Tailwind Visual Brand Refresh
Project: Led the Visual Brand Refresh by leveraging existing research, data, brand story, personas, vision etc. and worked with an external agency to create the refreshed brand elements needed to stregthen product market fit and stimulate growth.
My Role: Project Lead, Creative Lead, & Visual Designer
Team: Product Marketing Manager, UX Manager, VP of Product, Director of Marketing
Responsibilities: Define project scope, Source and evaluate agencies, Select agency and secure budget, Manage project from start to finish, Work with PMM to ensure repositioning efforts align with the visual identity, Visual design for interstitial onboarding screens, and Visual design for dashboard empty state
Tools: Coda, Figma, Slack, Google Meet
Tailwind's 8-year-old logo needed a refreshed and modern design to reflect the evolution of their brand. The result was a simple, timeless, and effective identity that perfectly reflects the product it represents. Tailwind’s new typographic logo is both round and light.
Project Summary
As thought leaders for generating content on social media, it’s vital that Tailwind put their best foot forward in the design space through an external brand refresh. Tailwind must show future users that they are in fact design experts that can help users create effective social media graphics.
Deliverables:
Kick-off Presentation
General Moodboard
Detailed Moodboards
Homepage Design (Desktop + Mobile)
Exports for Graphic elements
Design System (housed in Figma)
Brandbook
Logo
Animated Logo
Design Gallery Empty State
Asset Source Files (House in Figma, exportable)
General Moodboards
Moodboards were created based on specific words or expressions that reflect the brand. These words were teased out through the Kick-off presentation working session.
Specific Moodboard
A specific board is created based on feedback and a small working session.
Visual Identity
Tailwind is more than just a powerful product that simplifies the lives of users. It also represents a resolutely positive state of mind and set of values shared by a whole community. Each branding element has been developed to form the visual identity of Tailwind and create a colorful, dynamic, and friendly universe.
Homepage Concepts for Mobile ad Desktop
Ads Created by Brand Agency Team
Mobile Interstitial Onboarding Visuals - Designed In-house
Draft Gallery Empty State - Designed In-house