About the Project
Barcoding, Inc., is a supply chain automation and innovation company impacting tens of thousands of organizations across the globe, helping businesses increase revenue, reduce operational costs and improve their customers’ experiences through our core expertise areas: data capture, labels and printing, and mobile computing solutions. Our organization has grown and evolved in its 20-year history, adding new areas of business as technology changes, but the visual identity for Barcoding had not adapted to reflect these changes, still using a barcode as its primary brandmark.
On the 20-year anniversary, our in-house design department decided to take on the task of refreshing our brand to better reflect us as a solution provider, while still giving a nod to our history and building on the equity of our name. On January 9, 2019, we launched a new mark that represents the solutions we build together with our customers and partners, no matter what the future of technology holds. The mark represents the importance of every small building block (whether a piece of data, a team member, or a process) in creating something meaningful. The new branding for Barcoding represents our endless possibilities! As part of the brand launch, we developed a much more comprehensive design system for the organization that is more flexible and adaptable to various mediums.
Since November to the current day, my days have been filled with backdrop concepts, business card drafts, making 400+ buttons, creating swag designs, editing the brand guide for the 50th time, working on signage, making a landing page, and much more! Since it was Barcoding's 20th anniversary, I learned so much about the process it takes to launch a new brand. I'm so thankful to be a part of the Barcoding and #SupplyChainGeek family.
Thanks to all of our hard work on the new brand, we earned a Bronze Indigo Award for Branding and Computer Animation! Learn More about our Indigo Award.
Creating an Effective Roll-Out & Making Our Brand Successful
by Jennifer Marin Jericho
To ensure an effective roll-out, we recruited brand ambassadors spanning all areas of business, covering every touchpoint with customers, partners, and prospects. The team consisted of members from logistics, finance, sales, information technology, engineering, and product development; in addition to our marketing and design team. Our launch date would be in the week of our sales kick-off when all employees would be in Baltimore.
Our first step was to train the ambassadors on how to use the new visual identity while listening to their questions and adapting the materials based on their feedback. We needed to have enough components in place for all areas of the business to power up new materials with ease. It was important that the organization absorb the new identity without it interrupting everyday operations.
The second component of the roll-out was building energy around launch day across the organization. Ambassadors helped us with event logistics and planning the internal launch party, which included some of our premium strategic partners. Marketing and design developed the new materials that would enable our various teams to kick off the new year with a brand-new look and create a conversation starter for our sales team.
I’m a Brand Builder!
My love for information design came in handy when creating the Barcoding Corporate Brochure, Brand Guide, Brand Guide Website, Email Templates, and more. Throughout the rebranding process, I learned that I am a brand builder! I absolutely love creating all the assets to go along with the branding. Inspired by May Designs, I created a Digital Wallpaper page on our Brand Guide Website – that’s where I started uploading fun Barcoding-themed wallpapers every month. The ultimate goal was to get our employees to represent and LOVE the Barcoding brand. And it shows that it’s working, our employees look forward to the Brand Hero email every month – sometimes it includes new documents, email signature images, event promotion information, social media and PowerPoint tips & tricks, and of course, the digital wallpapers. I am looking forward to the amazing pieces that I will be developing with my Barcoding Marketing Department. I definitely recommend downloading our Corporate Brochure, Brand Guide, OR our Digital Wallpapers to check out the amazing layouts and typography – find them on the brand guide website!
I’ve learned that the launch date is just the start of the rebranding process. The work that comes after is what determines success. By designing with our people at the center of our process, we ensured that the materials and messaging we developed meet their needs.
At Barcoding, we practice the same continuous improvement that we offer. No matter what part of the business operation we lead-in, it's crucial we turn that lens inward and create a solution that is adaptable and evolves to meet the needs of the people we serve.
Thanks so much to Jennifer Jericho, Jody Costa, Melina McLean, Backroom, Jericho Vinegar Works and our Brand Ambassador team. We are #hiptobesquare!
Amazing People & Companies