Brand
Building up the Brand with Premise
Tools: Adobe Photoshop, Adobe Illustrator, Adobe InDesign, Adobe Premiere Pro, Wordpress site builder, Figma
My role
While working as a Senior Visual Designer with Premise Data, I was specifically tasked with aiding in the important transition of the brand aesthetic as outlined by the company leadership. The old brand aesthetic of Premise Data, upon my joining, was one that distinctly resembled an attempt to emulate the visuals of more prominent and well-known brands like Google. The use of a wide range of varied brand colors and randomly chosen stock photos led to a situation where the brand was pulled in multiple directions, ultimately lacking any real grounding in consistency or coherence.
The first creative standard that I firmly believed was imperative to establish was in thoroughly cleaning up the documentation that Premise utilized for external clients. Working collaboratively alongside the Marketing and Sales teams, I managed the process of reorganizing content on one-pagers and various longer-form collateral in a way that was significantly easier to digest and greatly reduced distractions that were caused by the overuse of excessive color. Additionally, I took the initiative to look for opportunities to incorporate imagery that was much more relevant to the subject matter or product in focus, enhancing the overall presentation and effectiveness of the materials.
Updating the Premise homepage was a longer-term assignment where I collaborated closely with the front-end developers to thoughtfully design a new layout that incorporated valuable feedback from the leadership and various teams across the organization. Through multiple iterations on both desktop and mobile, I was able to create a layout that was not only cleaner in its overall appearance but also maintained a visually impactful aesthetic that effectively captured the essence of our brand.
I also made consistent efforts to update and enhance our advertising collateral across both the paid media channels and the various social media content. I aimed to include high-quality imagery and photography that was not only relevant to the subject matter but also resonated more deeply with the diverse audiences that Premise sought to engage with. As a collaborative team, we discovered that incorporating photographs of specific individuals or situating the advertisements in recognizable locations led to improved click-through rates (CTR) during a given campaign flight. This strategy proved to be effective in capturing the attention of our target audience.
I also started the process of creating a new library of icons that could be used across the entire organization. The past icons used at Premise were shared between the Marketing and Product Design teams and, unfortunately, had little flexibility when utilized in one-sheets, presentations, or online. I dedicated time to work on creating more intuitive icons that were not only more illustrative but also able to effectively communicate various topics that Premise addressed in any given piece of content.
Premise also lacked illustrative content that would effectively help explain how various projects for clients were executed at a ground level. I took the initiative to work on designing various creative materials that could provide visual context to accompany the broader explanations of how Premise serviced its clients in a specific location. Below is a three-step visual representation of Premise’s market research methodology that better outlines the process involved.
