Digital Connectors
Introduction:
Digital Connectors, a leading marketing partner for scalable B2B companies, sought to redefine the perception of digital success. With a core mission of making every click, engagement, and conversion meaningful, they aimed to help clients shift from vanity metrics to more relevant measures. To achieve this, the company recognised the need for a fresh and impactful brand that would resonate with their target audience: B2B clients, digital companies, marketing agencies, and advertising professionals.
The Challenge:
The primary challenge for Digital Connectors was to craft a brand identity that not only conveyed its core vision of partnership, growth, and connections in the digital marketing landscape but also reflected simplicity and relatability. Additionally, the brand needed to be easily manageable in the future, allowing the client to create their own social media communications and other promotional content, such as presentations, sales sheets, and social media posts.
The Approach
The Logo:
Understanding the importance of a visually striking logo, different design possibilities were explored. Given the strong imagery attached to the brand name, three logo types were considered : a combination mark, a monogram, and a word mark. After several design sessions, the client opted for a word mark logo that clearly displayed the brand's name while evoking the concepts of connection and growth.
Two final options were approved: one with a tagline and one without, offering versatility for various applications.
The Color Palette:
With the client's attachment to a light colour palette, the challenge was to elevate it while maintaining the desired approachability. Two primary colours were selected : deep blue and light green. These hues symbolise trust, professionalism, and innovation, aligning perfectly with Digital Connectors' brand values. To complement the primary colours, a secondary and complementary colour palette were developed, along with off-black and off-white shades to add depth and contrast.
The Typeface:
To achieve a friendly and versatile typeface, studied various options were carefully. Eventually, we settled on the Roboto font family, which seamlessly blends a mechanical, geometric structure with friendly, open curves. This choice harmonised with the geometric nature of the Digital Connectors logo, while also symbolising the company's core values of connect, convert, and grow. Furthermore, Roboto's multiple weights ensured flexibility for future applications.
The Patterns and Texture:
With the connecting lines from the logo serving as a decorative motif, I created patterns that would enrich social media campaigns and presentations. Playing with shapes, sharp corners, and the primary color palette, the patterns exuded energy, dynamism, and a sense of connectivity. These patterns became an integral part of Digital Connectors' visual language, reinforcing their brand identity across various touch points.
The Finish Line:
In the final phase, a set of icons consistent with the new brand was designed and approved. Then I meticulously prepared all assets as requested by the client, ensuring compatibility with Canva for easy future design creation. A comprehensive guide on asset usage was provided to empower the client to maintain brand consistency. The collaboration culminated in a successful rebrand, delighting the client with the professional and fresh image of Digital Connectors.