{"id":11405,"date":"2017-05-12T10:49:18","date_gmt":"2017-05-12T10:49:18","guid":{"rendered":"https:\/\/blog.benchmarkemail.wpengine.com\/?p=5454"},"modified":"2022-05-24T19:48:37","modified_gmt":"2022-05-24T19:48:37","slug":"rebranding-benchmark-jornada-equipe-interna-design","status":"publish","type":"post","link":"https:\/\/www.benchmarkemail.com\/br\/blog\/rebranding-benchmark-jornada-equipe-interna-design\/","title":{"rendered":"Rebranding Benchmark: A Jornada de nossa Equipe interna de Design"},"content":{"rendered":"<p>Vamos voltar um pouco:<\/p>\n<p>A Benchmark come\u00e7ou l\u00e1 em 2004 como um servi\u00e7o de email marketing que era f\u00e1cil de usar\u00a0e acess\u00edvel a qualquer um \u00a0que tinha a esperan\u00e7a de crescer seus neg\u00f3cios.<\/p>\n<p>Desde ent\u00e3o, a companhia tem passado por mudan\u00e7as significativas que resultaram na necessidade de nos reidentificarmos ao longo dos anos. Isto tem sido visto atrav\u00e9s de mudan\u00e7as em nosso logo e marca, como um esfor\u00e7o para igualar nossa identidade vers\u00e1til.<\/p>\n<p>inclusive reflete o porqu\u00ea de termos alguns logos diferentes pelos anos, com o intuito de nos adequar \u00e0 nossa identidade inst\u00e1vel.<\/p>\n<p>then, the company has experienced significant changes resulting in the need to reidentify who we are over the years. This has been reflected in cycling through a few different logos and rebrands in an effort to match our shifting identity.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-transparent ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">\u00cdndice<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.benchmarkemail.com\/br\/blog\/rebranding-benchmark-jornada-equipe-interna-design\/#Nosso_Desafio\" >Nosso Desafio<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.benchmarkemail.com\/br\/blog\/rebranding-benchmark-jornada-equipe-interna-design\/#How_Do_You_Rebrand_a_Company_Anyway\" >How Do You Rebrand a Company Anyway?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.benchmarkemail.com\/br\/blog\/rebranding-benchmark-jornada-equipe-interna-design\/#Finding_Our_Company_Identity\" >Finding Our Company Identity<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.benchmarkemail.com\/br\/blog\/rebranding-benchmark-jornada-equipe-interna-design\/#Step_1_%E2%80%93_Define_the_Attributes\" >Step 1 &#8211; Define the Attributes<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.benchmarkemail.com\/br\/blog\/rebranding-benchmark-jornada-equipe-interna-design\/#Step_2_%E2%80%93_Draft_Out_All_Ideas\" >Step 2 &#8211; Draft Out All Ideas<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.benchmarkemail.com\/br\/blog\/rebranding-benchmark-jornada-equipe-interna-design\/#Step_3_%E2%80%93_Exercise_and_Iterate\" >Step 3 &#8211; Exercise and Iterate<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.benchmarkemail.com\/br\/blog\/rebranding-benchmark-jornada-equipe-interna-design\/#Step_4_%E2%80%93_Deciding_on_a_Direction\" >Step 4 &#8211; Deciding on a Direction<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.benchmarkemail.com\/br\/blog\/rebranding-benchmark-jornada-equipe-interna-design\/#Step_5_%E2%80%93_Iterate_Until_Its_Right\" >Step 5 &#8211; Iterate Until It\u2019s Right<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.benchmarkemail.com\/br\/blog\/rebranding-benchmark-jornada-equipe-interna-design\/#Step_6_%E2%80%93_Logotype_and_Typography\" >Step 6 &#8211; Logotype and Typography<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/www.benchmarkemail.com\/br\/blog\/rebranding-benchmark-jornada-equipe-interna-design\/#Step_7_%E2%80%93_Identity_System_and_Continuous_Improvement\" >Step 7 &#8211; Identity System and Continuous Improvement<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/www.benchmarkemail.com\/br\/blog\/rebranding-benchmark-jornada-equipe-interna-design\/#Our_Team\" >Our Team<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/www.benchmarkemail.com\/br\/blog\/rebranding-benchmark-jornada-equipe-interna-design\/#How_About_You\" >How About You?<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Nosso_Desafio\"><\/span><b>Nosso Desafio<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>&nbsp;<\/p>\n<p>The product and design growth that we have experienced often happened out of necessity and somewhat unexpectedly. As a small company, time and resources are minimal and we have had to do our best within the reality of those limitations. We were able to maintain a fairly consistent identity. However, we lacked the opportunity to create a brand that fully embodied who Benchmark is and the direction that we are going. As the design team, this often left us in an awkward and unclear space, making it difficult to have excitement and ownership of our identity as the company continued.