My duration at Imperial Supplies was focused on refining the brand’s elements and building brand consistency systems. Below are examples of before and afters across different channels.
Imperial Icon - The muted gray was switched in favor of the vibrant red. This helped to enlarge the crown oval mark to increase visibility when scaled down.
Website Before - Numerous call-to-action buttons and links leading customers away from required account creation creating user confusion.
Website After - Reducing call-to-action buttons led to better hierarchy and clarity for users to create an account first. It also made room for a more compelling value proposition resulting in a higher conversion rate.
Emails Before - Inconsistent use of colors, fonts, and layout. Customers would not recognize it was an email from Imperial and where links would take them.
Emails After - A stronger and more consistent application of brand fonts and colors. Improved hierarchy and layout allowed for less cognitive strain on customers resulting in a better experience.
Documents Before - Inconsistent use of colors, fonts, and layout. Documents also shared redundant topics with differing information causing customer confusion.
Documents After - A stronger and more consistent application of brand fonts and colors. The audit process also reduced redundancies and paired relevant information together based on customer needs.
Campaigns - With a more cohesive and flexible visual brand, the move to a fully responsive website was a seamless transition. Defined brand elements improved asset creation time and helped create a consistent experience for users across all digital channels.