From Website Meeting to Visual Branding Strategy
Iguana provides exhibition stands and virtual experiences for clients as part of its full service offering. Initially, they requested us to refresh their website. The platform they had been using was a paid WordPress theme with a page builder that had failed to keep up with the recent changes and functions from WordPress.
When we held a discovery meeting to discuss the details of the website, Iguana told us they were planning to rebrand. As an agency specialising in visual branding strategy, we proposed to help them with the branding process before beginning work on the website to ensure that potential clients had a uniform and cohesive experience with their brand.
The Key to Success for Iguana’s Branding Makeover
To gain an understanding of Iguana’s operations, direction for the visual identity, analyse competitors, and identify potential customers, we convened a second meeting. Utilising the obtained insights, we conducted additional research and created mood boards suggesting our proposed visual branding strategy for Iguana.
Of all the mood boards presented, one caught everyone’s attention and was subsequently selected as the foundation for the formation of Iguana’s new visual branding strategy. This included a logo, range of colours, typography, graphical components, and photography style.
Creating a Memorable Visual Identity
The new identity gives Iguana a modern look with a vivid colour palette and brand specific gradients. Layouts are inspired by a ‘brutalist’ approach to convey creativity. Typography and graphic elements are used to ensure that the customers have an unforgettable brand experience. Additionally, the custom icons help potential clients identify the solutions offered by Iguana.
As they were keen to be perceived as part of their customers’ team, the photography style focused on the individual members of Iguana, in addition to detailed images of their creative projects, to create a perception of authenticity.
With all of the elements of the visual branding strategy established, we developed a set of brand guidelines to guarantee a unified visual experience, no matter how the customer engages with Iguana.
Developing the Website Using the Visual Branding Strategy
Circling back to the initial requirement, we designed and developed a bespoke WordPress theme for their website. The theme utilises the WordPress block editor with custom built blocks to make it easier for editors to write content in a style that visually matches the brand. Our comprehensive knowledge of WordPress enabled us to improve the back office too, to let the editors at Iguana arrange and manage content by classifying it into case studies, team members and testimonials.