A brand redesign is never just about aesthetics. It’s about clarity, intention, and alignment. This project was an end-to-end reimagining of a brand identity, spanning research, naming, iconography, sitemap review, and landing page design. The goal was to create a cohesive, flexible system that reflects the brand’s purpose while positioning it for long-term growth.
Starting With Research
Every strong brand begins with understanding. We kicked off the redesign with qualitative and strategic research to uncover:
Core business goals and growth ambitions
Audience needs, behaviors, and perceptions
The competitive landscape and areas of opportunity
Existing brand strengths and pain points
These insights formed the foundation of the work, ensuring the identity was not only visually compelling, but strategically grounded.
To deepen our understanding, we conducted interviews with executive leadership and facilitated collaborative workshops to capture employee perspectives on both the internal and external brand. These sessions helped surface shared themes, misalignments, and opportunities for clarity, directly informing the direction of the redesign.
Design Execution
With a clear strategic foundation in place, we translated insights into a cohesive visual and digital system designed to scale. Every design decision was rooted in the research, ensuring consistency across brand and product touchpoints.
Naming Exploration
We explored a range of naming concepts that aligned with the brand’s positioning, values, and future vision. Each option was evaluated for clarity, memorability, and differentiation within the market. The selected name strikes a balance between approachability and confidence, providing a strong foundation for the refreshed identity.
Visual Identity & Iconography
The visual system was designed to be both distinctive and flexible. A refined color palette was developed to establish recognition while allowing room for expansion across digital experiences. Custom iconography was created as part of a unified system, ensuring clarity, consistency, and scalability across interfaces.
Logotype & Brand Symbol
The logotype was crafted to feel modern, intentional, and timeless. Careful attention was given to proportion, legibility, and balance across sizes and formats. The accompanying brand symbol distills the essence of the brand into a recognizable mark that can stand alone or work in tandem with the logotype.
Sitemap Review & Landing Page Design
Beyond the visual identity, we reviewed and refined the sitemap to improve clarity and hierarchy across the digital experience. This work informed the landing page design, ensuring the brand’s story, value proposition, and key actions were communicated clearly and intuitively.