Zero to Brand Identity
Laid the groundwork for UX and UI through a strategic branding approach that attracted investors, fostered user connections, and distinguished us in the market.
2021
Year
Solo Product Designer, Writer, Graphic Design, SEO
Role
Desktop, Mobile, Tablet
Platform
12 Weeks
Duration
CEO, Stakeholders, Advisors
Collaborators
Photoshop, Illustrator, Canva
Stack
Problem
As a newly established startup entering a competitive market, we faced the fundamental challenge of creating a cohesive brand identity from the ground up. Without an existing brand presence or defined user interactions, we needed to develop a logo, design a website, and establish a comprehensive UX/UI strategy. The lack of an initial identity impeded our progress, making it essential to define who we were as a company and how we wanted to engage users through our design systems. Our goal was to build a compelling and consistent brand that would not only stand out in the market but also set the foundation for meaningful and engaging user experiences.
Solution
Our goal was to establish a strong and distinctive brand identity from scratch, including the creation of a logo and a website, while developing a user-centric UX/UI design strategy. We aimed to build a compelling brand presence that effectively communicates our values and resonates with our target audience. This foundational work was crucial to setting the stage for engaging user interactions and designing intuitive, cohesive experiences that would differentiate us in a competitive landscape.
Expectation
Assumed stakeholder alignment would be swift.
Expected branding development to be straightforward.
Reality
Achieving consensus among stakeholders was more complex and time-consuming than anticipated. The process involved extensive discussions and iterative revisions to align on brand identity and design direction.
The process was far from straightforward. It required not only the creation of a logo and website but also in-depth SEO optimization, a thorough understanding of psychological principles related to visual design, and the development of a comprehensive content strategy. We needed to ensure that our design choices effectively engaged users and supported our brand’s visibility in a crowded market.
Results and Impact
New branding boosted investor interest, securing $2M funding and a 14% organic website traffic increase, driving demo requests. Investor engagement with pitch decks and website analytics evidenced impactful results.
Research and Discovery
Central to our branding was a research phase that shaped our design decisions profoundly.
Founder Discussions: Conversations with our CEO emphasized the logo's need to embody our data-centric approach, leading to the concept of nodes and lines symbolizing data connections. This concept ignited creativity and purpose.
Market Analysis: Examining competitors highlighted a dull industry aesthetic. To stand out, we chose vibrant colors and playful messaging, strategically reigniting data analysis excitement.
Design Approach
In design exploration, I meticulously assessed typography's mood and assumptions. User tests illuminated emotional resonance in type choices. Alongside the CEO, I iterated designs, blending artistry with brand strategy.
CEO and Advisor Presentations: Key for alignment and iteration. Outcome presentations led to typographic choice harmonizing creativity and strategy, resonating with the audience and conveying our essence. This process yielded a type selection effectively communicating mood and associations.
From Branding to User Interaction
By leveraging our vibrant new branding colors, I transformed our login interfaces, infusing them with a sense of fun, excitement, and brightness to enhance user engagement:
Consistency in Action: Our newly created graphic materials seamlessly found their place on our website, including strategically placed logos that reinforce our visual identity:
To amplify user engagement, I crafted an animated sequence in Illustrator, breathing life into our login and loading screens, creating a dynamic and captivating experience:
Lessons Learned
One of the key lessons was the importance of deeply integrating company values into our branding concepts. Establishing a clear and compelling brand identity required us to align every design element— from the logo to the website— with our core values and mission. This alignment ensured that our branding was authentic and resonated with both our internal team and our target audience.
We learned that effective UX design goes beyond functionality; it must also embody and communicate the brand's personality. By considering how we wanted users to perceive and interact with our brand, we were able to create a user experience that not only met practical needs but also reinforced our brand identity. This approach helped foster a deeper emotional connection with users and enhanced overall engagement.
Throughout the process, adaptability was essential. As we navigated stakeholder feedback, design iterations, and evolving market needs, being flexible allowed us to refine our approach and respond to new insights. This adaptability helped us improve the alignment between our branding efforts and user expectations.
