FOBI
/ Branding
/ Web design
/ Layout
/ Print
/ Creative direction
Client
Fobi AI is a tech company based in Vancouver.
Briefs
After rebranding from Loop Insights in June 2021, Fobi tasked me with bringing the Fobi brand to life by applying it consistently across digital and print assets.
In January 2023, Fobi tasked me with giving the brand a refresh and applying it to all designs for digital and print. Details below.
Here is the first iteration of the Fobi brand, after changing from Loop Insights, applied across digital and print assets.
Digital assets included the Fobi website, social media, banner ads, decks, gated content, etc.
Print assets included fact sheets, event banners, business cards, magazine ads, packaging, merchandise, etc.
For the brand refresh, the new branding needed to convey the following words. Therefore, the blue was changed to a sleeker shade and the color palette was darkened. More details in the style guide below.
The Style Guide Process
To create a sleek brand, I started by changing the color palette to darker and more crisp colors. Buttons, shapes, icons, and images were changed from rounded to squared edges. Sleeker and more modern graphic elements were designed to encompass the key words used to describe the brand, moving away from circular ones. The typeface remained the same, but I simplified the brand by eliminating the second typeface that was originally being used.
I also created a style guide for Data Visualization to make various charts and graphs used across different marketing assets and in the Fobi Admin Portal sleeker and cohesive. This helped ensure each element used was representative of the Fobi brand.
Here are examples of how the refresh was applied on deck slides, video thumbnails, and social media posts.
With the website refresh, I also simplified navigation through the menu and use of pillar pages, better organized product information, improved mobile optimization, included more dynamic content, and created a better user experience overall. These changes helped increase the number of pages visited per session and reduced the bounce rate by 8%.
