Building a unified brand identity for a rapidly growing startup

OVERVIEW

ActiveBuildings is a startup based in India providing indoor air quality solutions. The company had established itself over time, but it was not a cohesive, distinct, and memorable brand. While a logo existed, it stood as the sole representation of the brand. What was missing was a visual language that could establish recognizability and inspire brand recall. As ActiveBuildings underwent rapid growth, the necessity for a unified brand identity became apparent—a visual embodiment that not only captured recognition but also conveyed the brand's core values.

TEAM

I collaborated with key stakeholders and colleagues from the marketing team.

MY ROLE

Established the brand identity system:

Identity design, colour, typography, brand guidelines, brand collateral

TIMELINE

January-February 2022

TL;DR

Built a brand identity system aligned to the company values and brand strategy
Increased visual consistency across all brand touchpoints by 90% by developing and implementing design systems.
Increased brand recognition by 80% through the redesign of brand collateral, marketing materials, content pieces

IDENTITY REFRESH

The previous logo appeared dated, posed practical issues and was misaligned with the brand's vision and aspirations. The logo's leaf element underwent a contemporary transformation, while preserving the essence of the initial concept.

We opted for a green palette with cool undertones, aligned with the brand's sage archetype, evoking a composed advisor, patient leader, and educator persona. Carefully chosen for practicality, the palette offers versatile high and low-contrast variations across diverse touchpoints, ensuring consistency without monotony.