LOGO & BRAND IDENTITY REFRESH

“can you redesign and repurpose our identity for a SaaS brand?”

PROBLEM

BQE needed its new identity to work everywhere.

BQE’s stakeholders revised the business plans for their suite of SaaS products and updated the associated brand identities. I was tasked with redesigning those visual assets and adapting them for use across marketing channels.


Design constraints:

  • Production cycle with multiple rounds of design brainstorming

  • Existing logo, but reworking it by adding more complexity

  • Must adhere to brand guidelines and partner with cross-functional teams throughout the life of the project

  • Create a holistic design ecosystem as the focus

  • Brand identity must work on White, Dark and Grey color schemes

SOLUTION

  • 50+ concept ideas narrowed down to one brand look

  • Results were clear and had modern aesthetics

  • Created brand spec and guides for all brand usage

  • Carried the new concept throughout the entire SaaS brand

  • Main focus was implementation into the SaaS User Interface: software dashboards, login screens, marketing, etc.