Organization Objectives
1. Update logo and visual brand materials to reflect modern, forward-thinking, technology focus.
2. Create a cohesive brand guide for use across multi-channel environments.
3. Update the website for a fresh, engaging look that aligns with the updated brand.
Creative Strategy Detail Part 1: Brand Identity
Insights:
- DANE's logo is busy and has an outdated, maximalist style.
- The gold and blue color scheme contrasts adequately but often lacks visual appeal.
- The brand lacks style guidelines, and original logo artwork has been lost.
Strategy:
- Simplify the logo with clean, strong typography.
- Add movement, visual interest, and a nod to the technology sector with the artistic detail.
- Create a secondary logo better suited for smaller spaces and digital needs.
- Leverage the strength, trustworthiness, and security associated with blue while accenting with greens and pops of orange for visual interest, balance, and approachability.
- Create a brand guide to ensure consistency across print and digital environments.
DANE logos; before and after update
DANE Brand Style Guide 2024
DANE Capability Statement 2025
Creative Strategy Detail Part 2: Website
Insights:
- The DANE team requested animation, futuristic imagery, and a clean aesthetic.
- Much of the verbiage was outdated.
- Additions of a privacy policy, legal disclaimer, and contract-specific information were needed.
Strategy:
- Find images that balance what DANE does now and wishes to do in the future.
- Create animations that occur only when the page is loaded to avoid overstimulation
- Keep ample white space with a clean, organized aesthetic.
- Adhere to brand guidelines to maintain cohesion.
DANE, LLC Home Page
See more at https://www.danellc.com