Alexis’ Brand Guide
Client: Alexis HR:: Brand Design | Communication Design
Project completed in AlexisHR Sweden, 2021
Background
Alexis HR is a Swedish-based start-up developing people operation and analytic systems for its users. Kicking off without a design team, the challenge in sight comes twofold.
The first was to design a branding system that could help visually communicate what the brand stands for and to articulate what the service has to bring forward.
Secondly, since it is a one-person design team, strategically planning to mitigate branding/marketing design flow is crucial. HMW set up a system that holds the right amount of guidance to help (almost anyone in the company) build cohesive marketing materials while allowing space for whoever is designing to have fun dancing with the brand.
Process
Understanding people is the key to sustainable designs. Before the branding system is built, a workshop was held to understand how the team perceived the brand. The workshop involved the brand's CEO, the Head of Frontend, the Head of Sales and the Head of Marketing intended to collect diversified insights.
The workshop was an invitation to regroup and spark healthy conversations.
Customised exercises were designed to help the team unfold a strategic brand's positioning.
A big part of this workshop involved silent storming and time boxing intended to help the team reflect on how they perceived the brand. Meanwhile, these methods also create a safe space for everyone to understand each other's perceptions without swaying by the temptation of social conformity.
The following steps were revealed at the end of the workshop to extend the sense of alignment. Qualitative interviews were later conducted with HR executives within the brand's ecosystem. Talking to experts, i.e. the brand's consultants and experienced HR leads in the field, provides helpful insights to help the brand discover where it could potentially stand in the big picture, being future proof.
The following steps were revealed at the end of the workshop to extend the sense of alignment. Qualitative interviews were later conducted with HR executives within the brand's ecosystem. Talking to experts, i.e. the brand's consultants and experienced HR leads in the field, provides helpful insights to help the brand discover where it could potentially stand in the big picture, being future proof.
The following steps were revealed at the end of the workshop to extend the sense of alignment. Qualitative interviews were later conducted with HR executives within the brand's ecosystem. Talking to experts, i.e. the brand's consultants and experienced HR leads in the field, provides helpful insights to help the brand discover where it could potentially stand in the big picture, being future proof.
Design
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Impact
- Better communications with the brand’s investors and stakeholders ::Investor deck templates were designed to hold multiple versatile functions to empower the team's CEO to create communication content on a get-go basis.
- Efficient marketing materials development ::Anyone from the team from outsourced design teams, Marketing executives to Sales executives could help design marketing materials according to the brand guide and materials provided — this help to effectively mitigate design workflow and churn marketing materials efficiently.
- A sharp increase in marketing driven by multiple communication channels ::
Users reacted positively to the brand's facelift. A sharp increase in marketing drive was reported from most marketing communication funnels rolled out from the Branding materials, including the Brand's website, linked-in videos, and on-ground events with the Brand's merchandise.
- Increase of interest in hires ::
Establishing the brand also helps the brand with its hiring process. Talents were reported to show a higher interest in joining forces with the brand.