eyekandy - Brand refresh
Was a self-initiated project for two reasons:
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No business leads were ever generated by our website.
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All our Marketing / Creative outputs lacked consistency due to the abscence of brand guidelines.
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Recently appointed as Head of creative, I decided it was time to make a brand-book and took the opportunity to also refresh our brand.
Starting with a first draft quickly put together, I layed out the groundwork and gave senior leadership team a canvas to express the company's ambition.
Joe golden (CCO) and Scott Lester (CEO) picked the direction, giving me the greenlights to fast-track it into various formats for the diverse users to come.
I designed these guidelines to resonate with the company's core values.
While bearing in mind eyekandy is a ''sales first'' business.
Meaning no one would have extra time to refine the branding of their creations.
Therefore my aim was to keep it extremely simple, and strip it to the bare minimum of constraints.
Tackling our old logo first, I decided to allow for splitting the wordmark and the brandmark.
Adding a playful twist and allowing for it to fit next to the various brands we work with.
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I kept the same brandmark shape, as Scott our CEO was quite attached to it, but refined the color into a more graphic, modern gradient.
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Our wordmark then, was made lower case to feel more approachable and playful, while Comfortaa font rounded up the last few edges.
Then came the question of the colors and fonts.
Once again, simple. Two fonts, Comfortaa for headlines and Open sans Condensed for the bodies of text.
Allowing the use of CAPS TEXT for impactful callouts.
Along with subtle variations in the color palette.
Keeping the eyekandy blue, while adding white, cool grey, and purple for the gradient.
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Result?
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Our website is generating leads, lots of them! (www.eyekandy.com)
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Our Linkedin and various assets all started using the same logo, colors, tone of voice, ...
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Our new starters find out about eyekandy, our values, and visual codes easily.
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Now fully functional, I am proud of the simplicity and playfulness these guidelines offer to our wider team.
And I remain the sole ''brand guardian'' to date.
