Brand Refresh
Objective
Redefine the Tradesy brand and establish design principles that separates us from the competition.
Launch
Soft launch - April 2019
Contributors
Overview
Since it’s establishment in 2012, Tradesy has kept the same aesthetic and visual language. It was time for an updated look to align with the company’s vision and establish a brand voice that resonates with their users. We partnered with Skill Committee, a creative agency, to kick us off with defining brand foundations, values, and principles. The in-house design team was responsible for translating these foundations and principles into a visual language.
The Process
As senior designer, I was responsible for creating a consistent visual language throughout every touch point in our user’s journey in the Tradesy experience. The design team held a 5 day design sprint with the goal to produce a complete style guide.
EXERCISES
Examples of how we’ve carefully selected brand fonts using crazy 8’s.
Utilizing Google Slides and team collaboration to create a moodboard for image selection.
Conceptual Exploration
Tasked with reimagining what our homepage could look like free of any technical limitations, I’ve explored a few options using our new style guide. I also took this opportunity to apply this new visual language to our marketing emails to create a consistent visual journey for our users.
Option 1
Option 2
The Outcome
After defining the visual elements for our brand, we set a roadmap of how we would be releasing this new aesthetic to our users. We will start with updating marketing assets for phase 1, update web fonts and UI colors for phase 2, and create new page templates for phase 3. Currently we are in between phase 1 and 2. As design lead for this brand roll out, I created email templates for the marketing team to help improve their workflow.
