Studio Ostendo operates in multiple creative fields including photography, design, and education.
In the ever-evolving landscape of Idaho businesses and public works, there exists a myriad of organizations that, while promising in their offerings, fall short in brand recognition and customer engagement. The essence of branding goes beyond mere aesthetics; it encapsulates the company's core values, resonates with its target audience, and paves the way for sustainable growth.
While I typically advocate for organic collaborations, certain companies within Idaho present compelling cases for rebranding. These are not merely design projects but transformative journeys that have the potential to elevate local businesses into regional or even national powerhouses. Here, I delve into seven Idaho-based companies that stand on the precipice of brand reinvention, poised to redefine their market presence and captivate audiences in 2024 and beyond.
Mancino's holds a sentimental place in many hearts, including mine. From childhood memories of savoring their subs after late work nights of my parents to now, the essence remains—a place of comfort and culinary delight. However, a disconnect arises when attempting to navigate the brand's online presence. Inconsistencies between Nampa and Caldwell outlets and a convoluted online ordering system undermine its potential.
I've been eating at Mancino's for my entire life—my parents oftentimes brought back their subs on days when they worked too late, or didn't feel like cooking. These days, however, I'm not sure if the 'Mancino's' that shows up on a Google Map listing in Nampa is the same as in Caldwell, if they offer the same sandwiches I love, or how to order online.
With soccer's burgeoning popularity and substantial investments sweeping the U.S., Idaho Cutthroats FC stands at a pivotal juncture. A robust brand strategy could carve a distinctive niche for the team, leveraging local talent and fostering a passionate fanbase. It's no secret I've been a soccer fan my entire life. The industry is growing, and with a strong brand and web presence, Idaho could claim a foothold in the market.
Athlyt grapples with a unique challenge—bridging the gap between student-athletes and localized businesses. Balancing these dual audiences requires a nuanced approach to branding that resonates with both segments while maintaining authenticity. In similar industries, its called brand singularity. This is also the reason there’s so much potential in the brand—not to mention the booming marketplace that’s looking for a standout leader to emerge.
Growing up in Caldwell, I'm well aware of the reputation it had (and still has) around the valley. In the past decade, however, The City of Caldwell has made huge improvements, invested in local businesses, and changed the local narrative. Caldwell's transformation over the past decade is commendable, yet the city's evolving identity requires a cohesive city branding strategy to resonate with residents and attract outsiders.
While shopping at a local farmer's market in Nampa, I came across a small booth with dozens of jars, all filled with mustard. I tasted my way through the tasting flight, and then bought a jar of the Roasted Garlic Mustard in preparation for a summer of bratwursts. After I got home, I spent time reading the label which was an absolute treat—it was a fictitious story about a man and his love for garlic who accidentally dropped some in the fire only to discover it made it even better. These sort of stories are chalk-full of brand potential. With dozens of other great flavors, Wagner's Mustard could stand as a staple in refrigerators across the US. It's dripping with brand potential.
Connections Credit Union, despite its widespread reach, grapples with an outdated brand identity. A strategic rebranding initiative can rejuvenate its image, foster customer loyalty, and expand its market share. I know the importance of local credit unions and the impact they can have at a local level—my mother worked for years at a credit union for farmers. I'll save too much critique, but Connections stands poised for a strong rebrand. Plus, it wouldn't hurt to do away with the complete Idaho illustration as a logo.
The Greenbelt, a testament to community development and environmental stewardship, warrants a robust branding strategy that accentuates its value, fosters community engagement, and ensures its sustainability.
Public works projects aren't always thought of a glamorous branding projects, but for me, they oftentimes mean the most. The Greenbelt, and all the other sections of committed pathways around the valley, like the Wilson Path that I walk every day, are staples to community building. A simple path can improve community loyalty, moral, and health. The Greenbelt deserves a strong brand and campaign to highlight the benefits it brings to communities, and the work of public servants to maintain and expand such a community staple.
As we navigate the intricate landscape of Idaho's business and community ecosystem, it becomes evident that strategic branding transcends mere aesthetics—it encapsulates essence, values, and aspirations. By embarking on these rebranding journeys, these Idaho companies can unlock untapped potential, resonate with their target audiences, and carve distinctive niches in their respective markets. As we enter 2024, I’ll champion the cause of transformative branding, celebrating companies willing to embrace change, innovation, and growth for a prosperous future, even if it’s only in a few dream projects.
If you know someone or are affiliated with any of the organizations on this list and I’ve piqued your interest, I’m happy to chat with you about what your goals for the future are—Just book a call!