NDA Group rebrands for the Future
Rebranding
What do you think of rebranding?
You hear about it a lot, and mostly it seems like a lot of business jargon, a lick of paint, and a new logo, and a lot of eye-rolling as a result.
So, what is rebranding actually?
For us, it’s a conscious decision to realign or reaffirm our Identity, Purpose and Direction.
So, we gave a top branding agency the run of the house where over a year they interviewed us, held internal workshops, and wheedled us for information, opinions, and values.
NDA Group’s journey has been one of constant growth since our founding in 1987. As the world in general and the design industry in particular goes through major disruption, it becomes more important for NDA to rebrand so that we can boldly convey our founding values in a contemporary context.
It’s this soul searching process that inspired us to create “Imagine for Better”, a unifying slogan that guides us as we move forward and grow.
Yet, as important as it is for our peers and networks to re-understand us, it’s just as important for our staff to re-understand NDA Group.
You see, over the last 5 years we’ve grown with breakneck speed – doubling our total staff count across 4 regions, winning global design awards and reaching gender parity!
“Imagine For Better”
When our team was small it was enough to simply be around our founder to innately understand NDA, but now our operations cross multiple borders, cultures, and timezones.
Now, we must clearly delineate our culture and values, both internally and externally, in order to able to work better for our team, our clients, and for the world.
The Result
So what were the results?
Our evolution is both internal and external, as we evolve a new logo, and redefine our mission, values and vision.
Our new logo is a natural progression of our previous one and thus it retains the key frame and lightbulb elements that so symbolize NDA whilst taking on a contemporary lease of life.
Our new logo is characterized by an organic curved frame that keeps us approachable even as we grow as a corporation. This frame also has multiple meanings: a base for our designers, a project site, and a window into the future. Accordingly, the lightbulb sparks creativity whilst lighting the way for our colleagues as we create a new future.
As we come toward the conclusion of our rebranding exercise, we find ourselves even more driven to creating long-term value for all stakeholders of our projects. Stakeholders that include clients, local communities, partners, society, and you, the reader.
And ultimately it is this collectivity that empowers us to "Imagine for Better".