Crypto.com Social Media Rebranding, 2021
My Role
Lead Designer
My Responsibilities
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Analyze competitors and set the goals
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Build up brand identity
My Impact
The concepts I created had been advocated on social media and the educational blog.
Background
Cyrpto.com's social channels are predominantly used for informing our audience of product updates, launches, and company news. It doesn’t have content that is brand-focused, story-driven, and visually inspiring. The project aims to define directions that can be guided and assets for future social media creations.
Why Does Branding Matter?
“A brand is a set of expectations, memories, stories and relationships that, taken together, account for a customer’s decision to buy one product or service over another.” - Seth Godin
Current Situation
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Not much brand-focused content.
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Art direction is not consistent.
Best Practice_ Nike
Go beyond the product.
Storytelling as a marketing strategy has proved to be extremely effective for brands. Instead of the product being the centerpiece, Nike’s content does the talking in the form of storytelling.
Key Takeaways
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Simple, eye-catching photos
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No much description, focus on graphics
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No hard-selling
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Call to action
Best Practice_ Heineken
Knowing Smile with creativity.
Play around with the product by adding visual language that can be easily understood, not only can gain attention but also show the character of the brand.
Key Takeaways
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Simple but nice editing photos
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Convey the message with creativity
Best Practice_ Starbucks
Story and lifestyle that connects to people.
Using real peoples' stories and lifestyle-focused pictures to echo the ones who recognize it, and outline the ideal life that people are willing to pursue.
Key Takeaways
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The true story that is inspiring
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Real people who fit the image of the brand
Goal
People recognize and stay loyal to the brand.
Redesign Overview
The new social media asset can be the following 3 directions:
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Brand Focused
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Story-Driven
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Visually Inspiring
Brand Focused
Principles
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Minimal & Bold
Use typography, appealing visuals, and necessary keyword as layout. More details can be placed in the description below.
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Hero Colours Usage
Use Admiral and Anchor as primary colours to increase brand recognition.
Story-Driven
Principles
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Real Life Photo
Use photos that convey the real human stories that are inspiring, along with the lifestyle that the audience are related to and pursuing.
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Colour Tone and Vibe
The colour tone of the photography should be in a yellow-blue tone with the confident and in-control vibe.
Visually Inspiring
Principles
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Conceptual Meaning
Create simple but significant illustrations that can arouse attention and communicate the core values and personality of the brand.
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Supporting Colours Usage
Apply secondary colours as highlights to bring out the key messages and the festival atmosphere.
How Will the New Design Impact?
