Product Branding
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Role
Lead Designer Deliverables
Competitive analysis Style tiles Typography Branding Logo development Style guides |
Background
Even though eshots has been around for 20 years, I was their first UX/UI Designer and eshots never had UI Design stylistic guidelines.
After a few iterations, our team have accomplished the brand guideline and directions. Internal steak-holders were pleased to launch their products with defined branding at the end.
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Introducing importance of Design in brand to internal steak holders
After looking at eshots current tools, I discussed with the product manager to initiate establishing the branding direction for internal steak-holders.
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In order to propose the idea on branding, I focused on three main concepts:
1. The value of purposeful branding design.
2. How consistency makes every digital product successful.
3. Define who we are through the brand voice. Personalizing the brand by questioning what characteristic the company has?
After that, I showed how other companies do. Key features to focus on branding based on what the company does as examples.
1. The value of purposeful branding design.
2. How consistency makes every digital product successful.
3. Define who we are through the brand voice. Personalizing the brand by questioning what characteristic the company has?
After that, I showed how other companies do. Key features to focus on branding based on what the company does as examples.
Style-tiles
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1. Avenir Green
Avenir typeface has the traditional font that is often used on the web with the approachable look and I thought eshots logo font, Gill Sans, reads well together. Feedback: The Avenir font was highly preferred. |
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2. Helvetica Neue Blue
This typeface is often used in corporate environments with a professional presentation. Clean look with drop shadow and round button makes the impression modern and easy to use. The blue balances the red on the logo and the round corners creates the feeling of friendly look. Feedback: drop-shadow may cause accessibility issue under the direct sunlight during the event when it's incorporated in the product. |
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3. Futura Purple
Futura fonts are highly preferred in tech, modern startups fields. This makes the interface look much more futuristic and familiar. This exposed the eshots personality to a completely different and new direction and perhaps, adventurous. feedback: This was not aligned to what eshots were currently. Also, this may make eshots look more feminine. |
Website Design
After receiving feedback, the team decided to design the marketing website in order to visualize the style approaches easier.
Applying the modifications based on the feedback from the style tiles, I came up with three marketing website designs based on initial style tiles with the current website content. In addition to the feedbacks, eshots requested to have a dark theme with a more luxurious option of design replaced the Helvetica Neue Blue.
Applying the modifications based on the feedback from the style tiles, I came up with three marketing website designs based on initial style tiles with the current website content. In addition to the feedbacks, eshots requested to have a dark theme with a more luxurious option of design replaced the Helvetica Neue Blue.
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Minimal
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Lux
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Friendly
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Final style
As Avenir was highly preferred among eshots lead team, we agreed to use this font as the primary font. The logo already has a strong color red that eshots wanted to communicate throughout their materials including the products, we decided to go with minimal approach.
Although as red is often used as alert and warning indication on interface design, we decided to use muted dark gray as other prominently used colors. In order to balance the red color as well as keeping the professional look, we decided to use other colors with blue.
Although as red is often used as alert and warning indication on interface design, we decided to use muted dark gray as other prominently used colors. In order to balance the red color as well as keeping the professional look, we decided to use other colors with blue.
Applying the Style to Email Notification Design
Design below is for the client to able to go directly to EventBoss portal in order to see submitted recap from the tour manager.
Design below is for the client to able to go directly to EventBoss portal in order to see submitted recap from the tour manager.
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Applying the style to the logo for products
