Brand Strategy
We began with an extensive Brand Strategy phase refining the Mission, Vision and Values. We developed a new brand personality and Brand Voice. All of this helped inform the next phase of brand look-and-feel. To start that phase we got consensus on a general Mood Board that hinted at potential concept exploration.
Brand Exploration
We explored a range of concept directions testing image treatment, type styles, color palettes and layout styles. These imaginary "brand walls" help illustrate how the identity would live as a system in marketing and beyond.
The Solution
Working with the A10 Marketing Department, we were able to get consensus on a new overall look-and-feel. This evolution featured a simplified logomark that still honored the 16-year brand equity. The bold color palette, approachable type system and image treatment moves A10 into a new era.
