After working at Crossroads Digital Media Solutions for three years as a Social Media and Marketing Supervisor, I was finally tasked with rebranding the company. This project not only involved designing a new logo, but also refreshing the color palette, signage, social media content, and various in-house and digital marketing materials. Additionally, I collaborated closely with the company’s lead web and SEO specialist to help create a new website that better reflected the updated brand.
Crossroads Digital Media Solutions is a company that specializes in preserving memories by converting old media formats, such as VHS tapes, audio cassettes, and reel-to-reel film, into modern platforms like DVDs or flash drives. This allows clients to enjoy their memories again without the hassle of storing bulky boxes. CDMS prides itself on its commitment to customer satisfaction and dedication to preserving these precious memories for future generations.
I began this project by conducting a deep dive into the core values and services that Crossroads Digital Media Solutions (CDMS) offers. I wanted to fully understand their mission, which goes beyond simply restoring old tapes—it's about restoring memories that might otherwise be lost to time. A brand, to me, is more than just a logo; it's the feeling that you want your clients and audience to experience when they interact with it. For CDMS, this meant finding a way to honor the past while embracing the future.
I aimed to create a design that represented both the old and new media—showcasing the concept of modernizing while simultaneously honoring the preservation of memories. It was important to acknowledge how far both society and technology have evolved. At the same time, I kept in mind that CDMS's primary clientele were from an older generation. To ensure the brand remained familiar and approachable, I made sure to retain the original color palette of blue and green, giving it a fresh, updated look suitable for a more modern, web-friendly environment.
When it came to the logo design, I started by sketching out ideas based on what I envisioned, but nothing seemed to click. Facing a bit of a creative block, I turned to platforms like Pinterest for inspiration, where I found valuable insights and ideas that helped me move forward. This process allowed me to refine my vision and bring the design to life in a way that resonated with the company's mission and audience.
After numerous sketches and rough drafts, I finally landed on the logo you see today. It blends elements of both new and old technology, paying tribute to the craft of media preservation while embracing modern design. The logo maintains a strong connection to the original branding, ensuring familiarity and continuity for our clientele.
The response from my boss and coworkers was overwhelmingly positive. They were passionate about the new brand and quickly began incorporating the design across various platforms, including the storefront sign, CDs, flash drives, social media, and website—all of which I was responsible for implementing. This project not only revitalized the brand but also gave me the opportunity to oversee its seamless integration across multiple touchpoints.
©Maggie Detchemendy 2023
