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Evoke

Design & Branding, Creative, Strategy, Consultancy

Freeing the Bright brain – brand imagery

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The Challenge

Bright is an established, award winning agile software company specialising in Digital Asset Management (DAM). They build intelligent software which includes flagship product, Asset Bank and newly developed Dash, which help marketers and content teams maximise the use of their digital files.

Following their recent rebrand, Bright knew that certain areas still required attention – a key element of this being brand imagery. The original brief for this project was to work with the existing brand and create new brand imagery that accurately and authentically represents the Bright brand and culture.

The end result would need to include a new toolkit of assets to work across all aspects of communications, online and offline – inspiring and amplifying a more creative side to Bright for its customers, while also engaging and energising its employees.

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The Results

After carefully reviewing the Bright brand and understanding their company and its values, we saw an opportunity to make a bigger impact for our client with a concept that would allow them to better tell the Bright story across all brand elements.

Bright’s existing logo features a graphic representation of a brain. Taking the existing graphic shapes, we wanted to ‘free the brain’, liberating the design into an expressive and illustrative set of tools.

These include bold, linear illustrations, which can be combined with photography or large, abstract, cropped sections of the brain graphic that can be used to add depth to imagery and also act as holding shapes for a variety of content.

This new visual approach for Bright would act as the glue that would hold everything together, strengthening the connections to the brand and maximising the impact throughout their toolkit and communications – internally and externally.

The new brand toolkit includes illustration, graphic elements, photography, iconography, templates and a new Style Guide, providing clear direction for using the new assets, including a simplified approach to typography and colour palette. From this we delivered new Values imagery, Ebooks (optimised for mobile and also printed featuring bespoke covers), Case Studies, Proposal template, Sales deck and company Quarterly Review deck. The new toolkit is also beginning to roll out to the website, products, videos, social posts, newsletters and blog.

Also born from this project was an exciting application of interior graphics and signage throughout the Bright office, reflecting the company values, in a bold, colourful and expressive way.

The project to date has not only helped Bright to stand out in their competitive market, but has increased engagement and a sense of pride across the business.

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