A former colleague had approached us about helping him with the identity for his new venture. As we had previously worked well together we said I could take a look at creating him an identity and site design that would be low cost, as he was a startup.
Their working tagline was "a new way to test online creative before spending a single penny". Many big brands will test the effectiveness of their campaigns by running them and then tweaking them whilst they are live, through A/B tests for example. However, this could cost them thousands, even millions of pounds. The technology was a way to get a representative test at a fraction of the cost.
As we were short on time we needed to ensure the process was really lean. Our research included a brief competitor review, 3 personnas, creating brand principles and a mission statement. This was done in a session with the client and refined through a collaborative Google doc.
We wanted to practice what we preached, therefore we set about creating 3 design routes (purposefully different), that could be tested on their end clients. Each had a logo, colour palette, iconography and tone of voice that emphasised a different brand principle. One, for example, was a more "geeky" personality and another more "tongue in cheek". Through this "creative testing" we found which one resonated with their audience better, using feedback and statistics to decide on the creative route.
The final product was a logotype, chosen from a number of variants based on our winning theme (from the test). We had tweaked and customised it to improve legibility and display. As a bonus, and to show it in context, we created an example landing page, the client liked it so much they paid for some small amends to it and had it built!
The client was provided with brand guidelines, with examples of logo usage, tone of voice, colour palette and typography. We also did a further days work producing a branded Google presentation template, which they used to present their offering to Google!
The client was delighted of the improvement of their branding and their site. They were also psyched about the consistency they were now able to bring to all their online and offline properties. Since the launch of their new brand, the site and using the presentation materials they have had some great feedback from clients. Most importantly their clients now remember them due to their strong primary palette and single-word, more memorable name.