As the lead designer for Executivevents, I spearheaded the creation of a new brand identity to be implemented across all aspects of the company's communication strategy. Collaborating closely with a team from Executivevents, we developed a brand tone and voice, as well as user personas to guide our design decisions. Based on these insights, I designed all the brand's visual elements, such as the logo system, color scheme, typography, graphics and illustrations, and website design.
Once the brand identity was finalized, I optimized the website design to ensure a seamless user experience and developed the new website in line with the brand guidelines. Throughout the project, I maintained a keen eye for detail and ensured brand consistency across all touch points. As a result, we successfully launched a new brand identity that elevated the company's profile and resonated with its target audience.
YEAR
2018-2019
ROLE
Designer
COMPANY
Executivevents
Background
For over 20 years, Executivevents used the same logo. The company had grown from a small 3-person operation into a booming business with more than 40 employees. Their current logo and website must be updated and reflect the company's culture.
Goals
The goal of the rebrand was to modernize the look and feel of Executivevent's brand and create a website to showcase its extensive service offerings and knowledge base.
Discovery
We ran many discovery sessions to uncover what it was about the company that made them unique. Executivevents is known in the industry for being professional and fun. This edge impacted how we designed the company's tone and voice and helped us construct a brand identity that matched their personality.
We finished the discovery phase by finalizing a stylescape. Settling on colors, fonts, and an overall look and feel for the brand. This tool guided us in the rest of the design process.
Making a Mark
The logo was the first project we tackled. After many variations, we landed on a script-style wordmark with an icon that combined a heart shape with the letters ee, which many in the industry referred to them.
Illustration
We designed illustrations for the site and other graphic elements to add some personality and friendliness to the brand. These illustrations can be seen everywhere, from social media to business cards.
Web Design
The website's goal was to serve as a tool for potential customers to understand the massive service offering that Executivevents provides. It also needed to capture the company's feel and highlight the fantastic employees that make working with Executivevents enjoyable.
We added a reference center to highlight the company's large knowledge base and an interactive team page to help potential and current clients get to know with whom they are working.
Overview
The rebranding of Executivevents has been an enormous success. The new look perfectly captures the company's personality, and engagement on the website has increased tremendously.
Collaborating with Taylor on our rebrand was a genuinely transformative experience. His creativity and expertise brought our vision to life in ways we never thought possible, and we're thrilled with the results. Working with him was not only productive but also incredibly enjoyable. We're grateful for his contributions and can't wait to see where our new brand takes us.
