Working with the talented team at Craft Impact we were engaged by the Senior Solutions internal marketing team to approach an evolution of the brand. Together we helped to identify the brand architecture future forward.
To understand the complexities of an existing brand with a defined history and emotional attachments you need to survey the landscape and be careful to not overstep your design ideas. We used a “hacked” version of user testing for websites to help identify resonance with shapes, color and typography that positioned the brand in front of their target audience.
To understand the complexities of an existing brand with a defined history and emotional attachments you need to survey the landscape and be careful to not overstep your design ideas. We used a “hacked” version of user testing for websites to help identify resonance with shapes, color and typography that positioned the brand in front of their target audience.
After user testing the target audience to ensure brand components would resonate with them we decided to push forward on an evolution of the brand. An updated color palette, and modernized geometric sans serif typography gave way to the updated brand presence. Creating a visual system that pulled in the radius of the brand mark into the visual elements allowed our team to unify collateral, digital presence and more.
We delivered a thorough branding system to the internal marketing team at Senior Solutions to help them extend campaigns, and create service segments that had a visual consistency for the future. The updated color palette and design solutions help ensure confidence in choosing the right partner for caring for your loved one.
