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GOCANCEL
Creation of a new brand visual identity
Following an internal audit, I uncovered that the brand came to life with no agreement on the logo, colors, visual assets. Secondly, the company logo was used by another one of the CEO portfolio companies which created brand confusion. That's the reason why I lead the design direction to create a visuald identity more aligned with the company targets.
Discipline: Brand design
Tools: Sketch, Keynote, Procreate, Asana
Why
Use of the same logo and visual assets for two different companies. Lack of alignement between the company visual identity and the company services.
Obstacles
To onvince my stakeholders to use a different visual identity for their two companies. To onboard the Marketing team with the rebrand of the company (change management).
The process
Initially, GoCancel had a flamboyant look with red and purple tones, and a minimalistic website with only one active page.
Additionally, I discovered two crucial insights: first, the CEO was dissatisfied with the brand's current appearance, and second, there were plans to sell the brand to a bank company if it performed well.
This led to my decision to conduct Customer Research, interviewed the CEO and CTO and run an internal communication audit in the company.
Initially, GoCancel had a flamboyant look with red and purple tones, and a minimalistic website with only one active page (see image on the right).
Additionally, I discovered two crucial insights: first, the CEO was dissatisfied with the brand's current appearance, and second, there were plans to sell the brand to a bank company if it performed well.
This led to my decision to conduct Customer Research, interviewed the CEO and CTO and run an internal communication audit in the company.
Behind the scene
A new visual identity
Based on these discoveries (see Process section), I decided to revamp the brand, (logo, color palette, font system, brand personality, tone, and company story).
The objective was to create a brand that would not only be more attractive to the banking industry but also cohesive with the app's target audience.
On collaterals
On the website
On social media
CONCLUSION
After conducting in-depth UX research, it became evident that the brand's visual identity did not align with its target audience.
As a result of the rebranding stratgey, our website user engagement significantly improved. Our customers' feedback verbatim was translated by a better understanding of the company structure and service and less complaints related to our affiliated service that were not identified by our audience as part of our package.
Due to the more intuitive and relatable brand identity, our app became more attractive to potential investors and acquisition opportunities within the banking industry.