Yellow There:
Impartner is a B2B technology company operating in Partner Marketing and Resource Management. By its very nature, Impartner needs to fit into a lot of spaces with other brands, but also distinguish themselves in the industry. As the Creative Director, I kept our brand current, interesting, and manageable for a fast growing company. In my role, I am able to work with creative contractors, plan engaging activations, and directly communicate with the executive team.
In 2023, Impartner had established its identity well enough from a product perspective, but the brand was due for a face lift. We traded out cool neutral backgrounds for more full bleed yellow, loosened the rules on typography, and added more colors. The overall goal was to maintain the "street cred" but pack a bigger impact, visually. As an in house designer and now director, I was free to redefine part of the brand guide to better suit the needs of Impartner.
Flexibility:
At times, Impartner wanted a divergence from the everyday marketing. We would frequently wrap our colors or style around a partner's brand. There are also several content series (e.g. Masterclass, Partnerships Now, G2 reviews) hosted under Impartner's umbrella. Not to mention my favorite, ImpartnerCon, which has 2 completely unique identities so far. It was crucial for our personality to be able to bend with any future opportunities and maintain brand recognition.
There's More:
