Branding
AudioEye is an industry-leading digital accessibility B2B SaaS product. When I joined the company, we were transitioning from being a service-based company to launching our first SaaS product. With this transition, we needed to refresh the brand and differentiate ourselves from the competitors.
Goals
Modernize the brand to transition from a services company to a SaaS product
Launch a stopgap brand in 1 month
Differentiate ourselves from competitors
Opportunity
The logo emblem was broken
The logo had 9 different colors in it that didn't work well together
The typeface was outdated
The illustrations were all from a Corporate Memphis UI kit
Research
We did a visual audit of the competitive landscape and concluded that the industry is oversaturated with blues and greens. We saw this as an opportunity to differentiate ourselves by using purple, a color that is easy to use while achieving color contrast.
Ideation
We wanted to explore mesh gradients, soft blobs, glassmorphism, and other of-their-time trends to help modernize the brand. We knew this was going to be a stopgap solution, but we were able to achieve the desired look and create an entire library of custom assets.
Execution
I reduced the number of colors from nine to two colors, modernize the typeface, and simplify the symbol. I also redefined color palette, responsive typography styles, button styles, input fields, and all components for the website. It was a priority to identify color options for text, backgrounds, and UI elements that had contrast ratio that passed WCAG 2.1 AAA.
Results
We successfully rebranded AudioEye in 1 month and have since implemented it across all customer touch points.
The primary stakeholder (CEO) was extremely pleased with the results.
Reflection
We are currently in the process of rebranding AudioEye again—this time with more intentionality, rooted in brand strategy, and thoughtfully researched.
Consideration for future improvements:
I'd like to consider CamelCase for the logo type for accessibility.
I want to improve the font weight in the logo.
I'd like to be more intentional about the use of purple, specifically for calls to action rather than everything, everywhere.
I'd love to bring in AudioEye's community of users with disabilities to help ideate around the brand.