Nic Brandenberger, VP of Consumer Marketing at Fandom, talked about how they built a task force from various departments to help with the rebranding, the stories behind their new logo and slogan, and the vocal response to the changes from their engaged community.
The idea of a rebranding became tangible and compelling in 2020, when the team saw a number of elements converging toward a unique, consumer-noticeable change in Fandom's brand experience: we’ve decided to migrate our Gamepedia wikis into the Fandom domain.
At the same time, we’ve planned for a significant refresh of the Fandom product experience and also kicked off a major initiative to drive more engagement amongst our 315 million monthly unique visitors.
There was no way we could pass on this opportunity to modernize Fandom’s brand expression, and support all of these initiatives with an additional, strong signal for creators, fans and employees. The stars only very rarely align in such a way that a brand can genuinely claim that it’s “all-new”, but they did for us.
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