“A brand can empathize with its customers only when its brand promise and vision are mirrored consistently through its visual identity system across all channels. Great amount of thought, research and iterations go into establishing a look-n-feel for a company— and I thoroughly enjoy that process! Presenting here one of the brand refresh projects that I’ve handled as a lead designer”
DTCC’s Brand journey
Extensive research with employees, customers and board members identified the need to tie in a new brand identity with the revamped set of messages we want to send to our customers about the qualities and values of our company. That DTCC is strong, reliable, consistent and solid, with unparalleled scale, proven expertise and integrity. With that, a new identity — a strong “wordmark” was launched.
Before and after logo re-design
BRAND SYSTEM
While the identity was designed by an agency, the launch campaign and the identity system was developed in-house where I had the opportunity to play a vital role. With the new brand launch, a criteria for the new system was established. It would use newly established network patterns and business specific colors to create a consistent look across all forms of media. It will be modern and timeless, reinforcing DTCC’s vision of forward thinking and aligning with our brand voice.
Responsible for corporate stationery design and vendor management.
Responsible for defining and maintaining visual identity guidelines.
BRAND PERSONALITY
The next step was to produce collateral and advertising that would represent the company with a consistent look and feel, strengthening the umbrella brand. Efforts were undertaken to establish a Brand Resource Center and employees were provided with branded templates, fonts and colors.
Responsible for creating a consistent omni-channel brand experience across various platforms.
