Stephanie Carbaugh
Director of Marketing
COCOON
West Chester, Penn.
On being part of a major rebrand: When I started with the company we were called West Chester Design Build. One of the first questions I had was, “Is Design Build our tagline and West Chester our company name?” It sounds silly, but I had been asked to work on branding in terms of apparel, business cards, and social media, and there was nothing in West Chester Design Build that felt like a brand to me. The name had served the business really well as far as SEO, but it was time for a change. We wanted a new name that had more heart, was unique, and would connect emotionally with our customers.
The logo was another important element. I showed some concepts to our leadership team, and they liked what I did and sent it over to the branding agency who refined the idea and we went with it. That’s something I’m really proud of. Then there was the implementation of the brand launch. We wanted to tell a story because story driven marketing is an important part of COCOON. We have an incredible videographer on staff and so we created a series of videos that told the story of why we rebranded, and announced our move to a new headquarters. We put COCOON on this giant building on a main street in West Chester, and everyone was like, “What is this place?” “What’s going on?” “Who’s moving in here?” It was fun for people to find out that we are a company that’s been in their area for more than 10 years, it’s just a new name.
