Do you remember the Wadiz brand renewal that took place in 2019? (If you haven’t seen it yet, click here! : Wadiz Brand Renewal)
We have some exciting news two years later! TheWadiz Rebranding” project has won the Red Dot Award 2021 in the Brand & Communication Design category.
Launched in Germany in 1955, the Red Dot Design Award is considered one of the world’s three major design awards alongside the “iF Design Award” and “IDEA.” Each year, it selects the best designs by evaluating excellence, creativity, and functionality across three categories: product design, brand and communication design, and design concepts.
Wadizhas won numerous awards in various fields over the years, but (though we don’t mean to brag) this is the first time we’ve received an award in the field of design. We hesitated until the very last minute about submitting our entry because we felt overwhelmed by the pressure of having to find time to prepare amidst our busy schedules, and we even told ourselves not to place too much importance on the award… but when we heard the news that we had won, we were so thrilled that we all cheered together.
Office entrance. Please add a design plaque here—
Looking back on my time Wadiz, I can’t recall a single moment when things weren’t hectic, but the first half of 2019 was a period of the greatest change for the brand. We carried out a brand renewal to coincide with the Wadiz app redesign, and we designed and renovated an office space of over 1,300 square feet to align with that new direction. Since the team had only recently been formed, we had to get to know each other and find our rhythm amidst the chaos.
Currently in sync
Why was rebranding necessary?
A change in brand identity (BI) can be seen as a declaration of where a company is headed. It’s not simply a matter of personal preference. For a long time, Wadizhas reflected on the essence of the crowdfunding industry and sought ways to improve the funding experience, but through this rebranding process, we’ve taken the time to seriously consider Wadizraison d’être.
Who is Wadiz?
Why does it exist?
Wadizis a crowdfunding platform. Just as Airbnb operates as an accommodation brokerage and WeWork as a real estate brokerage, Wadizis technically engaged in “online small-scale investment brokerage.” But is simply raising funds the essence of our existence?
Wadizbegan with the belief that the true role of finance is to “channel funds to where they are truly needed.”To fulfill this role, we’ve carved out opportunities bit by bit in the existing financial market—a market that left no room for even the smallest opening—by changing laws when they stood in our way and creating new laws where none existed.
Wadiz exists to create opportunities and support the growth of countless makers and startups thatwould not exist without us, ensuring they can continue to emerge into the world. Through this process, we aim to build a better startup ecosystem and a more diverse world—and that is the very reason Wadizexists.
WadizMission: To create a world where sound ideas thrive on the foundation of trust
During the rebranding process, we let go of many superficial elements. While we discarded most of them, these core values were the one thing we felt absolutely could not change. Although our goals included “improving the usability of the logotype and optimizing it for mobile,” we put a great deal of effort into ensuring that the design embodied the brand’s vision, rather than simply reflecting trends. This is because if the brand’s unique values—which remain unchanged over time—are clearly defined and ingrained in the minds of our team members, it will reduce both internal communication costs and operational expenses.
Those days were a constant series of worries and decisions...
Looking back, it seems like that was a time when we spent a great deal of time pondering questions like, “What exactly is a brand? Can Wadizbecome a brand? What role can we play in building Wadizinto a brand?” It was a constant series of moments where we wondered if this would ever end, but we were tightly bonded by a camaraderie forged through the physical and emotional hardships we endured together while working toward the same goal, and as a result, we grew incredibly close.
All the results of the rebranding were unveiled at a conference in the second half of 2019. The moment we unveiled the brand’s new look to the world for the first time, I felt a huge sense of relief knowing that the long and arduous process was finally over.
But for a long time after that,
“How do I do this? How do I do that? What if this happens? Is it okay to do it this way?” Questions were pouring in from all directions. We created all the necessary applications—business cards, employee ID cards, document envelopes, and even brand kits to distribute to team members—and we established and distributed a brand guide. However, there were still many gaps in fully reflecting the new look, from the customer communication channels to every corner of the service.
The moment it’s finished, it starts all over again
When you look at many brand rebranding cases around the world, you’ll often find that only the “initial launch” is given a lot of attention. But just because the “initial launch” was a success doesn’t mean everything suddenly changes overnight.
In fact, as I’ve led the brand since the rebranding, I’ve come to realize that it’s more important to continuously fill in the gaps and make improvements rather than striving for “perfection from the start,” to ensure we stay current, and to establish, one by one, the standards that define who we are.
As the environment changes, technology evolves, and customer expectations shift,
we must constantly reflect on the essence of our business and continuously optimize our operations.
I also realized that projects like these require not so much a flash of creativity as a deep understanding of and empathy for the brand, unwavering persistence and patience, and the ability to communicate in a way that inspires our team members. Above all, a genuine love for the brand must be the foundation.
Winning the Red Dot Award has given me another opportunity to reflect on Wadizraison d’être and our rebranding project. It strikes me anew just how familiar our current identity has become—so much so that I can hardly remember what we looked like before the rebrand. I suppose the brand is gradually becoming more solid thanks to the cumulative efforts of those who have constantly reflected on and communicated our brand values to ensure they take root. It even makes me think that this project didn’t end two years ago—but rather, that it began two years ago.
I think I work Wadizto help colleagues like these.
I am delighted not simply because we received an award, but because it feels like the efforts of our colleagues—who are striving tirelessly toward the same goals and share the same vision—have been recognized. While there are still many challenges ahead, we will continue to move forward without pause, alongside colleagues who constantly reflect on who we are and what we aspire to become, so that we may grow into a brand that is even more beloved.
