Diagram’s Rebrand Better Tells Its Origin Story

Posted inBranding & Identity Design
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A family-owned business for 25 years, WSOL needed a new brand identity more representative of its story and the level of service provided to its clients.

Firebelly worked with the firm to created a new name, Diagram, and a new visual identity that’s as extensible and versatile as the business solutions it provides its clients.


A Brand New Brand for a Family-Owned Business

The Challenge
WSOL was a family-owned webshop with a giant heart and a bit of a branding problem. After 25 years of being in business, the company had grown. More people. New offerings. Bigger and better projects all the time. And a name no one knew how to say.

The Solution
Together, we workshopped a fresh brand strategy and new name. We equipped our dear client with all the tools they’d need to take ownership of their (truly wonderful) story and step boldly into their bright future. Hello world. Meet Diagram

Brand Identity:

A Collaborative Spark

After brainstorming hundreds of potential names, Diagram emerged as the clear winner. A diagram conveys information. “Its purpose is to show the simplest and most fitting solution to a problem.” Perfect for a company committed to stellar client service and efficient solutions. And it just so happened the new name had design legs for days.

Primary Logo
Emotive, connective and scalable, the new logo references the spark of innovation—the moment where collaboration and process give way to brilliance. Intersecting lines show different ideas and perspectives coming together in a strong, unified whole.

Secondary Logo
A more straightforward read on the spark and logotype keeps a strong connection while building brand awareness.

Brand Expression:

With the name and identity finalized, we got to work helping Diagram launch their new brand. The system was designed to be not only flexible but fun. Cards, notebooks, totes, an oh-so-cozy hoodie, campfire mugs, a step and repeat, even a custom beer can label done in collaboration with Solemn Oath (a Diagram client and neighbor!). This was one for the books.

Take One, Pass It On

Double-thick, uncoated, and duplexed cards gave cost-effective digital printing a chance to feel extra special. Added plus: Diagrammers felt extra special too.

Website Design:

Sprint to the Finish

We timed the new site and brand launch to coincide with an upcoming conference—smart! That gave us two months to redesign the site. Luckily, Diagram’s top-notch dev team stepped all the way up. Together, we turned sketch-level wires into a fully functional website within 9 weeks. Come launch day, we joined our dear Diagrammers at the Hotel Indigo for a most festive occasion. We hugged, we high fived and some of us cried. Another mountain scaled. Another lesson learned. The best—and only—way forward is together.

“Partnering with Firebelly for our rebranding initiative was one of the best business decisions we’ve ever made.”

“From day one, the collaborative process of discovery, ideation, and creation was a smooth and productive group effort. Firebelly’s ability to uncover and explore details about who we are and what we’re really about was a critical part of the successful outcome. Today, we finally feel like our brand truly represents us and we’re excited to introduce it to the world.”

Bill Casey
CEO, Partner

Designed by Firebelly Design ( http://firebellydesign.com/ )