13th Floor Investments - Collateral
Duration
2 months
Role
Freelancer
Summary
13th Floor Investments had reached out to have me overhaul their existing collateral for their upcoming fundraising round. This case study will take you through the research, design and implementation.
Goals & Objectives
Revamp the marketing collateral for a modern and visually appealing look. Restructure the information to enhance readability and ensure effortless comprehension.
Research
Visual & Formatting
Identified issues pertaining to accessibility standards, primarily contrast and readability concerns.
Discovered various mediums in which this collateral would be displayed.
Existing Collateral Audit
Assess the effectiveness of the current collateral—what’s working, what’s not, and where clarity can be improved.
Brand
Discovered brand identity: color schemes, typography, visual elements
Competitive Positioning: Identified what differentiates 13th Floor Investments from their competitors via their investment thesis.
In Design
Style Guide
Without a formalized style guide at 13th Floor Investments, using their current collateral and company website I assembled a basic style guide to aid in my process.
Brand Identity
After auditing their portfolio I selected some of their more distinct and elegant visual elements and shapes. I identified a few shapes & architectural elements that are visually pleasing.
Readability & Accessibility
In referencing the existing collateral, I identified many areas for improvement, specifically with contrast on text.
I worked directly with the communication department to rephrase less readable portions of their collateral to directly improve its readability.
Delivery
Stakeholder communication was crucial throughout this process from gathering requirements & appropriate resources to aid in my process. After two revision cycles had been completed the client was satisfied with their new collateral, it was packaged up and delivered to 13th Floor Investments.