STR were looking to elevate the brand and marketing materials with brand development and a fresh set of brand guidelines. The marketing team felt the existing guidelines were outdated, and needed evolved to a more modern look and feel to align with the overall business objectives.

I developed a new colour palette for the brand, as well as selecting more modern typography. Already, with these elements refreshed, the overall look and feel was enhanced. In addition, I generated graphic elements and brand devices to inform layouts and add depth to designs.

As well as the brand guidelines document itself, I also generated a social media asset design system — a templated approach in which their marketing team could build on-brand social media assets in an agile fashion within their tool of choice. The previous deliverable of brand development informed the template styles, with the designs considering the volume of text and image requirements, and what kind of layouts would suit their content best. Templates included: News/Case Study/Blog, Event, Profile/Quote, Text-Based/Text-Only, and Product/Image Focused.

In addition to the brand development and brand guidelines project, I also created a selection of brand templates for STR’s use in-house, such as business card template and letterhead.