Previously, I was employed at CT21 Analytics, a marketing agency that specializes in digital marketing services such as paid advertising, social media marketing, email marketing, and search engine optimization (SEO). During my time there, the company underwent a rebranding process, and I was responsible for supporting the creation of a new logo and revamping the website.
The company was unhappy with the logo they had previously been using due to the lack of sufficient time allocated to its creation. As the business grew, it became apparent that the logo was not an accurate representation of the brand, so it needed to be redesigned. Additionally, the website had not been changed or updated since its launch, and it needed to be improved.
4 months (2022)
I initiated the brand keyword workshop to gather insight into the employees' perceptions of the company brand. As there was no clear consensus on the brand, we began by brainstorming. Through the workshop, we reached a common understanding of how the company should be represented.
The purpose of the workshop was to bring together everyone's individual ideas and points of view on the company. It enabled us to gain a better understanding of the company's values and culture and also helped us to organize these ideas, allowing us to find a concise conclusion on how to define the company.
Participants were presented with a list of words, composed of adjectives, and asked to group them into three categories. The words were chosen so that some of them sounded similar, yet participants could be expected to place them into different categories. Attention was paid to the way in which each word was classified and put into a suitable group.
People initially select words with a good sound and then put them into “Excellent.” To ensure the accuracy of the outcome, they should seek confirmation from others. The most critical words should be given the highest priority.
Challenge was organizing the remaining keyword to draw the conclusion. Understand how they used each term to describe the company, and divided the keywords into four concepts.
The number of final keywords is substantial, but they can be reduced through additional discussions.
The 20-Second Gut Test is a workshop which can help to discover an initial visual design direction. Several days after the brand keyword workshop, I conducted this test.
I selected 20 screenshots that showcase a diverse representation of the brand keywords, with the intention of eliciting diverse reactions from participants. During the test, each screenshot was shown for 20 seconds and participants were asked to rate it on a scale of 1 to 5. The ratings were then compiled, and the results were analyzed and discussed.
The former logo depicted a mechanic and gaming aesthetic, characterized by its shining golden color. However, the logo, which received high praise from participants in the gut test, was the polar opposite. It features a rounded shape and boasts a modern and minimalist style, symbolizing infinity and inclusiveness.
I discussed with a graphic designer who worked on the logo creation to define the design direction based on the result.
The logo design was carried out in a step-by-step manner.
The former logo
Rebranded logo
While browsing through various websites, I noticed that there are two main types of digital marketing agencies: one focused on SEO, and the other on visual design and branding. The former tends to have a lot of content on their website and partnerships with digital marketing tools such as Google Partner, Shopify, or Facebook. The latter is a design agency. CT21 Analytics, on the other hand, is a marketing agency that offers UX/UI design as one of its services, but this should not be the main focus. It is important to avoid being perceived as just another design agency.
