A large, successful education & technology B2B company needed to develop a new brand identity to reflect significant changes to their business model, mission and vision. This new brand needed to differentiate itself from established competitors in a crowded marketplace, get rid of old stigmas while leveraging past experiences. In addition to future business partners, close to a thousand employees were also part of the target audience.
The first step was to clearly identify, document, and communicate the new brand’s value system and brand story. A thorough brand design system and style guide was created laying out how company values should be expressed through copy, colors, typography, graphics, and imagery.
The most critical aspect that the UX needed to address was the key distinct audiences that the brand serves, and all the services it provides in unique ways to each audience.
The design system was followed closely in the development of the user interfaces (UI), interaction design, and motion graphics.
For the creation of live-action and still imagery, photography style guidelines was also a key part of the user experience and design system. A striking combination of black & white in contrast with full-color photography was designed to showcase aspirational messaging versus action-driven content.
It was critical that the new brand system included, resonated with, and communicated effectively to a large number of employees. A large variety of digital and print communication, swag, building and office space were designed and produced.
creative direction: Fernando Campos
lead partner agency: Lippincott
web development: Noble Studios
video production: Lyon & Associates
photography: Greg Anderson