Why our rebrand is more than a makeover
Today marks the official launch of our rebrand, but it’s more than the opening of a new chapter in diff’s visual identity — it’s also a celebration of our evolution as a company. From a one-person consultancy, diff has grown into a full-service agency with an international roster of clients and a growing team of dedicated employees that have poured their passion and expertise into creating one of Canada’s Best Places to Work.
The new colors, logos and animations on our site have evolved over time not only to capture attention, spark creativity and convey our company culture to the world, but also to represent our values, dedication and commitment to our clients, our peers and our work.
Back when I started out as a solo e-commerce consultant, I never could have imagined that this company would grow into what it is today. And I certainly couldn’t have predicted how transformative this branding process would be. While the visual aspects of our new brand have been rolling out over the past several months, the reality is we’ve been working on it in some capacity for nearly five years. It’s been an odyssey that started with brainstorming company names and culminated in the new logo, site, informative copy and animations you see here.
Along the way, however, we also took a deep and introspective look at who we are, as differs, and redefined our company culture, mission, vision and values. That has been, by far, the most valuable part of the experience.
Throughout this process we discovered that, while we have always been and always will be committed to excellence in retail and commerce, that excellence stems from core values that go much deeper than that. At heart, we are about collaboration, creativity, and connection. We are about solving problems for our clients and supporting them so they truly stand out from the pack. These values permeate everything we do, from the way we design and optimize e-commerce platforms for our customers, to the way we bond over a shared love of hot sauce in our office. That’s why you’ll notice that so much of our new imagery emphasizes the connection and creativity built on our many moving parts.
It’s been a long and intensive process to get to this point, and I know that we won’t stop here. After all, we work in a field that hinges on embracing change. We exist to help businesses navigate new technologies and shifting consumer behavior, while also providing their customers with great service and great products. Above all, our new brand represents the spirit of adventure and opportunity that we embody at diff and share with our clients. We are very much the sum of our parts, and this new chapter represents all of us.