If rushed, the client may perceive the new identity concept as something alien and lacking in necessary contribution from their team. And sometimes, even an appropriate design solution will be misunderstood if the client doesn’t have enough time to analyze the new visuals, understand the meaning behind their direction, and become acquainted with the new visual language. While this method can prove successful from time to time, the agencies that don’t collaborate with their client are less likely to receive a stamp of approval. Such agencies accept a redesign task, don’t ask the right questions or spend the necessary time doing research, disappear for a few weeks, and then return with a solution that may not be approved. Unfortunately, there are design agencies that do not pay attention to this. This is because brand identity is ingrained into their products, services, and users’ mindsets. And the more history that a brand has, the longer this process takes. Our experience shows us that to adopt a new identity, a client’s team needs at least two months to create it. It’s challenging to swap the old for the new, especially when users are familiar with a logo and visual identity. To accomplish this, we applied our Design Funnel approach.Ĭompanies often struggle when redesigning their brand identity Thus, we needed to study how to form product images coherently and how to build an expandable family structure. There was also no understanding of the precise requirements for the system in terms of scalability and flexibility. Nobody knew the complete list of future products, their quantity, or hierarchy. While no borders or restrictions may seem ideal, the lack of benchmarks can make a task quite difficult. Our team began to work on a Free referral, and we received no strict guidelines for the direction we should take. Sean Martell, a Firefox designer, explored Fox’s direction, while Jon Hicks explored the direction of Fire. The Firefox team identified three research areas: Fox, Fire, and Free. They proposed that we collaboratively start working with an idea that they were positive they wanted to move forward with: the master brand.
Firefox scaled brand structure in the face of uncertaintyĪt the beginning of the project, the Firefox team did not fully understand how they wanted to scale their brand structure and how many products they wanted to have. Increase team motivation: Attractive visual identity positively affects a team’s motivation levels as well as their state of mind because it conveys the values and principles of the company. Often, updating a visual identity is a way to make internal, invisible changes externally visible to the people that use the company’s products. Inform customers about changes in the company: The brand system generates an external harmony that evokes a feeling of balance throughout all of the company’s products and services on offer. Reduce costs and save time when launching new products: The process of creating new products, maintaining uniformity, and managing a brand is becoming more accessible, faster, and cheaper with a transparent visual hierarchy system.
Gain the trust of new users: The presence of standard rules and principles within the visual language accelerates the creation of marketing assets and creates uniformity throughout the visual layer of the brand. Save loyal users: The brand family, competently grown from one master product, retains recognition and transfers equity to other products in the line. The presence of such a system solves, first and foremost, a business’s challenges. Then, to grow and create new products quickly and scale the brand family, you need a visual identity system. Visual identity systems help businesses solve problemsīrand success, as with Firefox, often begins by producing one exceptional product. The main objective was to transfer the feeling of trust that Firefox Browser users enjoy to the entire brand family in the future. Our client asked for help in creating the Firefox master brand, which would combine the Firefox Browser itself with several existing and new products under one roof. Firefox Brand Evolution Firefox Browser is a Mozilla locomotive product trusted by hundreds of thousands of users.