Result

In a re-design I think it is essential to maintain brand awareness, yet change things up just enough to create new expectations. I chose to keep a lot of the existing elements and went back to basics with a simplify-clarify approach to refresh rather than change and to make it easier to maintain consistency throughout their brand communication.

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• Brand values – Initiated a process to clarify the brands core values. Worked with the CEO and project lead to explore and define words and context which founded my decitions in the re-design process.

• Font - Set up an easy-to-use font guide and narrowed down their amount of font variations from excessive to enough.

• Colors - Choose three colors from their large selection of strong colors and made them a bit earthier with lower saturation to connect to the nordics.

• Logo – I added clear rules of use for the main logo and made a secondary logo variation for flexibility in different mediums and plattforms.

• Photos - Created a new gallery of brand photographs with a professional yet personal feel with color tones to match the new color palette.

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Everything resulted in a visually well composed and easy-to-use brand book that is used by internal and external staff to express the brand. My recommendations for continuation was to explore and define a tone of voice and develope new graphic elements.