Making a future-proof brand

Standing out in their industry wasn't going to be easy—they have a few competitors of a certain size. What Whale needed was a new visual approach to business. One that had personality but could instill trust at the same time.

My approach to rebranding Whale began with an internal focus—getting the whole team involved in the process. I initiated an internal workshop to ensure team alignment on our core objectives before delving into the visual aspects of the project.

Here's a glimpse into the internal research I conducted, engaging not only with the founders but also with every member of the Whale team, valuing the input of each individual..
Having identified a specific subset of keywords and a clearer sense of the business' direction and values, we embarked on a phase of experimentation, refining both the logomark and wordmark.

Here, you'll find several iterations of logomarks I developed, followed by the newly crafted wordmark that we promptly began using for the business.
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After implementing the freshly designed logos, our focus shifted to creating a new color scheme in line with our goal of distinguishing ourselves from competitors.

Below, you'll find the former color palette and wordmark (on the left) alongside the new ones (on the right).

A new brand coming to life

When designing a new brand, the creation of a complementary system is frequently underestimated. These components function in unison, and a successful rebrand entails more than just redesigning the logo.

Ensuring consistent, high-quality application of the brand across various touchpoints within a business is pivotal to transforming a promising rebrand into a triumphant and efficient new brand.

Below, in sequence, you will find various brand applications, including new icons for the UI, merchandise, the brand-new illustrative style crafted exclusively for Whale and a range of booth and business cards designs for conferences.

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