what does it take to start a business
it’s a great American dream story
there’s something inside a lot of people
in the hear like you sold your house you
put your job you built a brewery how do
you stand out in a crowded marketplace
no one’s gonna know that our product is
good especially when it goes onto the
shelves unless you know that packaging
in the marketing is there once you hit
the shelf you’re competing with
everybody else and when you’re ready to
grow your brand what’s the first step
and I’ve been doing our design work up
until now and I’m not like how to
present sure of myself in this series
we’ll give you a rare glimpse of what
happens behind closed doors will follow
creative directors Matthew and Cena and
Ben burns as they lead their client
hamiltonfamily brewery through the
branding process from start to finish
this is building a brain
this is blind a brand strategy design
consultancy based in Santa Monica
California since 1995 blind has used the
power of design to help diverse clients
reach their customers and stand out in
the marketplace my name is Ben burns
I am the digital director here at blind
and a muscle of brand strategist I’m
Matthew ensign I’m a creative director
here at blind and me and Ben are leading
the team here as we move forward in this
expedition rebranding hamiltonfamily
brewery scott walks in one day he’s our
executive producer and he’s like hey you
want to join me on this call it’s a lead
it’s a brewery I think you’d be a good
fit for it yeah sure it’s kind of random
out of the blue so we jump on a call and
on the other side of the phone I mean I
could hear his beard through the phone
we go through the normal first meeting
questions that we ask people and part of
that is trying to honor the budget when
we get there I can tell that we may not
be a good fit and so I kind of left that
call thinking like maybe we won’t be
able to help him but on that first call
I could tell that he was real he was
genuine and he really wanted guidance he
wanted help because his business was
growing and the brand needed to catch up
Josh along with his wife Kristin have
operated hamiltonfamily brewery for
almost five years with one simple
philosophy beer is like the icing on the
cake of life you know it’s it’s
something to be thankful for shared with
friends sort of good beer to good people
that kind of thing and they can get
behind that there we love people up here
and you have a customer for life
so I think some of the big things that I
understand from your initial meeting
with Josh is that they’re looking to
scale right they’re almost bursting at
the seams at this point they’ve been
operating this business for a couple of
years josh has been doing everything DIY
himself and that now they’re ready to
hit retail hit the shelves and that’s a
very important moment for a business
like this because once you hit retail
once you hit the shelf
you’re competing with everybody else
there’s so much competition so while he
might be doing very successfully in his
own small town within his brewery now
he’s going to be competing with all the
big boys on the shelf so I’m hoping
that’s something that we can help him
with in terms of redesigning his brand
identity and repositioning his business
properly so that he stands out in the
market what is a rebrand well first
let’s start by defining what a brand is
according to Marty new Meyer a brand is
a person’s gut feeling about an
organization person or company this is
influenced by their visual aesthetic the
sound of their messaging and their
overall positioning in the market so a
rebrand is simply an adjustment of the
customer touch points that affect the
impact of the overall experience
sometimes it’s an incremental update and
other times it’s a complete makeover
before we know how much work needs to
get done for hamiltonfamily brewery we
need to sit down with them and
understand their brand their customers
and their goals
who is hamiltonfamily brewery hi my name
is Josh Hamilton my wife and I own
hamiltonfamily brewery and Rancho
Cucamonga California I’m Christine
Hamilton I am co-owner with Owen my
husband of Hamilton family brewery the
whole way we got into this was I brewed
in my backyard and I fell in love and it
was the first time I ever knew like this
is what I want to do with my life and I
never really had a passion it’s like
that’s what I want to spend my life’s
work doing until I met beer but there
was no way it’s it’s so expensive to do
it my wife and I had a second baby on
the way I was working two full-time jobs
and I was like man I’m doing all this so
I can pay a mortgage for a house that
all I do is sleep in I had an idea to
ask my wife one night in the long drive
home like what if he sold the house and
we took the money and we started a
brewery who sold the house in like three
days moved in with her folks
he found that spot got that open in
about seven months which at the time was
I got hurt at most breweries took about
a year and a half we did it in seven we
needed to I mean we were down to like
our bank account was at zero on opening
day you know that was the first time we
were about to open the doors her getting
ready and my wife’s like what if no one
shows up and I was like oh I haven’t had
a chance to think about that you know
but luckily we open the door 15 minutes
early and there was a line of people and
it just never stopped so now they’re up
and running but a craft brewery needs
original and enticing flavors to keep
people coming in so where did those
initial ideas come from I’m shopping
with the kids at the grocery store and I
