AUSTIN, ARE YOU READY TO CELEBRATE?
Over the past week, you might have noticed a few new features to our beloved MUELLER SCOTT brand, with an updated logo, color palette, and reimagined overall look. We’ve been putting in work behind the scenes, and are excited to pull back the curtain on our brand refresh journey.
As evolving, experimental event planners, our brand refresh reflects our growth, evolution, and renewed commitment to delivering exceptional value. This is not just a visual update but a reimagining of our identity—aligning our look and messaging with who we are today and where we are headed. As we continue to innovate and lead in the event planning world, our refreshed brand will better connect with our customers, embody our core values, and inspire the future direction of our company.
The Process Behind the MUELLER SCOTT Brand Refresh
A few months back, with the help of brand experts, we conducted a thorough audit of our existing brand. This included a review of our website, social media accounts, customer journey, and the entirety of our marketing assets. This was a great jumping-off point for our refresh… we were able to get an overview of what was working and what wasn’t.
With the help of our external marketing team and internal M|S team, we then evaluated what should stay and what would go. Ever cleaned out your closet? Then you know how hard it is to decide on tossing that old T-shirt or keeping it just for the memories, and this was nothing different. Needless to say, after some thorough evaluation we knew it was time to look towards the future of our brand.
Brand Conceptualization & Mood Boarding
This is where the real fun began– MOOD BOARDS! We reviewed a series of mood boards to help narrow down what the future of the M|S brand would look like. This wasn't a linear process—we reviewed the initial mood board & logo concepts, then tweaked the logos, worked on the ratio of pink to other colors just right, and played with different typefaces to ensure we would get a playful yet sophisticated look across our brand. Ultimately, we narrowed it down to one concept.
If you know us, you know we are lovers of all pinks! We wanted our updated branding to reflect confidence, boldness, and cheerfulness—all the things that make up a great event. Our team wanted a bold, fresh look and after narrowing it down, we decided to move forward with this board!
We utilized this board as an initial direction to start building out our brand. A few things we loved about it:
The varieties of pink! Pink is a strong and confident color and we love using it as the primary color in our palette. We also felt the ratio of pink to green was just right, with the green grounding the color palette and helping to create a contrast against the bright pops.
We loved the photography across the board — playful yet sophisticated. We adore the image of the woman sitting in the pink power suit and knew we wanted to emulate that look.
Flatlays! We knew these were something we knew we wanted to incorporate to show off our portfolio.
Logo Design Evolution
We didn’t want to stray too far from our original logo… the diamond icon has been with the MUELLER SCOTT brand from the beginning, so it felt natural that the diamond should evolve with the brand. We wanted an elevated version that felt more solid and impactful, emblematic of our growth over the past 8 years—so we removed the gradients from the diamond and rendered the icon in our new color palette. Adding a white outline to the diamond when it’s placed on dark colors gave the icon an additional sense of boldness.
When it came to typography, we did a lot of back and forth — serif or sans serif? Bold or thin? We went through several iterations searching for the perfect font. The ultimate typeface we chose has pointed corners that match those of the diamond and has a weight that balances nicely sitting next to the icon.
Embracing the New MUELLER SCOTT Brand Identity
Once our direction, color, and logo were decided on, it was time to bring it all together for one big party! This week This is when we implemented our new branding across our website, social media accounts, and all marketing materials.
The refreshed MUELLER SCOTT brand is in full force, and we’re so excited to share it with the world. We can’t thank our team, clients, and community enough for supporting us through our business journey these past eight years, and we’re looking forward to the next eight-plus years of making elevated events look easy.
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