The firm approached me with a dual objective: to refresh their brand identity and to enhance their market presence. They aimed to project a high-tech, cutting-edge, and modern image while incorporating a touch of playfulness. Additionally, they faced the challenge of distinguishing themselves in a crowded and competitive marketplace.
Beginning
Every brand is composed of elements that collectively create its identity. Following the brief, I first focused on two key components: the logo icon and the color palette. The colors were selected to embody the brand's playful essence, while the icon was designed to capture the company's modern and high-tech image. After several iterations, we refined the color options down to two final choices, and selected an icon that best represented the qualities outlined in the original brief.
Process logo
As part of the brand refresh, the company transitioned from "Pharmenable" to "Pharmenable Therapeutics." To support this rebranding, I sourced additional images to enrich and expand the brand's visual language. Additionally, I was tasked with redesigning several icons to ensure they aligned seamlessly with the new brand identity.
Stationary and socials
Designing a brand is an iterative process. In my practice, I typically present three distinct versions of new designs within the chosen style to gauge stakeholders' preferences and refine the brand's direction. By combining the brief's requirements with stakeholders' tastes, the brand evolves and takes shape. Throughout the process, I remain focused on the final requirements of each design element while also being mindful that the brand may continue to evolve and pivot in later stages of development.
Branding guidelines
Brand guidelines are a dynamic tool that evolve as the brand matures and grows. Once the basic design elements are defined, I develop comprehensive guidelines to ensure consistent application across all platforms. These guidelines detail the correct and incorrect uses of graphic elements to prevent misuse and maintain the brand's cohesive presence. Emphasising both dos and don'ts is crucial for preserving the integrity and consistency of the brand.
