Vendia Rebrand
Vendia Rebrand
Vendia Rebrand
Brand design | Illustrations | Templates
Brand design | Illustrations | Templates
Brand design | Illustrations | Templates
Overview
Overview
Overview
At Vendia, a venture-backed B2B SaaS startup enabling secure, real-time data sharing across ecosystems, I was brought in to address critical branding challenges, including limited accessibility, poor color contrast, and an ineffective, restrictive palette.
I conducted competitive research and collaborated with the Head of Design to develop three distinct brand directions, producing graphic assets for each. After presenting concepts to stakeholders and incorporating feedback, we finalized a new brand identity.
I helped create comprehensive brand assets style guides, iconography, graphic libraries, merchandise, and packaging and partnered with Growth Marketing and Analytics to produce high-performing, on-brand ad creatives.
At Vendia, a venture-backed B2B SaaS startup enabling secure, real-time data sharing across ecosystems, I was brought in to address critical branding challenges, including limited accessibility, poor color contrast, and an ineffective, restrictive palette.
I conducted competitive research and collaborated with the Head of Design to develop three distinct brand directions, producing graphic assets for each. After presenting concepts to stakeholders and incorporating feedback, we finalized a new brand identity.
I helped create comprehensive brand assets style guides, iconography, graphic libraries, merchandise, and packaging and partnered with Growth Marketing and Analytics to produce high-performing, on-brand ad creatives.
Competitive analysis
Competitive analysis
Collaborating closely with the Head of Design, we analyzed industry leaders’ branding approaches, focusing on color trends in light and dark modes.
We found common patterns, blue/green palettes for light mode, purple/blue for dark mode, and versatile monochromatic schemes. Using these insights, we developed three distinct brand styles tailored for Vendia.
Collaborating closely with the Head of Design, we analyzed industry leaders’ branding approaches, focusing on color trends in light and dark modes.
We found common patterns, blue/green palettes for light mode, purple/blue for dark mode, and versatile monochromatic schemes. Using these insights, we developed three distinct brand styles tailored for Vendia.
Three distinct branding options
Once those trends were identified we chose the direction to create three options adhering to each trend, but with our own take on it.
Option one: Light mode with a focus on lighter Purple/Pink/Blue hues
Option two: Dark mode with a dark purple background and contrasting vibrant yellows/pinks/blues/green.
Option three: Monochromatic blue, this color palette could be either taken in a light or dark mode.
Once those trends were identified we chose the direction to create three options adhering to each trend, but with our own take on it.
Option one: Light mode with a focus on lighter Purple/Pink/Blue hues
Option two: Dark mode with a dark purple background and contrasting vibrant yellows/pinks/blues/green.
Option three: Monochromatic blue, this color palette could be either taken in a light or dark mode.
Illustrative design
Illustrative design
The main challenge during this redesign was not creating throwaway work while creating design assets in the company's current branding style.
The easiest way to circumvent this was to create and curate isometric images for all new graphics and to recolor/ texturize later to match the chosen branding style. I was tasked with curating and organizing the isometric graphics and later recoloring.
The main challenge during this redesign was not creating throwaway work while creating design assets in the company's current branding style.
The easiest way to circumvent this was to create and curate isometric images for all new graphics and to recolor/ texturize later to match the chosen branding style. I was tasked with curating and organizing the isometric graphics and later recoloring.
Font package
Working closely with the Head of Design, we chose Open Sans for the brand typeface because it is modern and clean.
It gives us multiple options in line weight, which works well for titles and technical diagrams. We wanted to keep the typeface fresh and friendly whilst still presenting a feeling of professionalism.
Certain letters like “a” and “g” refer back to a more serif font style which helps to maintain the professional feel of the brand while letters like “b” and “r” keep the brand more friendly and fun.
Working closely with the Head of Design, we chose Open Sans for the brand typeface because it is modern and clean.
It gives us multiple options in line weight, which works well for titles and technical diagrams. We wanted to keep the typeface fresh and friendly whilst still presenting a feeling of professionalism.
