Visier Rebrand
Concept Dev / Creative Direction / Project Mgmt / Design / Copywriting
Created with the Visier Executive and Marketing Design teams, the incomparable folks at Will Creative, and the exceptional animation team at Good Bad Habits.
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Need simple answers about your complex people data? Visier's got 'em. This was the essence of the Visier rebrand. The goal was to create a visual system that could simultaneously represent the immense complexity of the product and the simplicity that it provides to its users. We re-addressed the brand from the ground up, starting will the mission and purpose, evolving and defining the brand architecture, and finally building out a visual design system to bring it to life.
Logo + Color Revamp
The executive team wished to stay as close as possible to the original logo during the revamp, so the focus was on refining it for clarity and legibility, rather than replacing it outright. See the transition below.
The update to the core band identity also meant revising and expanding the various sub-brands that Visier maintained for partnerships and marketing programs.
The brand colors previously consisted only of black and a somewhat eye-searing teal that was unable to be read on white, and also translated very poorly to print applications. We took advantage of the brand refresh to (somewhat literally) expand our box of crayons, and work out new combinations to expand the visual brand.
Video Logo
Good Bad Habits created a short and sweet logo bumper for our new brand system, complete with a variety of color variants to work with the new brand palette.
Flow Icon + Graphic Devices
The new icon was the genesis of the new new "pill" graphic devices that we incorporated into the Visier marketing collateral. These shapes were used to frame subjects and provide visual interest and a branded to feel to their base of stock photography.
With the updates to the colors and graphics, we also introduced a new set of iconography. The icons were largely based off of the Nucleo Icon Library in order to make scaling easy across the organization and various teams.
Brand Collateral
The new brand visuals manifested in a multitude of ways, so trying to show them all would be futile. In the time since we rebranded, Visier has created literally thousands of pieces of brand collateral. Here though you can see a few of the team's favorites (from our HR Heroes campaign) that epitomize the look of the new visual style.
While it's not necessarily representative of the brand identity on the whole, I'd be remiss if I didn't include the cover of Clarity Magazine Vol. III, if only because it gave me a chance to work (however tangentially) with a personal hero of mine, Dr. Roberta Bondar. If you don't know who she is, you should look her up.
Brand Strategy
When I said we approached this from top to bottom, I meant it. Starting with the exec team to revisit our brand purpose and mission, moving on to our brand/product architecture, then to reevaluating our voice and tone, and finally overhauling our look and feel, no aspect of the brand was ignored. It's the sort of thing that can't be summed up in brief, but we did our best with some very comprehensive guidelines.
One of, if not the biggest, parts of developing your brand is making sure everyone inside and outside the comany knows what you do. With a platform as rich, complex, and varied as Visier's, there was a strong need to develop a unified voice for how we'd speak about the various offerings, and how they fit together. This was v.38 of the Brand Architecture, and set the baseline for how we would approach the brand, naming, and positioning products as we scaled. The document has been redacted to preserve confidentiality for future developments.
Many stories. One voice. To ensure clear and consistent communication in our marketing and product, the brand and content teams worked with an external agency partner to create simple and concise voice and tone guidelines for use across the company.
Concept Development
Our agency partner for the rebrand, Will Creative, presented a variety of interesting and vibrant concepts for the visual language. We ultimately settled on "Bringing Data to Life", a fun and playful visual approach that allowed us to represent data and people interacting together.
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