Infotrax Brand Strategy, Visual Identity, Marketing Campaign and Website Creation

Overview:

Infotrax is a direct sales distribution software company based in Provo, Utah. They were in need of a complete overhaul of brand strategy, brand messaging and visual identity. All of these components also needed to apply internally to employees as well as externally to their target personas.

Services:

- Brand strategy 
- Visual Identity
- Marketing strategy
- Website creation (Content strategy, information architecture, wireframes, art direction)

Phase 1: Brand Strategy

My team and I layed out the foundation for all strategy efforts including target personas, positioning, benefits, personality and core messages. Each of these components were designed out to target employees as well as external marketing personas.

Phase 2: Moodboards

This moodboard phase was especially detailed due to the extensive nature of how far their visual identity reached. Not only do they have standard applications like marketing campaigns and a website, but their software needed to reflect the same style. I distilled the brand strategy down into the key attributes that the visual identity needs to communicate. 

Phase 3: Visual Identity Exploration

Using the metric of appropriateness, distinctive/memorable and simplicity, I explored multiple directions for the logo, colors, and typography that would fell in line with the moodboards.

Phase 4: Visual Identity Finalization

After deliberation with the client, we identified the basic structure of the logo, colors, and typography that met all of the necessary quality checkmarks and strategy perfectly well.

Phase 5: Style Guide and Tactical Guide

All of the strategy build until this point was combined with the style guide and tactical guide. The style guide acts as a comprehensive guidebook for all visual identity touchpoints for the brand. The tactical guide serves as the strategic implementation guide for the broad strokes set in the brand foundation.

Phase 6: Content Strategy, Information Architecture, and Wireframes

The most important part of the website is building the structure and foundation that all other elements are built upon. The infotrax site was a perfect example of the process of defining what basic content is required through content strategy, then organizing that content through information architecture and site map, then visually depicting the architecture through wireframes.

Phase 7: Design and UI Kit

With the structure of the website built out and organized into a detailed site map, the next phase was simply applying the visual identity system to the wireframe and also building out elements for future designers through a UI kit.

Using Format