After 15 amazing years of helping other brands shine, we decided it was time to turn the spotlight on ourselves. As an award-winning digital marketing agency, we’ve grown, evolved, and stayed ahead of the curve — but our brand just wasn’t keeping up with the vibe of the times anymore. So, we hit the refresh button.
Think of it as updating our profile picture to match our expertise. With years of branding and marketing experience under our belt, we opted for an updated look and feel that reflects who we’ve become: an agency that’s bold, fresh, and ready for the future.
Ready to meet the new CHAMP? We’d love to introduce you.
An Inside Look at the CHAMP 2025 Rebrand
Our Strategy
Before we could totally dive into dreaming up our new look, we took a walk down memory lane to recognize our history and review our creative process. We saw the rebrand as a challenge to discover who we wanted to be while respecting where we came from. Our team saw this as an opportunity to showcase our quality of work.
So, we took a step back to identify goals and broke down phases of the project. Coming out of that strategy session, we nailed down three core objectives:
- Recognize our brand’s history
- Identify how our brand has evolved
- Retain our brand’s personality
Our Process
We moved to brand exploration, where our senior designer presented an exercise to identify visual ideas, colors, and brand tones that spoke to us. From there, we created initial brand concepts based on the original themes that we identified and blended those with preferences from our brand exploration.
Our Head Designer is so wonderfully talented that it was nearly impossible to narrow down the options. After identifying the route our team wanted to pursue, we moved through different rounds of adjustments and feedback from key stakeholders to determine exactly how we wanted to represent ourselves.
Our Inspiration
Our new logo was created to represent the evolution of CHAMP, a company that is committed to championing inclusive recreational experiences that connect individuals.
Our icon is a visual representation of this philosophy. Pulling from classical art, we’ve taken the Vitruvian Man illustration by Da Vinci and interpreted it in a new way. Rather than viewing it as individual proportions, we looked at it as a representation of all people. Our take is an abstraction of this concept — meant to show people, cultures, and ideas all connected in a way that feels fun, professional, and inspiring.
Coming from this original Vitruvian Man or “perfect man” illustration, our logo also communicates our company’s drive for excellence; seeking perfect balance, quality, and service to our clients.
Leading Up to The Launch
To bring our new logo and brand visuals to life, we started by designing the homepage of our website to reflect the updated branding, ensuring it captured the essence of our refreshed identity. Our development team then applied these changes across the entire site, creating a cohesive look and feel aligned with the new theme.
We also took the opportunity to refresh existing pages and add new ones where needed, enhancing the overall user experience. Finally, we conducted thorough QA testing and a detailed review of the site to ensure everything functioned perfectly and visually aligned with our brand vision.
Next, we executed a soft launch of our new brand, rolling out a comprehensive plan to guide our internal team in delivering consistent marketing communications. From social posts to email newsletters, we were ready to share our new look with the world!
A key focus during this phase was ensuring our visitors understood that we are still the same trusted company, while also strengthening the connection to our subsidiary brand, Cannabis Creative Group. While we focus on a variety of industries at CHAMP, Cannabis Creative is focused on meeting the unique marketing needs faced by brands in the ever-evolving legal cannabis, hemp, and CBD spaces.
Looking to The Future
We’ll continue to optimize our site as time goes on and look for new and unique ways to connect with our audiences — both online and in real life. After all, we’ve always charted our own path here at CHAMP.
Need help giving your own brand a glow-up? Have thoughts on our rebrand? Just want to say hello? We’re here to chat. Contact our team today!