When I first joined GetAgent they did not have a brand, they had a logo, a colour palette (which had contrast issues) and a font (which did not match the companies messaging). As the Lead Product designer and the acting Head of UX & Design, I thought it was imperative that brand guidelines, brand, messaging and a design system s were implemented for many obvious reasons, but the main reasons was to great consistency, remove internal confusion into who the brand is and the further help the UX team know what direction they should be going in for design interfaces for GetAgent.
Branding
The audit
Branding and messaging
GetAgent has a great internal brand, they know exactly who they want to be but have not quiet hit the nail on the head with the external branding, as they know exactly who they want to be and why…
But the same could not be said about the external branding, what GetAgent considered to be a brand was a typeface and a colour palette – that resulted in a confused creative direction.
As you can see from above, there were also a number of issues with GetAgents original “brand” e.g. contrast and accessibility issues – all of which was established before I joined the company, and at the time had no power to change but was very aware of from the start.
What is the creative direction of this company? Illustrations or photography… I cannot work out which direction we should be going in
The process
Mood-boarding and competitors analysis
I worked with Fortnight to moodboard and analysis in-direct and direct competitors branding, Messaging and look to determine were GetAgents branding can be improved and find quick wins.
What was quickly realised is that GetAgent required:
- A Workmark and icon that can work alone and together.
- “GetAgent blue” worked well but needed complimentary accent colours to create a balance colour palette
- Rounded fonts were completely out of the picture.
Based on the above, Fortnight and I worked together to create the following concepts to present to GetAgent stakeholders.
The new brand
Introducing the new and improved GetAgent
At this point, it was important that I instructed a branding agency to take over as I did not have the time to create a new brand
