BRANDING
Leading a company-wide brand refresh to close usability gaps
CLIENT:
A software consulting company.
CHALLENGE:
A shift to working remote and a reaffirmation of this software consulting firm's mission, vision, and values led to a company-wide brand refresh.
VALIDATE:
- Interview users to understand their pain points and successes with the current brand
- Audit existing application of the brand from presentations to website to one-page sales sheets
- “Our current brand is usable but it doesn’t feel like us.”
- Facilitate brand workshops to create alignment, discuss gaps, and clarify design direction
UX SOLUTION:
- Visualize the company’s unique personality and values
- Utilize color theory to introduce more energy into the existing palette
- Strategically select historical visual brand elements to remain
- Design a sustainable brand tool kit that empowers employees to be creative and express themselves while staying on brand
- Tool kit items included: typography, tone & voice, photography library, pattern kit, accessible colors, recommended color pairings, data visualization, iconography
RESULT:
- A year after the launch of the new brand the firm was acquired
- The firm's personality and culture were deciding factors in the acquisition