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Date
Aug 2021
Client
Easy DNA + Wattle St.
Industry
Medical
Timeline
3 Months
A common issue for many companies is accelerated growth, which can lead to a loss of structure and consistency in branding. As EasyDNA expanded, its brand and visual language became disorganised.
To address this challenge, Nick collaborated closely with the project team during a discovery phase. This phase included an audit and review of all brand-related materials across the master brand and its various sub-brands. This comprehensive process allowed Nick to understand the underlying structure of the visual identity and identify inconsistencies within the brand architecture.
As we modernise the EasyDNA masterbrand, the audience can feel enthusiastic about the brand's new direction, which aligns with the business's modern and personable nature.
During this phase, Nick rigorously tested and iterated on a variety of marketing collateral to ensure the visual direction is both scalable and flexible. This process included multiple rounds of testing and refinement, guaranteeing that the final visual direction is robust and adaptable. Nick collaborated closely with Wattle St to develop the visual identity and implement consistent design patterns across the marketing and collateral assets.
As a crucial part of this project, Nick created initial concepts for Easy DNA's website and digital marketing materials.
Although the budget allocated for the brand refresh's online presence was limited to just a concept design, Nick drew on his expertise in user experience and large-scale online branded experiences to redefine the potential of Easy DNA's website for the future.
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