Before rebranding eCraft’s brand was really unprofessional, outdated and unconsistent. There was no real definition for almost any other elements besides the logo, primary color and font.
Goals
When starting to create the new brand we had few main goals in mind: It needs to be recognizable for the old clients, create strong and energetic emotion and have better definition for different mediums so that it is more consistent and becomes therefore more recognizable.
Logo
Biggest thing when it came to logo was to simplify and balance it to make it work better in different use cases. Also to make it more recognizable I decided that we need to have our primary brand color in it.
Webpage
Webpage stayed structurewise mostly the same as before, but we obviously styled all of the components to match the new visual language.
Typography
After thorrow research we decided to switch from Lato to Rawline which is a revisition of Raleway with fixed numerals. Its way more design’ish and fits better our brand image than previous Lato.