During my time at Greetz, we’ve created a new visual identity for the brand. What started out as only an optimization soon evolved into a complete rebranding. By mapping out the shortcomings of the old visual identity (e.g. brand consistency, recognition and WCAG guidelines), we were able to convince management that it was necessary to completely rebrand. My responsibilities were mainly in the area of Art Direction: coordinating work by external agencies and doing a large part of the final design execution.
My job was not only to define the design guidelines but also to instruct colleagues and external agencies how to correctly apply these guidelines. To this end, I set up an external Brand Portal which contained the brand story and how this translated to design. The Brand Portal also contains numerous examples, do’s and don’ts and a download section.
As part of the project, I was responsible for determining and developing the visual style. Flat Design combined with thick dark strokes with warm color tones gives the design a unique contemporary look. Numerous illustrations were developed that can be used in all media.
As part of the rebranding photography was also addressed. We created new guidelines and ensured that the brand’s visual identity is also reflected in pictures. Both product photography and campaign photography have been redeveloped. Follow the link to view more photography examples.
Consistency in all brand assets is essential to ensure maximum brand recognition. In the case of Greetz this also meant developing a new envelope and packaging line.
Watch the video below to get an short impression of what the complete rebranding consisted of.