Project Overview
The task was to redesign the visual identity of Ekko Advantage, a digital platform facilitating engagement and loyalty between consumers and businesses. The project's core objective was to overhaul the brand's design, including a new logo that not only embodies the company's values but also mirrors its current communication strategy. This redesign aimed to solidify Ekko's market position and enhance its competitiveness.
Role and Collaboration
In collaboration with the marketing manager, who spearheaded the rebranding initiative, my responsibility extended to developing the new visual identity for Ekko Advantage. This involved presenting the concept to and working closely with the company's C-level executives and stakeholders, ensuring that the redesign aligned with both strategic goals and market expectations.
Design Strategy
The new icon design centers around a cyclic connection symbolized by the letter "e," representing the continuous interaction between app users and physical retail enabled by Ekko. This cycle also illustrates the platform's economic model—where app engagement is rewarded with Ekko points, fostering a virtuous circle of usage and benefits.
For the logo's refresh, we opted for a rounded typeface with the word "ekko" in lowercase, aiming for a more user-friendly visual appeal. This choice reflects the brand's approachability and its emphasis on creating a seamless user experience.
Color Scheme and Brand Positioning
The color palette was thoughtfully selected to symbolize the integration of users and retail, utilizing vibrant gradients to inject modernity into the brand. This choice not only elevates the brand's visual appeal but also aligns with Ekko's positioning as a pioneering consumption model. The vibrant colors convey dynamism and innovation, resonating with Ekko Advantage's fintech and startup identity, and reinforcing its forward-thinking ethos.
Impact and Deliverables
The redesign played a crucial role in redefining the brand's image, making it more relevant and attractive in the competitive landscape. Through direct engagement with key company figures and a deep understanding of Ekko's strategic direction, the visual identity revamp marks a significant step forward in the company's quest to redefine consumer and retail interaction.
