The Dream Team

Team Studio Rebrand: Part 2

Rebranding isn’t always a complete reinvention — often it’s a sharper definition. In our brand vision process, we built a future-facing vision for the studio. Then we took that dream and planned how it would live in the real world as a branded voice and visual identity as well as a new digital experience for the studio.

Voice & Visual Identity

The depth of a brand’s voice guidelines can vary based on the kinds of writing it will inform. Team’s voice fits our purposes with practical, flexible, and uncomplicated guidelines.

When considering Team’s visual look and feel, we determined that a bold approach to type would be the ideal callback to a larger brand system. So we conducted a far-reaching study of neo-grotesque typefaces with enough personality to stand out without sacrificing readability.

With wide, billowing forms and an extensive library of ligatures and glyphs, Telegraf is an effective typeface to bear Team’s messaging. We’re also using Signifier, a serif type that augments our header text.

To develop Team’s visual design approach, we crafted a new wordmark and color system that lets our diverse partners’ brands feel at home in the Team brand system.

Digital

The final stage of our process sought to express the brand as a digital experience. Creating an interactive narrative for Team involved collaborative sessions and explorations from every member of our creative team.

To guide our efforts towards our business goals, we developed several user personas and charted a set of digital interactions that met this audience’s needs. With an interaction model defined, we built a site architecture and wireframes before moving into visual design across every page of the site.

The site facilitates a back-and-forth dialog with visitors by allowing the user to select the kinds of information they want to engage with. Our new contact form serves as a conversation starter, rather than a one-way missive.

Check out the latest from Team on our new website. And get in touch to tell us about your creative challenges!