Starting The Branding Process - Building A Brand, Episode 1

How do you rebrand a company? How do you grow a business? How do you stand out in the market? What role do designers play in all of this?
Want more? www.buildingabrandshow.com/
Binge-watch the whole series: bit.ly/BuildingABrandShow
Standing out in a crowded marketplace is more important than ever. The best way to accomplish that is to build a meaningful, recognizable brand for your business. A brand needs to reflect the values and quality of the work a company puts into their product, while also helping that product to stick out on the shelf.
“Building a Brand” is a series where we take you behind the scenes as Blind helps to rebrand Hamilton Family Brewery. In this episode, we meet the clients, Hamilton Family Brewery, which was founded in 2014 by husband and wife team Josh and Crysten Hamilton. Since then, their little brewery in Rancho Cucamonga, California has ballooned in size because of its growing popularity. The Hamilton's are looking to take the next step into retail, but Josh, who has been doing the design for the company up to this point, does not feel confident in creating a recognizable, stand out brand for that next phase.
In this series, we'll give you a behind the scenes look at this process, from start to finish. You'll see how ideas are shaped and take the form of a new identity system, packaging, messaging, website, and ultimately see the brand launch.
0:00 - Introducing Building a Brand
1:00 - Meet Blind
1:27 - First client meeting
2:13 - Meet Josh Hamilton
2:36 - What are the business goals?
3:33 - What is a rebrand? What is a brand?
4:09 - Who is the client? Meet Hamilton Family Brewery
5:30 - What is the Hamilton approach to crafting beer?
6:45 - The current logo
8:15 - What makes for a good logo?
8:40 - What is the assignment?
9:32 - On the next episode
Follow us:
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@matthewencina
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blind.com/
Learn more about Hamilton Family Brewery:
hamiltonfamilybrewery.com/
Japanese Translations by:
Yurie Takashima
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#BuildingABrandShow #BrandStrategy #Discovery #TheFutur #MatthewEncina #MrBenBurns #BizOfDesign
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Host- Chris Do
Content Director- Matthew Encina
Cinematography- Aaron Szekely, Mark Contreras, Ricky Lucas, Stewart Schuster, Jona Garcia
Editor- Stewart Schuster, Kevin Ramlal
Social Team: Elle Money, Alex Burlui
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Typefaces: Futura, DIN, Helvetica Neue, Calibre
Futur theme song- Adam Sanborne

[@thefutur]

🍺 Want more? www.buildingabrandshow.com/ 🖥 Binge-watch the whole series: bit.ly/BuildingABrandShow

[@nicholasmendes34]

The Futur So I’ve been working as a work winning and brand consultant for many years in the UK and US. Branding has been my passion ever since I was a 12 year old designing logos for people but over the years have muddied the waters somehow integrating this work into my other wider management consultancy stuff. But I have to say, after recently moving back into place branding for UK cities, universities and other global startups as part of my role, watching your journey with Hamilton has made me realise just how special building a brand is for those of us who really understand what it takes to deliver impact, understanding how a client should segment their audience and develop a brand position to elevate them in the marketplace is such a unique talent and a huge privilege. It also requires incredible self belief but also balanced with incredible empathy for the client but moreover their target audience / growth ambition. Not only have you guys reinforced how much I loved working with innovative, young, US startups more than any of my other international clients due to the energy and no barriers attitude to taking action and making big decisions that might not be comfortable for the likes of clients like the Hamilton guys, it’s made me realise all of other elements of my consultancy business however niche are not what I want to be doing. You guys have inspired me to go all out into transforming my agency into a brand strategy consultancy and to surround myself with as many amazingly talented designers and creatives as possible every single day. Thank you for sharing the insight into that project and the dynamic between your team during the process. This has always been a learning process every day in managing so many different personalities to get the right outcomes. But the way you managed a potentially sensitive task of getting multiple talented designers to to put their ideas forward, pick one direction and not alienate the others was incredible. I wish you all the success in the world as you are guys are extremely talented and created such an incredible end result for the client, and many more I have no doubt.

[@oh_itshiro7185]

9 I will praise thee, O Lord, with my whole heart; I will shew forth all thy marvellous works. 2 I will be glad and rejoice in thee: I will sing praise to thy name, O thou most High. 3 When mine enemies are turned back, they shall fall and perish at thy presence. 4 For thou hast maintained my right and my cause; thou satest in the throne judging right. 5 Thou hast rebuked the heathen, thou hast destroyed the wicked, thou hast put out their name for ever and ever. 6 O thou enemy, destructions are come to a perpetual end: and thou hast destroyed cities; their memorial is perished with them. 7 But the Lord shall endure for ever: he hath prepared his throne for judgment. 8 And he shall judge the world in righteousness, he shall minister judgment to the people in uprightness. 9 The Lord also will be a refuge for the oppressed, a refuge in times of trouble. 10 And they that know thy name will put their trust in thee: for thou, Lord, hast not forsaken them that seek thee. 11 Sing praises to the Lord, which dwelleth in Zion: declare among the people his doings. 12 When he maketh inquisition for blood, he remembereth them: he forgetteth not the cry of the humble. 13 Have mercy upon me, O Lord; consider my trouble which I suffer of them that hate me, thou that liftest me up from the gates of death: 14 That I may shew forth all thy praise in the gates of the daughter of Zion: I will rejoice in thy salvation. 15 The heathen are sunk down in the pit that they made: in the net which they hid is their own foot taken. 16 The Lord is known by the judgment which he executeth: the wicked is snared in the work of his own hands. Higgaion. Selah. 17 The wicked shall be turned into hell, and all the nations that forget God. 18 For the needy shall not always be forgotten: the expectation of the poor shall not perish for ever. 19 Arise, O Lord; let not man prevail: let the heathen be judged in thy sight. 20 Put them in fear, O Lord: that the nations may know themselves to be but men. Selah. Comments Help Build KZbin's SEO! (:

[@amelio7737]

that is not branding... watching people losing time creating a logo and thinking about meaningless stuff is pretty sad for a channel this big

[@MatthewEncina]

Sometimes I come back here to remember how magical this experience was. ❤️

[@pradaj8533]

I’m taking notes 📝 loving it so far

[@Kyncaid84]

You really should make this show a netflix series or something. Wonderful experience, congrats

[@abdelta9600]

Im here now for the same reason Matthew!!✌🏽 I watch this videos a lot.

[@dianac6780]

@@pradaj8533 Same!

[@Aziz32ing]

this is why im here! lol

[@thefutur]

Did you like this episode? Do you want to see more? Let us know by leaving us a comment and help us grow by sharing this episode. - Matthew & Ben

[@drmiteshtrivedi]

Yes please.

[@damnphotoshop]

This is my favourite concept that's been on the channel so far. Keep it up Ben & Matthew

[@helltospell]

Yess! On the field stuff is killer.

[@waeez1799]

Yes please. Thank you the futur for this courageous step. This episode is a great example of how badly you guys want to help us. I'm sure Chris will hit his goal very soon that is to be a billionaire.

[@SamKaczurart]

PLEASE!!!! LOVED this idea and I know itll help me and others with watching the process at the scale you guys do things!

[@jonas6069]

Please make a Netflix series out of it.

[@Sam-hd7iy]

why? youtube is fine

[@Makxbi]

@@Sam-hd7iy Because bigger brand deals means bigger budget for TheFutur which means even more great content for us

[@Sam-hd7iy]

@@Makxbi yes but if this is on Netflix that means I have to pay for the content 😂

[@Makxbi]

@@Sam-hd7iy Worth it for me! I already throw money at them monthly so seeing them on Netflix would make me happy to pay :)

[@harshitasareen]

@thefuturishere on Netflix would probably be the only reason I'd get Netflix!

