Learning where to push the boundaries
When working with a well-established brand, designers sometimes find themselves restricted by super specific brand guidelines that can limit their creativity. USA Insulation happens to have a set of comprehensive brand guidelines that has carried their brand throughout the past few years.
With these guidelines, the company has consistently created graphics to support their marketing materials. At times, these ads and posts can become visually redundant and would benefit from a fresh application of their brand elements. USA Insulation of Toledo and S.E. Michigan reached out to me to help find a way to push past the limits of their design limitations.
On-brand, with a twist
Finding a fresh and new way to use brand guidelines doesn’t mean that you need to break the brand guidelines. Sometimes they just need to be interpreted differently! With all the options available to designers working with the USA Insulation brand, graphics can easily become overpopulated.The most crucial step in cleaning up their display ads was pairing back the decorative elements. Doing so lets the selected image and ad copy and CTA do the talking. The imagery and elements selected are enough to draw them into the ad without distracting them from the desired action. None of these tactics broke brand guidelines, they simply reimagined how the brand elements were used.