…

and waiting…

and waiting…

(Yeah, those are crickets you’re hearing.)

Finally the client side had settled on a direction. Although drawn in by the background story of the first option with its potential for dynamic animations, symbolic of how Mojo Solo helps businesses and employees connect and relate, it was the strength and identifiable nature of the second option that won the day.

And so here it makes its first public appearance‚ the new Mojo Solo brand.


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