Brand Refresh

My Role: Lead Visual Designer & Brand Owner

Registration Flow

Goal

As the company enters a new phase of growth, it is important to focus on brand awareness in the market. The brand image is not consistently being represented across all platforms and doesn’t necessarily reflect the company goals to be “easy, safe, and cost-effective.” If we establish and define brand elements that reflect our company vision statement, we can more effectively present a united approach to sales, marketing, and partner/client relationships.

Solution

  • Define Logo color and usage
  • Define font and typeset for use across all platforms
  • Define web elements for both the application and corporate website
  • Define voice, tone, and story that aligns with vision statement

Process

I spearheaded a 6 month, brand refresh initiative to wrangle and establish branded elements including logo, color, typography, voice/tone, and imagery. We determined that it was most beneficial to approach this as a brand refresh rather than a full redesign. Working alongside the Creative Manager, Marketing Director, and CEO, we identified business goals and marketing strategies. I used competitive audits, color psychology, and best practices to inspire the new look and feel. Once approved by stakeholders, I created design assets for print, web, mobile-applications, and for all client facing material. I defined these elements in an accessible online document. As the lead visual designer, I created branded company materials (letterhead, business card, etc…), marketing templates, and most importantly applied the new brand to the corporate website.

Result

The brand refresh has given the company a brand image that has caught up to reflect the company’s goals and back its reputation. By defining visual assets and creating templates, we enabled Marketing to produce far more content pieces (much quicker) than in past years. Overall, we have created a brand that can easily scale and change to reflect the future company mission.