Distilling a brand's uniqueness into a cleaner identity

As a brand strategist and designer, I took on the challenge of evolving Stratex's visual identity. This dynamic startup had quickly developed an initial logo featuring concentric broken rings and radial elements, but it struggled with legibility on various backgrounds and at smaller scales. My task was to create a visual identity that could grow with the company, maintaining brand recognition while improving versatility across diverse media.

I approached this rebranding project comprehensively. First, I focused on evolving the original logo concept. I preserved familiar elements to maintain brand recognition but enhanced clarity and contrast. I introduced a solid color background, neutral typography for better readability, and added a unique bottom border featuring primary brand colors. This created a signature look that stands out while remaining true to Stratex's roots.

Next, I developed a cohesive visual language beyond the logo. I refined the color palette and established consistent typography guidelines, creating versatile design elements for various applications. This unified brand identity now effectively communicates Stratex's professionalism and forward-thinking approach across all touchpoints.

Renaming the product as 'Suite'

I also tackled the challenge of Stratex's software offerings. Their suite of dashboard tools lacked clear differentiation, so I proposed a strategic repositioning. I rebranded the collective software as 'Stratex Suite' and individually named each dashboard tool. This created a flexible structure for customized client solutions, enhancing Stratex's ability to tailor offerings to specific needs.

The results of this rebranding effort were significant. Stratex now has a more recognizable and adaptable brand identity, with improved visual coherence across all materials. The enhanced market positioning of their software products, along with greater flexibility in product offering and licensing models, has positioned Stratex for continued growth and success

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