see a display of a certain fruit I think
oh gosh that would be pretty cool we
should add that to a beer so it’s kind
of just like there’s a whole lot of
input around me forming that kind of
thing like the whole idea for Mango as
they were on sale at stater brothers
when we were shopping buddy yeah a buddy
and I when we were just home brewers we
were just sorry we were buying stuff to
barbecue in the backyard and also brew a
batch of beer it’s like where we all
started and they had mangoes for a buck
apiece I was like do you think those
would be good in beer and he’s like yeah
this let’s grab one let’s try and put
them in this pail and then over the
years the pale turned into an IPA into a
double IPA and you know it’s double
mango like a rule I have personally is
like if is it a beer that I’m gonna want
to drink another pint of and then
determine if we’re gonna brew it again
so the first time you met Josh and you
learned about them as a client what was
your take on them the business was more
to him than dollars and cents and the
business was more to him than making a
product it was about people is about
connecting with people and he summed
that up with that
the tagline love people love beer it’s
our mission statement it’s our goal and
it’s our driving force and we put it in
that order intentionally because it’s
not love beer love people what’s the
what good is the greatest bottle of beer
if there’s no one there to drink it and
I’ve been doing our design work up until
now and I’m not like how to present sure
of myself
oh man that logo well we’re not the logo
and I wanted to put so much meaning that
does not get translated at all we were
Ranchos first craft brewery I was born
and raised out here so I was proud of
that so we wanted to tie our brand in
with the historic elements of the city
being their first brewery so this is a
Cucamonga Falls it soon are you
expecting your customers to be like
Nicholas Cage and that national treasure
movie ever with the meaning what prized
is at the end of this road I don’t know
that crazy like all in four color small
font weird stuff logo I’ve made it cause
more problems just from a practical
standpoint like how does this look on a
bottle cap I was look on a koozie
obviously the logo is like super
cluttered it’s really dense it’s not
legible in small sizes these are this is
all the stuff that he that he wanted to
fix mm-hmm but when I talked to Josh and
realized how much hidden meaning was
behind every single element of the logo
we weren’t even communicating to our
customer what we were hoping to there
was so much like insider like yeah we
were trying to create a sense of like
history and heritage and a family tree
yeah that was an accident the tree is on
there because it’s part of the Hamilton
so just assumed whatever they thought it
was and that wasn’t even what we were
going for so logo is more or less the
face of a company so what makes for a
good logo
well according to legendary designer
Ziggy Javie that must be three things
must be appropriate for the context it
must be remember
and it must be simple so that it works
at any scale whether it’s really tiny on
your phone or on the side of a building
for hamiltonfamily brewery it’s gonna
apply to a lot of customer touch points
basically what we’re gonna be doing is
redoing his logo mm-hmm doing two
versions of packaging templates that he
can tap into and and at a later date and
then we’re also gonna be doing his
website hmm
and we’re gonna try and tie everything
together with a style guide that he can
use to influence all the other touch
points of his brand right if we can come
up with like the parameters we playing
what represents us well and everybody
loves bearded hipster dragon slaying
unicorn cupcake flying ninja rainbows
how does what is what is Hamilton’s
version of a ninja rainbow are you uh
are you worried about this one
um I’m kind of half in half right now
Josh could go to retail with the brand
he has now but it would be a bumpy bumpy
road so I want to on our next episode
we’re going to take you through
discovery the process that we use to
help a client refine how they see
themselves and to find who they’re
trying to market to this whole thing is
just about me asking questions and then
the questions are meant to spark a
conversation I think our product is good
but no one’s gonna know that our product
is good especially when it goes onto the
shelves unless you know though that
packaging in the marketing is there our
hometown crowd gets us that you know
they we’ve shipped their hands in the
tasting room we’ve made connections
there and that goes a long way with them
but now it’s gonna be a can of beer
sitting on a shelf that someone’s gonna
need to connect with in future episodes
we’ll use that information to create
style scapes which will help to define
the look and feel of Hamilton’s new
identity starting to use the crest art
badge right this jewel shield thing I
could see that replicated throughout I
really like the colors white a bit all
right so we’re calling this one built to
last it’s really cool these style scales
will be the backbone of the logo work
website design and branding we will
create for them I’ve literally not seen
anything Emanuel
done and his skill with the pen and
paper and the way that he constructs his
lockups it’s just awesome and so as soon
as he opened his book of life stay tuned
for building a brand right here on the
future so the whole purpose of this part
of the discussion is to talk about the
deliverables what do you think
deliverables me

