Visual Identity Overhaul to Elevate Brand Impact
Project
Client
My Role
- Brand Designer
- Marketing Graphic Designer
What I delivered
- New visual identity standards and guidelines
- Graphics assets for marketing and sales content and channels
Overview and Context
Liatrio, a DevOps consultancy, helps large enterprise-level companies revamp their technology stacks, cultural practices, and operational methodologies. In the fall of 2023, the company started a brand repositioning initiative to shift from an engineering-centered focus to a broader emphasis on enterprise technology and leadership transformation. As part of this repositioning, a refreshed visual identity was essential.
The previous identity, which had been in place for about four years, no longer conveyed the modern, technology-driven transformation that Liatrio aimed to represent. Collaborating with the sales and marketing teams, I led the rebranding of Liatrio’s visual identity and integrated it into sales content and channels, ensuring a cohesive and updated brand presence.
This visual identity refresh was conducted in tandem with a complete retooling of the company’s website. For more details on that project, please refer to my separate showcase.
Updating the Brand Identity
- The original logo and core colors had to be retained.
- Any typography changes needed to be compatible with Google Suite, the company's primary sales content creation tool.
- A dark mode-first palette, highlighted by the bright green from the logo as the main brand accent.
- Large, 900-weight black display type, with a Google-compatible fallback alternative.
- A low contrast body text typeface for long-form content.
- Developed a simple yet robust gradient pattern creation system to add visual interest and contrast to Liatrio materials.
- Custom iconography to reflect Liatrio’s specialized service offerings
- A library of purchased stock graphic assets that can be custom assembled into supporting illustrations
Liatrio Brand and Identiy
