Known for the unique and bold aesthetic represented on its social media and in its lifestyle photography, the Bevel brand struggled to translate this aesthetic across touch-points. The visual language of the e-commerce website, packaging, and marketing efforts were disjointed and lacked cohesion. We knew we needed to evolve the Bevel brand forward without completely reinventing it.
 
 
 
 
 
We set out to create a premium, well-crafted, and effective visual language system that would seamlessly pair with our products and elevate the overall brand experience.
 
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I began by conducting in-depth stakeholder interviews, uncovering patterns in brand perception. I quickly realized that there was a disconnect in how we perceived our brand vs how consumers perceived our brand, and recognized an opportunity to bridge that gap. My main focus became to develop a visual language that married the distinct and fresh vibe of our lifestyle blog, Bevel Code, with the technical and informative nature of our e-commerce site. Second I wanted to focus on creating a system that was inclusive of our parent company and editorial branches, while leaving room for future evolution and expansion.
 
 
 
 
 
 
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During this period of development, I created type specimens and usage rules, investigating and proposing headline(s), body, and CTA combinations. I created color palette boards and tested interactions in context. Additionally I developed logo, photography and renders usage rules. I then proposed layout possibilities for our web experience to showcase how this new system could be applied at scale.
 
 
 
 
 
 
 
 
 
 
 
 
 
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All of this research went on to inform our visual language across every touchpoint including the: Internal brand book, web and e-commerce sites, email marketing, online advertising, and printed materials.
 
 
 
 
 
 
Bevel's refreshed brand experience can be viewed on: GetBevel.com