Rebranding for Clarity
Project Overview:
Engaging with a leading reverse logistics company posed a unique challenge given the convoluted brand identity spread across multiple brands. The primary concern was the glaring inconsistency in branding, not only causing confusion among stakeholders but also hampering the overall brand image.
The Product/Service:
This reverse logistics company specializes in returns management, optimizing the return flow for both businesses and consumers. Their service is a synergy of logistics, data analytics, and customer service. They have a parent brand and four sub-brands offering specialized solutions within the reverse logistics spectrum.
Core Problem:
A deep dive into user feedback, leveraging HubSpot and Customer Service Reports, showcased confusion due to the inconsistent branding across platforms and brands. Moreover, there were accessibility issues that further exacerbated the disjointed user experience.
The Goal:
The primary objective was to revitalize and unify the brand identity across the parent and sub-brands while ensuring adherence to accessibility guidelines. The resulting design needed to offer a seamless and consistent visual experience across all touch-points.
My Role: As the Lead UI Designer, my function was to work closely and collaborate with the Marketing Design and Brand teams. The aim was to ensure that the rebranding was not only visually cohesive but also resonated with the company's core values and mission.
Responsibility: Leading the design initiative with the Marketing Design and Brand teams, it was imperative to first comprehend the existing brand values, assimilate the feedback, and envision a brand identity that was harmonious, accessible, and reflective of the company's ethos. Collaborating with the marketing and brand teams was crucial to ensure that the rebranding was impactful and consistent across all promotional channels.
Project Duration: Considering the intricacies involved in rebranding multiple entities while ensuring cohesion, a timeframe of approximately 12+ months was estimated for this endeavor.
User Research
To understand the depth of the inconsistency problem, a mix of qualitative (user interviews, feedback analysis) and quantitative (interaction heatmaps, drop-off rates) methods were employed. The focus was to ascertain user perception of the current brand identity and the points of dissonance.
Pain Points:
Confusion due to inconsistent visual representation across sub-brands.
Ambiguity regarding the distinct services offered by different sub-brands.
Accessibility challenges making the branding unapproachable to some users.
Overall perception of an unprofessional brand image.
UX Structure:
The reimagined brand architecture needed a top-down approach. Starting with the parent brand, the redesign cascaded down to the sub-brands. Each sub-brand, while having its unique elements, echoed the primary brand ethos, ensuring unity in diversity. Accessibility was interwoven at every design stage, ensuring an inclusive brand experience.
Impact & Learnings
Impact:
Post-revamp, the unified brand representation led to a significant boost in user trust and engagement. The company witnessed a marked increase in positive feedback, and the accessibility enhancements meant a broader audience could now interact seamlessly with the brand.
Learnings:
The significance of a unified brand identity in building and maintaining user trust.
The importance of accessibility in ensuring an inclusive brand experience.
The value of continuous feedback in guiding a large-scale rebranding effort.
Collaboration between design, branding, and marketing is pivotal in ensuring a successful rebranding.