Infostretch Brand Development
Lead Design, branding
Brand Guidelines
I took the initiative to establish brand guidelines from the ground up. A pivotal transformation I spearheaded during this brand evolution was the harmonization of colors, a change that significantly impacted our brand's cohesion and visual identity.
New Colors
Old colors
While I initially proposed simplifying the color palette, our shareholders expressed the need for a broader range of colors to effectively differentiate industries within our case studies.
In response to these requests, I thoughtfully considered shareholder input and devised a system of primary and secondary colors. The primary colors were designated as the principal hues for design, while the secondary colors were to be used exclusively in conjunction with a primary color.
Importantly, these primary colors were deliberately chosen to ensure harmony among them, following the principles of triadic, complementary, and split complementary relationships. This strategic approach allowed us to strike a balance between differentiation and visual consistency, providing a versatile and visually appealing color palette.
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Results
My goal was to design these guidelines with utmost accessibility in mind, ensuring that they could be effortlessly shared with diverse groups within the company. This included contractors, such as the design agency I collaborated with, as well as new additions to the marketing team or department heads. The intention was to provide a quick and comprehensive understanding of our brand.
Recognizing that Infostretch operates globally, I identified a critical challenge—swift and consistent communication of brand standards. The introduction of these brand guidelines alleviated this concern, establishing clear and universal principles that geographically dispersed groups could readily embrace. This not only saved valuable time and effort on the marketing front but also fostered greater brand consistency.
Whenever I streamlined or standardized creative processes, such as email templates, I seamlessly integrated them with these guidelines, reinforcing the importance of brand adherence across all creative endeavors.