BRILLIA
A brighter brand for
a bolder vision
A brighter brand
for a bolder vision
Spiritwell began as a boutique agency focused on wellness retreats and evolved into a sophisticated company delivering high-touch corporate events and executive communications coaching. Although the business had evolved, the brand had not, becoming an obstacle to growth. Solid developed a new positioning, name, and visual identity to reflect the company’s new trajectory. Enter Brillia.
CHALLENGE
Spiritwell started as a boutique agency focusing on wellness retreats. Over time, the firm grew to produce sophisticated corporate events that ranged from intimate executive gatherings to large scale customer facing conferences. As it’s business objectives changed, it became obvious that the Spiritwell name, identity and positioning were no longer relevant to the company’s target audiences or aligned with the company’s trajectory. In fact, the brand had become an obstacle to success.Â
SOLUTION
We worked closely with Libby Weathers, the company’s founder to understand the business objectives and the challenges she was facing. Next, we solicited feedback and perspectives from Spiritwell’s clients, then conducted an audit of the competitive landscape to look for differentiation opportunities. Everything we learned confirmed that Spiritwell needed to completely reinvent its brand to better serve the company’s business goals. So, we worked on a new name, new messaging and a fresh new identity. Below is a list of the various components of the rebrand program.
DELIVERABLES
RESULTS
We changed the name to Brillia, designed a new brand identity and crafted a thoughtful positioning strategy. The rebrand is radically changing the perception of existing clients which is enabling the company to grow those relationships by providing an expanded set of services. At the same time the brand marketing initiatives are creating new and exciting business opportunities with companies that would not have considered Spiritwell as a resource for their events, yet are considering Brillia for corporate gatherings ranging from intimate executive retreats to large scale customer conferences. We’ll share specific datapoints as soon as they become available.
BRAND STRATEGY
The foundation for successful brand building
Ensuring that the brand strategy aligns with the business objectives and the brand expression is absolutely crucial. Years ago we would develop the strategy first and make sure that it was approved by the executive team, before starting the design process. These days, to streamline workflows and expedite the process, we often work on both strategy and creative at the same time. We find that design ideas can influence the way that the strategy is articulated. Also, wthsi approach enables decision makers to literally see the strategy come to life. Here’s a glimpse at the brand purpose and positioning for Brillia – both of which informed the design of the brand identity
BRAND DESIGN
The brand becomes a spark of energy
FROM SPIRITWELL TO BRILLIA
Naming is perhaps one of the most demanding elements of a branding project. Arriving at the final name involves exploring and evaluating a substantial number of options and directions, then we evaluate the storytelling potential and we make sure that there are no unintentional negative meanings in different languages, and finally we run it through legal compliance to avoid infringement issues. After doing all of this, we agreed to change the name from Spiritwell to Brillia – and the client could not be more pleased. While the name brevity was part of the consideration set, we fell in love with Brillia because the name suggests exceptionally well the qualities we wanted to evoke, such as energy, clarity, optimism, intelligence and innovative thinking.
AN ICON THAT SPARKS THE IMAGINATION
Brillia is a great name for storytelling but it also lended itself to a wide variety of visual interpretations. Ultimately, our designers crafted a very simple logo behind which they built a great deal of meaning. Reminiscent of a star or sun, the logo immediately evokes the notion of brilliance. At the same time, the lines converging towards a center point can suggest the concept of gathering – which is a nod to the company’s focus on meetings and conferences.Â
BRAND MARKETING
Building awareness, establishing differentiation
and driving preference
To help Brillia grow we crafted a comprehensive go-to-market plan to increase awareness, establish clear differentiation, create interest and inspire preference over the alternatives. Next, we produced a full suite of sales and marketing enablement tools that included a new website, social media and email campaigns, sales presentations, lead magnet programs, promotional merchandise, and much more.
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With deep experience across technology and enterprise brands, we develop positioning strategies, messaging frameworks, and identity systems. Let’s discuss how to evolve your brand so that it is relevant, differentiated, and ready for growth in today’s hyper-competitive landscape.
