There was nothing aligning the brand elements to each other. The earlier Foundations of Brilliance site didn’t even have a logo. The site colors were a seemingly random combination of light blue, gold, gray, yellow, white and black. Career Solutions, Inc. did have a logo, but it used a dated metallic gradient treatment. So we kept the logo and just flattened the color so it was more current.
The Career Solutions, Inc. brand needed trustworthy and professional-looking colors, fonts, images, graphic elements. When you read the success stories you see that what this program actually does is help people discover their purpose when they don’t know what it is. That knowledge gives them life and direction and motivation and enthusiasm. So that renewed “aliveness” needed to be communicated design-wise. We used a bright, rich and intense color palette, gradients, and animated hover effects, to create the life we wanted the website to convey.
All images and graphic elements had to follow the above goal of communicating professionalism and renewed aliveness.
And of course we created a brand guide to ensure that the brand stays consistent in all future marketing and across all platforms.