When Giani first joined Code, the company was in the midst of bringing a sister company back into the fold and needed to combine all products and information into one cohesive website. Giani was tasked with helping rebrand Code and capture the company’s culture of innovation, creation and success.
Designers worked extensively with apps such as Adobe Photoshop, Adobe Illustrator and Adobe InDesign to design the logos, colours, images and other assets involved in the rebrand. Giani and team first focused on developing standards for internal usage, such as letterheads, documents templates and email signatures.
“The response from internal teams was very positive, as people liked having guidelines that they could follow without needing to come up with their standards on their own,” says Giani. “We invited people to give us their suggestions and that open collaboration helped us to solidify the excellent look and feel of our rebrand.”
The clean new brand design has paid off big time for Code, prompting significant year-over-year growth for many website metrics. The bounce rate fell to just 16%, well below the average web traffic bounce rate, while achieving four average page views per session and an average session duration of two minutes.
Finalised versions of brand assets are gathered and shared through Creative Cloud Libraries, providing a single source for the most up to date versions of logos, colours, graphics and other assets for designers. The marketing team expanded those guidelines to create new brand standards for use across customer-facing digital channels, such as social media and web.
Adobe XD allows designers to quickly mockup ideas for the website and share with stakeholders. When working on one customer-facing app, a designer created a working prototype in Adobe XD in less than a week. The interactive elements helped sell the idea to stakeholders in a way that static designs could never accomplish. The Adobe XD prototype also took far less time and effort than coding a functional prototype, which might have taken a team of developers weeks or even months.