Rebirth Not Rebrand: HOK Product Design Becomes Rainlight

by Robert Beck | March 5th, 2018

These days we hear a lot about rebranding. Design firms themselves are rebranding and clients of design firms often hire them to help with a rebrand. Manufacturers and package goods companies are rebranding; even IBM is re-branding. What is a brand, anyway? I recently heard that Amazon founder, Jeff Bezos said, “Your brand is what other people say about you when you’re not in the room.” That may be the best description ever – it definitely cuts to the chase. In the interior design profession what people say about you can be seen and experienced in the physical spaces you create, but what they say may also include psychological and emotional aspects, such as how the space makes users feel. And an important component of any brand is what the client experiences when doing business with you. An important corollary to Mr. Bezos’ definition might be stated as, “Your brand …