GNU Group (Lafayette, Calif.) recently rebranded Taylor Teter Partnership when one of the named partners left the firm. “It’s not as simple as a new name and logo,” explains Dickson Keyser, GNU’s Director of Design. “It’s an opportunity to take stock of all aspects of how a firm delivers its promise to clients."
GNU conducted surveys of staff and clients, and provided a critical assessment of the results that led to a new name, visual identity, and positioning of the new brand. “GNU Group’s process for taking us through our name change and new name was especially effective at building consensus and aligning all of our people with a strategic branding direction.” explains Glen Teter. “The results have positively repositioned our practice for now and the future.”