Brand Refresh & Identity Development
Seneca
Seneca Family of Companies was established in 1954 and has carried a renowned legacy for being a family-owned and sustainable business. The name Seneca, and even its iconic script font, have become synonymous with good forestry practices. Seneca brought in our team to implement a brand refresh while retaining the heritage and storied nature of their brand as well as ensuring that they remained recognizable in their industry.
THE SCOPE
- Brand Refresh: Modernized Seneca’s visual identity while preserving the heritage and recognition of its established forestry brand.
- Logo Redesign: Refined the logo to create a cleaner, more versatile identity that maintains the recognizable Seneca name and forestry-inspired symbolism.
- Visual Identity Development: Applied the refreshed identity across corporate stationery, business materials, and branded collateral to create a consistent visual presentation.
- Apparel & Workwear: Extended the updated branding across decorated apparel, hats, and promotional merchandise.
- Exterior Signage & Wayfinding: Implemented the refreshed identity across exterior signage and facility identification, ensuring consistency between the approved concepts and final installations.
- Print & Promotional: Carried the new brand across printed materials, packaging, and branded assets to create a cohesive identity across customer and company touchpoints.
THE PROCESS
- Brand Continuity The refresh focused on evolving Seneca’s established identity rather than replacing it entirely. The creative direction retained the brand’s recognizable heritage while creating a more cohesive visual system for contemporary applications.
- Consistent Brand Execution The updated identity was applied across multiple formats, from corporate collateral and apparel to signage and packaging. Attention to consistency helped ensure the brand remained recognizable wherever it appeared.
- Implementation & Quality Control FPW coordinated the physical implementation of the updated brand, including sign installation and troubleshooting, helping translate the approved creative direction into finished applications.
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THE RESULTS
We worked directly with Seneca’s Board of Directors to ensure all elements and assets looked and felt consistent at each stage of the logo development. Within two months of the initial ask in April 2018, a new logo had been designed and approved. Implementation across all assets began in June 2018. One month later, in July, all assets had been updated with the new logo.
We oversaw the sign installation process to confirm the accuracy of location, handle all troubleshooting, and ensure that the end product matched the original concept. Due to the vertical integration of our divisions and partners, we ensured that the concept was brought to reality in the precise way it was envisioned.
The FPW Difference
FPW Media is your fully integrated marketing partner. We make the impossible possible on a daily basis for our incredible clients. Our unique company structure allows us to perform all of our services in house with a critical eye for consistency and detail. From start to finish we are able to ensure the goals of our clients executed without compromise. If you can dream it, we can make it reality.