Creating compelling graphics is just one aspect of what we do at our agency. However, without a solid brand strategy and thorough research, those graphics can easily get lost in the vast sea of competing brands. Research is the anchor that ties a brand's visual identity and voice together, elevating it to new heights when executed effectively.

To illustrate the importance of research in branding, let's delve into a real-world example: J&H Winds, a woodwind repair shop based in Cedar Falls, IA. When they approached Tynes Design, we initiated the process by asking them to complete a detailed questionnaire about their identity and brand aspirations. Additionally, they provided us with a collection of inspirational images, which proved to be invaluable in shaping their brand identity.

Jimmy and Simon sent me these images below:

Otto Link was a huge inspiration for them and is a big deal in their industry. Just with these two images, it set the tone for the entire project. These come from a place and time and the typography, color, and graphic elements were all used in this project. If you look at the image of the mouthpiece you will note the skewed script (or cursive) type. The mouthpieces were designed this way for a limited number of years and are the cream of the crop. This piece of knowledge I would have never figured out without them, and it's amazing because as a nerd of typography (especially script type), I got really excited to be able to incorporate this niche knowledge into the designs.

So I took all this and presented them with a few logo options. The ones that won over all others reshaped the typography from the box and incorporated the shapes into a mark that would be true to J&H Winds. On top of that, anyone else who walked into the building with exact same knowledge would nerd out and know they were in the right place.

The customization didn't stop there. We meticulously crafted custom typography for J&H Winds, infusing it with elements from their inspiration while ensuring a timeless and classic aesthetic. Hidden within the design were subtle nods to their heritage, intended to evoke moments of recognition and delight for their audience.

In essence, the success of the J&H Winds branding project exemplifies the power of leveraging historical elements to tell a compelling story. By tapping into their roots and incorporating elements from their industry's history, we created a visual identity that resonated deeply with their audience. This approach not only delights customers but also cultivates a loyal fanbase, ensuring repeat business and sustained engagement.

In conclusion, when embarking on a branding journey, never underestimate the significance of research and historical context. By infusing your brand with elements from the past, you not only honor its heritage but also forge a deeper connection with your audience. This transforms them from mere customers into fans.