Delivering the building blocks to better lives.
BlueLinx
My Role
Branding, Stylescapes, Creative Direction, UI Design, Team Lead, Design System, Photoshoot
Project Description
The new BlueLinx branding work involved a complete overhaul of their legacy branding and creation of a design system to support this new effort. As a building products distributor for residential and commercial construction, with over 2000 employees and over $3 billion in annual revenue, it was essential to create a modern, professional and visually impactful brand that would resonate with their target audience.
We did this by creating a new logo, visual design system and website. The logo was highly legible and conveyed a sense of durability and motion. We also developed a cohesive color scheme and assets that worked well across all platforms. Brand guidelines were created to empower the internal teams to create visually impactful assets consistent with the new branding. In addition to this, we also directed a photoshoot to ensure that the brand imagery was consistent with the new visual design system, and the final result was a fresh and professional look that helped BlueLinx stand out in a competitive market.
A whole new blue.
Through multiple stakeholder sessions with the client and internal teams, we developed a clear voice and tone for the brand that would guide all future marketing efforts. We then created a new logo that was highly legible and would work well on OOH billboards and fast-moving trucks. The logo design used a heavy weight typeface that conveyed a sense of durability and motion through italicization.
Driving the brand forward.
We then moved on to creating a visual design system, which we explored across social media, web, SWAG and other platforms. The color scheme and assets chosen were carefully selected to ensure that they worked seamlessly across all use cases. Brand guidelines were also created to empower the internal teams to create visually impactful assets that were consistent with the new branding.
Developing the foundation.
Finally, we built a website that incorporated the new design system, which provided an intuitive user experience while effectively communicating the brand's values, services and products. The result of our branding work was a fresh, modern and professional look for BlueLinx that would help the company stand out in a highly competitive market.
