As the Creative Director at SADA, I led a significant rebrand project with Siegel+Gale. At 20 years old, SADA lacked a cohesive brand identity and style guide, prompting the need for a comprehensive refresh. Our goal was to create a robust brand position that truly reflected SADA’s values and mission.
Siegel+Gale guided us through market research, competitive analysis, and stakeholder interviews, resulting in a detailed style guide. This included visual identity, logo, messaging, and tone of voice, forming a strong foundation for our brand.
Midway through, COVID-19 struck, challenging our progress. Despite the shift to remote work and global uncertainties, our team stayed committed. Using virtual meetings and digital collaboration tools, we adapted and met our deadline in October 2020. This project showcases the power of collaboration and adaptability, marking a key milestone in SADA’s growth.
In-house Design
