We started out by laying the foundations of Encore’s brand. We mixed subtle, muted colours with an elegant but muscular typeface to create a voice that’s authoritative but friendly. Then, we pushed the envelope a teeny bit and added in a whiff of luxury.
What we did:
Strategy, Naming, Branding, Web Design, Art Direction, Tone of Voice, Motion Design, Marketing Material.
Like with all our projects, we started by listening. We talked to those organizations that used the Encore Deliveries services to help us define a direction for what would become the new brand. We started to hear certain keywords like technology, simplicity, on-time delivery and 100% customer satisfaction over and over. We took these to our think tank and enlisted the help of our creative wizards.
The new name had to reflect both the service and the brand. We had to communicate something that was sturdy, grounded, friendly and memorable. But it didn’t end there. The name also had to work equally well for a productivity tool used by millions, and a company worth billions. Plus, it had to be fun to say. The new logo would follow suit: we wanted something bold and energetic, but also playful and human.
Because it involves so many elements, a website is often the clearest distillation of a brand. For Encore’s new site we created several different content modules and UI animations for the in-house team to work with.
Encore’s style guide makes sure its robust identity — logo, colors, typefaces, icons, shapes, and all the other little things — will continue to shine through consistently in every situation, from business card to billboard ad.