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"fullwidth alignnone wp-image-5332 size-full\" src=\"https:\/\/www.benchmarkemail.com\/br\/wp-content\/uploads\/sites\/6\/2020\/02\/Retrospect.jpg\" alt=\"Brand Retrospective\" width=\"1800\" height=\"1100\" \/><\/p>\n<p>It was time for a change. It was the time that as a company we had something that could scale and something that could perform.<\/p>\n<p>One of the most fundamental parts of a brand identity has to do with the logo. This presented the first, and greatest, challenge. Our old logo had some major weaknesses. It consisted simply of our name written in a script typeface without a correlating mark.\u00a0 When using our logo in small spaces, we did not have a mark or small version of the logo that functioned well.\u00a0 We often ended up using the \u2018B\u2019 of \u2018Benchmark\u2019 for those situations, which was less than ideal.<\/p>\n<p>Another challenge was our primary brand color. As a dark navy blue, our brand looked far too similar to numerous other corporate enterprise software companies. Along with a generalized name like Benchmark, correlating to the mainstream tech market, there was a need to create a new brand identity that would stand out and demand attention.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"How_Do_You_Rebrand_a_Company_Anyway\"><\/span><b>How Do You Rebrand a Company Anyway?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>When we began the process of creating a brand identity, we had no idea what we were doing. Identifying the challenges above was only one small step in the task before us, and we realized we had more questions than answers.<\/p>\n<p>How do you rebrand a company with offices in nine different countries and nine different languages? Where do you even start? Our small in-house design team sure as hell didn&#8217;t know. We searched for every rebrand we could find on the internet, trying to dissect blog posts looking for any hints of how the process could work. Many companies that shared about their rebrands often mentioned only bits and pieces of the process. It was rare to find anyone that detailed each of the steps, but for those that did, we were extremely grateful. We also found a couple of books including <a href=\"https:\/\/www.amazon.com\/Designing-Brand-Identity-Essential-Branding\/dp\/1118099206\/ref=pd_lpo_sbs_14_t_0?_encoding=UTF8&amp;psc=1&amp;refRID=KEHM1EM52E7G8QW1QNQN\" class=\"external\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"><i>Designing Brand Identity<\/i><\/a>\u00a0and <a href=\"https:\/\/www.amazon.com\/Design-Matters-Essential-Primer-Brochures-Portfolios\/dp\/1592537383\" class=\"external\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"><i>Design Matters<\/i><\/a>\u00a0that guided our journey.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"fullwidth alignnone wp-image-5336 size-full\" src=\"https:\/\/www.benchmarkemail.com\/br\/wp-content\/uploads\/sites\/6\/2020\/02\/Desert-Working.jpg\" alt=\"\" width=\"1800\" height=\"973\" \/><\/p>\n<p>For companies that willingly shared about their rebrand, it seemed that each one we found had a very different process. Some of the companies with greater resources utilized outside agencies to take on the rebranding task, not surprisingly creating stellar results. It became evident that there are many ways to rebrand, and we had to choose a way that was best for our company. Since our design team knew the uniqueness of Benchmark, understanding its quirks and functions, we felt the creative freedom to choose a path for rebranding that reflected our individualism.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Finding_Our_Company_Identity\"><\/span><b>Finding Our Company Identity<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The initial Benchmark identity was conceptualized organically, without much thought or intentionality behind it. As the company shifted and grew, it became clear that having an identity with a purpose was a necessity in order to continue succeeding in a competitive and quickly changing market.<\/p>\n<p>2016 was the year that marked large scale changes for our company and its identity development. As a whole, Benchmark dug deep to figure out exactly who we are, who we want to be and where we fit with the rest of the enterprise software world. This could not have been better timing for our design team as we began to take on the rebrand.