FACTUAL REBRAND
Brand Redesign.
During my third year at Factual, I completed a full brand redesign. Key components of this rebrand that differentiate Factual from its competitors are: the distinct color palette, custom illustrations and the friendly visual tone.
The rebrand style was applied to global assets serving all areas of the business: sales, marketing, partnerships, culture and recruiting.
Note: Factual has since merged under Foursquare.
The idea to rebrand Factual was self-initiated. I presented my vision to the executive team and won their approval to pursue this work. My desire to rebrand the company started with rigorous competitive research that helped me pinpoint ways in which Factual could stand out from the competitive industry.
Check out the Factual headquarter office design and velo kit projects to see how Factual’s brand went beyond the pixels and hex codes.
Factual’s logo mark is a set of tiles forming the letter ‘F.’ The old logo mark looked timid with the downward shapes and erratic tile spacing. The typeface and colors were also a bit muted and didn’t evoke confidence. I updated all elements of the logo mark and logotype.
It Started with an F.
Old Logo.
New Logo.
Style Guide.
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New Logo and Brand Colors
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New Logotype
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Product Branding
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Product Branding
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Website Type Styles
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Website Type Styles
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Mobile App Type Styles
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Print Type Styles
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Print Type Styles
The new visual system was put to work across all print and digital applications: social media posts, digital advertising, marketing collateral, presentations, books and more.
Brand Application.
See more of Factual’s brand applied to marketing pieces.
Before The Rebrand.
To better understand the full impact of Factual’s rebrand, here is a sample of the old visual style.
Factual’s muted color palette and website prior to the rebrand.
The challenges with the old version of Factual’s website:
Colors were very muted and didn’t yield great screen legibility
Layout styles were clunky and lacked variation
The visual brand was inconsistent
Recruiting efforts suffered due to lack of candidate journey pages
Interactive elements and videos were not used on this site
There was no clear information hierarchy
Resource assets were very hidden
Marketing efforts were limited due to a lack of strategic calls to action
