The Creative Strategy Agency, in NY, wanted to evolve its brand and create a stronger connection with its audience.
I worked along with the team, developing a rebranding, website design and Webflow development.
Visual identity audit
To kickstart the project, I conducted a visual identity audit. The main objective was to gain insights into the current state of the brand, identify opportunities for improvement, and develop strategic recommendations to support the foundations of their visual identity. Some of the key findings were:
Logo lockups
Lack of guidelines for logo variations leads to inconsistencies and weakens brand recognition.
Too many colors
Overuse of 9 primary colors creates clutter and reduces brand identity impact.
Picky typeface
Dependence on Klarheit Grotesk poses accessibility challenges and potential inconsistencies due to licensing constraints.
Overwhelming visuals
Diverse color use in visual elements causes clutter, overwhelming users and hindering brand recognition.
Previous Visual Identity
Rebranding
The rebranding addressed key findings from the audit to ensure a cohesive brand presence. We defined a single primary logo lockup for consistent usage, refined the color palette to two primary colors with vibrant accents for visual cohesion, and transitioned to Google Fonts for enhanced accessibility and consistent typography.
The frame
Contrary to popular belief, creativity thrives within structures, and The Frame offers the perfect balance of structure and freedom. The Frame highlights the agency’s ability to provide a structured framework for creative ideas to flourish. This duality appeals to clients seeking innovative yet organized solutions. The Frame will be the foundation of our visuals.
Website design and development
Designing and developing the website for TCSA required a thoughtful approach. After defining the new visual identity elements, we created a website that would effectively communicate the agency’s branding and offering. The following pillars guided the design and development process, resulting in a website that provides visitors an engaging experience.
Wireframes
