CNI Rebranding Challenge

One of the most fun clients we’ve worked with so far has been CNI. Why might you ask? Because working with a client once is great, but CNI was twice as nice! CNI initially came to us seeking branding services as a towing, recovery, and auto service company. We put together a brand image which everyone loved and worked great in the industry. Within a few months of completing that leg of work for them, they returned however with a different need. CNI had to change directions away from the auto service industry into full time tree servicing. They had a limited budget to work with in regard to rebranding and came to us seeking assistance. Of course, we can always make it work, and were excited to take on the challenge. 

Within a few days of CNI coming to us we had formulated how to take their prior brand image and with a few minor changes reskin it to match their new business model. Same business and owner, just different services, so we were able to keep the caricature of the owner and swap the wrench for an ax. In addition to this we changed the color scheme to better match the industry CNI was moving into. If finding these quick, simple, efficient, and cheap solutions wasn’t good enough, we went a step further and even added a reusable QR code to all of CNI’s business cards going forward.

This project was especially fun because we got to really parse down what was important to the business and its’ image as opposed to its’ industry. Since we take time to understand what is really important to our clients, it was not challenging to do a full “tear down” on the business’ image and “prune” away the things which were industry specific, leaving the things which were business specific. Once we got the business image down to its “frame” it was quick, easy, and fun to “branch” off from there and allow a new business image to “bud” from the “roots” of the business. What we ended with was a business image which sprung forward like new leaves in the springtime.