Stakeholder interviews, word association, voice and tone exercises
TrackMaven is a digital marketing analytics software company that helps marketers create content that is understandable and actionable. The brand reflects the company's intelligent, funny, and light-hearted personality.
TrackMaven's original brand guidelines provided a fundamental explanation of the company's visual guidelines. I was tasked with writing, designing, and documenting a comprehensive set of communication standards that included an extensive explanation of the company's visuals, a new section on voice and tone, and examples curated for an audience new to the identity.
The goal of this brand guide was to educate both designers and non-designers about the importance of maintaining a cohesive identity and to explain their role in maintaining said identity. “Everyone is responsible for the brand.” It”s more than typefaces, colors, and making sure everything “looks nice”. A company's identity is about the culture, the personality, and a common voice. Everyone in the company plays a crucial role.
After interviewing key stakeholders, I was able to supplement our brand guidelines with a voice and tone section. Covering all manners of speech and written word, from formal text to informal greetings, I visually mapped how and when to implement specific tones that supported our overall voice. I incorporated examples of what to say and what not to say when addressing TrackMaven's multiple audiences.
Because TrackMaven uses a broad color spectrum that potentially allows countless color combinations, I felt it crucial to rein in on color use, labeling commonly-used color combinations with the mood they evoke.
This was, admittedly, one of my favorite spreads to design for this piece. It's a visually vibrant representation of typographical examples both previously used and a few I created myself. The goal here was to illustrate the versatility of our selected typefaces.