Built blog rebrand
Construction industry website, Strxur, had been around for several years, and its branding was becoming dated and disconnected from its audience. Word on the street from customers and stakeholders revealed that the name itself, Strxur, was confusing to pronounce and remember; a barrier to entry for new audiences. To maintain relevance and appeal to a broader audience, a complete rebranding effort was kicked off to modernize its visual identity, messaging, and scalability on a global level. My challenge was to redesign the blog's brand identity and update the visual language without losing the existing audience appeal and drive new traffic in order to align with the blog’s thought leadership goals in the AEC industry.
MY ROLE
Concept development
Art direction
Design
THE TEAM
Web Design - Brad Yau
Animation - Ed Mann
Filming and Editing - Justin Hearn
THE PROCESS
I began the project by doing an in-depth discovery session with the Content Marketing team to align on the target audience, their interests, and industry trends to get a sense of where we're at and where we want to go. I pulled inspiration from a number of different global, multi-channel editorial and journalistic brands so that we could align on a high level vision for the brand aesthetic.
Next up, I dove into designing the visual identity. This included designing an entirely new logo, simplifying and lightening the color palette to make it more accessible and approachable, developing a scalable typeface system that would deploy efficiently across various devices, platforms and languages, and creating a style guide for all visual elements of the blog. An overarching goal of the blog was to "visually celebrate the AEC industry." Taking that idea, I strove to create an identity that did not eclipse the stories of innovation, people and the projects that were being showcased on the blog. The goal was to build an identity that was flexible enough to work well alongside various photographic, illustrative and graphical styles.
Site Launch Promo video
With the launch of the rebrand, a promotional video and digital ad campaign was created to build excitement around the freshly launched site and drive traffic.