- Problem Statement: A brand audit revealed that the current logo and color palette needed to be updated before we could start developing brand materials. The client requested that only subtle changes be made in order to keep to their original vision of 'a legend climbing mount Everest'.
- Briefing: To kick off the project I had a meeting with the Head of Marketing to discuss the brief, ask questions regarding the client and their current brand story, and start strategizing the phases of implimentation.
- Discovery: Using the strong imagery of 'a legend summiting a moutain' and taking inspiration from the interriors of the treatment centers themselves I started experimenting with ideas to inform the updated brand identity.
Brainstorming.
- Design Iterations: Having identified a few directions worth exploring, I got feedback from the team and client respectfully, over three rounds of iterations on ideas and cutting others until we settled on design updates and a new color palette.
- Finalized Logo Files: Using Illustrator, I created high-quality logo files in color, black, and white. These were filed and shared with the client in both SVG and PNG format.
Left: First card shows old logo with small design suggestions to update logo, increase readibility and general usability. Below the proposed redesigned logo. Right: Proposed color palette for updated brand identity.
- Brand Development: Once we finalized our initial brand assets, I started work on individual marketing materials referring back to the schedule we had set out at the start of the project. As part of a continous hand-off strategy we interlaced longer term projects with projects that had a quick turn around time. This way the client had materials to use even while the asset development process was ongoing.
So that the client can easily start creating content for social media, I made templates that could be reused over time to create a cohesive brand presence on social media.
