SECOND LIFE MAC
Second Life Mac helps organizations refresh their tech budgets by refurbishing, recycling, and re-selling their old Apple devices.
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Second Life Mac had experienced significant growth and achieved a position as an industry leader. However, with a proven process paired with deep expertise, their leadership team wanted this story reflected in a brand refresh.
The leadership team had a clear mission for where they wanted to go, so before their planned website refresh could take place, they wanted a refreshed brand as their blueprint.
This included a refined story that clearly articulated the core personality and business vision of what sets Second Life Mac apart. The refined brand would reflect their position as the education world's most trusted refresh partner. Now what they stand for on the inside finally shows up on the outside.
(87)BrandFusion
Brand Focus
Brand Strategy
Verbal Identity
Visual Identity
(01) Brand Focus
Clarify what puts Second Life Mac, first.
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Sometimes the work isn't about discovering who you are, it's about making sure your brand actually says it. Second Life Mac came to us with a clear sense of self and a strong track record to back it up. The opportunity was in making that visible.
During our Focus workshop, we worked with their team to surface and sharpen what was already there. Our role was to surface the strongest parts of their story to sharpen their positioning. While they technically served a range of industries, education was where they truly excelled. They already had a deep understanding of the pressures educators faced, a proven track record with a unique, innovative approach. Refreshing devices, the experience, and budgets.
That insight became the foundation of the brand refresh. We repositioned them as a proactive, down-to-earth tech partner that helps schools optimize their budgets and keep the best Apple devices in the hands of students, teachers, and communities. To prospective clients, they wouldn’t be another option in a crowded industry; they’d be seen as one of one—the refresh partner.
BrandFocus Workshop
Brand Core & Audit
Vision, Mission, & Values
Audience & Personality
87BrandSpark
Brand Action Items
(02) Brand Design → Voice
Dialing up a personal, plainspoken, pro-school personality.
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When it came time to help Second Life Mac find its voice, we wanted it to be as helpful as it was human. No pushy pitches or overly techy lingo. Just clear, candid, straightforward messaging that would appeal to over-stressed and under-resourced tech department heads and administrators.
Second Life Mac wanted their voice to stand out, so they chose a refreshingly direct, upbeat, and approachable tone. While the tone adjusted depending on the medium, the message remained consistent. Whether educating IT directors on device refresh cycles or supporting teachers in social posts, Second Life Mac's messaging made it clear: they're here to help educators turn their old Apple devices into new opportunities for their schools.
Brand Voice Guidelines
Tonality Pillars
Headline & Messaging Constructs
Brand Definitions & Lexicon
Brand Language Toolkit
Brand Story
(02) Brand Design → Visuals
A fresh, flexible, optimistic new look.
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Second Life Mac has always been more than a buyback vendor; it’s a refresh partner. We knew the new brand presentation needed to be as refreshing as their new story and positioning.
We audited the existing brand assets to identify key areas of refinement, big and small. We created a consistent sense of motion and progress, from animations to updating their logo to mirror the standard “refresh” icons found in browsers, to convey forward progress.
The system features a bright and optimistic palette anchored by Catalina Blue, thoughtful use of gradient and accent colors, and a typography system that combines clarity with just the right amount of personality. From custom iconography to full-frame photography of real classrooms and tech directors, every element reinforces trust, ease, and optimism.
Brand Storyboards
Visual Identity
Art Direction
Motion
Graphic Elements & Iconography
Typography
Photography Style
Brand Guidelines
“Working with EightySeven on our rebrand was a strong, collaborative experience from start to finish. They took the time to understand our business, asked the right questions, and translated that into a clear, thoughtful brand direction.
What stands out now is how consistently the brand represents us - whether it’s on our website, in client interactions, or at trade shows. It’s a much more accurate reflection of who we are as a company and where we’re headed.
EightySeven balanced creativity with practical execution. They didn’t just deliver ideas, they built something aligned with how we operate and how we continue to lead in the Apple device buyback space. The process was efficient, communication was consistent, and the end result speaks for itself.
We value partners who bring both strategic thinking and follow-through, and EightySeven delivered on both.”
Scott Pauga
Founder & CEO, Second Life Mac
(03) Brand Activation
Handing off the tools to reboot.
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With the core theme of Second Life Mac being "Refresh," it only made sense that their brand came to life in a refreshing new way. For businesses with a solid foundation in who they are and what they stand for, a brand refresh allows leadership to strengthen their core brand message and ensure it shows up the way it should. Not through sweeping trendy changes, but through strategic refinement.
Across every brand touchpoint, we streamlined and simplified their messaging and presentation to focus on their core business and key differentiation, from trade shows and business essentials to sales presentations and web design.
Brand Guidelines
Packaging & Swag
Marketing & Collateral
Presentation Design
Leadership Guidance
Ongoing Brand Support
