Brand Design + Collateral Development (Rebrand)
Services: Brand Identity, Messaging, Brand Style Guide, Web Layouts, Illustration, Templating, Storytelling, Visioning, Strategy
Client: TonicDM
TonicDM is a long-time client and a fast-growing, innovative technology company. We collaborated on a full rebrand, giving them a brand presence that represents their technical expertise and their friendly culture. The new brand aesthetic was defined as “clean, friendly, smart, and minimal,” and we found just the right level of compositional minimalism and color pop to make TonicDM stand apart from other technology companies and represent their style. A human touch was added through a set of hand-drawn icons and illustrations. And since content is half of the equation, creating clear and friendly messaging along with this new aesthetic allowed us to organize their complex content in easily digestible communications for a clear and approachable brand presence. TonicDM is a highly collaborative client with an eye for design, which always makes our working sessions fun and productive!
Brand Style Guide
Brand Style Guide
Brand Style Guide - Hand-drawn Illustrations
Web Layouts
Web Layouts
Collateral
Presentation Design
Brand Evolution:
Story of the Rebrand
This client underwent a full rebranding process, including strategy, messaging, content, and visual identity. The client is pleased with the final result, as we found just the right level of compositional minimalism and color pop to make TonicDM stand apart from other technology companies and represent their style.
Brand History
When I started working with this client, the projects consisted mainly of collateral development under their existing brand, which they felt did not fully represent their visions for the brand and wanted to evolve at some point. The orange examples below show the oldest expressions of the brand, which the client was happy with as an immediate improvement to their collateral. The darker blue/green examples below these represent a few things we worked on as a test of sorts to see how to brand could evolve. At this point, it was clear that we needed to conduct a more formal rebrand.
Previous Brand Collateral
Previous Brand Collateral
Previous Brand Collateral (Transitional)
Previous Brand Collateral (Transitional)
It was time for a Rebrand!
This was Our Process.
Our fist discussions included big picture brand topics like brand strategy, the future of the brand, identifiers, etc. From here, the client continued with content development, while I led them through the process for the visual portion of the rebrand.
We kicked things off with a comprehensive visioning session, from which initial design concepts were created and presented for concept discussions. After multiple rounds of concept studies and refinements, we ended with the current brand (showcased at the top of this page).
Visioning
Visioning
Concepts
Concept Refinement
Visual Brand Evolution