A web3 re-branding
Role: Art Director & Brand Designer
WHY
When I joined iExec, I noticed that the branding was outdated and didn't align with the company's culture, vision, or even with the industry standards. This needed to be tackled fast as the company grew.
HOW
I led a full rebranding effort as a team of one, starting with a workshop to identify the company's values and brand attributes. Throughout the process, I continually tested my ideas to ensure that the new branding would be more appealing, modern, and creative. I created a comprehensive style guide and worked on various print and web materials. Two interns later joined me to help and take our efforts to the next level. We worked on making the brand more memorable and fun, and introduced new merchandise such as holographic meme stickers and funky socks, which were carefully related to our vision and industry. With the help of two talented artists, the brand went from outdated isometric illustrations to retro-futuristic 3D art. Our new branding was a huge success, making the company more recognizable, and becoming one of our strengths. We received excellent feedback from our community.
TAKEAWAYS
The new branding finally properly addresses our various audiences (research, B2B, web community) with some specificities for each, as I learnt first-hand during this project: when you speak to anyone, you speak to no one.
I also learnt to go from execution to leadership: I started as a sole designer, then led 2 interns and a few freelancers, then hired a visual designer. I acquired some valuable skills through hands-on experience: how to get good, talented people around you, how to lead, to optimize the work-load, to create and build smarter.
3D Designer: Damien Boudot
2D Artist: Adrien Mangournet
Interns: Lorena Taurino, Thibaud Alaiz