Starting The Branding Process – Building A Brand, Episode 1
Tagged on:                                                                                                                                 

100 thoughts on “Starting The Branding Process – Building A Brand, Episode 1

  • May 29, 2019 at 12:05 pm

    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

  • May 29, 2019 at 2:29 pm

    I wish the episodes were longer. 25 mins – 1 hour… I would seriously watch a full hour.

  • May 29, 2019 at 6:01 pm

    8:42 – 9:00 he sounds like Chris.

  • May 29, 2019 at 6:55 pm

    This was actually really good!!

  • May 29, 2019 at 7:11 pm

    thanks – what an great idea for a series. awesome as always

  • May 29, 2019 at 7:42 pm

    Awesome Presentation Brother👍

  • May 29, 2019 at 8:24 pm

    Very interesting project, I am really curious to see the development. The concept of making it a serie is brilliant. Could you please let us know the instagram of the illustrator Emanuel ? Thx for the awesome content!

  • May 30, 2019 at 12:08 am

    GREAT GREAT GREAT ….web-series , this is what business owners need to see

  • May 30, 2019 at 7:52 am

    Awesome! More of this please.

  • May 30, 2019 at 12:27 pm

    This was sick

  • May 30, 2019 at 2:47 pm

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

  • May 30, 2019 at 3:28 pm

    Always so thankful for the amazing content you guys put out! This series and the new Young Guns season is must-watch for anyone looking to grow their branding and design skills.

  • May 31, 2019 at 6:42 am

    uuu boy I love this!

  • May 31, 2019 at 1:09 pm

    Thanks for sharing. Looking forward to part 3.

  • May 31, 2019 at 3:16 pm

    Thank guys. You literally made THE SERIES!

  • May 31, 2019 at 8:57 pm

    I like this series so far. Kind of "reality TV" meets "design" but there were 2 odd moments where a conversation is happening between the the Blind guy and client guy in the room and then the audio track switches to another conversation happening between the 2 Blind guys but the client and Blind guy keep talking on screen and there is a disconnect. It happens once at 9:12 and then before. Forget where.

  • June 1, 2019 at 4:29 am

    This is what I call "real content" awesome insights!

  • June 1, 2019 at 5:29 am

    That dude’s tree logo is dope

  • June 1, 2019 at 9:18 am

    Upvote for making this a Netflix series. Amazing video quality, fun to watch. 🎥👍

  • June 1, 2019 at 12:52 pm

    This is exactly what I've been wanting from you guys. I think I've requested this before.

  • June 1, 2019 at 1:00 pm

    I'm very excited about this!

  • June 1, 2019 at 8:01 pm

    @ 9:16 is it just my computer or is there an awkward A/V transisition?

  • June 2, 2019 at 10:44 am

    The voice of the dude who owns the brewery reminds me a lot of James Hetfield from Metallica.

  • June 2, 2019 at 6:46 pm

    Amazing content.
    There is a bear and a beer connection! 😂

  • June 3, 2019 at 4:56 am

    I love this! keep them coming!

  • June 3, 2019 at 6:00 pm

    Wow!!! what an episode. I feel so strong you guys are my helpers on my creative journey. Thanks team

  • June 3, 2019 at 6:49 pm

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

  • June 4, 2019 at 1:38 am

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

  • June 4, 2019 at 2:02 am

    Amazing content, amazing editing, amazing people

  • June 4, 2019 at 6:48 am

    This is going to be way awesome

  • June 4, 2019 at 9:26 am

    Actually I think the packaging design and logo is quite good. If u want to compete in a dense market, you have to be original, and colorful, artsy thing makes it original.

