Navigating a Brand Pivot with More Vang
More Vang Brand Evolution
📂 Project Type: Brand Refresh and Website Redesign
🖥 Project Deliverables: Updated visual identity, branded marketing materials, website
🗓 Date: February–November 2021
🪄 Role: Primary User Interface Designer and Art Director
In 2021, I led a comprehensive brand refresh and website redesign for More Vang, a printing, direct mailing, and technology company. This project aimed to realign the brand with a renewed focus on printing and data services, enhancing clarity and organization in their brand messaging and website presentation.
Redefining a Print Legacy
More Vang, a 40-year veteran in the printing industry, needed to pivot its brand strategy to reflect its refocused services and expertise. The challenge was to create a brand identity and website that clearly communicated More Vang's offerings while showcasing their adaptability to new technologies.
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Some of the main goals we wanted to achieve through this rebrand:
✦ Clearly define and distinguish More Vang's services.
✦ Integrate blog content and the Banjo software product into the website (from a separate website).
✦ Balance the company's legacy with its modern capabilities.
✦ Establish a new brand positioning for consistent communication.
Design Process
Research and Discovery
We began with extensive client interviews and competitor analysis. Key insights included:
✦ 55% of surveyed clients found the previous website confusing
✦ Clients valued More Vang's diverse printing services and exceptional customer service
✦ The need for a balance between creativity and informative content in the new design
Brand Archetype and Visual Identity
Working with the marketing director, we established the Creator Archetype as More Vang's brand personality. This guided our decisions in both visual and written communication.
I expanded the color palette to address stakeholder concerns about limited branding options. New brand elements were created, including:
✦ The "Vangle": A parallelogram shape derived from the logo
✦ Burst Texture: A gritty texture inspired by printing processes
✦ Custom illustration style
Website Redesign
The website redesign focused on clear service presentation and seamless integration of the Banjo product. We collaborated closely with developers, working in an agile framework to adjust functionality and add features as needed.
Brand Photography
We partnered with photographer Jessica Patterson to capture More Vang's diverse project range, from postcards to billboards. I directed on-site shoots to ensure alignment with our new brand vision.
Outcomes
The brand refresh and website redesign have significantly transformed More Vang's brand presence:
✦ Clearer communication of services and brand personality
✦ Enhanced marketing capabilities, reaching over 15,000 new site visitors in 2023
✦ 17% conversion rate from new visitors to sales
Final Thoughts
This project successfully:
✅ Created a website that effectively communicates More Vang's services and brand values
✅ Developed a robust and captivating brand identity system
✅ Integrated Banjo seamlessly into the More Vang website
Leading this full-scale redesign was an exciting challenge that has positioned More Vang for continued growth and success in the evolving print and digital landscape.