Feedonomics brand identity
In-house creative direction and branding for a rapidly growing B2B product optimization software company.As the Brand Experience Designer at Feedonomics, I pitched, developed, and implemented a new set of brand visual guidelines that were used across the company’s marketing and platform teams. The rebrand aligned Feedonomics’ best-in-class technology with a visual identity that would strengthen recognizability and attract enterprise clients.
Role
Brand Experience Designer (brand design, creative direction, UI, UX, prototyping)
Timeline
December 2021 – April 2022
Project team
Graphic Designer, Web Developer, Content Writer, Content Director, Demand Generation Director
Website pages updated as part of the redesign
Problem
The identity needed to work across the brand’s marketing and product teams. I also had to pitch changes to C-level stakeholders who had personal attachments to the old brand identity.
Insight
There were elements of the brand that needed a facelift rather than a redesign which would save us time and money. We also found that creating a strong foundation of basic changes by standardizing colors, typography, and, and visual style created a large impact.
Solution
Create a set of brand guidelines and templates that helped Feedonomics establish itself as a foremost technology in the marketing and advertising space. After internal testing and feedback, we were able to make a splash with a release across major website pages and other brand materials.
Process
I started with a competitive analysis of others in the industry and created rough sketches and moodboards to pitch the idea of a refresh to leadership.
Brand audit used in initial stakeholder presentations
There were many moving pieces so different areas of the refresh (marketing materials, website, platform) were prioritized and planned alongside initial low-fidelity prototypes. Working closely with the demand generation team and web developer we created a mobile and SEO friendly update to the marking website
Brand audit used in initial stakeholder presentations
We utilized Adobe Photoshop, Illustrator, and and Figma to visualize the identity in application across the brand.
Early applications of colors and styles
Style guides
We created style guides with updates to color, typography, visuals, and layouts that linked out to relevant templates to make it easy for anyone at Feedonomics to utilize.
Main website landing pages
Website
The brand identity was applied to feedonomics.com on the home page and on a handful of major offering pages. We created informative, sleek layouts that were mobile-friendly and better guided our potential clients through our process and technology.
Product deck cover
Product decks
A series of product decks and templates were created to enable the sales team to pitch effectively and create new presentations that were brand-aligned.
Tradeshows
The new identity extended to in-person tradeshows and events, and the design team created bespoke booth setups.
Branded tradeshow booth
Reflection
The brand updates were well-received internally and we had great feedback on how the changes were exciting our current customers. I would have liked to spend more gathering feedback externally and seeing if the changes could be connected to increased views, interactions, or leads.
For the website in particular, there were some mobile considerations we had to skip or simplify in time for launch that I wish were included. Additionally, we increased our compliance to W3C accessibility standards but a full audit still needs to be done to include areas outside of the marketing website (e.g. the product itself).