How asking, “what do you think of my logo?” turned into a full-on rebrand.
Logo Design +
Visual Rebrand
After joining Sometime Communications and learning more about our founder’s vision for the agency, Art Director Joanna Ambrosio felt empowered to answer honestly when Ella asked her thoughts on their logo: The brand’s visual identity no longer aligned with the company’s evolving direction—and upon further reflection, neither did the website. So the team rolled up their sleeves and got to work on a rebrand!
The Solution
Logo + Visual Identity
Sometime’s new visual identity was developed to elevate the brand expression and reflect the founder’s vision of building diverse teams to create clear and compelling content. The color palette was inspired by a sense of nostalgia, and reverence for the natural beauty of North Vancouver—the place Sometime Communications was born and continues to grow.
The quotation marks depicted in the logo symbolize the company’s core value of communication, and the lines surrounding the logo represent the open container in which we create. We chose an offset alignment for the wordmark to highlight the correct spelling of our name (Sometime not Sometimes), reinforcing our commitment to precision in all the work we do.
Tagline + Messaging
Copy Manager Liz Hammond worked in collaboration with our founder to refine Sometime’s unique value proposition and communicate it through updated website content. In a collaborative effort, the team brainstormed and finalized a new tagline to communicate what we do and why it matters. Creating the design in tandem with messaging allowed for a collaborative approach and a truly cohesive final product: a refreshed brand identity.
The Impact
This rebrand fostered a sense of belonging among the team, because our updated identity now aligns with our core values. Our refreshed website helps us continue to attract the kind of work we’re passionate about, while bolstering our confidence to pitch our dream clients. By taking the time to get clear on what makes Sometime unique—through visuals and messaging—we reinvigorated our desire to do the same for our clients.
About Sometime
Founded in 2020, Sometime Communications is a full-service creative agency offering graphic design, copywriting and editing, art direction, informational and learning design, communications workshops, executive coaching, creative direction, and more.