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.