There was a desire to outline more and more branding subjects in the guide, but with each new section, ease of use diminished and constraints increased. So, for the sake of accessibility and creative movement, extraneous subjects were removed.
A primary exploration in this project was the relationship between impactful storytelling and increased brand awareness. The more effectively a company communicates its story with its target audience, the more the brand resonates with that audience. So to build an influential brand, several stylistic devices needed to be addressed, including tone, typography, color, and identity. To begin the process, a warm color palette was selected founded in color dropping the classic red stock hue used on all e-cruisers since 2012. Warm colors are proven to increase e-commerce conversion rates and the color red has been shown to outperform all others in influencing users to make that purchase. The exploration into typography yielded two sans serif, Outfit, and Lexend, for a clean, modern look, effective at conveying concise messages. I wanted the tone of the brand to feel modern yet still connect with our primarily gen x audience. In 2021, brands like Apple, Amazon, and Netflix were surveyed as gen x's favorites. Brands like these consistently turn to modern design, incorporate refined, unobtrusive branding, and defer to content over branding to keep the flow of information unobstructed. Within the guideline, I was able to implement changes inspired by the brands I researched, such as a reduction in the branding scope of the website design in deference to the content (i.e. the logo and name are reduced and the call to action is the main focus).
The mission of this project was to create a comprehensive branding guide for internal use in the years to come. This required defining some major themes of EBC's story. I was able to create a brand identity and tone that impactfully conveyed the brand message while staying true to the roots of the company. In AB testing, audiences overwhelmingly chose brand motifs from the modernized guide over preexisting branding elements.
This shows the importance of serving strong bites of information in branding rather than serving the full informational buffet. There is only a small window of opportunity for brand to user comprehension in this digital world of constant content barrages.