UserZoom – Creative Direction
Re-visualising brand consistency
UserZoom is an International User Experience Research platform, empowering product teams with high-quality user insights in order to create better digital experiences for their target audiences.
Their Challenges
Over the last 5 years UserZoom has been scaling rapidly. Due to change in leadership and growth, the brand had began to develop inconsistencies. When I joined their team, they were executing their third refresh in 2 years. The CMO needed someone to help re-visualise what brand consistency looked like, while also supporting and managing creative projects being executed with creative partners.
The brief
I was asked to work with their main creative partner to identify and trouble shoot any issues which were leading to inconsistencies across the brands identity. This meant rebuilding the brand guidelines to be more rigid and offer better guidance internally and externally for creative projects.
The results
I re-visualised the brands typographic approach and implemented rigid and clear typographic hierarchies across print and digital collaterals. Old brand colours that were still in use, were fazed out. A refined brand palette was curated and distributed. Bespoke Illustrations were relegated to a tertiary graphic tool, replaced by product shots and photography. These were supplemented with infographics in order to enable creative story-telling for informative content campaigns. Once the brand identity began to show more consistency, we then began to look at how we could reintroduced illustrations into the brand without using bespoke designs.
