Bold name. Fresh start.

What happens when you and a competitor in your category share a brand name? And that competitor, who’s been in the industry longer than you have, confronts the trademark conflict? If you’re the founder of Grapevine Sales Recruiting, a firm specializing in the building products, construction and home improvement industries – you rebrand and come out stronger and better than ever.

It’s never pleasant to deal with a trademark dispute, and in an industry like recruiting, there are thousands of firms both large and small that leverage the same names for their businesses. That’s why in a crowded field, it’s even more important to not only own your name and secure your trademark – but be memorable as well.

Our team helped Grapevine take a good look at themselves and their competition. We worked with them to not only rename their business, but better define what makes them unique and create a polished brand image to match.

Brand Platform and Name

Brand strategy sets the tone and defines the character of a brand, providing guidance for creation of its visual expression. In two short sessions, we arrived at an approved brand platform and were ready to create their new brand system, starting with a new name.

Strategy sets the tone and defines the character of the brand.

After presenting several name candidates with rationale, we had a clear winner. A full legal review assured leadership they could proceed confidently to secure their trademark. The new name, BRIX, has a bold, memorable sound and a highly visual look. It connects the firm to their construction industry specialization, but doesn’t tie them to it. Even better? The entire client team loved it.

Brand Concepts

With the name settled, our brand concepts and mood boards helped the BRIX team identify an authentic style that was true to their brand personality. Those visual elements would also help them stand out from their competition.

Brand Identity

A bold brand identity along with consistent rules for application across media helps BRIX build greater audience recognition.

A bold brand identity with consistent rules for application builds audience recognition.

And a fresh take on the entire brand system gave BRIX a complete toolkit to polish their image and consistently manage their brand.

The BRIX brand identity system establishes a unique visual style for the brand to set them apart in their market.

The result? The BRIX team has a bold new brand that matches their entrepreneurial drive and moxie, and beyond that, makes them proud. They’ve dramatically invigorated their marketing presence and positioned themselves for growth as a diligent, proactive and talented expert in the field.