Logo Redesign, New Website & Brand Identity

Background

Infraconcept Ltd. is a mid-sized construction company in Bulgaria with extensive experience in building infrastructure projects, sports facilities, and playgrounds. The company adheres to several ISO standards and is a member of the Builders Chamber. As an official distributor for major European children's facilities manufacturers, Infraconcept Ltd. offers a diverse range of products. To meet the high standards of the market, the company has developed four child brands:

MultiPARK, MultiPLAY, MultiSPORT, and EPOXY.

In 2021, Infraconcept Ltd. hired me to assist with rebranding and developing a new brand identity.

Challenge

When I started working for the company, I faced a significant challenge: an outdated logo design and a lack of distinctive brand identity. I found a random set of colors, fonts, and elements used for web and printed visuals. The products and services needed distinctive branding that stands out from competitors. The social media profiles looked unsupported and lacked engaging content.

The company had a corporate website that wasn’t mobile responsive and looked stale, making it less appealing to customers. It didn’t perform as expected due to complicated navigation of a multi-level menu, insufficient display of products and services, missing product specifications and quality images, and no CTAs. Additionally, the absence of mobile responsiveness turned off a significant percentage of prospective buyers who browse and purchase on tablets and smartphones, causing a drop in engagement and potential sales.

Similar to the corporate website, the child brands had websites identical in structure and content. At the time, customers often got confused about which website they had landed on or which of the multiple contact details they should use. I had to find design decisions that could influence conversion rates, impacting the website’s ability to drive revenue and boost the overall web presence on social media.

Solution

My plan for establishing a new high-performance brand identity began with a logo redesign. Following the creation of a recognizable logo, I would then proceed to brand company assets such as corporate apparel, cargo trucks, catalogs, and documents.

Logo concept

To create a distinctive brand identity for Infraconcept Ltd. I conducted a situation analysis of the stakeholders among former and potential clients and analyzed the competitor brand assets and the partner manufacturer branding approach. It resulted in a new logo with simple geometry and a clean and recognizable silhouette. The idea of using a circle as an external shape came from the playground areas. While looking for some distinctive elements in the executed projects for children's playgrounds, I spotted that a combination of circles appears very often in self-leveling rubber flooring designs due to the easy installment. I found this pattern valuable to use as a brand mark. Then, I combined two circles with letters inside. The lines for the "C" letter remained as they symbolize the layers that flooring consists of. The new logo was born from focused research, geometrical balance, and semantic representation. It has a sleek appeal and memorable brand mark, suitable for exploration over multiple media like stationery, outdoor branding, and web assets.

Color

During my research on the logo, I identified another important trend in the construction of children's playgrounds. A key component in creating a safer outdoor environment for children's activities is the base flooring. Today's safety regulations are stringent, particularly for children's play areas, and the company has diligently adhered to the prescribed technical processes.

High-quality playground flooring is typically made from colored EPDM granules, layered over a base of black rubber granules. This insight inspired me to incorporate black and grey tones, complemented by a bright and cheerful color like yellow. Yellow is widely recognized as a symbol of positivity and joy, often associated with children's activities. This approach led me to develop a simple yet semantically rich color palette.

Additionally, the contrast between black and yellow effectively captures attention and enhances outdoor branding. Following the 90/60/30 rule, neutral colors play a significant role in the overall design. The grey shades visually balance the vibrant colors typically found in product images of children's facilities. Lastly, the grey and black tones align well with the company's other services in the construction industry, creating a cohesive brand identity.

Typography

I switched the brand's typography from the heavy Impact font to the more refined Commissioner font by Kostas Bartsokas. Commissioner's classic sans-serif style, modern aesthetics, and legibility are a perfect choice for brand identity. Its simplicity is a good match for more complex graphics like the IC letters.

When I was looking for a font for the website, I went with Segoe UI—a popular licensed sans-serif font. It has a greater x-height, which makes it easier to read on different screens. Plus, it's versatile enough for the broader range of content on the site, from kids' playground facilities to industrial flooring and chemistry.

Website Design & Prototype

After conducting a thorough analysis of the situation and evaluating the website's performance using Google Analytics data, I proposed an optimization strategy for the web presence by consolidating the five separate websites into a single corporate site. This new website would feature well-structured and easily accessible content, including product pages and catalogs, significantly improved site architecture with optimized internal linking, and multiple calls to action (CTAs).

A key element for increasing sales was the UI design of a simple and user-friendly service/product request form tailored for the target audience aged 50 and above. The form's main components had to be straightforward for completion, ensuring streamlined UX for this demographic.

Management ultimately decided against implementing an e-commerce module on the website, given the preferences of our target group. These users typically favor personal interaction with a company representative, as their projects are highly customized and depend on various factors.

Results

My role primarily involved creating the concept for the website, but I also actively supported the development team by providing valuable assets and feedback throughout the process. To showcase the full potential of the proposed strategy, I designed the user interface and developed a mobile-responsive prototype. I presented my ideas to management, along with the branded assets I created, which included new colors, fonts, and a cohesive visual identity. This demonstrated the benefits of a unified and consistent approach across all platforms.

Additionally, leveraging my expertise in marketing and advertising, I proposed a one-year marketing plan for advertising on Google and Meta platforms. I created the necessary visual content and collaborated with the company's marketing specialist to develop several display advertising campaigns. In conjunction with my other activities for the brand, I helped establish a strong presence on social media platforms such as LinkedIn, Facebook, and Instagram, providing valuable insights for maintaining consistent branding and messaging.

My contributions were highly appreciated, and the ideas I developed were implemented across all company brand touchpoints. As a result, inquiries for products and services increased by 30% across all channels. The total number of unique registered offer requests via the website form reached 160 over a year, a significant achievement that had not been realized previously. Additionally, the number of followers on social media tripled during the same period compared to previous stats.

Management expressed great satisfaction with the project sending tons of positive feedback on my work. For me, the company rebranding, particularly my work on the website, marked a significant milestone in my professional development and helped establish my profile as a multidisciplinary problem-solving designer.