Certain letters like “a” and “g” refer back to a more serif font style which helps to maintain the professional feel of the brand while letters like “b” and “r” keep the brand more friendly and fun.
Color palette
After multiple presentation rounds with the Head of Product, marketing team, CEO, and CBO, the team selected option one as the new brand style, recognizing it as the most distinct and unique direction.
After multiple presentation rounds with the Head of Product, marketing team, CEO, and CBO, the team selected option one as the new brand style, recognizing it as the most distinct and unique direction.
Logo design
To reflect Vendia’s origin, rooted in the concept of a Venn diagram. I revitalized an early logo concept that overlapped the “V” shape.
I refined the design by thinning the lines, adjusting spacing, and aligning key elements. With the new brand style and core colors in place, I applied a gradient to the logo, balancing a fun, friendly tone with a modern and professional aesthetic.
To reflect Vendia’s origin, rooted in the concept of a Venn diagram. I revitalized an early logo concept that overlapped the “V” shape.
I refined the design by thinning the lines, adjusting spacing, and aligning key elements. With the new brand style and core colors in place, I applied a gradient to the logo, balancing a fun, friendly tone with a modern and professional aesthetic.
Version 1 launch
Version 1 launch
Created a branding kit and design library using Notion and Figma to house the information.
Google Cloud design library to house all graphic assets for accessible company use:
Presentation deck
Documentation graphics
Branded iconography
Social media assets
Branded isometric illustrations
Email signature
Created a branding kit and design library using Notion and Figma to house the information.
Google Cloud design library to house all graphic assets for accessible company use:
Presentation deck
Documentation graphics
Branded iconography
Social media assets
Branded isometric illustrations
Email signature
Version 2 launch
Version 2 launch
Iterated on branding style: Pulled back on wave graphic and chose to focus on the gradients and clean lines. Which helped to convey a more minimal clean technology forward look whilst still appearing friendly and fun.
Iterated on presentation deck and made more room for copy.
Iterated graphic assets to reflect the new direction.
Iterated on the logo coloring: Gradient is only used on the icon. This decision was made so that the logo could be more accessible over full images.
Iterated on branding style: Pulled back on wave graphic and chose to focus on the gradients and clean lines. Which helped to convey a more minimal clean technology forward look whilst still appearing friendly and fun.
Iterated on presentation deck and made more room for copy.
Iterated graphic assets to reflect the new direction.
Iterated on the logo coloring: Gradient is only used on the icon. This decision was made so that the logo could be more accessible over full images.
Outcome
Outcome
Outcome
Vendia’s rebrand resulted in three visual iterations, with V1 and V2 launched and reviewed by internal and external stakeholders, and V3 in early development. Key deliverables included a 200+ asset isometric graphics library, comprehensive design documentation (blog posts, white papers), ad presets for LinkedIn and Google, branded video assets (intros/outros, lower thirds), social media content (LinkedIn, YouTube, Twitter, Zoom), and a multi-iteration presentation deck. The branding refresh introduced a redesigned, value-aligned logo, an expanded accessible color palette, and clearly defined brand guidelines.
Vendia’s rebrand resulted in three visual iterations, with V1 and V2 launched and reviewed by internal and external stakeholders, and V3 in early development. Key deliverables included a 200+ asset isometric graphics library, comprehensive design documentation (blog posts, white papers), ad presets for LinkedIn and Google, branded video assets (intros/outros, lower thirds), social media content (LinkedIn, YouTube, Twitter, Zoom), and a multi-iteration presentation deck. The branding refresh introduced a redesigned, value-aligned logo, an expanded accessible color palette, and clearly defined brand guidelines.
Skills gained
Skills gained
Enhanced ability to communicate complex concepts visually, present creative ideas with confidence, implement branding across diverse channels, solve design challenges creatively, and manage end-to-end design projects in cross-functional teams.
Enhanced ability to communicate complex concepts visually, present creative ideas with confidence, implement branding across diverse channels, solve design challenges creatively, and manage end-to-end design projects in cross-functional teams.