<\/p>\n<p>Determining how to encompass the complexity of holding to our roots, while also having a better definition, required an assessment of the Benchmark of old and the Benchmark that was to be. This happened in a few different ways and contributed to the creation of our brand brief that we worked on with Curt and Denise Keller, the owners of Benchmark.<\/p>\n<p>Our CEO, Curt, chose the word \u2018Benchmark\u2019 and a navy blue back in 2004, from a desire to be a company that appeared corporate and professional. Curt has always had big dreams for Benchmark and envisioned it being a standard in the industry. The hope was that the company would be the rock, or benchmark, by which our clients would evaluate email marketing. The dream of Benchmark was still foundational, whereas the colors could use adjustment.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"fullwidth alignnone wp-image-5334 size-full\" src=\"https:\/\/www.benchmarkemail.com\/br\/wp-content\/uploads\/sites\/6\/2020\/02\/Meeting.jpg\" alt=\"Team Meeting\" width=\"1800\" height=\"689\" \/><\/p>\n<p>Curt and Denise are very down to earth and practical. They have created an incredible company culture that is comfortable, casual and feels like a family. We love extending those same feelings and values to our customers through our products, and knew that this was vital to include in the rebrand.<\/p>\n<p>To evaluate our trajectory, including customer base and products, diverse teams were formed within the company. Using books like <a href=\"https:\/\/www.amazon.com\/Traction-Get-Grip-Your-Business\/dp\/1936661837\/ref=sr_1_1?s=books&amp;ie=UTF8&amp;qid=1494632110&amp;sr=1-1&amp;keywords=traction+book\" class=\"external\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"><em>Traction<\/em><\/a>, <a href=\"https:\/\/www.amazon.com\/dp\/B00O5RR7QO\/ref=dp-kindle-redirect?_encoding=UTF8&amp;btkr=1\" class=\"external\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"><em>Scaling Up<\/em><\/a>, <a href=\"https:\/\/www.amazon.com\/Inside-Advantage-Strategy-Unlocks-Business-ebook\/dp\/B009E71ZO0\/ref=sr_1_1?ie=UTF8&amp;qid=1494632162&amp;sr=8-1&amp;keywords=inside+advantage\" class=\"external\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"><em>Inside Advantage<\/em><\/a> and <a href=\"https:\/\/www.amazon.com\/Second-Lean-People-Build-Culture-ebook\/dp\/B01M0R2LQG\/ref=sr_1_1?ie=UTF8&amp;qid=1494632182&amp;sr=8-1&amp;keywords=2+second+lean\" class=\"external\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"><em>2-Second Lean<\/em><\/a>, people on the teams helped to give input and perspective in defining the new company identity, and guiding the rebranding process.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Step_1_%E2%80%93_Define_the_Attributes\"><\/span><b>Step 1 &#8211; Define the Attributes<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Based on our conversations with the owners and the strong themes that emerged, we set out to define our brand attributes. The most obvious themes were that Benchmark is powerful and professional while simultaneously being friendly, approachable, and practical. That balance is our sweet spot.<\/p>\n<p>To coincide with these themes, we created a list of attributes, which would be a crucial part of the rebranding process. This list of attributes became the foundation for our visual ideas and was the system with which we ranked ideas and made decisions. No matter how great a concept was, if it failed to communicate the attributes of the company to our design team then inevitably it would fail to communicate our brand.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"fullwidth wp-image-5320 size-full aligncenter\" src=\"https:\/\/www.benchmarkemail.com\/br\/wp-content\/uploads\/sites\/6\/2020\/02\/mindmap.jpg\" alt=\"Mindmap\" width=\"1381\" height=\"765\" \/><\/p>\n<p>To formulate our list of attributes, our design team did a word association exercise. We placed words from the brand brief in the center of giant posters, filling each one with any words that correlated with the one in the middle. We ended up with hundreds of words. We then highlighted all of the words that stuck out as strong attributes and had potential to give us visual ideas for the brand. From all of the highlighted words, we were able to narrow down to a final short list of attributes.