the project
A change in the web3 market encouraged HUG to find new ways to provide value to emerging artists. The team had a new vision to expand its roots and bridge the gap between digital and physical artists, pushing for a new brand aesthetic that connected with a broader, more inclusive audience.
process
At a high level, here is what was executed:
- Logo Design
- Color Palette
- Typography
- Pattern Design
- Custom Icon Design
- Brand Standards and Guides
- Marketing Material Design, Canva Library
- Email Template Design
- UX Architecture & Wires
- Platform UI Enhancements
- Sub-brand Design for Events and more!
defining a brand
After many interviews and conversations with product owners, the first step to nailing down the brand was finding a balance of "elevating the old", "playful", and "innovative". We explored the flexibility of each logo through its color palette, typography, and adaptability within layouts.
the final brand
Ensuring that the artists HUG elevates were able to shine with the brand, and not compete with it, was the ultimate driving factor of the final logo design and color palette. The brand mark can be used as a frame or overlapping artwork in harmony.
creating a brand book
In order to ensure that the many facets of the brand stay in tact, both through visual and tone of voice, we crafted a brand book to highlight the importance of every decision that was made in the building of this new brand.
From the accessible typography, to the bold use of black and white, and the accents of creativity in patterns and icons, every facet was intentional, created from scratch, and brought to life with the goal of being a window to a new world for creative individuals looking to be seen.
applying the brand
Once we secured a final look and feel for the brand, it was time to take a years worth of product and content and refresh it to take on the elements of the new brand. I was responsible for creating the roadmap and executing on the elements to be enhanced.
I collaborated with product owners, community leads, and developers to ensure the successful application of the brand, and a cohesive growth of the brand visual.
an elevated user experience
With the rebrand of the digital experience, came more platform requirements and products that stemmed from the possibilities of having a flexible brand system.
- We elevated artist profiles and the ways creatives can share what they work on and more about them in a clean way
- We created an ecosystem that encouraged users to come back with gamification and fun review systems to talk about the great things other artists in the community are working on and the impact they have on each other.
- We enhanced the community curation experience and brought voting and review of artists work onto the platform
- We added open calls to the website to allow artists to get their work spotlighted and shown in areas beyond their local ecosystem.
expanding to physical brand
That wasn't all though! HUG had big plans for the brand reveal and taking the brand to "the streets" at NFT.NYC. The brand was revealed at an event with new physical items as well such as:
- HUG Merch
- Event Marketing Materials
- Digital Download Whitepapers
- Event Branding
Taking the old brand and elevating it to keep HUG's community values in tact was no easy task. The amount of creativity explored was endless, and ultimately it allows for a brand to allow a community of creators to thrive.