This case study is based upon a rebrand project which involve creating a new look for Beachwood Integrated Equine Therapy. This new look includes a new logo, merchandise designs, and a brochure. The goal of this rebrand was to breathe new life into the business/brand. Beachwood’s mission is important and I strived to make that shine with the rebrand.

Who is Beachwood?

Beachwood is unique in their field. They use Integrative Equine Therapy (IET) for anxiety, trauma, and other stress-related illness. With this protocol developed by Lynne Bryan Phipps, clients achieve greater success in a shorter period of time with IET than with conventional therapies, in many cases where previous approaches have failed.

The Problem

Beachwood was in need of a new image. One that conveys what their brand is about. When I looked at their logo, I felt it could be stronger. They did not have a lot of merchandise, nor a brochure that they could hand out to potential new clients. 

S.W.O.T. Analysis

Strengths

  • Website (translates to devices well)
  • Present through social media
  • Unique value proposition
  • Strong/Interesting blog post top
  • Strong relationships with clients

Weaknesses

  • Logo lack powerful imagery
  • Not listed on Google Business
  • Location is not clearly listed anywhere
  • No brochure
  • Not much merchandise for clients to wear

Opportunities

  • Social media could use more scheduled posts
  • Present through social media
  • Unique value proposition
  • Strong/Interesting blog post top
  • Strong relationships with clients

Threats

  • A lot of equine therapy businesses in Rhode Island
  • Some may not know how Beachwood’s Integrated Equine Therapy differs from equine therapy.

Logo Redesign

Before:

After:

As you can see above, the new logo designed provides a new sense of imagery. I felt that I accomplished my goal of creating a piece that demonstrates the brand message. I really liked their shade of green because after doing research, this color conveys a sense of therapy, healing, and compassion which aligns with their brand very well. I was trying keep the aspects of the old logo with a new fresh take. This new take shows the connection between the horse and woman.

This new logo opens doorways for merchandise opportunities and ways to be creative by using aspects of the new logo.

Merchandise

Brochure

Conclusion

I felt that this rebrand went successfully. I want to see Beachwood succeed with their powerful business proposition that is meant to help people. By doing a S.W.O.T. Analysis, I was able to find areas that the company was strong in and what opportunities could take to improve upon the weaknesses. This new captivating logo opens up avenues to push merchandise, new stationery, and more. The goal was to give the brand a new image but keep their message the same. I feel that I achieved that goal in this rebrand.