[@UniquedesignzNetHMKGroup]

“The business was growing and the brand needed to catch up”. Love that Ben!

[@mrbenburns]

Unique Designz - The Brand Doctor, Henry Kaminski Jr. I try haha. Sometimes I don’t talk so gooood

[@avian6051]

Takeaways: 2:40 Why invest in identity design? So you can have a cohesive presentation to compete with the big boys. 3:32 What is a brand? Marty Neumeier: A person's gut feeling about an organization, person, or company, influenced by visual aesthetics, sound of messaging, and overall positioning in the market. 4:06 Meet with your client to understand -Their brand. ---Story. ---Inspirations. ---Values. -Their customers. -Their problems and goals. 8:25 What makes a good logo? Sagi Haviv: -Appropriate for the context. -Memorable. -Looks good at all scales for the many customer touchpoints it'll have to be on. 8:41 Deliverables for Hamilton: -2 versions of packaging. -Templates for use. -Website. -Style guide. Thank you Ben and Matthew.

[@keywolf23]

Top quality content right here! Excited to see episode 2!

[@mrbenburns]

Thanks!

[@Greyscalegorilla]

This is amazing! So great to see this process spelled out with such great designers. Congrats on the new show!

[@thefutur]

Thanks Nick

[@niud.creative]

I'm using Ben's Style Guide for the first time so I thought it was an important moment to say thank you to you all. You have no idea how many times I've watched this series - pretty much every time before I meet a new client (x1.5 playback speed 😅). So a massive thank you to you all; Josh and Crysten it's no small thing to put yourselves in such a vulnerable situation so we can have the chance to learn.

[@micahhansen]

This is EXACTLY the type of video series I've been waiting for. I'm all in.

[@Irukaheiights]

I second this

[@ayyubpreston2308]

This is still one of the best series that explain how to brand

[@PettyPrinzeJr]

I'm only a minute into the video and I can already tell I'm gonna love this series too. The production value alone is so good and I cant believe this is all for free.

[@116stuart]

This is pure Gold, the only painful part is finishing the episode only to have to wait for another one, i would binge watch this & repeat it as many times possible

[@dags170291]

At the start of every design project I come back here just for the inspiration and the excitement. This series is the best. We really need season 2

[@juanramongonzalezquezada7121]

I've been waiting a long time for a series that exposes a branding process like this. I can't believe I haven't seen it yet. I hope you keep doing more of this, it really helps. I love it!

[@nuaramarkaryan6702]

I love this show, I found myself keep coming back to these videos and each time I learn something new that i can incorporate in my own work process! Thank you!

[@BalrajSidhuasr]

I cannot thank you enough for this one. Although there are lot of videos you guys have posted which have even more value for creative professionals like me but to share a part of case study is priceless. A big thank you!!

[@offshootuk]

I AM EXCITED! This is where this channel should go. Watching the theory being put in to practice. I hope this is a big success for you guys. Cant wait to see more.

[@dadadadadadadadadadadada]

This is next level. I have been following you guys for sometime now and I am blown away. This is a beautiful journey you guys are one. Much Love!

[@amh1772]

Ben, Matthew.. this is such a great project! Thank you for sharing the process. You guys are amazing! Thank you for putting this kind of content out there for everybody. It has so much value for so many us us ❤

[@anuragbose4283]

Watching this series the third time. First time I watched a lot of things went above my head. Then I leveled up a bit, and watched again. And still a few things went above my head. Then I took the stylescape course, learnt in depth, read creative strategy and so many videos about business of design by The Futur, and here I am again. There's always something new to learn here. Wondering what's in it for me this time ;).

