Personify partners with associations, chambers of commerce, nonprofits, event professionals, YMCAs, JCCs and other organizations to help them bring people and ideas together.
Personify had recently refreshed their corporate identity and wanted to give the same attention to each of their distinct product offerings. Each had its own audience and personality.
CHALLENGE
Personify needed to bring uniqueness to its three product brands and ensure that the identities fit under the umbrella of their overarching corporate brand. They sought to design and implement a visual identity and cohesive design system for each product that best catered to each of the unique product audiences.
SOLUTION
The Label Collective was tapped to design and implement a new brand and creative direction for their products. Visual identities were created around the primary accent colors from the three established product logos. Each included a brighter, more robust color palette based on existing color systems, unique typographic treatments, and clear direction documented in individual brand guidelines. Figma libraries were built to ensure the use of consistent brand elements across Marketing, Development, and Product Teams.
RESULT
The new brand and creative direction successfully focused on Personify’s individual product offerings while allowing them to be considered independently. The three products now have unique brand elements that make them feel like standalones. Stakeholders were happy to see that the rebrands were driving measurable change.
Product Branding: MemberClicks
MemberClicks was the first product to receive a brand update. Personify’s goal was to reflect what clients love and value about MemberClicks and preserve its brand equity, all while ensuring the brand kept its whimsical, friendly, relatable, and easy-to-use perception. New fonts that fit the product’s persona were chosen, colors were adapted, and parts of the Personify corporate brand were placed in illustrations for a visual tie-in. Illustrations of the product’s UI and functionality were paired with images of people representing the members using the software.
Product Branding: A2Z Events
A2Z Events was the second product to undergo a brand update. A2Z Events’s rebrand was key to bringing acquired products and features under one name, creating an opportunity to highlight and represent their (now) end-to-end events platform. Large conference and tradeshow floorplans informed the grid system used in the new visuals, which were meant to capture the journey through events management for their larger, more enterprise-level audience. New fonts were chosen, and darker colors were introduced into the color palette. Screens were also illustrated to draw attention to the product’s simplicity.
The Floorplan Grid
This visual system is inspired by event and trade show floor plans. “Booths” or “rooms” are flexible within the space, and shapes are composed of 1 to 4 grid spaces in a vertical or horizontal direction. Dashed lines represent the pathways of attendees as they navigate the event.
357.9
Increase in Site Sessions
-49
Bounce Rate
16.3
Increase in Site Duration
415.4
More Conversions
Once the brand launched, the Product Team loved the new styling enough to adopt the UI and extend it into the A2Z Events Product Design System.
”The A2Z Events rebrand was a catalyst that allowed us to easily achieve visual modifications and build a more consistent and positive administrative experience as users interact across the ecosystem of our event products and with the brand overall.
Personify Product Marketing Team
Product Branding: ThreeSixty
ThreeSixty was the third product brand refresh. ThreeSixty is Personify’s legacy, top-tier Association Management System (AMS) in their portfolio, and the new brand needed to reflect a more premium product. New fonts were introduced, the color palette was toned down relative to other brands in Personify’s product suite, and lifestyle photography was brought to the forefront. Illustrated elements were used less frequently to avoid looking too playful to their IT, Enterprise-level audience. Product UIs were also illustrated to directly demonstrate the software’s robust capabilities.
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