CONTEXT

The brand needed an update because they were changing the business model. So, we needed to have a personality to position ourselves and apply it across all communication channels.

Research

Starting from scratch, I coordinated a session with the CEO to develop a proto-persona and understand our new users. Then, I conducted a competitive analysis to highlight our differential advantages. This stage concluded with a presentation that included 2 moodboards and their visual exercises.

Design decisions

I offered two proposals, one using colors and graphics from a moodboard, and another with alternative colors to better match business goals and user expectations. Because of the delay in the process, I decided to start the branding exercises from my expertise: A website

Final Design

White and blue were chosen, with variations of this tone, because they closely matched the characteristics defined for the brand: innovation, solution-oriented, and optimistic. Then, I made a final version using round and square shapes alternately resulted in a friendly and modern appearance.

To save time on website updates, we switched to Webflow. Here, I was able to create templates to campaign landing page designs and text and image updates.

Gradually, I defined a space with templates for landing structures and another for components in case a new structure was needed. Furthermore, I provided training to the new designers and developed a manual to enable the marketing team to make adjustments and determine the level of complexity involved.