[@ProfNomis]

This is like holy grail content. There are many ways that us designers can learn, but for me, this 'fly on the wall' format is golden. So pumped for episode 2! Matt, you've grown so much as a presenter, you look and sound so natural on camera now. Kudos to you my man 👊🏻

[@sharitolopez5426]

OMG this is exactly what I wanted to see! ♥

[@JonoCloud]

This is such a good show idea! I am genuinely so excited for more episodes to come out! Also so cool to see products/courses you guys sell in action!

[@carolinele526]

this is going to be a fantastic series of videos. looking forward to the rest!

[@LoadedMind78]

Wish I found this later so I could binge through them...the anticipation is killing me. Can’t wait for the next episode

[@cuggles4668]

This is the best content you have ever produced. This is the stuff I would wait through the commercials to continue watching. Great work! Excited for this series.

[@TheNomanAhmed]

Liked it before even started watching, Shows the amount of value that has been gained from this channel. Thanks to the Futur team.

[@thefutur]

You're welcome

[@ItsZareh]

@@MatthewEncina i appreciate your team so much, what a great series idea - longer episodes in the futur?

[@ItsZareh]

Matthew Encina music to my ears man, thank you & the rest of the team!

[@TheKevinchingas]

I can't wait to see the full series of episodes, this content is pure gold!

[@xavierhines4315]

This is the kind of in depth detailed content I’ve always been looking for as a young graphic designer! Can’t wait for episode 2

[@tidal9702]

This was really cool episode I am a student designer just starting of in my career so it’s really awesome to see more of the “back end” behind the scenes of how a studio like you guys run !

[@PorteiroDoPlat]

That's was so awesome, i really can't wait for the next episode!

[@khandramayorga4870]

Awesome 1st episode guys. Great execution and delivery of videos! your emphasis on education is fantastic. Please continue to keep them interesting, fun and educational. I am sure everyone is eating all these videos and loving them. Thank you for the amazing content and all the hard work you put in your videos. It shows. I love your process on how to present your designs and the conversation and thoughts that happen in the team while building a new brand. God bless you guys!

[@SashaRadovanovic]

Great format and awesome episode. I love the way we actually gone see how some brand start their journey to the top. Keep rocking!!

[@CarlHeaton]

Just wanted to thank you for this series, it's a source of massive inspiration!

[@alipinedacreates]

Thank you for creating this new series, I'm so excited to see the next episode. A lot of value you guys are providing to us again and I'm truly grateful for it.

[@Digital.Done.Right.]

Wait. What? I have to wait for episode two? I can't binge this stuff?!? Love the inside look and there is so much motivation for others to gain from this content.

[@GamesSatisfy]

This KZbin account gives game for free. What an incredible moment in time

[@shivanidesai7344]

Oh my goodness thank you SO much for this series!

[@iestynwalters7681]

Been waiting for you guys to pull back the curtain like this. Super fun to watch! Can't wait for the next one!👍

[@tom.crafter]

I’ve been waiting for a mini-series like this since the release of TrojanStorage & Ole’s case studies. thank you for making the dream come true, this is pure gold!

[@oly802]

This is going to be a game-changing series! Always wanted to see something like this, but no one ever did it...until now. You guys rock!

[@fernandopaiva85]

I've been waiting for this kind of content for so long, guys! I'm so proud of how things are getting bigger and better to The Futur. Can't wait to see the next episode!

[@itajac80]

The wait is over. So...excited!!!

[@rschmidt9495]

Bout to binge watch these right now....so awesome.

[@potassium7709]

I. LOVE. THIS. I also like that the Hamilton's allowed you to spotlight their story. I can't wait to see how it all comes together.

[@dominickdeccoco3790]

WOW! This will be a hell of a series. Can't wait for all the episodes. Thank you so much "THE FUTUR"

[@heladioadame8025]

More please. This is something I woulod love to see you guys continue to do. Thank you Futur!

[@petewentzivan]

This is like extreme makeover for designers. I alredy like those kind of TV shows, I'm sure that I will love this one.

