Company Rebrand
Social media rebranding of a leading voice for women
Role
Lead digital designer & Brand strategist
Project
Update brand image
Duration
~4 months
Project TL;DR
The company faced a challenge with inconsistent branding that diminished its social media impact. To address this, a refreshed brand image was developed, including new colors, fonts, image treatments, and reusable design templates.
The updated brand guidelines aimed to create a modern, authentic, and feminine presence. Key design elements included a Swipe Quote template for interactive engagement, a Declarative Quote template to highlight bold feminist quotes, and a unique approach for Instagram Stories to maintain brand consistency.
Since the rebrand, the company has seen a significant increase in social media engagement, with a growth of over 200 followers and top-performing posts reaching an engagement rate of over 12%.
The Problem
The company lacked a consistent brand which eroded its impact on social media. It was clear they needed a refreshed image. This included new colors, fonts, image treatment, and repeatable templates. The goal was to increase engagement on social media with a modern, authentic, and feminine impact.
Original branding
The original brand language was inconsistent and lacked direction.
Requirements
Tasked to create a new brand guideline from previous unused guidelines. The color palette, typography, and imagery needed to be comparable to previous designs. The goal was to implement reusable and scalable design templates across social platforms.
Outcome
After extensive ideation sessions with the client and integrating insights from previous campaigns, color palette directions, market trends, and women's branding, we developed a final design strategy that aligned with their business direction.
New branding
The new brand language features key templates for all marketing channels, utilizing a refreshed color palette, typeface, and updated brand and content guidelines.
Swipe quote
This template is designed to engage viewers through an interactive swipe experience. It features a black-and-white image of a female, with alternating brand colors to create visual diversity and enhance user interaction.
Declarative quote
This template highlights bold, prominent words found within feminist quotes by using a calm background color and vibrant hues for the text. This contrast captures the viewer’s attention and encourages them to pause and read the quote as they scroll through their feed.
Instagram stories
Designing for Instagram Stories requires a unique approach due to its interactive nature. The client uses Stories as a platform to share weekly feminist news, so we developed a template incorporating the new brand colors and fonts to ensure brand consistency in this distinct format.
Click through to take a look at the template design.
Impact
Since the rebrand, our client has seen an increase in engagement from social media followers across all platforms. The audience is responding well to the rebrand and the new template designs implemented. Throughout Q1-mid Q3 2021, there has been a growth of 200+ followers which speaks to the rise in brand awareness that the company is receiving. The client has maintained an engagement rate of 1.75% and has seen its top-performing posts reach an engagement rate of over 12%