We needed to evolve the SEOmoz brand into something that was less synonymous with SEO and had a much broader reach. SEOmoz was limiting in that we wanted to branch out into a broader search marketing industry. We decided to produce a new brand and move forward with the production of a new logo and brand standards.
I was the Creative Director for MOZ and was the main individual contributor for the rebrand project at the time. I collaborated with another design on the project as well. We worked together to champion the new MOZ logo and brand standards.
We had one main artifact that needed to be brought over and this was our mascot Roger Mozbot. We were able to use him as a tentpole to build a lot of the brand around. Using Roger as a support for the rest of the rebrand helped us align all of our decisions.
I was able to work closely with the product and marketing teams to drive the creation of the new brand standards. There was also a fair amount of collaboration that took place with our customers as well. This customer voice helped us ensure that we were pointed in the right direction.
The challenge was to take a brand that was already well received and turn it into something that was going to be well received by our customers. We worked closely with the marketing team and our customers to ensure success from the beginning. We were able to do competitive research with the marketing team to determine our place among the other competing products. This helped us ensure that we would stand out and also not be white noise when viewed alongside others.
We had one main artifact that needed to be brought over and this was our mascot Roger Mozbot. We were able to use him as a tentpole to build a lot of the brand around. Using Roger as a support for the rest of the rebrand helped us align all of our decisions. Here is our vinyl Roger figure that we built in collaboration with Happy Worker Toys.
We had the ability to start moving other assets forward once the Moz brand standards were set.
We learned several things from the creation of the new brand. We learned that not only was collaboration with the internal teams important, but also feedback from key outside resources. I also learned the importance of planning out the implementation of the brand guide while it was in development. Choices of fonts and color palettes had wide spread effect since we had an existing product.
