Soon after joining the Tandem design team in 2017, I was launched into designing for a company wide visual rebrand.
The rebrand involved a transitional design phase before the finished design stage. The brand overhaul included everything from updating logos, brand colors, fonts, imagery styles, design elements, taglines, messaging, and more, across all channels for a cohesive brand identity.
As logos are often the north star for brand identities, that was the starting point. Through iterative design processes with marketing leadership, a variety of static and animated concepts were created to decide on which new direction to move into.
The original brand had a lot of dark heavy colors and multiple visual styles for each product, each audience, and platform. With the many different visual styles, there was a growing disconnect between the inner parts of the brand. With the new rebrand, two major themes were to simplify and to keep things feeling light and airy.
For simplification, the visual styles each product and audience were streamlined into one. Instead of having an entirely different style guide between patients and the healthcare provider audience, there was now one unified style.
To keep things feeling light and airy, a brand new set of limited brand colors were created with an emphasis on using white for large background fills. An exception to this guideline was to allow for the brand's primary blue color to be used as a background fill for specific use cases.
New design elements included thin white stroked radial curves to provoke a sense of movement and innovative thinking. These radials interact with people and objects in the imagery by passing in front and behind them.
With many more updates in the top-to-bottom rebrand, the entire process required a nimble design approach to make sure the style guide established a strong foundation and had room to evolve and grow under careful constraints with proper review.
#Photoshop #AfterEffects #InDesign #Illustrator #PremierePro #Figma #Sitefinity
