As a well-established media and advertising brand for more than 20 years, Evolve Media was ready for a brand refresh — only the second major refresh in its entire history. Coinciding just before the COVID-19 pandemic and continuing through it, I oversaw design and direction of the relaunch of the brand. I worked directly with the CEO, CCO, and heads of sales and marketing to achieve this massive undertaking.
Working with a supporting design team, we crafted a new logo and color palate which then was used to expand a new marketing deck, official website, brand guidelines, social media presence, business cards, and more.
Logo
The goal I was given for the new logo was sleek and modern and something responsive that could work across various screens and uses both digital and print. The simple typography was paired with a stylized capital “E” meant to evoke the bars of a DNA strand.
Process
Several logo variations were created before landing on the final version. With input from several designers, we honed in on the final six that were presented for review and would eventually refine to the final product.
During the concept phase, I paired various logos together and provided explanations for each one with the design intent behind each one. I couldn’t resist giving each logo concept a fun, punny, headline.
Ideas and Vibes
A good design is meaningless if it doesn’t have a story and purpose. I created a collage of ideas and concepts to inspire the design direction to come from a meaningful place that resonates with the brand identity.
Brand Book
Establishing a general “DNA” backstory for the logo, I expanded that out with a design aesthetic of rows of bars that were evocative of those on a DNA test. The entire goal was about Evolving the brand and playing off the theme of evolution without being too literal and risk looking like a medical brand.
Marketing Deck
Taking what was established from the brand book we created a custom marketing deck in PowerPoint.
Website
With the marketing message established through the marketing deck, we created a website. The goal was for a simple top-level site to give an understanding of the company’s offerings.
Product Gallery
As a supplement to the regular website, we developed the Evolve Gallery as a sales tool that could be used both internally by sales and marketing teams as well as externally by clients. Fully sortable, the massive undertaking unified Evolve’s main product offerings with an easy-to-digest companion website.
Social
Deciding to phase out its broader social media presence, Evolve wanted just a clean simple execution for its LinkedIn page.
Business Cards
Developed right ahead of the COVID-19 pandemic, we crafted custom silk-laminated business cards.
ACKNOWLEDGEMENTS
- DESIGN / DIRECTOR: Jose Inigo
- DESIGN SUPPORT: Alex Rivera, Carlos Sanchez, Livia Tostado