IdentityMind Rebranding
IdentityMind Global is a regtech company that uses patented eDNA™ technology to fight money laundering and terrorist funding.
Role: Designer | Content Specialist
Collaborators: Gage Nguyen - Senior Designer
Design Challenge: Rebranding an outdated logo, to create a new visual identity system to convey a modern, reputable, and authoritative institution of trusted digital identities.
Brief: Overhaul of visual identity, website, and all brand materials to convey a modern and holistic digital solution to financial compliance
Look & Feel
Issues with the previous logo
Legibility issues
Low scalability
Gray tones in DNA strand lost on backgrounds that were not monochromatic
New Look and Feel
Proposed look and feel features high contrast palette that better conveys the assertive new brand messaging.
Pioneers of Digital Identity
IdentityMind’s patented eDNA™ technology, was a central part of the company’s value proposition in the RegTech market.
After exploring ideas related to protection, trust, and identity, we decided to focus on the notion of IDM as the defender, hence incorporating the shield around the DNA strand.
Type & Color
A problem with the previous logotype was that it lacked modularity, so we redesigned using a bold sans serif that would translate well across print and digital in different sizes. Electric Blue was our answer to manifesting the central idea of integrity and reliability of IDM’s product.
Iconography
Fintech lingo is not easy to explain. Using a standardized system of minimal geometric icons in an additive way allowed us to put string simple ideas together to illustrate more complex concepts such as “Graph Intelligence” and “Regulatory Compliance”.
Product Branding
Expanding upon the color system and visual language established in the style guide, we used the shield to denote products, and designed iconography to represent the 4 main use cases- Sanctions, Digital Identity, Know Your Customer, and Virtual Currency.
Deliverables
Whitepapers
In depth guides explaining high level concepts related to the competitive advantages of using IDM’s compliance software.
Email & Landing Pages
Used Stripo.email, Hubspot, and Marketo to design landing pages that would direct leads to appropriate resources based on their storylines.
Web Design
Complete redesign of the website from home page to solution pages using Adobe Suite and Wordpress to reflect the new branding and product structure.
Video
Animation based videos which used data visualizations to illustrate how regulation works, and rendered demos showing how IdentityMind’s API can help users stay compliant.
Experiential
Booth, collateral, video and POP design for Money2020 in Las Vegas