The merger between two family companies
Remembering Our Roots
Creating Bermuda’s first comprehensive retail destination
Client
ESC Limited & Frameworks
Duration
January 2023 - January 2024, Re-brand Project
Deliverables
Visual and Verbal Brand Identity Guidelines
Challenge
Since 1987, ESC, a family-run company, has continuously expanded into new markets within the electrical supply and home decor space, recently acquiring Frameworks, a custom framing and printing company, in 2023. Frameworks' transition into ESC's warehouse and showroom illuminated current branding limitations. Sensitive to acquiring another family-run company, the combined re-brand must allow continuous growth, respect brand history, and unite a newly blended workforce.
Opportunity
For decades, both ESC and Frameworks have been vital to the Bermudian community, serving electricians, home decorators, and artists. Despite its prime location, ESC's showroom and cafe remain underutilized. By fostering a commitment to community, ESC could transform its showroom into a vibrant third space, positioning it as a retail destination and laying the groundwork for future brand expansion and company-wide unity.
Outcome
The ESC "remembering our roots" foundation was the driving force in the rebrand. Created from research and insights, we delivered an authentic visual and verbal identity that united the longstanding ESC and Frameworks history while creating a working environment that promoted respect and employee connection post-acquisition.
What were people saying?
““I’ve been coming to ESC for years,
to me it’s all ESC”
Insight: Most customers and employees refer to all departments under ESC Limited as “ESC” rather than “ESC Limited”, “Escape” and “Escpresso”.
Out of 23 respondents, 22 people referred to the company as “ESC”, 1 person referred to the company as “Escape”.
“I love coming in [to ESC], there is always a friendly vibe, and I usually find something I wasn’t even looking for”
Insight: Many customers have formed relationships with the team members at ESC.
50% of respondents selected an older
iteration logo when asked “what logo
do you associate ESC with most?”
Insight: ESC’s brand identity is unclear as it currently stands. One of the original logo’s still remains as the most iconic logo, which begs the question — can we go back to our roots?
How Might We?
Create a cohesive customer experience that promotes community, connection and creativity through a brand identity that celebrates ESC's history and future.
Previous Logos, used simultaneously for each department
As a former digital content strategist, one of the most significant pain points internally was translating multiple logos for digital applications. We expedited the rebrand when qualitative data identified that customers and employees were also experiencing brand confusion as a symptom of various logos.
Result
The simplification from 12 logo variations for each department to 1 multipurpose logo has created a communal atmosphere within the showroom that is cohesive between departments. Therefore, it provides a smooth, intuitive customer journey and collaborative employee experience.
The new Framing station at ESC showcases the rich history Frameworks carries over to ESC and signifies the two companies merging into one unified visual and verbal identity.
“Because Frameworks started as a family business, it was important for us to feel like we were not forgetting the Frameworks history. However, we wanted to evolve Frameworks, and merging has allowed us to do so. We feel so fortunate that our experience joining the ESC team has been nothing but incredibly welcoming and supportive."
— Keely Horsefall, previous owner of Frameworks
Recommendations
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Implementing quarterly employee reviews rather than just end-of-year assessments, this would enable more continuous feedback, fostering employee growth and development.
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As ESC's organizational structure is flat, providing opportunities for personal development within existing roles, such as taking managers on buying trips for input on purchasing decisions, can empower employees and offer valuable insights to upper management.
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Instituting monthly or bi-monthly company-wide meetings to promote idea sharing, improve processes, and boost morale would bridge the gap between management and workers and mitigate feelings of secrecy on the retail floor, ultimately benefiting ESC's overall performance and employee satisfaction.
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Lastly, training is known to fatigue managers, and turnover is high in lower-level retail positions. To address this, ESC can implement a formal rotational training program to limit the strain on one employee and create a consistent and thoughtful experience for the trainee. Building this program would be time-consuming initially but would benefit the company in the long-term.
Result
Bermuda’s first retail destination
A cohesive customer experience
Increased employee engagement
Skills
Visual Identity
Verbal Identity
Brand Positioning
Logo Design
Prototyping
Primary & Secondary Research
Synthesis & Ideation
Strategic Recommendations
Tools
Adobe Illustrator
Brand Archetypes
Competitive Landscape Analysis
Value Proposition
Brand Auditing
User Insights
Shopify
ESC Apparel, Black T-shirt
ESC Apparel, White T-shirt
ESC Apparel, Black Polo
ESC Apparel, White Button Down
Directional Signage
Directional Signage
Signage
Informational Signage
Informational Signage
Marketing Material
Marketing Material
Marketing Material
Marketing Material
Informational Signage, Opening Hours
Signage
Signage Installation
Reflection of Signage inside
Installation
Installation
Installation