  • June 5, 2019 at 2:24 pm

    yes. This is awesome. I've always wanted to see the "official" process from start to finish.

  • June 5, 2019 at 5:28 pm

    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.

  • June 6, 2019 at 12:04 am

    Yeah! More of these!

  • June 6, 2019 at 2:00 am

    This is absolutely essential. And damn have you guys stepped up your game.

  • June 8, 2019 at 1:56 pm

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

  • June 8, 2019 at 7:52 pm

    Sooo good hope it becomes a series

  • June 9, 2019 at 5:57 pm

    2 minutes into the first episode, this knowledge shouldn't be free…but thank God it is!

  • June 10, 2019 at 9:29 pm

    This is what i've been waiting for. Thnks Guys!

  • June 11, 2019 at 10:03 am

    This is gold, you're awesome people

  • June 12, 2019 at 4:10 am

    Get on HGTV or something.

  • June 12, 2019 at 5:26 am

    my kind of series!

  • June 12, 2019 at 4:58 pm

    Literally so sick with flu and I'm suppose to be resting but i cant stop watching! This is like porn for me!

  • June 12, 2019 at 8:57 pm


  • June 13, 2019 at 4:55 am

    Thank You Blind Team and Futur Team for this episode.

  • June 13, 2019 at 9:11 pm

    do more episodes please for the sake of loving branding!!!!!

  • June 14, 2019 at 1:44 am

    "what do you think deliverables mean" … I died. XD

  • June 15, 2019 at 1:23 am

    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.

  • June 16, 2019 at 6:46 am

    This was really well produced and shot. Awesome job 🗣

  • June 17, 2019 at 9:33 am

    Hey chris i thought you stop doing client work with blind, i thought everything is thefutur now. so do you still have a team thats running blind branding agency?

  • June 17, 2019 at 11:54 am

    awesome video, great content as always

  • June 18, 2019 at 10:14 pm

    Amazing job! Love this series.

  • June 20, 2019 at 12:06 am

    Hi Matthew. You said legendary designer _____ Hedine? I didn’t quite catch his name. Can you send his name so I can look him up? Thank you! Great show btw!

  • June 20, 2019 at 10:46 am

    But isn't Chris Do the director?

  • June 20, 2019 at 12:07 pm

    As a newbie at this age, I really liked your vids & podcast. Its a career change & game changer to me. Listening to you guys every morning & before sleep really push me during assignments completions. Pls continue ✌✌✌

  • June 20, 2019 at 10:29 pm

    Love it! Thank you!

  • June 21, 2019 at 11:20 pm

    Hello futur, havent watched your channel for a a bit, but im back now. And hot damn, i watched episode 2 of this series first by accident, and im hooked. Its beautiful

  • June 23, 2019 at 7:06 pm

    Gracias por subtitular.

  • June 25, 2019 at 3:15 pm

    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!

  • June 26, 2019 at 6:09 am

    Thank you guys for creating and sharing this seris, priceless and insighful!!!!

  • June 27, 2019 at 8:58 pm

    duuuude very cool series!

  • June 29, 2019 at 1:52 am

    Do you get a prepayment ? If so, when in this process do you get it ?

  • July 1, 2019 at 7:38 pm

    you cant ask for a better case study presentation than this

  • July 3, 2019 at 2:10 pm

    Good job guys, I'm a graphic design student from Algeciras, Spain, and the recording process you're doing is impressive.

  • July 6, 2019 at 3:44 pm

    Oh, that is a video description! Which talks about your care for details and experience.

  • July 7, 2019 at 12:40 am

    This series is wonderful! I am grateful to have the opportunity to learn from you all!

  • July 11, 2019 at 4:02 am

    This is what I needed, this is so unique ❤️

  • July 15, 2019 at 5:16 pm

    Ben and Matthew are such good hosts. Bing watching the series now.

  • July 16, 2019 at 12:52 am

    Wow what a popular episode… Congrats!

  • July 24, 2019 at 1:16 am


    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.
    -Their customers.
    -Their problems and goals.

    8:25 What makes a good logo? Sagi Haviv:
    -Appropriate for the context.
    -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.
    -Style guide.

    Thank you Ben and Matthew.

  • July 24, 2019 at 7:37 pm

    Love'd the series. Any chance you could "prequel" it with some advice on how to get clients like this. The marketing, sales, networking, ect. Maybe not them specifically, even in general would be SO helpful.

