Qples
/ Branding
/ Web design
/ Creative direction
Client
Qples is a B2B Saas coupon company in the United States.
Brief
Rebrand Qples to convey its true meaning; simple, professional, fun, and witty.
The rebrand consisted of redesigning all print and digital assets as well as increase website traffic and leads generated.
Beyond designing the brand and website, I provided creative direction for sales assets, graphics, illustrations, brand elements, diagrams, videos, and other applications of the new brand.
Original Logo
New Logo
The Wordmark Process
When creating the wordmark, it was clear the typeface needed to be bold and playful, while still serious. These options were disregarded due to being too playful or bubbly, or too rigid. Delineating the first letter with a different color was not purposeful and would just distract from the brandmark in the logo, so that option was disregarded as well.
The final wordmark delineates the first letter in a more subtle way by adding a different edge to the descender, to differentiate it from the "p", while also extending it lower than the other letters.
The Brandmark Process
The brandmark needed to stand on its own, while also integrating well with the wordmark to form the logo. Therefore, moving away from a "q" was most ideal to avoid repeating the letters in the logo, so the top two options were disregarded. Creating an abstract design that was still relevant to the brand was the most sensical decision, so incorporating elements from the brand was an option. The bottom two options, however, were disregarded for being too rigid.
The New Brand & Style Guide
Throughout the guide, you will see that each decision made reflects the 4 key words that represent the brand; simple, professional, fun and witty.
For example, the colors chosen are a balance of colorful (light blue, bright green & purple) and serious (navy blue, black & white). The fun colors and elements attract the target audience who is mainly women, while not completely disregarding men. When choosing a color palette, a bright coral was considered, but keeping the palette to just cool colors made most sense with the space theme.
The space theme came from a play on words; "launch" your coupon campaign. It is used with witty space-themed phrases throughout the brand to lighten the tone and add a playful element. It is not used without purpose, to ensure the professionalism of the brand.
Another important decision was the choice of graphic elements and how to use them. It was important to have rounded, bold, fun elements that can be used in playful ways to help lighten the tone of the serious content in decks, sales sheets, help documents, etc.
Original Homepage
New Homepage
The goal with the website redesign was not only to rebrand, but also to improve SEO and generate more leads.
To do so, the pages needed to follow proper SEO guidelines. So working with the copywriter, I ensured that each copy and design decision made was functional in generating a positive outcome for SEO. For example, simpler paragraphs and headings were overlooked to ensure all headings included key words and pages were at least 300 words. Overall SEO score improved by 12% for the website.
Here are additional examples of how the new brand was applied based on my creative direction.
