☉ Brand & User Experience
↓ Brand Guidelines
Everything we produce makes our customers become a better version of themselves, and thus, remarkable.
Unbounce is a conversion intelligence platform that enables marketers to quickly create and optimize campaigns.
The brand guidelines were an outcome of research, ideation and conceptualization that spanned a quarter. Our core challenges were that we didn't have a single source of truth for all of our brand standards. All of our content was getting a different treatment. To make matters worse fundamental elements that prospects and customers were encountering, like voice, tone and design were not consistent across all of our properties.
We understood who we were and what we stood for as a business. We spent time understanding our target audience and their perception of us as well as our competitors. We knew that in order for us to evolve we needed to put our customer first. We took a human-centered approach and deployed several methods to frame our problem, conceptualize and ideate a multitude of solutions. Brand impression testing ensured that our final approach would resonate with our target audience.
We wanted to differentiate ourselves from our competition. We did not want to look like every saas business out there. We were conciously staying away from gradients, illustrations and trends. Unbounce is a platform that delivers results, thus we embrace the idea of performance and the embodiment of a remarkable marketer. In order to acomplish this we deployed several design thinking
The final result were brand guidelines that enabled us to establish a set of building blocks at scale that solved our core problems. This in turn drove brand consistency, ecouraged creativity and design evolution.
Denis Suhopoljac (design director)
Cesar Martinez (art director)
Jennifer Pepper (content director)
Sabrina Chan (interactive designer)
Cecilia Martinez (interactive designer)
Sarah Gillis (product designer)
Hayley Mullen (copywriter)
Colin Loughran (copywriter)
and many more...
Brand Impression Study
Voice & Tone