WeArisma Rebrand
WeArisma experienced exponential growth and garnered media attention, necessitating a rebrand to reflect the client's core business proposition. As a company that helps brands and agencies understand, measure, and optimize influencer marketing ROI, the old branding, which was designed at the company's inception, had become outdated.
The challenge:
As the art director tasked with the project, my challenge was to create a functional and future-proof brand system that would attract the right audience while staying within marketing boundaries. My goal was to bring the client's vision to life and explore new, perhaps uncomfortable avenues without compromising the brand's integrity.
The approach:
THE LOGO:
To convey the idea of a fearless company ready to disrupt the industry, the client expressed a preference for bold colors in the violet range. It was also essential that the logo accurately conveyed the company's name: We Arisma.
With these parameters in mind, I explored various logo variations and color options:
After further shaping and finessing, we landed on the winning combination of shapes, wordmark and colours:
THE COLOUR PALETTE:
Next I tackled the colour palette and came up with strong principal colour choices paired with more relaxed and complementary secondary colours.
THE TYPEFACE:
Not long after came the typography which was an extension of the logo itself yet unique and distinct. After careful explorations I settled on the clean, clear and strong Poppins typeface.
THE PATTERNS AND THE TEXTURE:
To ensure consistency and flexibility in the design system, I created a series of patterns and gradients inspired by the new brand's core concepts of growth, success, potential, and achievement. These patterns feature triangular shapes that can be used as standalone graphical elements, scaled down to act as texture, scaled up and cropped for abstractions, and utilized as masks to highlight product screens or as a container for photography. This approach brings cohesiveness to the brand while allowing for a wide range of creative possibilities.
THE FINISH LINE:
After all the core elements were in place, I proceeded to the final stage of the branding process, which involved creating a series of practical templates to be used by the Creative and Marketing Teams. These templates include PowerPoint presentations, collaterals, social media assets, email signatures, business cards, and other essential items.
Furthermore, the newly developed brand identity was utilised to launch the client's the new site and array of services, which will enhance the brand's appeal and further its growth.