<\/p>\n<h2><\/h2>\n<h2><img loading=\"lazy\" decoding=\"async\" class=\"fullwidth wp-image-5323 size-full alignnone\" src=\"https:\/\/www.benchmarkemail.com\/br\/wp-content\/uploads\/sites\/6\/2020\/02\/quickdraft.jpg\" alt=\"\" width=\"1900\" height=\"860\" \/><\/h2>\n<h2><span class=\"ez-toc-section\" id=\"Step_2_%E2%80%93_Draft_Out_All_Ideas\"><\/span><b>Step 2 &#8211; Draft Out All Ideas<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>From the list of visual attributes, we did quick sketch sessions of our raw ideas. This was by no means a visually stunning exercise, but it was extremely helpful to start the development of the logo mark. As we did this, we started to see strong visual themes emerge, some of which would end up being in the mix until the very end of the process.<\/p>\n<p>After flushing out some broad concepts, we honed in for some smaller sketches on the logo mark. To do this, we did an exercise where we created visual metaphor matrices, which helped us generate ideas by combing words on a matrix. We listed our attributes individually on one axis and then had simple words on the other axis. In trying to compare the combination of two of the words, it pushed us to come up with more ideas.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"fullwidth alignnone wp-image-5339 size-full\" src=\"https:\/\/www.benchmarkemail.com\/br\/wp-content\/uploads\/sites\/6\/2020\/02\/Matrix-1.jpg\" alt=\"\" width=\"1800\" height=\"2433\" \/><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Step_3_%E2%80%93_Exercise_and_Iterate\"><\/span><b>Step 3 &#8211; Exercise and Iterate<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>As the process continued, we went through hundreds of concepts. One thing we definitely learned is that we must iterate and be open to new exercises to keep moving and creating. Time after time, we found ourselves feeling as if we had no ideas left, but also recognizing that what we had generated so far was not yet right. Whenever we were stuck, we would try more exercises to keep pushing things further.<\/p>\n<h2><img loading=\"lazy\" decoding=\"async\" class=\"fullwidth alignnone wp-image-5344 size-full\" src=\"https:\/\/www.benchmarkemail.com\/br\/wp-content\/uploads\/sites\/6\/2020\/02\/DraftingCompilation.jpg\" alt=\"\" width=\"1800\" height=\"1360\" \/><\/h2>\n<h2><span class=\"ez-toc-section\" id=\"Step_4_%E2%80%93_Deciding_on_a_Direction\"><\/span><b>Step 4 &#8211; Deciding on a Direction<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>When we felt confident that all of the ideas had been explored, it was time to make the tough decision on the final direction of the logo mark. This was one of the most difficult moments in the process. We had a handful of logos that felt exciting to take to take to the next level. We also knew that we didn\u2019t want to settle and desired to select something that would leave a lasting impression as a representation of the company.<\/p>\n<p>Ultimately, it came down to which one encompassed the most attributes. As a team, we selected our top picks, then did a silent vote and discussed the results. It was a relief to get past that stage and onto the next.<\/p>\n<h2><img loading=\"lazy\" decoding=\"async\" class=\"fullwidth alignnone wp-image-5343 size-full\" src=\"https:\/\/www.benchmarkemail.com\/br\/wp-content\/uploads\/sites\/6\/2020\/02\/Decision.jpg\" alt=\"\" width=\"1800\" height=\"1656\" \/><\/h2>\n<h2><span class=\"ez-toc-section\" id=\"Step_5_%E2%80%93_Iterate_Until_Its_Right\"><\/span><b>Step 5 &#8211; Iterate Until It\u2019s Right<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>There was still much more work to do even after selecting the final direction. We continued to draft versions of the logo mark by doing exercises on both paper and in Adobe Illustrator.<\/p>\n<p>There reached a point after numerous iterations where we knew that we were close, but for some reason were having trouble finalizing the concept. Our team kept making attempts, creating and doing exercises, but nothing felt quite right. Finally, Kristen, one of our designers, started to see something happening in an old treatment of the logo from a previous exercise. As she had us gather around the mark that we had been adjusting for awhile, she began to explain what she was seeing, and as we listened, everything clicked into place.