Aduro Brand Refresh
Creative Direction & Design
In 2019, Aduro underwent a brand refresh, which included a new logo and a new visual direction. I led the creative direction for this project and had the opportunity to collaborate with a renowned global agency to develop the start of Aduro’s new brand look & feel. Once we had completed the logo as a collaborative group, I then went ahead and developed the rest of Aduro’s visual language. With the help of my team, I led the creation of new brand guidelines, templates, collateral, and messaging which all inspired a new website that we created in collaboration with a digital agency.
The Before
Prior to the rebrand, Aduro’s brand look & feel was not aligned with the company’s people-centric point of view. There were dark color overlays covering people’s faces, crowded layouts, all caps typography that felt aggressive, and an unbalanced logo. Additionally, the design was not accessibility-friendly and was hard for many people to read.
On top of all of these design problems, the visuals did not have the personality to match Aduro. I wanted the brand to feel approachable, authentic, friendly, and a little imperfect – Aduro believes that everything is a work in progress. We’re all human, after all.
