MOSTLY METRICS REBRAND
Elevating brands and making a client's life easier.
CJ Gustafson is the CFO at PartsTech and when he's not leading finance teams or boxing on the weekends, he writes a weekly business newsletter which has over 45,000 subscribers on Substack.
ABOUT THE CLIENT
Refresh brand assets and create custom templates in Google Slides to make data visualization and content promotion easier.
THE GOAL + VALUE
"The templates Meg built for me have been a game changer. I use them every week."
ABOUT THE CLIENT
CJ Gustafson is the CFO at PartsTech and when he's not leading finance teams or boxing on the weekends, he writes a weekly business newsletter which has over 45,000 subscribers on Substack.
Refresh brand assets and create custom templates in Google Slides to make data visualization and content promotion easier.
THE GOAL + VALUE
"The templates Meg built for me have been a game changer. I use them every week."
After auditing CJ's visual footprint we saw opportunity to create visual consistency across his assets, along with a high contrast wordmark and clear vibrant color set that would be viewable at various sizes.
THE OPPORTUNITY
THE LOGO
The client wanted a refresh of their logo utilizing the chart axis motif from the original (left) and chose the same but different approach.
THE APPROACH
When taking on a rebrand project, three ways you can approach it are:
SAME BUT DIFFERENT
Leverages similar typography and colors but at different tints/shades. Elevates the design by emphasizing color and typographic contrast.
DIFFERENT BUT EXPECTED
Vastly different colors than the original but fits into the visual trends or tropes representing the industry so people immediately know what space you're in (i.e. looks like other competitors in the space)
DIFFERENT AND UNEXPECTED
Sticks out from the competition and industry standards. First thing people notice is the sleek design, then the industry it pertains to.
THE APPROACH
When taking on a rebrand project, three ways you can approach it are:
SAME BUT DIFFERENT
Leverages similar typography and colors but at different tints/shades. Elevates the design by emphasizing color and typographic contrast.
DIFFERENT BUT EXPECTED
Vastly different colors than the original but fits into the visual trends or tropes representing the industry so people immediately know what space you're in
(i.e. looks like other competitors in the space)
DIFFERENT AND UNEXPECTED
Sticks out from the competition and industry standards. First thing people notice is the sleek design, then the industry it pertains to.
CREATING CONTRAST WITH COLOR
Using a similar cool toned palette, we improved visibility with colors that create contrast.
HEX #5E98D1
OLD (left)
vs.
NEW (right)
HEX #E6E97C
HEX #586D77
HEX #2570BB
HEX #90D4E0
HEX #FFDD99
HEX #E4DEDD
HEX #3D4B52
THE TYPOGRAPHY
The client was happy with their current typeface "Poppins" but wasn't utilizing it in the best ways. To help, we created brand guidelines that dictate a simple typographic hierarchy (AKA rules for when to use which font).
Body text
Header
Supporting text
Medium
Black
Light Italic
Poppins
BRAND CONSISTENCY
Lastly, we updated CJ's broadcast profiles to improve brand consistency.
Since using Google Slides was a priority for CJ, we built out a library of template pages for him to easily enrich with data and then export images to share across his broadcast channels.
USABLE TEMPLATES
Since using Google Slides was a priority for CJ, we built out a library of template pages for him to easily enrich with data from Google Sheets and then export images to share across his broadcast channels.
USABLE TEMPLATES
The client was happy with their current typeface "Poppins" but wasn't utilizing it in the best ways. To help, we created brand guidelines that dictate a simple typographic hierarchy (AKA rules for when to use which font).
THE TYPOGRAPHY
THE OPPORTUNITY
After auditing CJ's visual footprint we saw opportunity to create visual consistency across his assets, along with a high contrast wordmark and clear vibrant color set that would be viewable at various sizes.
#5E98D1
#E6E97C
#586D77
.png)
Poppins
