The Yield Growth Corp. is a start-up company that got off the ground quickly however the brand was due for an update shortly after the company went public. In an effort to increase the appeal to investors, I was given the challenge of creating a new brand identity to roll out across all touch-points.
A FRESH START
Lack of brand positioning & corporate identity
Poor legibility of logo at small sizes or in web collateral
Unwieldy logo layout and shape
Colour palette that appeared dated
Difficult typography due to free font
ESTABLISHING A NEW IDENTITY
Research into Yield Growth’s story revealed that all its proprietary subsidiaries and products were to be based in modern wellness and cannabis that tied into the ancient Ayurvedic tradition of food as medicine. Yield Growth’s identity is wrapped up in these two identifying factors.
LOGO DEVELOPMENT & EXPLORATION
SIMPLE, YET BOLD
SECONDARY LOGO – WHEN NECESSARY
To showcase images with new brand colours I created a simple overlap style that merges negative white space with an image and then highlights the image with a partial frame pop of colour.
YIELD GROWTH SLASH ICON
I designed the slash icon to visually represent the connection and contrast between ancient wisdom being combined with modern science. It also works nicely as a simple visual indicator that something on the website can be clicked on to move toward more content.
CANNABIS MARKETING CHALLENGES
Due to the emerging nature of the cannabis industry, there are still a lot of preconceived biases that need to be navigated. These banner ads are an example of navigating that and still communicating a message, primarily to drive sales of Yield Growth’s stock.