Communications Design + Illustration

The Affable Face of Digital Marketing

Client

TrackMaven

Role

Lead Designer

Technology

Adobe InDesign, Adobe Illustrator, Adobe Photoshop

TrackMaven Brand Guidelines

TrackMaven is a digital marketing analytics software company that helps marketers create content that is understandable and actionable. The brand reflects the company's intelligent, funny, and light-hearted personality.

TrackMaven Brand Guidelines

TrackMaven's original brand guidelines (initially developed by Laura McGuigan) provided a fundamental explanation of the company's visual guidelines. I was tasked with writing, designing, and documenting a comprehensive set of communication standards that included an extensive explanation of the company's visuals, a new section on voice and tone, and examples curated for an audience new to the identity.

TrackMaven Brand Guidelines

The goal of this brand guide was to educate both designers and non-designers about the importance of maintaining a cohesive identity and to explain their role in maintaining said identity. “Everyone is responsible for the brand.” It”s more than typefaces, colors, and making sure everything “looks nice”. A company's identity is about the culture, the personality, and a common voice. Everyone in the company plays a crucial role.

TrackMaven Brand Guidelines
TrackMaven Brand Guidelines

After interviewing key stakeholders, I was able to supplement our brand guidelines with a voice and tone section. Covering all manners of speech and written word, from formal text to informal greetings, I visually mapped how and when to implement specific tones that supported our overall voice. I incorporated examples of what to say and what not to say when addressing TrackMaven's multiple audiences.

TrackMaven Brand Guidelines
TrackMaven Brand Guidelines

Because TrackMaven uses a broad color spectrum that potentially allows countless color combinations, I felt it crucial to rein in on color use, labeling commonly-used color combinations with the mood they evoke.

TrackMaven Brand Guidelines

This was, admittedly, one of my favorite spreads to design for this piece. It's a visually vibrant representation of typographical examples both previously used and a few I created myself. The goal here was to illustrate the versatility of our selected typefaces.

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