[@LindyDesignLab]

Impressed. This is some next level content and editing. Feels like Netflix and KZbin smashed together to make something familiar but new.

[@cody2470]

Loving this so far, glad I caught this late, now I don't have to wait to watch episode 2!

[@agatauu]

I love you guys for doing what you do. So much valuable knowledge, accessible to everyone. My favourite YT channel

[@stevenramirez6668]

This is soooo good. I am playing the series in my Graphic Design classes. So much information. As the students are drawing and working on their projects they are listening to the process. So good!!!

[@rolberg]

This is me watching the whole series for the second time! I love it! LOVE IT!

[@effvc]

Love the new series, many futur fans have been dying for you to show your process with living clients, but I know that's a sticky territory, especially with large clients. Sounds like you finally have the size and scale where you can afford to take on smaller clients, who would be more open to this type of thing, while making up the monetary loss through the creation of incredible content. Absolutely love it and congrats on the success to be able to get here! We appreciate you ☺️

[@devanshchheda7934]

This is exactly the kind of series which will show how the process of Blind and Thefutur is implemented in an on field practice. Thank you so much teamFutur for this series.

[@kevind2409]

UGHHH I wanna binge this so bad!!!! Excellent work once again, I'm so lucky you guys exist!

[@Creative7inc]

Fantastic video! Especially appreciate the deep dive on a real life business example, truly helps tie in the point! Also, your descriptions are fantastic, so detailed and well organized! Cheers for the content

[@opster01]

So neat to see an in-depth case study of the process! Great story-telling aspects and so insightful to see Ben and Matthew's approach/reactions.

[@craigostertag5937]

This video helped clarify a few questions I had as a young designer. For that, thank you so much! Keep up the great work and I would love to see more like this.

[@russellsimmons3265]

Ok...this is actually incredible. This channel is an absolute gold mine. Thank you so much for these videos

[@MrSoquet]

NAILED IT! Pretty pumped to see the next episode along with all the other comments. Fantastic work everyone!

[@lornegeddes5583]

Love this, got such an attractive vibe, it makes me want to keep tuned in and focused in the story and how it develops. Great job team! Amazing storytelling!

[@ryandailey4470]

This is awesome Matthew and Ben! Nice work and I look forward to the next episode.

[@wildmonkeybrand]

Loved this episode can't wait to watch all the episodes!

[@marcinrzymek4082]

Was waiting for that!!!!!! Awesome idea. Can't wait to see next episode! Seeing the whole process is GOLD

[@indeus777]

Dayum, this pilot episode is just great! Will definitely share it with my friends and co-workers. Keep it up guys.

[@ashm7925]

THIS is the series I've been craving! Can't wait for episode 2!

[@williamweigel5236]

“Discovery: The process we use to help a client refine how they see themselves and define who they’re trying to market to.” Such a helpful way to describe this! Looking forward to following this!

[@robmcgreevy]

Awesome stuff! Will be looking out for the next episode. You both keep getting better. More than just a tutorial. Must see branding TV!

[@hotcocomama08]

This is sooo dope and so necessary! Like someone else said, this could TOTALLY be a continual documentary series. I'm excited to see how this all comes together and I'm rooting for these complete strangers to win and excel. Awesome content, Futur!

[@ahmadazab7853]

OMG can't wait for the next episode!

[@climbingmountains]

Love it! I don't think I'll get tired of great content like this! Seeing other creatives being creative, especially in the context of real people and businesses!!!!

[@SirBrassknuckles]

Great concept for a video. For me personally, it gives me confirmation that how i'm servicing my clients is the right way because never have i seen how any other agencies or individuals run their show when tackling branding. I worry so much if i share my methods with another designer they might copy my model and potentially steal clients, but i know i need to get over that fear and accept that we are all kind of lost and looking for a better life, and that this act of sharing my information should empower me to do better than my local competitors. Blind's brand vibe, to me, is so "out there" and vulnerable that it gives a very human touch which is untraditional to design firms since most of them have a corporate vibe to it.

