Storyblocks Visual Refresh
Introduction
This project focused on revitalizing the Storyblocks' visual identity, starting with the definition of the brand's tone and voice and culminating in the application of a new visual language across various touchpoints, including social, web, and email channels. Our goal was to infuse a rebellious spirit into the brand, and we achieved this by redefining key elements of the Storyblocks brand like fonts, shapes, and color palettes.
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Project Overview
This initiative aimed to breathe new life into the organization's branding to reflect its essence as a "rebel" in the industry. This refresh was not just about aesthetics; it was a strategic move to better resonate with the Storyblocks target audience, differentiate from competitors, and maintain brand relevance in a competitive marketplace.
Background Research and Analysis
I conducted comprehensive competitor analysis to dissect the visual identities of major industry players, examining their design choices and market positioning. This effort revealed commonalities and gaps in the visual landscape, helping us identify opportunities to disrupt the status quo and stand out in a crowded field.
Brand Workshops and Stakeholder Interviews
We kicked things off with a series of engaging branding workshops involving key stakeholders across Storyblocks. These workshops served as a forum for brainstorming and idea generation. I led collaborative discussions to uncover the organization's true essence and values - conducting exercises in voice, tone, UI elements, type and color. Insights from these sessions were integral in shaping the rebellious tone and voice that would set the stage for the rest of the project.
One of the outputs of these branding sessions was a new Stylescape that became the foundation for our evolved visual language and brand.
Stylescape Prototype
Brand Persona
Embracing the Rebel: With insights from workshops and competitor analysis, we boldly defined our new brand persona as a "rebel." This decision wasn't taken lightly; it was a deliberate choice to reflect the organization's willingness to challenge conventions and pave a unique path in the industry. The rebel persona would serve as our guiding star throughout the design process.
Typeface Selection
In the font selection process, we considered not only aesthetics but also alignment with the rebel persona. PolySans, chosen for marketing and public-facing materials, was a bold typeface that conveyed a sense of confidence and defiance. It commanded attention, making it a perfect fit for materials that needed to make a statement. Inter, the selection for the product UI, was a versatile font known for its clarity and legibility. Its user-friendly nature ensured a seamless and accessible user experience.
Reimagining Brand Shapes
Our inspiration for the brand shapes came directly from the organization's rich video and audio assets. We meticulously abstracted elements from these assets, transforming them into dynamic and distinctive shapes. These shapes, which exuded energy and creativity, became integral components of the new visual identity. Their use in various brand materials added a rebellious flair that resonated with our audience and could be used acrossing various channels. I played with our existing brand shapes and experimented with how they could form new styles and what those styles might communicate.
Rethinking the Storyblocks Color Palette
The overhaul of the color palette was a meticulous process. We paired lighter and darker tones with precision, creating accessible yet striking combinations. Each color was chosen not only for its aesthetic appeal but also for its unique personality and symbolism. The revised palette offered greater flexibility, allowing for creative and consistent brand expression across various contexts.
The experience of designing actual collateral influenced the visual guidelines. What worked in theory didn’t always translate to practice. One major realization came around color use: it became clear that our darkest shade of yellow, yellow 900, is difficult to use as a large background fill because it communicates a retro feeling that doesn’t quite align with the Storyblocks brand. In the guidelines, we decided to restrict its use to smaller-scale applications.
Application Across Channels
The final phase involved the systematic rollout of the refreshed brand across digital channels. Templates were redesigned with careful consideration of the new visual language. Content guidelines were revised to align with the rebel persona, ensuring that the organization's voice was both consistent and authentic. The website, social media profiles, and email communications all received a visual makeover, guaranteeing a cohesive brand presence and enhancing user engagement. Newly designed webpages outperformed their counterparts in A/B testing.
Conclusion
The brand visual refresh project was a testament to the power of collaborative design and strategic thinking. By anchoring our choices in extensive research, stakeholder collaboration, and a clear brand persona, we achieved a transformation that not only looked impressive but also deeply resonated with the audience. The resulting visual identity, with its bold fonts, distinctive shapes, and reimagined color palette, spoke volumes about the organization's rebellious spirit. This redesign didn't just change the brand's appearance; it altered perceptions, increased engagement, and strengthened brand loyalty.