Take an existing brand and improve it for our audience. Create a foundation for future design and marketing work by creating usable assets, a brand guide and color system. And do something about our logo – its strange.
When I began working on Causemo’s brand re-fresh I immediately identified for them the problem areas and where I would focus this stretch of the work. It came down to a current brand that was too limited but also disjointed in its communication. It was trying to represent itself as friendly yet looked sharp and cold. I used this as a launching point for how we would evaluate the next iteration of branding. Does it look approachable and friendly, does each touchpoint communicate the goals, ideas, ideals of the business and what it wants to represent itself as? Is the brand playful yet strong enough that the B2B market would accept it whole heartedly?