Datica Product Branding Design
Datica makes HIPAA-compliant cloud infrastructure solutions for healthcare. After several iterations of various products with very different niches, they moved to unify them into a product family and asked the marketing team to develop new branding for web, print, motion, and point-of-presence (trade show booths). Over the course of about two months, I delivered projects in each of these mediums.
I like to share my process when I'm designing, but also when I'm building and engineering. It helps build trust with my stakeholders, but it's also a great way to give back to the design & dev communities, as well as getting detailed feedback from other experts. I cut this short clip together to share my workflow using Figma, SVGOMG compressor, and Chrome web inspector for positioning.
Building the design elements
We have several designers in the product team, and they had a passion for making the product icons as a part of their work. I decided it was best to support and extend that effort, and build upon the logo work. While logos are a fundamental component of any brand, the supporting elements (colors, typography, animation, textures, imagery, etc.) are what comprise any complete brand.
It's still early to gauge by the analytics, but the reception internally has been overwhelmingly positive. By using a thorough and methodical design process—to guide stakeholders along a path, so that the end result seems obvious—I was able to limit reviews and it led to an accelerated production process. As always, I ran the new pages through browser tests, performance (96 on PageSpeed), accessibility, and SEO audits.