The Istock Conundrum:
When Your Brand Becomes Everyone Else’s
It all started with a photographer from Istock. Yup, the entire visual identity of Benevity was based on a limited set of stock photos. The issue? Every time another company used the same imagery, it was like our brand lost a little piece of its soul. This simple pain point snowballed into a whole host of other problems.
Time for a Brand Makeover:
Where Do We Even Begin?
The organization had grown—big time. The brand, however? Not so much. We needed a complete refresh, from marketing to product, because the old system just wasn’t cutting it anymore. We were in desperate need of a new identity that could handle the expansion and offer some serious versatility.
Consolidation Chaos:
Digging Through the Brand Closet
Before we could reinvent the brand, we had to gather all the creative assets scattered across the company. It was like cleaning out an attic—full of random pieces, each with its own charm. But once we sorted through the clutter, we started noticing a pattern. Certain brand traits emerged, the kind of personality that could unify our approach.
Unity Is the Name of the Game:
Product Meets Marketing
The final piece of the puzzle was cohesion. We didn’t want the marketing materials to feel disconnected from the product. It’s all about alignment—making sure our surface (the brand’s look) and our core (the product) speak the same language. When they come together, that’s when the magic happens.
Simplifying the Complex:
Key Production Explanation Video
We took Benevity’s key features and translated them into a high-level, stylized animated video. The goal? Make complex concepts feel simple, engaging, and easy to understand. By combining clear visuals with a playful narrative style, we turned intricate ideas into a story that resonates, helping viewers quickly grasp what Benevity is all about.
Unique Yet Unified:
Campaign Consistency Done Right
How do you make a seasonal campaign stand out while keeping it true to the brand? We crafted creative assets that felt fresh and engaging but still tied seamlessly back to Benevity’s holistic branding. The result? A unique viewer journey that catches the eye while making sure it always feels like the same familiar voice is talking to you. It’s all about balance—distinct yet unmistakably Benevity.
