Company brand evolution

I joined Flexkeeping after the original designer went for maternity leave and with no design guidelines in place I had to figure out the way to go. My first mission after I joined was to modernize the look and feel of the brand.  I first had a few discussions with the founders of the company to determine brand values, tone of voice and vision.
After I redesigned a logo.The end result was an evolution rather than revolution because in the B2B world, everything has to go a bit slower :)

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The next thing was to establish a visual style that could be used across different platforms. I created a bunch of characters that appear in different scenarios. The first visual was to be used as the main visual on the homepage.

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I also created a bunch of small illustrations that are used to showcase the use of app. They are showing employees of the hotel interacting with each other, doing their usual tasks or using our software. All the illustrations had to be done in completely flat style, by request of the CEO. I also redesigned some pages of the website, where the illustrations can be seen in action.

Below is a small collection of the first illustrations that were prepared.

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We were also working on content marketing a lot in the past month which means many blog posts were written and published on our website. There you can see all of them, below I'm sharing just a few of them.  Apart from creating visuals for blog posts and sharing them on media, I was also helping copywriter to get to the right messaging and tone of voice in the blog posts.

Also I was allowed to introduce a new color :)

I was also in charge of finding a junior designer, leading the job application process, selecting the candidate, mentor and lead them.

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We started releasing our monthly newsletter, with theme visual on top and updates from our product and blog.

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As part of our branding we also introduced pineapple as our symbol. Pineapple is actually a symbol of hospitality and we designed it to make it our own. Below you can see one version of business cards which have custom illustrations for employees.

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Many marketing and sales materials were created, including documents, flyers, presentations, stickers, small tshirsts etc.

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While working here, I created a bunch of job posts, that were really fun to do, because I could be a bit more playful with my designs.

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We are currently in the process of rebuilding our homepage. Here are the glimpses of trying to slowly upgrade the visual style in explore new directions. The structure of the website was first designed in Whimsical to define the strategy and UX and later designed the UI. I'm also building the website in Webflow.

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