All work Sole brand designer, Logo designer, Illustrator · 2019

Building a Memorable SaaS Brand: From Strategy to Visual Identity

A complete brand identity project for a newcomer entering a competitive SaaS market — covering brand strategy, blue-ocean positioning, logo design, visual identity, illustration assets, and email templates, all designed to subconsciously position the product as an industry-mould-breaking innovator.

DesignBrandWebsite
Brand essence board showing the core visual and strategic identity of the SaaS product

Overview

A brand for a newcomer to a competitive SaaS market.

Brief: Create an entirely new brand from scratch with new company objectives, value propositions and brand promise.

Methods: Market research, positioning, blue-ocean positioning, stakeholder and potential-customer workshops.

My part in the team

  • Sole brand designer
  • Logo designer
  • Illustrator

Note: Business card headshots are sketched by Kaja Bajowska.

Brand essence

Brand essence board showing the core visual and strategic identity of the SaaS product

Strong brand elements were used as positive reinforcement in the product and website. E.g. for success feedback, and upsells.

Brand placement

Competitive landscape map showing the brand's strategic positioning within the SaaS industry

After careful strategic placement in the competitive landscape, the brand was designed to stand apart within the industry.

Brand identity

Brand identity system showing the full visual language and brand promise

The brand identity was created to carefully place the product’s subconscious placement in the consumer’s mind as a breaking-the-industry-mould product. The brand promise was created to complement the deep-rooted brand identity.

Logo design showing the four-quadrant graph-inspired mark with a warrior feel

The logo was required to have these four traits:

  • Represents a 4-quadrant graph
  • Has a “warrior” feel
  • Not too technical or statistical
  • Memorable without the text

Assets

Illustration asset library sample showing custom brand illustrations

Additional brand assets from the illustration library

Some of the assets from a substantial library produced for this project.

In addition to assets, a guideline was created that can be followed to create more assets when needed.

Email templates

Email template design covering onboarding, communication, and marketing touchpoints

Templates were created for every possible customer touchpoint. E.g. Onboarding, communication, or marketing emails.

Key results

Key results summary showcasing brand performance outcomes

Brand identity applied to printed business cards

Business card design detail showing brand typography and logo

Brand collateral showing the identity applied to physical materials

Brand materials laid out showing consistency across touchpoints

Printed brand asset showing logo and color palette in use

Brand identity applied to stationery and physical collateral

Close-up of brand design details on printed materials

Brand elements displayed across multiple physical formats

Overhead view of brand collateral including business cards and print

Brand identity system applied across a range of printed outputs

Full spread of brand deliverables and physical assets

Final brand collateral showing the completed identity system in print

Designed by

Saad Chaudhry

Fractional Product Designer

Work with me
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