Crowdtap Brand Book
A strong visual identity builds trust among its audience and provides flexibility as a company expands.
Role
Design, Layout and Identity
Overview
Due to my experience with branding and identity throughout my career, I was given the unique opportunity to help refresh and update the Crowdtap brand. During my tenure there, I worked closely with the Chief Creative Officer, Adam Cricchio, who provided leadership in strategy and visual direction. Under his guidance, I was given a large amount of latitude to redesign and launch Crowdtap’s first brand book.
Research
Crowdtap is a consumer research digital platform. It provides major Fortune 500 companies insights collected directly from consumers, who are tasked to complete surveys and challenges in return for free products. Data collected from consumer insights are then provided to participating brands for usage in their own research and for use at their discretion for social media and various other channels.
Crowdtap was a company in transition. Its original brand had very little visual flexibility and possessed a very limited color palette. The dominance of a red as a single key color didn’t quite support the direction Crowdtap was headed or communicate the excitement of using the platform as a consumer. At the time, content creation and social media played a critical role in Crowdtap’s value. We decided to expand the color palette to include brighter, friendlier colors which not only united the various Crowdtap products, but also promoted a sense of visual engagement. Expanding the color palette was a step toward creating a brand that was inclusive, flexible, friendly, and most importantly – rewarding.
A single source of truth
A brand book is more than just a collection of colors, logos, and fonts. It’s a strategic guide that meticulously documents every aspect of a brand's visual elements, ensuring consistency and cohesiveness across different platforms and touch-points. This comprehensive design masterpiece sets the tone for the brand, shaping its personality and establishing a strong connection with its audience.
Developing a brand book requires creativity and the in-depth understanding of a brand's goals and values. It goes beyond creating aesthetically pleasing visuals; it involves translating the brand's essence into a visual language that resonates with its target audience. From logo usage guidelines to color palettes, typography to imagery, every element is carefully curated to communicate the brand's story effectively.
A thoughtfully designed brand book ensures that a company's visual identity remains consistent and adaptable, even as it grows and expands. It provides employees, brand ambassadors, and designers with a comprehensive resource that empowers them to maintain a high standard of brand integrity.
