I led the rebranding effort for TweakMyContent - a company focused on providing editorial content and services for young professionals.
TweakMyContent is a brand that offers career editorial services to undergraduates and professionals. After referrals, the most important source of traffic to the business is via social media. However, following an audit of the company's social media, it was discovered that the company had a very low engagement and an almost nonexistent presence across all platforms. This led us to ask that started it all... "Why are people not engaging with our posts?"
The entire team got together to try to figure this out, and it was discovered that the root of the matter was:
The current brand image was not a true reflection of the company and did not speak to the target audience.
The prospect of a redesign was daunting, but the pros and cons of moving forward were weighed, and we decided to move forward with the rebranding.
I carried out a full audit of the company with various forms of analyses including SWOT Analysis, Competitive Analysis, Target Audience Analysis and User Journey Mapping. All these helped us see the true picture of the state of the company, deduce the brand values, mission & goals, and ultimately helped craft a personality that embodies the brand.
First, I identified the key elements or tags that relate to the brand as a whole and streamlined this list to what works well for the brand. Then, I settled on strategically infusing the elements to reflect feelings of belonging in a unique, distinctly definitive way.
Mix of bold and medium weights - gives off a feeling of strength without being domineering, medium fonts have the best readability.
Straight, simple, rounded typefaces - convey feelings of stability, directness, and comfort - you can rest assured, we’ve got you covered.
Lowercase use - exudes compassion, empathy, approachability.
Uppercase use for smaller text size - increases readability, conveys strength - we are that strong companion you can always rely on.
Condensed fonts - convey precision, spacious fonts convey relaxation. A mix of both - we are precise in what we do, so relax and let us handle it.
The colors were chosen to amplify the brand’s personality - cool, knowledgeable, reliable, unique, witty, modern.
The Primary color (Persian Indigo) - A mix of blue and violet. Evokes increased intuition, suggests fairness and integrity. It has been linked to creativity and spatial awareness. Very structured, implies the need for organization.
The Secondary color (Orange) - Mix of red and yellow. Has a more balanced energy than red, full of vitality, rather than passion or aggression. Brings a high degree of positivity and rejuvenation. Inspires activity and courage to make decisions. A social color, encourages communication.
The Tertiary color (Rubine red)- A toned down mix of red and pink. Portrays a welcoming and friendly feeling. Supports a sense of relaxation that discourages aggression.
The previous typefaces - Arimo & Garamond had their pitfalls. The Arimo font weight is not very flexible (has just 4 variants) and gives off a more formal and aloof feel. Plus, it is not well suited for lively, interactive media. Garamond - although well suited for long blocks of text, it gives off a vintage feel, and is not versatile.
Typefaces were carefully curated to suit the brand personality across different media and ensure uniformity. With Quasimoda being especially lively and enhancing communication on social media.
The team was excited about the new brand image and eagerly await the launching of the new face of the brand. Next, we'll focus on redesigning the existing client-facing website to reflect the rebranding we've carried out. Then we'll measure the effects of the rebranding on the business.