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"fullwidth alignnone wp-image-5342 size-full\" src=\"https:\/\/www.benchmarkemail.com\/br\/wp-content\/uploads\/sites\/6\/2020\/02\/Iterate.jpg\" alt=\"\" width=\"1800\" height=\"2518\" \/><\/p>\n<p>The center of the mark was where the magic was happening. It was about growth and transformation, about never being the same again and continuous improvement. Lines were moving forward from the left to the right, intersecting and communicating with the negative space. Once the lines pass through the center, they change position and continue to grow. This reflected not only our company story but the story we wished for our customers. Our new logo contained all of our attributes and then even a little bit more.<\/p>\n<h2><\/h2>\n<h2><span class=\"ez-toc-section\" id=\"Step_6_%E2%80%93_Logotype_and_Typography\"><\/span><b>Step 6 &#8211; Logotype and Typography<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>For the logotype and typography, we decided to use a sans serif. Whenever we saw \u2018Benchmark\u2019 written in serif, it felt too serious and didn\u2019t fit our attributes as well.<\/p>\n<p>After trying hundreds of sans serifs, we landed on a beautiful typeface from Luzi Type called Buenos Aires that paired beautifully with our finalized mark. Thinner weight sans serifs felt too weak to hold our company name, and heavier weights were too overpowering. We also wanted a typeface that was solid but still felt approachable and friendly.<\/p>\n<p>Interestingly enough, Luzi Type had another sans serif that we loved called Messina, which ended up being our main typeface apart from the logo.<\/p>\n<h2><\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"fullwidth alignnone wp-image-5354 size-full\" src=\"https:\/\/www.benchmarkemail.com\/br\/wp-content\/uploads\/sites\/6\/2020\/02\/Logo-Application-1.jpg\" alt=\"\" width=\"1800\" height=\"1808\" \/><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Step_7_%E2%80%93_Identity_System_and_Continuous_Improvement\"><\/span><b>Step 7 &#8211; Identity System and Continuous Improvement<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Our design team is still in the beginning stages of creating our identity system and has started exploring ways to incorporate this motif into developing products. The hope is that the new motif translates growth, transformation and communication as it is implemented into the redesign of our application and our new CRM product that Benchmark is currently pre-releasing to a select group of users.<\/p>\n<p>You can continue to join us in our rebranding journey by subscribing to these posts and read stories on how we are learning to improve.<\/p>\n<h2><img loading=\"lazy\" decoding=\"async\" class=\"fullwidth alignnone wp-image-5353 size-full\" src=\"https:\/\/www.benchmarkemail.com\/br\/wp-content\/uploads\/sites\/6\/2020\/02\/Design-System-1.jpg\" alt=\"\" width=\"1800\" height=\"1867\" \/><\/h2>\n<h2><span class=\"ez-toc-section\" id=\"Our_Team\"><\/span><b>Our Team<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>A sincere thank you from all of us on the Benchmark brand team for taking the time to read about our labor of love.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-5367\" src=\"https:\/\/www.benchmarkemail.com\/br\/wp-content\/uploads\/sites\/6\/2020\/02\/Team.jpg\" alt=\"\" width=\"1800\" height=\"700\" \/><\/p>\n<h2><span class=\"ez-toc-section\" id=\"How_About_You\"><\/span><b>How About You?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>This was a really intense, but incredible process for our design team. There were many things that we learned from it, and looking back, we wish that we would have had more resources and guidance to help us not feel so alone on the journey. Our hope in sharing our process through this blog post is that it provides encouragement and offers direction to other designers embarking on a company rebrand.<\/p>\n<p>If you have questions, would like more resources, or have stories of your own rebrand, we would love to hear from you in the comments below or on social media!<\/p>\n<p>&#8211; Are you currently working on a brand or rebrand project? What is it?<\/p>\n<p>&#8211; Share your process! However simple or complex, it really helps others.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Vamos voltar um pouco: A Benchmark come\u00e7ou l\u00e1 em 2004 como um servi\u00e7o de email marketing que era f\u00e1cil de usar\u00a0e acess\u00edvel a qualquer um \u00a0que tinha a esperan\u00e7a de crescer seus neg\u00f3cios. Desde ent\u00e3o, a companhia tem passado por mudan\u00e7as significativas que resultaram na necessidade de nos reidentificarmos ao longo dos anos. 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