Holidu
visual identity
Brief
To rollout the rebrand and evolve Holidu's visual guidelines for everyday use
Role
Brand design lead, Art direction, Visual identity
Phase 1
After 9 long years, Holidu was rebranded. Over the year-long project, we crafted the brand personality, tone of voice, brand platform, and basic design guidelines. I was the solo brand designer in the rebranding committee. While Ramotion handled shaping the visual identity, I provided creative direction from within Holidu to ensure founders’ vision was being translated well. I was also responsible for creating brand personas and later, extending the brand guidelines once the building blocks were created.
Process
Firstly we started off with creating customer personas, by conducting multiple user tests and surveys. We finally had a guest and host persona. I worked closely with the brand director and management to create brand essence and brand purpose. These findings helped me provide a brief to Ramotion to get the visual identity started. I helped translate founders’ vision by creating mockups, moodboards and sketches to communicate with Ramotion.
Once we had the basic visual identity ready, I worked on extending the brand guidelines in areas like Logo usages, Art direction, Social media, Typography and Iconography.
The final guidelines were communicated as part of Design training to marketing, sales, customer service and business development.
Results
Holidu’s customer personas are still widely used in sales and marketing to create targeted pitches and ads. Extended brand guidelines have enabled UX and marketing designers to consistently create designs in line with the new branding. The design training was well-received, with high trainer effectiveness and material quality with an overall score of 9.06/10 (internal survey).
Brand persona research
Customer’s emotional journey