Abstract Notebooks
In preparation for the launch of Abstract’s new product, Notebooks, our team embarked on a brand refresh.
The original product, now called Versions, provides version control for local-based Sketch files. While the team and our customers loved our previous brand, the visuals sometimes mirrored the complexity of the product. . With this update, we wanted to leave behind any negative perception with the existing brand and rebuild trust with design teams.
As a part of this brand refresh we wanted to:
Signal a change and a new chapter for the company and product
Increase brand recall and shift overall brand perception
Provide clarity around our new product offerings
Early in the process
We determined this project was an evolution of our brand rather than a full rebrand. The scope was limited by both time and resources, which means we focused on creating usable guidelines which we will implement across print, web, in-product, etc. in the coming months.
Our internal team of two partnered to create brand principles and explored different directions. To help refine our ideas, we tapped in Frank Chimero, designer and former Abstract co-founder.
Updating the brandbook
From there we created guidelines to document changes to our brand systems. Our early documentation process was iterative as we learned new things while actively implementing the new brand.
These guidelines were critical in creating a structure for how we started to infuse the new brand into our product, but also laid the groundwork for our complete website rebuild.
A tiered approach to the brand release
We worked closely with the marketing team to roll out the new brand as part of the preview release for Notebooks. The first application of the new brand was introduced in the State of Design 2021 Report and was followed by An Open Letter to Design which took over our homepage until the preview release launched. These applications were the first tease of our new brand in the wild.
Reimagining the entire marketing website
With the launch of Notebooks, we had to completely reimagine our marketing website. With a short timeline of only 2 months, we created a tiered system based on the level of design effort on each page. Some pages were brand reskins of what we had previously, while others were completely reimagined.
The glue that holds it all together
Often forgotten, there are little digital moments that tie the brand together. While they may be a lighter touch, we made sure to update our social channels, product, and marketing emails, and infuse the brand into the Abstract products.
Surprise! A podcast.
Weeks before the launch of the new product and website, our marketing team added a podcast to the go-to-market plan. This was a great opportunity for the team to push the new brand into new waters.
A brand is never done
Overall, the brand has been well received by Abstract’s customers and the design community. Though the brand is now in the wild, I strongly believe a brand is never done. We will continue to learn new things and grow the brand as new problems arise.
Curious to learn even more about the project? Read my post, Aligning the Abstract brand with our mission on the Abstract blog.
Role
Strategy
Creative Direction
Brand & Web Design
Illustration
Teamwork
Vince Joy
Tim Gilligan
Frank Chimero
Joanna ławniczak
Finsweet
Product Design Team
Marketing Team