The Mueller team worked closely with the SaintA leadership team and other external partners to develop and help facilitate a comprehensive rebranding process, including discovery / brand positioning, ideation / testing / selection, logo development and brand rollout. At every turn in the discovery phase, the Mueller team engaged key stakeholders in the process, from facilitation of an historical brand audit, employee / board notification communications, an employee survey, and key stakeholder interviews, to focus groups and messaging / brand positioning. Mueller led the SaintA team in ideation and testing, including gathering input from several core working group sessions, concept testing via surveys to various audiences, creative / logo exploration, and more.
