The Challenge

The Whale Hunters was expanding and needed an updated brand identity to signify this change. Sitewire was responsible for not only helping the new brand reach a wider audience, but also to appeal to The Whale Hunters’ traditional users. A seamless integration needed to take place, distinguishing The Whale Hunters from similar strategic executive-education companies, while maintaining the successful and interactive model of business coaching that the company had become known for. The Whale Hunters needed help establishing their presence, to be known as the ideal business coaching source.

The Approach

The core to Sitewire’s approach stemmed from one of The Whale Hunters’ key tenets: approach business coaching with interaction and community. It was this collaborative mindset that sent Sitewire in the right direction.

The genesis of the new corporate logo started with a whale’s tail, an obvious nod to the brand name and the original book the company was based on. The tail was constructed out of many smaller parts, circles contributing to the whole. The smaller circles overlapped and interacted, much like the individuals who take part in The Whale Hunters’ organization. The metaphor of “whale hunting” (landing “whale” accounts) also worked well with this symbol of teamwork and collaboration.

With this new corporate symbol acting as a springboard, the remaining business collateral was created. The design was clean, accessible, open and uncomplicated. Colors were contemporized, infographics and illustrations were infused with the new brand character, and social property branding was brought into alignment.

The Result

This complete rebrand provided a level of cohesion and solid identity that The Whale Hunters had not yet seen. With equitable brand voice and imagery working to maintain consistency across all channels and platforms, The Whale Hunters was able to position themselves as the strategic executive-education company in the space – and they had the look to back it up.