Insticator Brand Identity

BACKGROUND:
Insticator wanted to expand its data business into new markets, and push out a suite of digital products accordingly.

STRATEGY:
As the lead (and only) designer on the team at that time, I was tasked with owning the design effort for those new digital products, as well as enhancing the existing company brand identity to accommodate them.

I wanted to keep the products user-centered, and create a cohesive visual system that wouldn’t require a massive brand overhaul.

Rather than redesign the existing logo from scratch, I recommended we:

* Refresh the existing mark and color palette
* Extend that brand ‘essence’ to each of the new product lines
* Create product sub-brand identities so that each could effectively sit on its own, while still being visually recognizable as a part of the larger company brand
* Name the products after our target customers and pair them with a distinct visual language so that users coming to the site would know who Insticator was for, where to browse, and how to identify relevant features and content.

EXECUTION:
After communicating the overall strategy to the team, I had each key stakeholder fill out a brand identity brief for the company, as well as for each of the individual products. The briefs incorporated prompts about company values and user research insights. I used the information from those briefs to help craft the overarching brand identity.