The Challenge
Paul Evans was forced to rebrand for various reasons. The original logo was created by the founder, using his own handwriting for the typography. In the center, he placed a lotus flower, which later became the main issue in a legal problem the company faced. The company received lawsuits over the icon as it is a universal symbol.
The Solution
We did a brand re-design and developed a comprehensive brand style guide, outlining the new brand colors, typography, icons, graphic elements and usage guidelines. Taking into account the branding issues the company had faced, we decided to opt for a clear, simple, and minimalist style. Sans-serif typography and neutral colors were chosen to ensure that the product remains the main highlight and driving force of its design.
Additionally, we developed a design system to streamline content creation, making production faster and more efficient.
My Contributions
Brand Identity: Crafted an elegant and solid brand re-design solid ensuring that the product remains the main highlight and driving force of the brands design. Developed a consistent brand identity with all the guidelines to use this brand across all means.
Design System: Established a design system to maintain uniformity across all brand communications and scale production efficiently.
Website: Designed attractive landing pages and banners to highlight our durable and stylish shoe collections, making online shopping smooth and enjoyable.
Marketing Materials: Created compelling graphics for digital marketing campaigns, social media, and promotional materials that resonated with our audience and drove sales.
Shopify + Klaviyo + Google & Meta Ads
As a brand designer for Paul Evans, I took on the versatile role of crafting promotional banners, enhancing the Shopify theme to reflect the brand's design system, and developing engaging content across various marketing channels, including email campaigns, paid ads, and social media.
Given the promotional strategy aimed at meeting sales targets, I effectively managed multiple design deadlines. Each week, the brand launched different promotions, introduced new landing pages, and sent out email campaigns via Klaviyo (with A/B tests). I created several paid ad campaigns, utilizing a mix of stills, GIFs, and videos, all aimed at lead generation and remarketing. Plus, various Klaviyo's automated email flows, such as Welcome Email, Abandoned Cart, View Product, and more. Utilizing a design system allowed me to streamline the design process and efficiently scale production. By employing standardized components and templates, I ensured consistency across all visual elements, saving time while maintaining a cohesive brand identity. This approach significantly boosted productivity, enabling me to meet tight deadlines without sacrificing quality.
