It's easy to notice when you've cut yourself in the kitchen or by scratching against something you didn't intend to. You know it happened because blood starting to pour out from the place of the interaction. It's easy.
What happens when you start bleeding and you don't know why? Or when there is another form of pain in your body that isn't normal and unprecedented? You have a couple options: you could self-diagnose and hope your assumptions turn out ok, or you could go to the doctor and get a professional consultation. Surface-level problems are easy, deep problems are harder to spot and infinitely more costly.
Branding problems are rarely surface level, like a scratch or cut from a chef's knife. Branding problems are ethereal and hard to decipher, even harder to connect to the surface-level symptoms they produce. In the same way a doctor, who has run into medical problems for years and is trained to ask targeted questions, branding experts use experience and training to unearth the real problem.
Now I can hear you saying, "I know a good logo when I see one," congratulations. You still aren't sure why yours sucks and how to fix it. Shit, if asked, it's unlikely that you can even define branding in a succinct, easy-to-understand way. It takes courage to admit that. The same courage that admits you aren't a sushi chef, auto mechanic, or plumber, it's just not something you've taken the time to gain expertise in.
Back to our initial analogy, "I'm bleeding." Don't be surprised if the branding issue is deeper than what's on the surface. Cuts go deep, sometimes you can't even see them, thoughnthey are tearing your insides apart. Be it in the form of harsh rejections from investors, feeling like your company is without purpose, or doubting the integrity of this company that you have spent days, even years trying to grow. Bravely look inward and tend to your wounds, and if you're having trouble finding the cause, ask for help.
This is part of a 5-piece case study on Dashlane. Be sure to check out the previous pieces and stay tuned for what's next.
In full transparency, I'm a huge fan of this rebrand, there will be some bias. No shame.
Back to business. Dashlane's previous brand identity was centered on a shield emblem featuring an impala leaping across. Apart from this mark, there wasn't a cohesive structure to their design language that made them recognizable.
According to their CMO, the old branding didn't reflect where they wanted to go as a company or the attitude they wanted to convey to their users. Dashlane was seeking something elevated, elegant, and premium. Without appearing hoity-toity.
They hired a global design agency, Pentagram, to lead a rebrand. The results didn't disappoint. Here are a couple photos from Pentagram's case study.
The new branding focuses on a core concept of concealing and revealing. This is done by rooting it in a symbol (the slanted rectangle) that makes up the Dashlane "D."
When paired with an upgraded color palette, streamlined typography, classed-up icons, and a creative flex between all of them, their position as a premium internet security company is obvious. Yes, it looks clean and modern, but more importantly this brand helps distinguish Dashlane's position over competitors like LastPass.
This is speculation, but it seems like this new identity system helped streamline Dashlane's marketing as well. They use a limited color palette, two typefaces, and have a distinct grid system for their iconography. This allows for consistency between billboards, digital and print advertisements, ephemera, Dashlane's website, and even the product itself. Simplicity and safe-gaurds for their design team allow them to move faster and with grater peace of mind.
Coincidentally, that lines up with their mission of creating a safer and simpler life online for their users.
Design a visual identity that can scale across every touchpoint a user will come into contact with. Your product, your site, ads, all of it.
Focus on conveying an emotion through color, shape, and type.
Be different from your competition. No one is going to mistake Dashlane green for LastPass red.
It's rare that I would ever post something along these lines, but I've gotten asked about the tools I'm using as a one-man show to make my life easier. Without further adieu, here are my favorite seven.
G Suite by Google
A client of mine recently indicated that he had purchased G Suite but was not using it to its fullest potential. Since it's the base layer for all of my administrative and business responsibilities, it seemed like a great place to start. The core features that every startup should take advantage of are Gmail, Google Calendar, and Google Drive. By getting your whole team on these, the organizational integrity of your startup will get better. No more housing files on individual hard drives or trying to keep up with each other's schedules. It's all put right into a shared system. Apart from admin uses, services like Google Docs, Google Sheets, and Google Slides are suitable replacements for Microsoft Office. Think about all the burritos you could buy with an additional $7 per employee a month. That's a lot of frijoles.
As for tracking projects, posting work for clients, and documenting approval, Notion has been a gem. For starters, it's free software that combines the best elements of Trello, Evernote, and Google Docs into one, malleable software. Granted, the drawback is that there is a learning curve to really making this software work its magic for your team. Anyone working on product design, or long-term internal projects would get a kick out of Notion's visual layout for tracking progress.
Sometimes typing out a message just ain't enough and your collaborators need to hear your voice. What Loom allows me to do is send videos to clients to explain my thinking and giving in-depth walkthroughs of a particular project element. It's especially helpful when going over designs, website projects, and giving feedback on other items. The kicker is that it's free and since all of the videos are distributed via URL, it makes for an easy send on any communication or project management platform.
You've got a lot of important shit to do and not a lot of time to do it. Any chance you get to automate a routine process is a chance to get back something invaluable: time. Because of Zapier's no-code principles, it allows users to connect independent web-apps based on a series of "if this, then that" operations. Whether you are looking to do simple things like automatically respond to a website form submission, or doing more complex stuff like webhooks, Zapier is the jam.
Good stock images are hard to come by, and it's even harder to find free images. Unspalsh has been a gem for finding high-resolution images to use on websites, within marketing collateral, or any other task where a good quality image is needed. There is a fault, in that since the images are free, it's easy for others to use the same ones. However, I've found that the workaround with this is to get creative and not be so literal with the images you're using. For example, if you're talking about a business crisis, don't use an image of a business person cringing at their desk. Find a picture of something on fire, or an earthquake to connote the idea of frantic chaos.
Going back and forth trying to figure out a time to meet up with someone is a pain in the ass. Use Calendly instead.
The no-code era is upon us. It's no longer necessary to bring in developers to build out custom websites or online applications. I have little to no code writing expertise, but I can build websites that include upvote features, sell tickets to events, and make it possible for marketing teams to work efficiently within a well-designed website. All without writing code. From a business perspective, this cuts out major bottlenecks like passing designs back and forth between a designer and a developer. Give developers the freedom they need to do heavy lifting on your startup team, let designers make the damn thing beautiful, and allow your marketing team to fire off content without worrying about how it will affect the site.
Links to each of the tools below: