Channable | 2022 - 2023
We chose not to change the logo, as it was already iconic and well-established in the eCommerce SaaS market, instead focusing on the brand strategic positioning and visual assets.
We aslo created an infrastrucutre that enabled every employee in the company to use our brand assets on their daily work.
Check the brand book
Here is how we did it:
01 | Strategic positioning
We started the process with a thorough research, that focused mainly in 4 pillars:
02 | Brand framework
With the data in hand, we looked for opportunities in colors and messaging, then created a brand framework to guide us and keep the company anchored to its essence.
03 | Identity system
Wit the brand strategy established, we developped an identity system based on the cubic and hexagonal shapes of the logo, coupled with a new font - Montserrat - a new icon system, and custom-made photography of the channable employees. The result was a splashy, colorful brand, unique and differentiated in its market.
04 | Brand portal & template system
In order to enable our comercial and recruitment teams, we created a template system based in Google Slides. This covered presentations, but also social banners, email headers, posters, documents, and even business cards.
For other teams and external parties, we established and populated a brand portal, where all our assets could be found and downloaded.
05 | The website
For our main digital portal, we had a real challenge: we needed trebrand it without recreating the whole platform, using only our inhouse brand and front-end teams.
We kept the same CMS, yet rebuilt the structure to make it more flexible and easier to use for our marketers. Adding to that, we revitalized our core pages (home, product, and solutions) in a collaboration between content, design, and SEO specialists.
In the end, not only did we raise the overall quality of the Channble website, but we also increased our SEO scores, bringing all the rebuilt pages to the first page of google search results.
Check the website
06 | The team
I was lucky to meet and work with an extraordinary team of marketers, designers, project managers and content writers at Channable. They were there across the whole journey and non of this would have been possible without them.
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