I am excited to unveil the fresh new look for Startup Migrants! A new vibrant visual identity, a strategically redesigned website, and new social media posts to go along with it, I'm proud to have crafted a brand that truly resonates.
In March 2024, Startup Migrants hired me to implement a comprehensive visual identity redesign to build more trust around their brand and provide a solid foundation for the organization’s growth and sustainability. The company, during an important phase in their growth, needed a new design that would resonate with their diverse audiences of migrant entrepreneurs and event attendees, as well as potential and current funders and partners.
The primary objectives of the company for this rebrand were to:
Enhance the visual identity to captivate target audiences,
Better meet new challenges as Startup Migrants grows,
Establish clear branding guidelines and templates for consistency, and
Improve marketing materials, including inbound marketing, lead generation, and more.
It was also important that the new brand retained the recognizability of the Startup Migrants brand that the company has worked for over the years, but in a modernized and updated way.
Our collaborative process began with a series of in-depth meetings with the client to assess how the current visual elements aligned with Startup Migrants’ brand identity. We discussed ways to evolve these elements to better represent the organization’s mission and values. The goal was to create a visual identity that appeals to the target audiences while effectively conveying the brand's promises and values.
During our discussions, we made several key decisions regarding the visual elements:
Color scheme: We chose orange (which was part of their original branding) and dark green for their sophisticated, warm, and welcoming qualities. The addition of bright neon yellow provides a bold look that attracts younger audiences and helps Startup Migrants stand out amidst competitors.
Logo: We decided to maintain the current brand recognition of the logo while refreshing the design to modernize it. The logo needed to have a bold and eye-catching font, yet be simple enough to retain its impact. The paper airplane was kept but modernized.
Website restructuring and redeisgn
In addition to implementing the new brand, I undertook a comprehensive restructuring and recreation of the Startup Migrants website. This involved not only applying the updated visual identity, but also strategically evaluating and planning the hierarchy of the entire site. I worked to ensure intuitive navigation, rewrote key sections based on detailed information about the organization’s activities, and copyedited the existing content for clarity and coherence.
Understanding the diverse audience of Startup Migrants, I developed two audience-specific landing pages tailored to different user groups: one for participants of their programs and one for potential partners. This targeted strategy was designed to address the unique needs and interests of each of these audience groups, and hopefully enhance their engagement and experience on the website. The result is a cohesive, user-friendly site that effectively communicates Startup Migrants' mission and services to all stakeholders.
The previous about page had a basic layout with limited information about the team and the organization’s history. The new design includes a slightly more detailed “Our Story” section to contextualize the organization and provide a clear description of what the organization does, as well as a well-presented team section, providing viewers with an up-to-date view of the company.
Before, the partners page was visually cluttered and lacked a clear structure for testimonials and partner logos. Now, the redesigned page features a more clean design for each section, visually breaking up the information and making it easier to digest. I also added a contact form to encourage potential partners to get in touch easily.
The events page previously had very limited information and engagement options, with the exact same text copy-pasted throughout each event. Users who were directed to one event via a link would not gain any context about the company offering the event. I redesigned the page to highlight context for migrants and partners more clearly, as well as wrote more in-depth information about the events for the actual event pages, offering participants a much deeper look into their opportunities. The overall design is now much cleaner and easier to navigate.
In general, important information was scattered on the previous website, making it difficult for users to find what they needed. With the restructuring and redesign, the pages work so that information is logically ordered and easy to follow. Each section now flows naturally on its own landing page, guiding the user through the content coherently. This strategic work on the website restructuring ensures that the website not only looks professional but also effectively serves the needs of its diverse audience.
Branding implementation and sustainability
I am currently working with the Startup Migrants team to ensure the successful implementation of the new brand across all touchpoints—including emails, social media, and forms, among others—as well as train relevant staff on how to create social media graphics and use the website. This approach ensured a consistent and professional appearance that reinforces the brand's identity across all platforms.
I additionally provided Startup Migrants with comprehensive brand guidelines. These guidelines detail every aspect of implementing the new visual identity, ensuring consistency across all touchpoints. The guidelines include instructions on color usage, typography, logo placement, and application across various media such as emails, social media, and forms. This ensures that the brand maintains a professional and cohesive appearance as it continues to grow and evolve.
Redesigning Startup Migrants's visual identity was an interesting challenge that required balancing bold, modern designs with a deep sense professionalism. The final outcome is a visually striking and cohesive brand that we believe will make a lasting impression as the company scales up. This project was a rewarding experience, and we are excited to see the long-term results of our efforts.
New social media designs based on templates I created for Startup Migrants will be implemented slowly over the course of the summer to launch the new brand identity.
Please note: once I deliver projects to a company, I always ensure they are equipped with the knowledge and tools to implement the new design effectively. However, any significant deviations from the presented design in future implementations are the company's responsibility and beyond my control.
See more of my brand and website design work:
👋 Hey, I’m Gabriella, a versatile communications consultant specializing in strategy and impact. With experience across branding, content creation, public relations, and cross-border campaigns, I help clients communicate clearly and with purpose.
Ready to explore how I can support your communications? Learn more about my services, explore my blog and portfolio, or get in touch with me today!
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