[@gabrielestrada2686]

I love this brewery! and i loved the rebrand! it was so cool to see it implemented in real time, i even went to their big reveal day. Im so stoked to get an insider look, cant wait for the next episode

[@hqef616]

Crazy show! Haven’t been this excited since “I hate you dude”! We can talk theory and advice all day. This often is the case with information on the internet, but perhaps the question is more about application. Often I find myself sitting on a lot of theoretical info which I haven’t used yet and this creates massive impostor syndrome. But this! This is the closest all of us viewers will ever come to shadowing you guys. Big up.

[@andrewbravo6844]

Im trippen because I'm in rancho as i'm watching this, sitting at my desk bout to tackle a re brand. This was beautiful !!

[@faux9569]

This is fantastic! Both the content and the production quality. Please do more of these. Cant' wait for part 2

[@upsilonss]

This is the best place on the internet for people who wanna get into this industry, and this series makes it irresistible 🔥🔥🔥

[@onderturkkal8873]

That was an awesome season! Thanks for sharing all of this experience with us.

[@latenightcanvas147]

So pumped!!! I just went from six to midnight hahaha Seriously though this series will be the most helpful series I've watched yet. It's like being a fly on the wall and seeing real work being done. Thank you for this!!!

[@iDOittttt]

Love this, excited to see the direction that's taken! Keep this content coming!

[@alicangokmen8288]

Wow guys this would be my favourite Netflix documentary series...if there is a programme for Cake Boss well you should definitely have one for Brand Design. Much Love

[@yosufgurung1904]

Hey this is great! I'm an illustrator in NY, really enjoy all the content you guys are producing. I'm really interested in learning more about building a brand. I'm learning as I go working with a number of start ups, but I've never worked with a branding agency. So I can't wait to see your process in the future episodes. Thanks again!

[@mequable]

So excited to follow the series. I too immediately remembered how Sagi Haviv said the less the logo said, the better when I saw their previous mark.

[@user-tg6xn5xt8v]

Had no idea this was coming. So excited for this series!

[@djlilcq]

This is so amazing!! way better than those MTV series!! Thanks, can't wait for episode 2.

[@melitheruler]

These types of videos should be shown in university classrooms! Such a difference between the classroom and real world design

[@nikhilkhot3933]

This is what I am waiting for! Excited for episode 2

[@mockingbird11294]

Love the story behind Hamilton. Looking forward to this series!

[@JaysonAkersSEO]

Came back to the first video to say WOW! This series is FANTASTIC!

[@ahamedazeem9704]

As always The Futur delivers! Thanks, the Futur team.

[@mayankdotdesign]

Great series guys! I am curious to watch the next episode. Thanks a ton for sharing. Loved it! :D

[@kosmosmockups]

This episode is Gold. A lot of value in it. thanks for sharing

[@barcodestudios4812]

I personally love this series close to my heart

[@andyzenz9260]

Such a valuable concept for a video series. I’m excited to watch it all. This little intro has got me hooked to want to get the whole process revealed. I have been a solo designer for 6 years and have literally asked to be a “fly on the wall” in meetings of other designers and offered my service for free to agencies just in the hopes of picking up other approaches and strategies to add to my own process. I am always looking to learn and grow my craft.

[@Raynisys]

I think this is probably the start of one of my favorite series you guys have done. Really, really, interested to see how this all plays out. Thanks again as always Futur.

[@thefutur]

Glad to hear

[@MoazamHussain]

Going to meet an important client tomorrow. Cramming on The Futur content and this pops up. Excited for the upcoming episodes. You guys are awesome!

[@alirezanabizade4194]

You guys are amazing! Always wanted to see behind the scenes of how big agencies build a brand for clients.

[@chentepark]

That´s a great episode, I'm waiting for the next one, this video is a good road map for my next projects