The Process

After a decade of growth, Everyday People approached me to lead a brand refresh that would better reflect the business as it stands today. The ambition was to evolve the brand into something more confident and considered, one that truly embodies the founder’s expertise, credibility, and the depth of work delivered over the years.

We began by revisiting the strategic foundations of the brand, refining its values, vision, and positioning. Together, we developed a new tagline to articulate a clearer and more compelling narrative. Alongside this, I conducted a competitive landscape analysis to understand how similar organisations present themselves visually and verbally. This allowed us to identify patterns and commonalities within the category, and more importantly, opportunities to differentiate.

The focus was to move away from expected visual tropes and instead build a distinctive identity rooted in Everyday People’s unique perspective and personality. We defined a set of core brand attributes to guide the creative direction, ensuring consistency and clarity across all touch-points.

From this strategic groundwork, I developed three creative routes, each expressing a different facet of the brand’s personality and potential future direction, allowing us to explore and align on the most authentic and impactful expression of the brand.