This was written by my colleague and boss Mark Bult (Twitter @espd). It's definitely one of the most detailed posts online about what it takes to design a brand. I worked with him and saw the process from within and even learned something from this post! Hope you'll learn something too.
Loved it. We're just finishing up a similar (albeit much quicker) process. I love seeing how others work.
Thanks for comments here and elsewhere. If others have undertaken a similar redesign, I’d be interested to hear how your methods and results differed.