Mission, Vision & Values
Rebranding the entire Mirror team we started developing a new mission, vision and setting our goals. These things are the basis of any brand identity. During the elaboration of this, it quickly became apparent that customers are the epicenter for us. They should always be central to us. What is even more important here is the path they have to take to get to their ultimate goal: the customer journey.
Table of Contents
ToggleWith these pillars in mind, we formed our new mission, vision and purpose:
- Vision: We want to become full journey customer experience experts
- Mission: By offering experienced consultants that can help you grow from the first touchpoint (marketing) to the last (operations)
- Purpose: Because we believe that a frictionless journey is a continuous thing
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Two teams, 1 fire
With a view to the new vision, vision and purpose, we came to the conclusion that the name “Mirror” actually no longer fit into that story. We started brainstorming and soon words came up such as frictionless, flawless, easy, peace of mind, … To eventually unanimously fall on the word Smooth.
The name Smooth was born, and we all agreed with our customer centric vision. However, there was one more element that had to be incorporated into our branding: Uniting our two different teams under one brand: the marketing team and the operations team.
Our marketing team represents the route to the website, the operations team for the route to the website. Both teams are very different, but we can’t do without each other. Our customers often need both. This also had to be strongly emphasized in the rebranding: 1 smooth transition between marketing and operations. A smooth customer journey for both end customers and our own customers.
Elaboration of the house style: Sistering with Sidekick
We had our name, mission, vision and values, only the visual elaboration was missing. We called on our sister company Sidekick for this expertise. Sidekick specializes in branding and communication and is therefore the ideal partner for us to develop our new brand.
Brand identity: From idea to concept
To map out our brand identity, Sidekick organized a number of workshops with us. The purpose of these workshops is to understand the brand and the customer well.
- Brand Presentation: We presented our mission, vision and values to give Sidekick a sense of where we want to go with Smooth.
- Brand Identity exercise: This exercise takes a closer look at our core values. What does Smooth really stand for? How do we want to market ourselves? What do we value and why?
- Style Tinder: Finally, Tinder-wise we were presented with a whole range of logos and styles to make a style determination. This gave the designer an idea of which styles are possible and which are not.
Visual effect
After the workshops, Sidekick had enough information to get started with our house style. Digital Designer Annelies set to work for us.
The new logo
Annelies has started designing the new logo. You can now see what that logo looks like everywhere on our website. But what does it actually represent?
- Annelies opted for a sans serif font for a more modern look.
- The letters themselves are not written in capitals to preserve accessibility.
- The letters ‘O’ are nicely rounded so that they stand out in the logo.
- In addition, extra breathing space has also been created between the letters of Smooth.
In this way, the Smooth logo is also very smooth to look at.
The graphical elaboration of a house style is done according to a fixed process at Annelies:
- First she makes a mood board that gives her inspiration to shape the brand
- She then looks at which graphic elements she can use that match the logo. These elements are developed in Illustrator, what matches the logo is saved separately.
- Finally, all elements are combined in a style guide in which everything merges into a new house style.
Here too, careful thought has been given to the design and what it radiates:
- Smooth’s organic figures represent the fluidity of the company. They also represent a company that is on the move. It also has a playful character, without being childish.
- The two services are each represented by a different color: Green for operations and orange for marketing. The challenge was to harmonize these two colors without making it too heavy and that is how the gradient was created.
- The gradient: The merging of both services in harmony with each other with the customer in mind
- The typography consists of a Google font so that a good online implementation is ensured.
The result?
The final result is a beautiful new brand with a clear style guide. The new brand radiates a smooth collaboration with a hip/dynamic company that is eager to get started. Modern and up to date with the latest trends in digital marketing and e-commerce.
But above all, smooth and clear communication and cooperation in which customers are central.
Smooth – We help your company grow from the first touchpoint to the last.