The branding journey for Delante began with the realisation that the firm was changing: and the old brand was not a fit with the proposed new changes.
There were changes in leadership, new employees coming and others going, and a new entity being created.
As Content Marketer members, David and Karen realised very quickly that these foundational branding questions had to be decided if their marketing was going to really take off. Their website had worked for them in the past, but because the business was becoming something new, they recognised that a full branding identity was required to start the marketing process properly.
David and Karen knew that every marketing decision from this point onwards would come back to these decisions, and these questions. Who are we as a firm? What do we stand for – and what will we not stand for? How do we showcase our business personality (and our human side) to potential clients?
The first name they considered was DKA & Partners. The classic acronym made of the owners’ names, and the word partners to make it sound more official.
We suggested that it sounded like a bunch of partners sitting around in suits, and that from our understanding it wasn’t a fit with who they were – the kind of people who would jump on a Zoom call with us at 10pm their time, so they could move things forward.
Together we identified a massive list of words that reflected the new business. Following on from the theme of driving, and forward, Karen and David suggested “Delante” which is Spanish and translates to “ahead, in front”.
It was a perfect fit: so now it was time for the logo and brand to match.
We reviewed imagery. Discussed clients. Shared emails and feedback received for the firm. Talked about hobbies, things they loved to do, employees they were hiring, new premises, artwork for the offices.
We identified that every image that appealed to them had a ‘mountain’ type shape: reflecting the driven, focused purpose that was part of everything they would do for their clients.
And it all came together in the final brand: Delante.
Next up comes putting the branding into place, and a new website! Stay tuned!