INK needed to revamp its visual identity to target B2B tech companies. As the company’s interactive design specialist, I led the project to refine our brand and design our new website.
To decide what needed to change in our more mature visual identity, we analyzed what was and wasn’t working in our existing brand. Since the majority of our brand applications are PowerPoint decks created by non-design team members at the company, we looked to them to reveal what the brand was lacking.
The two main issues we were suffering from were:
- Our color palette lacked clear hierarchy.
- Our typography style rules were not prescriptive enough.
In INK’s case it was especially important to have clear guidelines and restrictions around these decisions – limiting the design choices non-designers need to make results in a more consistent, recognizable look and feel across collateral. It became one of my primary goals to solve these problems with the brand update.