It all began when HDM Engineering were looking for someone to design their new website. Being a creative and family member, they considered whether to engage me on a freelance basis or bring the project in-house to Absolute. It was a tough decision because working on creative projects for a family member goes beyond standard client relationships. There's a significant emotional investment and a strong sense of pressure to ensure excellence from start to finish.

Given this situation, it was crucial to me that the entire process proceeded smoothly, not just for HDM’s benefit but Absolute’s too. Despite these challenges, I opted to bring the project to Absolute.

My decision stemmed from practical considerations; as a working mother with two young children, juggling additional work alongside my responsibilities was bound to be demanding. Moreover, I trusted Absolute's commitment to producing high-quality work and encouraging brands to embrace boldness – exactly what HDM needed. There was also the added benefit for greater creative collaboration within the team which bound to promise a much better outcome.

Following the initial meeting between Absolute and HDM, it became evident that a brand refresh was in order. It made little sense to develop a new website for a brand that lacked clarity and direction. With this being more my department and a process I will be strongly involved in, I felt a huge responsibility to ensure the rebrand made a significant impact, resonated with HDM's values, and ultimately gained greater success for them.

We organised a brand workshop with the directors, which included my dad, to uncover their desired positioning and unique selling proposition. Being part of the workshop felt a bit unusual, as I had to balance professionalism with my personal relationship with them. However, this dual perspective allowed me to bring valuable outside insights into the business and its team. The workshop sparked lively discussions, and it was clear to see the passion and excitement it gave them.

Collaborating with a close relative on a rebranding project presents its own set of challenges. While knowing them can be an asset in understanding their vision and goals, it can also blur the lines between personal and professional boundaries. Distinguishing between what they want and what we believe they need can be delicate, as we aim to communicate effectively without causing conflict. It's often the case that they may not fully realise the extent of the necessary brand refresh, but we recognise it from our professional perspective. We have insights into how they should implement their brand effectively, ensuring it aligns with their goals. As with any project, there were instances where questions were raised regarding elements of the brand. However, it was crucial to communicate effectively and resolve these questions collaboratively.

At times, interacting with my Dad on a personal level made it difficult to avoid work-related discussions. Designing for them turned me into my harshest critic as I aimed to exceed expectations and meticulously scrutinise every little detail. I had to establish boundaries, otherwise it’d never get finished.

Watching the rebranding was so fulfilling. The transformation of the brand from its previous state to its current elevated status is truly remarkable and reassured me of my decision to bring the project to Absolute. It was incredibly satisfying and rewarding to see my Dad and his team so happy and enthusiastic about the brand refresh and new website.