Brand Guidelines
August 2023
Created a set of brand guidelines that reflected the brand’s new creative direction that brought clarity for employees, solidified the brand’s value, and increased efficiency in design and production.
The Old Brand
The original brand was established at the company's start in 2014. Treez is an enterprise cloud commerce platform that provides cannabis retailers solutions such as point-of-sale, retailer analytics, and cashless payment options. The brand now aims to diversify their operations, helping expand retailers across different stores and states.
Although the existing brand guidelines and assets were consistent, there was a noticeable dated quality to the look and feel that needed a serious upgrade. In anticipation of a new website launch, it was essential to freshen up the vibe — aiming for a more clean and professional appearance which would also visually match the growth and direction of the company that has evolved since its inception.
Branding Guidelines & Assets
Website Homepage
The Refresh
Introducing the refreshed look developed to reflect the evolving direction of the company. We considered the brand messaging, tone of voice, current UI and product style as we shaped the desired visual identity.
The Logo
While the logo remained unchanged, establishing clear usage guidelines was crucial. I noticed that partners and collaborators would sometimes use the logo incorrectly in the past, so I made sure to include clear instructions on the proper usage.
Color Palette
A secondary color palette was introduced to enrich the brand’s facets, with each of the colors later representing an individual product offering.
Typography & Iconography
Typography: Various fonts were previously used across the company’s product, marketing collateral and communications, contributing to a lack of clarity in the overall brand image. We streamlined our choices to include Roboto, Poppins, and Circular, clearly specifying their intended use in each medium.
Iconography: To maintain consistency and familiarity with both the product and brand, we also incorporated Material Symbols used within the product into the marketing brand guidelines.
Imagery
Our goal is to embody relatability, joy and brightness in our imagery and photography. Our personas represent trustworthy, everyday people you would encounter at your local dispensaries.
The Outcome
Since establishing the new set of brand guidelines, our brand presence and aesthetic gained prominence, invoking professionalism that mirrors the expanding scope of the business. This visual evolution emphasizes the commitment to promoting the new direction, emphasizing multi-state and multi-store retailers.
Online Presence
With well-defined visual guidelines in place, it became the paradigm that serves as the guiding influence for all our online collateral further establishing the voice of Treez reintroduced in an elevated fashion.
Blog
Print + Event Design
The fresh and new brand guidelines allowed us to create beautiful experiences at industry trade shows and events, ensuring a distinctive and impactful brand presence in-person.
In Conclusion…
The rebranding journey of our company's brand guidelines has been an invaluable experience for me. It not only deepened my appreciation for visual consistency and professionalism but also honed my skills in coordinating communication with diverse stakeholders. Embracing flexibility to bring together our visions with our goals, we successfully crafted a beautiful end product.
The end result provided clarity for employees, with the release of an internal brand guidelines and a polished branded presentation deck. Additionally, our partners and collaborators benefitted from the external brand guideline, equipped with our brand assets.
Overall, this project taught me the art of effective communication across teams, the power of flexibility, and the ability to deliver on-brand artifacts that guide and resonate with our audience. I’m looking forward to seeing the brand’s growth on the solid foundation we’ve carefully laid.