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RevUnit needed a visual identity that reflected their unique company personality and refined their professional presence.
After the initial definition of the brand identity, I led a team of designers, marketers and copywriters to implement and evolve the brand over time.
When I first started defining a visual language for the brand, I ran an initial brand workshop with the leadership team. Through the day, we identified and defined elements of the brand’s personality and core value propositions. Together, we decided we needed a brand that was playful yet smart. The name of the company was already established, so playing off the “space” theme also came naturally.
Just like our business, we have continued to evolve the brand identity over time. We’ve introduced more colors, refined our illustration style, and modernized some of our elements. But the core ideas remain the same.
Overall, our visuals would help reflect our team as professional explorers; navigating the digital frontier to the future of our client's companies. We wanted to reflect a style that was distinctly us – not too stiff (we weren’t a big consultancy) but still professional enough to be chosen by leaders at Fortune 500 brands.
We use line-style icons that give visual direction to the viewer, map-making elements for subtle background patterns, and real, people-centered photos in our illustrations.
A bold, colorful palette was chosen to contrast black and white backgrounds and checked to meet accessibility standards – something our designers push for in client work. Our typography was chosen for its clean, scientific feel; both Google fonts that could be used consistently across all mediums.
A brand is only as good as its consistent application. As a professional services firm, our teams create a lot of decks. And I mean a lot of decks. The first thing I created once the visual direction was defined was a template that could be used by anyone in the company. After discussing with team members, I realized that most do not use the defined templates within Google slides, but mostly copy and paste from other decks. As much as this could create difficulty, I realized I wasn’t going to change that habit. So I instead created a deck template with example slides for a wide range of layouts – from screen mockups to timelines – that they could simply copy and paste from. From there, I took an inventory of decks that were being used most often, and re-created those as templates people could use.
Although deck templates seem mundane, these ended up being the best way I could empower our team to stay on-brand visually. They also sped up the time it took them to create deck deliverables, since they weren’t spending much time on layout.
“Those deck templates have saved me literally hundreds of hours of work.”
— Mason, Director of Strategy
Beyond decks, I also created a brand guide for our internal team and external vendors to use when implementing our brand. It included downloadable typography, images, icons, and guidelines on the do’s and don’ts of implementation. It also housed voice and tone direction and boilerplate messaging.
RevUnit’s brand has been one of my favorites to develop for two reasons. One, I’ve been able to stick with it for five years and grow it alongside the company. And two, I’ve been able to shape much more than just the visual aspects of the brand.
In fact, you can find more about my work as the VP of Marketing here.
Jackie Aguilar-Vega was the designer I worked with to evolve this brand identity. Huge shout out to her and her mad design skills.
