I worked on the brand refresh and extensive set of brand guidelines for ABILITY Network to better define the visual language of the brand. The company was acquired midway through our refresh, so we had to adapt to this and get the parent company leadership on board with our direction.
The company was rebranded in 2011 and has grown and evolved over the years as we have acquired different companies, absorbing their products as well as creating new ones of our own. We had gained some brand equity in the space, but were looking to better reflect our values and refine the logo itself.
The existing brand guidelines were very basic, with no visual language defined. I helped define some existing principles that we wanted to keep, as well as develop new ones to standardize how we communicate with our prospects and customers in a way that reflects our values.