Experiments in rebranding - The What and Why


We recently decided to redo our branding following certain steps to arrive at brand guidelines. As Saeloun grows, we’ve been creating many branding and press materials, which has evolved past the website and blog designs.

While we do, we are trying to document our process, the challenges we faced and what decisions we took along the way. This is going to be a series of articles about this process and learnings.

Why did we decide to rebrand?

When Saeloun was founded in early 2019, the team took inspiration from words from different languages that meant ‘fresh’ or ‘new’ and finally decided to go with the Korean word ‘Saeloun’.

Sojan graciously created our first logo, also helped us with the first version of the website!

After I joined Saeloun in Sep 2021, I was tasked with redesigning our website. The existing website was quite good visually, but the primary reason for the redesign was that it was not appealing to the right target audiences - potential employees.

We wanted to attract good talent through our website and hence wanted an impactful website that communicated our story loud and clear. Besides, it was not updated for more than two years and needed a refresh.

To design a website, there must be some underlying visual elements which shape the theme of the entire website and make all parts of it look consistent and cohesive. Usually, these are derived from the brand guidelines. But we did not have any brand guidelines (or at least documented) yet so we decided to go ahead and come up with the brand elements first before redesigning the website.

Apart from this, a strong brand identity would ensure that our brand is consistent across all touchpoints and gets registered into the minds of our audiences. It would help us cut through the noise and stand out above the competition.

Photo by Brands&People on Unsplash

So that’s how our rebranding story starts. Keep reading to learn how we conducted a virtual brand sprint to understand our brand identity in the next blog. 🏃🏾‍♂️

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