Brand Evolution
Simpli.fi’s Brand Evolution
As brands grow, their visual identities must evolve to remain consistent, recognizable, and adaptable across an expanding range of marketing channels. This project focused on strengthening and modernizing an established brand by helping to create a more cohesive visual system that could scale across digital experiences, print collateral, sales enablement materials, events, and marketing campaigns.
The Challenge
As the positioning of the organization expanded, creative assets being produced no longer felt in line with the overall messaging of the company.
The demand for a more humanized and specific brand positioning started to create visual inconsistencies across layouts, color usage, and visual identity.
The Approach
Once color palette, fonts, and overall visual identity was established, I had to begin developing clear standards for how to scale this updated brand across a wide variety of marketing initiatives. This included refining typography, color application, layout principles, imagery, and reusable design components that could be applied consistently across print and digital experiences.
The result was a stronger, more unified visual identity that the company felt better reflected the direction of the new positioning. This improved streamlined creative production while improving consistency across customer touchpoints.
Programmatic and Social Paid Media Units