  • July 29, 2019 at 7:00 pm

    So much easier to do when your client is basically your clone only with more hair and no glasses :))))

  • July 31, 2019 at 7:34 pm

    You mentioned budget might be an issue with this client then sort of skipped over it. Can you give us more detail on the overall budget, ideally phased costs. If you can’t give exact numbers (which isn’t like you guys) then can you tell us how much they paid as a percentage of your norm and why you gave them a discount (value of this video series I’m guessing). You guys are always on about value and price so don’t be shy now 😊

  • August 2, 2019 at 11:46 pm

    So many Inland Empire references I love it! Been to this spot a couple times, and I had no idea they went to Blind for their rebrand.

  • August 3, 2019 at 1:17 pm

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

  • August 6, 2019 at 3:20 pm

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

  • August 7, 2019 at 10:29 pm

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

  • August 9, 2019 at 6:08 pm

    Ziggy javie? is that how you spell his name? I want to look him up.

  • August 19, 2019 at 8:17 pm

    THEE BEST brand content that I've seen since leaving advertising in 03. Bravo to the FUTUR for sharing this insightful and empirical information. Awesome

  • August 24, 2019 at 1:34 am

    I love this to pieces. I will spread this message.

  • August 30, 2019 at 4:15 am

    Would you please create a playlist to teach about brand mkt knowledge (as text book and go along with practical example from your case)? Thank you 🙂

  • September 2, 2019 at 6:56 pm

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

  • September 3, 2019 at 10:49 am

    Ziggy Javie is actually Sagi Haviv! Please correct subtitles lol, anyway this docu-series is fucking amazing.

  • September 7, 2019 at 2:44 am

    I'm a big fan of TheFutur. I hope you guys stay for years to come.

  • September 7, 2019 at 3:56 am

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

  • September 8, 2019 at 12:53 pm

    For future reference don't do this, don't do what these people in this video are doing, all they are doing is just complaining about every little step in the process without explaining any part of it, this is exactly what you don't do

  • September 15, 2019 at 11:36 pm

    Great video! Branding is a fascinating process. They seem to have a clear handle on their underlying values and purpose, so that's a good start.

  • September 17, 2019 at 5:26 am

    amazing series. love it.

  • September 18, 2019 at 6:23 pm

    7:16 I AM Nicholas Cage so I can't relate 😂

  • September 18, 2019 at 7:35 pm

    How would you test you product in the market before buying for example 10k beauty creams?

  • September 21, 2019 at 3:02 am

    Hahaha I was the 6k likes, check my comment on the last episode to know what I mean

  • September 22, 2019 at 5:15 pm

    GOD I've watched this so many times- want to pursue this as I'm good at it- and I have immense passion towards it however, I am scared I will fall into the corporation pit get hinged freedom or not be successful due to marketing of myself. Hard decisions leading to worser places is scary.

  • September 24, 2019 at 9:55 pm

    Okay! New subscriber here. I set up a business last year and neeeeed this. Thanks💗💛💙💜💚❤

  • September 30, 2019 at 5:42 pm

    The underlying principles of building a brand are well demonstrated in this video. Keep up the good work!

  • September 30, 2019 at 7:02 pm

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

  • October 1, 2019 at 6:58 pm

    Futur is so inspirational I wrote a song about this episode the other day. I uploaded it to my YouTube Channel. It's called "Build A Brand"


  • October 17, 2019 at 9:01 pm

    Whats the name of the legendary designer at 8:23? Couldn't find him on Google.

  • October 21, 2019 at 7:58 am

    This is the type of business i've been dreaming of starting…

  • October 26, 2019 at 1:15 am

    Great stuff man!..Make more please.

  • October 27, 2019 at 8:38 am

    That logo shown in 6:48 is different than the one that they have on shirts and cans, and honestly, the letters are amazing, love how clunky, crafty and irregular they are, I would take those letters, use them as logotype, make them into display font, slap the claim somewhere, use a tree motive in identity as a brand visuals, and its done 😀 I am just starting to binge-watch this series so I am really curious what our guys will gonna come up with 😀


Leave a Reply

Your email address will not be published. Required fields are marked *