- Role
- Principal Designer
- Years
- 2021
- Projects
- Team
EXSquared
When EXSquared acquired Rocksauce in 2019, they were already a global entity. Our job was to bring creative muscle. Part of that was making the EXSquared brand match its international breadth.
The roots
Branding a product company is never an easy job. Everything a consumer looks at is a commercial. A testament to the company's skills. EXSquared was a brand that needed an updating. Luckily, they had purchased my design agency - Rocksauce.
Hip to be square
Brands need strong marks that can be used in tight spaces. Favicon, social media avatar, or even on a t-shirt pocket. Something that could also be memorable when someone sees it. To own the brand's name in a viewer's mind, even when the letters are nowhere to be seen.
But, EXSquared's arrow was actually a house. Why? Because many of their customers came from the New Home Industry.
Color drives engagement
My approach to color is strategic, aiming for immediate brand recognition and lasting impact. For EXSquared, I integrated their vibrant brand palette with a sophisticated off-white to create a memorable visual identity for their Fortune 50 clientele.
For EXSquared's typographic backbone, I selected Helvetica Neue as the primary voice. To punctuate key moments, I introduced Harfang, a striking secondary font.
Homepage
The new EXSquared site needed to be an experience, not a brochure. Movement engages users, directing their actions and capturing attention.
Capabilities
The Capabilities section is where the EXSquared brand really flexes. Instead of a laundry list of services, I designed it to feel like a launchpad.
Results
All the hard work paid off. All of the numbers we were tracking went up, across the board, with no ground lost. Most important, people were coming back to the site more, staying on it longer, and we increased our qualified inbound leads.