Team branding
Easee 2022-23
A branding game designed to create a distinctive logo and internal identity to the teams within Easee.
The Easee Team branding is a game, both physical and digital, designed to create distinctive logos and to ensure consistent branding for all teams and departments within Easee. All the logos together would create the internal company pattern, making all teams unique and unified at the same time. This also provides the team to define their core values and goals through a fun workshop.
Team:
Art direction: Diana Dagestad and Steffen Mølgaard
Graphic Design team: Katherine Friedrich and Camilla Wettre
Project scope
Why?
Existing demand for internal branding:
Request from Data & Insights, and before that, other teams.
How?
Evolving the project into something more complete that can serve all teams in Easee.
Our goal!
Design a branding system that would create new and unique logos for each team in Easee.
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— Flexible and adaptable for all teams
— On brand and part of Easee
— Easy to use and implement
— Fun and beautiful
— Unique and personalized -
— Improved Graphics workflow
— Great teambuilding excersice
— Putting people first (company value) -
1. Planning
— Brief/ Kick off meeting
— Project scope
2. Conception & Definition
— References research
— Ideation
— Concept definition
— Concept presentation
3. Development
— Alternatives generation
— Pre-testing (within design teams)
— Inputs and adapting
— Pre-implementation
4. Implementation
— Final solution
— Implementation guidelines
— Make the branding system available
Conception
After the references research and ideation phase we landed on a concept:
A “game” that consists of a grid and a set of shapes that the requesting team can use as a wokshop to make their own personolized logo.
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The first step of the project was doing a reference research within the Graphic design team.
Next step was grouping this into different “system” concepts, and workshoping around to find out which one could be the most versatile and expandable option.
Development stage 2
We put on our creative pants and tried to use existing Easee brand elements to incorporate or expand upon. Making sure that the system had a strong visual connection to Easee.
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Went through multiple sessions and rounds within the graphics team to figure out the system that had the most potential.
Testing out the different options through workshops created an eye opener; the more shapes and lack of rules made it all the more difficult for people to use. So - simple + “strict” = easy to use.
A few of many artboards
Grid and shapes optiions
Final grid and shapes
The final game board and pieces draws inspiration from the Easee logo. The logo is composed of 5 circles which makes up the grid and susbecuent shapes; circles, pills and beans. Hence the project was nicknamed “Operation Beans & Pills”
Main components
Testing out some new colour combinations. Some more extreme than others.
Final outcome
Physical game consept
Sadly there was no budget for a physical game, so we had to make do with it being on Miro for the time being.
Setting simple yet strict rules for the game so that there isnt a lot of room for error.
The start of the digital logo library
Final logo for the Design department
Tote bag
Mercandise