midnight oil marketing group
brand redesign and website
CATEGORY
Branding, Logo Design, Typography, Web Design
DELIVERABLES
Digital: Brand Guide (12.5” × 8.34”), Slide Deck, Website
Print: Business Cards, T-Shirt, Stickers
DESIGN CHALLENGE
Redesign the existing brand for Midnight Oil Marketing Group. The new brand identity should reflect the personality and goals of the company. Create a unique brand identity using a comprehensive design process including research, analysis, and business strategy. Design the primary identity and apply it to various brand touchpoints, including their website. Design a brand guide to help employees understand who the brand is and how to use the brand assets.
SOLUTION
Midnight Oil is an insurtech and fintech company specializing in marketing and lead generation. The goal for the new identity was to better capture the brand personality: professional, trusted, creative, strong, experienced, transparent, and calm. I worked closely with the CEO on developing the graphics and look of the website.
Old identity is:
unprofessional
not tailored to the brand
too colorful and busy
does not have brand guidelines
New identity is:
an owl, representing: wisdom, knowledge, strength, protection, vigilance, transformation, creativity, calm, nocturnal, ability to see through deception, wealth, fortune, prosperity
identity applications
process
SKETCHES AND IDENTITY DECK
