12th-Year Refresh:
Creative Brief, New Logo
and Brand Guidelines
Creative Brief
Brand Guidelines
Brief
Design a brand identity refresh for VALIDOX that expands and enhances company operations after 12 successful years.
Challenge
Staying true to a well-established brand with an audience that is deeply familiar with it industry-wide, and refining it in a way that strengthens loyalty and its continuously successful business operations. VALIDOX never outlined a brand identity, so the project was also to distill guidelines that are built directly out of their history and data.
Insight
VALIDOX stakeholders know their customers well. Their industry is relatively small but critical to real estate operations nation-wide. So relatively small that stakeholders and customers have worked together for decades and know each other on a first name basis. This means the design approach can offer a rigorously professional yet friendly tone simultaneously.
Intent
Defining VALIDOX's audience, gathering insights into how best to communicate with them. Outlining the brand's mission, core values, and proposition. Refreshing the logo, establishing the brand archetype, color palette, and typography decisions that will assist VALIDOX in future endeavors as a leader in their industry.
Outcome
A cohesively refreshed brand identity. A strong update that will continue VALIDOX's successful operations well into the future.
Awareness, Identity:
Commercial
and Typography
Brief
Design an awareness phase commercial and develop recommendations for an emerging brand's choice of typography.
Challenge
Designing for a very unique market and audience personality. The litigation support services industry in US real estate is high-end niche. There, VALIDOX.RED's target audience are real estate attorneys, often middle-aged with an average annual income of over $125,000.
Insight
Real estate attorneys are methodical evaluators who make highly analyzed, logic-driven decisions, preferring substance over superficial appeal. Their high conscientiousness, systematic work style, and motivation for expertise recognition indicate they respond to brands demonstrating mastery, precision, and credibility.
Intent
A working list of consumer needs—consistency, security, achievement, understanding, and dominance—were outlined to guide a design approach. The approach agreed upon was to drive home a message that VALIDOX.RED's product serves as a partner providing exactly the right kind of support services needed for real estate attorneys to solidify and win every case in court.
Outcome
VALIDOX.RED wanted a blend of consumer + product based design to develop audience awareness. The result: a visual experience that introduces who VALIDOX.RED is and aligns to their audience's professional nature as attorneys.