The client already had a baseline brand concept that we leveraged to build upon to generate new resources for adapting the brand to digital environments.
In the initial analysis, identifying the strengths and weaknesses of the brand was crucial to preserve its essence, provide consistency across the design and transmit the mission of m]x[v.
MxV was trying to convey a message, which needed to be reflected in the brand. To keep building the concept, we started with some questions:- What does the brand believe in?
- Why is our brand stronger than others, which is the difference?
- What is the brand personality like?
- Which graphic resources would make our value proposition clear?
A series of meetings with the client helped us brainstorm and make decisions together.Working as a team provided us with a better understanding and definition of the brand vision and final goals.
It was essential to understand MxV competitors and how they are positioned and presented in the market. After analyzing other companies in the space, we sought to find a solid visual representation for MxV brand concept.
Eureka moment! Inspired by our investigation and starting with a set of visual resources, we could transmit the message the brand was trying to convey.
Taking into account the needs of MxV and the concept, we met with our creative team to redefine the elements already present in the brand-book and explore different ways of making them consistent for a digital product.
As internal workshop we kickstarted the visual exploration process by leveraging the whole team’s skillset and variety of visions for the project, allowing us to have a broad set of ideas to start with.As a result of the unique voices and ways of designing - and thinking, the system started to come alive. Components like a new color palette, the use of brackets - present in the logo, and typography work together to ensure the brand is recognizable and feels true to its concept and ideas.
As internal workshop we kickstarted the visual exploration process by leveraging the whole team’s skillset and variety of visions for the project, allowing us to have a broad set of ideas to start with.As a result of the unique voices and ways of designing - and thinking, the system started to come alive. Components like a new color palette, the use of brackets - present in the logo, and typography work together to ensure the brand is recognizable and feels true to its concept and ideas.
The bracket was a key symbol in the m]x[v logo, so we decided to include them as a visual resource of the brand.They provide a sense of technology and variables.Brackets are mostly used as background elements, but can also be applied in simple graphic pieces as protagonists.
Inspired by the original glyphs, brackets, and the idea of web3, we included new elements in the design.These allow us to highlight important information and build bold patterns and backgrounds to support the design.
MxV previous brand style guide had a strong and bold use of color but not enough contrast for a digital proposition.With that goal in mind, we adjusted the color palette to a more reduced one and established correct applications for each color.
Avenue Mono was already the primary font of the brand. We enhanced the use of it and turned it into a visual resource as well.It’s bold characteristics provided the impact we were looking for.
These allow us to highlight important information and build bold patterns and backgrounds to support the design.
Regarding the user experience and the user interface, we iterated the designs on a weekly basis, touching base with the client once a week to get feedback, brainstorm, and make decisions together.
