The last step in the redesign process was transforming all conclusions into actual visual solutions. New brand goals helped us outline a set of adjectives and project them onto a new, stable foundation. The brand was now described as strong but dynamically scaling, leaning toward trustworthiness, confidence, happiness, and warmth.
Therefore, we defined a vivid but non-intrusive colour palette, and selected a few examples of photography that evokes lightness, happiness, and emotional connection with customers. We updated the current logo to fit into new brand standards.
The services are online-based so we decided to use a bold typography that fits digital mediums but still evokes a distinctive tone and character. It was important to move the current copywriting principles that were based on listing features into focusing more on user benefits.
The new brand guideline now acts as an instruction manual on how the visuals communicate with target users. It consists of rules that form a foundation of the brand such as brand goals, company vision, and visual guide like logo placement, imagery, colour options, messaging, and tone & voice.