Connecting people and brands to causes they care about through analytics and data.
Creative Direction | Brand Strategy | Visual Identity | UI / UX Design | Competitive Analysis
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We partnered up with Causemo to bring its brand into fruition. With some existing brand elements as a stepping point to move forward we refined the visual styles and developed a system of typography, colors, iconography and a new corporate identity which will be timeless and most importantly communicates the brand in a much clearer way than before.
Challenges we faced
The original logo although quirky and somewhat endearing just wasn’t cutting it for Causemo. After evaluating the mark I took note of the issues: the color is muddy, the eyes are too small for the logo to scale down accurately, the typography is saying something different than being friendly and the word Cause and Mo are clearly different but there is no reason ( we checked – mo doesnt stand for anything but was a remenant from the companies “mobile” platform beginnings which have changed)
Challenges: Original Palette
The original color palette consisted of only 3 colors. The original designer was looking to add warmth to the brand through these colors but they simply got muddy. The colors did not present a crisp enough definition from one another. The solution was to clean up their color formulas and remove color from the grey tones all together. The resulting colors (+ extras) are much more vibrant and the yellow retains its warmth. The colors now play well with one another.
Challenges: Original Typeface
The original logo type was too sharp and rigid in contrast to the heart icon. The separation of “cause” from “mo” didnt make any sense from a design or business perspective. The goal here was to find an accessible typeface which was quality in its construction, playful enough to evoke friendliness but retain its business strength.
When I began working on Causemo’s brand re-fresh I immediately identified for them the problem areas and where I would focus this stretch of the work. It came down to a current brand that was too limited but also disjointed in its communication. It was trying to represent itself as friendly yet looked sharp and cold. I used this as a launching point for how we would evaluate the next iteration of branding. Does it look approachable and friendly, does each touchpoint communicate the goals, ideas, ideals of the business and what it wants to represent itself as? Is the brand playful yet strong enough that the B2B market would accept it whole heartedly?
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