2024 FindMine Brand Elevation
One of my primary projects as a Senior Designer at FindMine was to elevate the company’s branding and visual identity while making sure it met WCAG standards of accessibility. The existing brand guidelines were minimal, featuring three color swatches and one typeface, without clear direction or usability. In preparation for a brand refresh, I started by:
Looking through FindMine’s existing branding and found a lack of stylistic consistency on sales/marketing materials,
Speaking to leadership and key stakeholders while hearing their perspective on FindMine’s values and brand tone of voice, and
Analyzing competitor creative, messaging, and branding in order to differentiate FindMine in the market.
With these learnings, I applied the company values and tone of voice to color psychology and went through several iterations of color exploration. In order to improve the website’s accessibility, it was critical to make the new color palette high contrast. Meeting with stakeholders throughout my exploration to gather feedback, and ultimately landed on four vibrant primary colors, two complementary secondary colors, and an array of neutral colors for copy.
Over the span of two weeks, I outlined a 15-page brand document, encompassing logo and lettermark guidelines, typography and typographic hierarchy recommendations, image guidance, and example creative. I presented by work to key stakeholders, incorporating feedback into the finalized Version 2.2. Over the following four months, I worked to redesign and elevate all existing company creative, including landing pages, blog graphics, email templates, sales presentations, and informational one-pagers. Some examples of these creative assets are found below.
Finalized Primary, Secondary, and Tertiary colors for FindMine’s brand refresh
Excerpts of the 2024 FindMine Brand Guidelines (Version 2.2)
Sample slides from decks utilizing the updated FindMine branding
