Complete rebrand of an enterprise video platform called Vbrick Rev.
The client wanted to take their branding in a more modern direction. A new brand that would convey an energetic rebirth of the brand, with a reliable & secure feel. Together, the Creative Director (Craig Minch) and I quickly ascended onto a whiteboard and started sketching. Drawing shapes we felt articulated the new brand goals.
Our first presentation featured vector sketches of the whiteboard art in hopes to narrow down aesthetic and shape. A lot of inspiration was drawn from the shape of a video play button. Afterall, the business of the client is that of secure video solutions. Security came into play as we housed the “play button” in a space of protection. Communicating the sense of high-quality video that is reliable and most of all secure.
Now that we have narrowed the mark down a bit we applied a number of different colorways to get a better idea of which palette reflected the goals of the new brand. This seemed like the appropriate time to introduce a few font families to the client as well.
At this point, the client had chosen the general shape and palette of the brandmark so we wanted to provide them with a few variations of how the colors can be applied to the mark.
In this same presentation, we also took a look at hard edges versus soft curves and which of these options felt right with the refresh moving forward. Ultimately we moved forward with rounded edges making the brand feel more approachable.
Lastly, we provided a number of mark and logotype mockups for the client to review. Each with its own unique strengths and weaknesses.
The final logo was a true collaboration between agency and client. The transparency between the two parties aided in a logo that we could all be proud of. The final logo told the story that the client was looking to tell, one of rebirth and security with a contagious energy.
Creating the Brand
After the logo had been finalized we moved into how the rest of the brand would compliment the new look. Choosing fonts, colors, and styles around the aesthetic achieved in the logo. We started developing brand guidelines to document our work.
First, we wrote rigid rules around our newly created logo. In order for the brand to communicate its message, the logo must be used in a well thought out consistent manner.
Next, we underwent a color study to decide on a secondary palette that would compliment the primary palette as well as differentiate certain things from it. We decided on colors with the same intensity and vibrancy as the primary palette but still held their own color value when used alongside it.
Typography was chosen to adhere to the new brand mission as well. Roboto offers friendly, open curves that pair nicely with the approachable, reliable feel we were looking to capture. (..and who doesn't love Roboto, honestly).
Collateral - New Branding In Use
Riding the wave of an exciting new brand we took to the essential collateral. Creating business cards and documents based on the rules and values we distilled into the new brand.