01.
Goal
Grafika’s main objective was to update their branding to be taken more seriously in the industry. The outdated style guide was negatively impacting sales outreach, as feedback indicated that the existing brand appeared unprofessional and messy. The challenge was to develop a design language that aligned with larger competitors while standing out uniquely.
02.
Process
Driven by a vision to make Grafika’s branding cleaner yet playful, I set out to create a professional design language using limited colors, grids, and fonts, complemented by playful accents. The design process involved several stages:
- Setting Objectives and Restrictions: Defining the goals and constraints of the project.
- Inspiration and Research: Analyzing competitors and exploring unique ideas from other industries.
- Experimentation: Iterating on various concepts with constant feedback from the Grafika team.
- Refinement: Polishing the chosen concept and defining every aspect of the new brand.
Research played a crucial role, involving competitor analysis, mood boards, and color psychology to choose the new brand colors. The design focused on professionalism, trustworthiness, and cleanliness, with an open visual style, strong font usage, and ample white space. Feedback from the team helped finalize a color scheme of blues and oranges and included Grafika-branded 3D rendered paperboard imagery.
03.
Results
The project was a resounding success, revitalizing Grafika’s public presentation. The new brand guide has been instrumental in maintaining a cohesive brand image and has been met with positive feedback from both the sales team and customers. The updated style has been in use for two years, significantly enhancing Grafika’s visual representation and marketing efforts.
