Developing a bold visual identity for a unified revenue optimization and growth platform.
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OVERVIEW:
I was fortunate enough to join the Sticky.io team at a pivotal time. We were bringing our social content in-house, reevaluating our brand guidelines, redesigning our website and our product UI, and itching for a new visual identity to differentiate ourselves in the wild B2B SaaS space. I was offered the opportunity to have a direct hand in this brand overhaul, and you better believe I said "PUT ME IN COACH!"
(Proof that they like me)
MY LOVELY COLLABORATORS:
Ben Frank, VP | Camala Winter, Director | Matthew Douglas, Content | Samantha Woodrum, Content | Margaret Sharemet, Strategy | David Vaughan, Web Dev | Logan Hug, Product | Instrumental Group, HS
Ben Frank, VP | Camala Winter, Director | Matthew Douglas, Content | Samantha Woodrum, Content | Margaret Sharemet, Strategy | David Vaughan, Web Dev | Logan Hug, Product | Instrumental Group, HS
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Upon starting, I was encouraged to poke around and ask any questions I had about the brand.
(I wound up having a few)
(I wound up having a few)
Once I'd familiarized myself with the state of things, I prepared to ask the greatest question of all:
(Lovingly made by hand in Photoshop – nothing in this entire portfolio is AI generated and never will be <3 )
When designing something new, I ensure I have at least two working concepts: One that keeps things a bit safer and more comfortable, and one where I let myself go off the rails. I affectionately refer to these concepts as Mild and Wild.
This approach has served me well throughout my career. It not only gives a client options to pick and choose from, but it gives me an excuse to do whatever my designer heart desires.
Mild:
For the Mild concept, I retained many of the preexisting brand elements. Much of the differentiation came from the removal of unnecessary design components rather than the addition of them.
I cleaned up the fonts and colors, and kept the logo largely the same. The forward slashes for the stems of the i's gave a subtle nod to our presence in a digital industry.
I cleaned up the fonts and colors, and kept the logo largely the same. The forward slashes for the stems of the i's gave a subtle nod to our presence in a digital industry.
For the Wild concept, I took to the ol' ipad and started brainstorming. From there, I moved into Illustrator and started to roughly flesh things out. I started to see a concept take shape, and I was so pumped.
What emerged was a bold, expressive visual identity that felt worlds away from where we were.
While the Wild concept was near and dear to my heart, I was down to move forward with either option. Luckily for me, however, the team was feeling Wild.
How far we've come! This fresh, modern approach was already helping us stand out against our competitors, many of whom feel visually dated in comparison. Our identity had gone from Early Internet™ to Sleek SaaS™ in a few short months.
With the brand overhaul out of the way, all that was left was to implement our new identity across every channel and medium. Woo!
With the brand overhaul out of the way, all that was left was to implement our new identity across every channel and medium. Woo!
A few days later...
And so, my sweet blobby son was born.
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Seeing as I currently work here, this page is ever-updating! Check back for more! :)