Cleaning Up a brand
The opportunity
I took the reigns of Drizly Design after a few years of fragmented design leadership. Our visual and UX design teams were operating at different speeds and off of different style guides which made the experience, and brand, incredibly inconsistent. I led the creation of the updated Drizly Brand Book and implemented the new look and feel across all platforms (in progress).
Before the update
After the update
The strategy
Going into 2018, we realized there was a huge opportunity to tighten up our messaging and visual look and feel. After a few years of disjointed design where visual and UX were operating at different velocities on separate teams, I made the decision to consolidate the teams and start over.
We identified three questions to solve for:
How should we talk about Drizly? Is Drizly a marketplace? Is it standard e-commerce? Is it just delivery?
What should Drizly sound like? What about Drizly’s voice makes it unique? Who do we want to sound like?
What does Drizly look like? How can Drizly stand out and harness the strong red and big bear?
I’ll focus on where I had the most impact > “What should Drizly look like?”. After a quick audit, I determined a few things.
Choose a strong typeface.
Codify a photography style.
Create an “ownable” shape.
Incorporate accessible colors.
Choose a strong typeface
We looked at a few direct and indirect competitors and came to the conclusion that a strong typeface is necessary in today’s minimalistic digital interfaces. Our typeface needed to be able to stand alone while still being eligible at mobile device screen size.
We chose Brandon for its ability to stand alone, stick out from the rest of the san serif’d UI updates