Curtains

LEOO

LEOO Marketing Cloud is a B2B company that offers marketing cloud solutions for clients in all areas using Salesforce platform. The company is relatively new to the market, but has already gained visibility and relevance reaching significant clients.

2022 - 2023

Product designer and lead.

GOAL

The goal of this branding project is to suggest a new style and guidelines, that portraits the brand’s identity and objectives, as intended. And to also offer a possibility for all digital channels to be connected and consequently reinforce an unified and strong presence.

Kick-Off

This project began with a simple goal: to reimagine the brand’s identity so it could reflect its growth, values, and vision for the future. It had to serve as a guideline for all creatives in the company, allowing the digital media to showcase and reinforce the same identity.

To kick-off the process, apart from aligning goals with stakeholders, we needed to create an identity that spoke to the target audience while differentiating the company from competitors. The goal was to create something modern, authentic, simple and trustworthy.

It started with the original brand system.

Leoo Landing Page Leoo Typography Leoo Business Card Leoo Logos

The Double-Diamond Process:

Leoo

Benchmark

Discover stage.

Before conducting a brand analysis, the first step was to identify the main competitors and pin point which design choices and methods they used and how to learn from them, but also stand out.

Most of the brands had a more serious tone due to the B2B nature of the business, but a lot relied on a human connection, for example, by the use of mascots or photography.

Leoo

Critical Analysis

Define stage.

  1. No logo variations or application guide.
  2. Only one official typeface style with limited applications.
  3. Aggressive visual elements and noise in communications.
  4. No data base for icons or images/bigscreen.
  5. Small range of colours and extremely high contrast, resulting in possible eye straining.
Leoo

Ideation

Develop stage.

After identifying the key issues to be addressed, the developing stage began by brainstorming and experimenting.

“Which textures speak to the brand?”
“Which colours currently in use are essential”
“How to make them more accessible and inclusive?”
“Do we need a mascot or rely on photography?”
Leoo

Prototype and Implement

Deliver stage.

By focusing on the best ideas from the brainstorm and creation efforts, we were able to create a brand style guide and prototype some mock-ups, demonstrating how to use the new elements.

Deliverables

Leoo Brand Guidelines Leoo Social Media Post Example Leoo Website Example Leoo Presentation Example Leoo Business Card Example Leoo Merchandise Example Leoo Email Example

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