AccessAlly Go - Identity Design

This case study details the design of the brand identity for AccessAlly Go, a new product offering from AccessAlly, which provides tools for selling online courses, memberships, and podcasts. I was the designer on the project.

The primary challenge was to create a distinct visual identity for AccessAlly Go that would:

• Clearly differentiate it from the parent brand, AccessAlly.
• Appeal to a specific target audience of online course creators, membership site owners, and podcasters.
• Convey the product's core values: user-friendly, rapid setup, powerful, and modern.

Based on the research findings, the proposed design solution was a brand identity system centered around a dynamic and modern logo, with a supporting visual language that included:

• Logo Design: A unique and memorable logo that represents the "Go" aspect of the brand - emphasis on "A" and "G", forward movement, ease of use, and efficiency.
• Color Palette: A vibrant and contemporary color palette that differentiates AccessAlly Go from AccessAlly while still maintaining a connection to the parent brand.
• Typography: A clean and modern typeface that conveys both clarity and sophistication, ensuring readability across all applications.

The design aimed to strike a balance between innovation and usability, creating a visual identity that is both visually appealing and functional.

The target audience values clean, modern design that conveys both professionalism and approachability.

• There was an opportunity to create a more dynamic and energetic visual identity for AccessAlly Go compared to the more established, professional feel of the parent brand, AccessAlly.
• Versatility and scalability were crucial, as the identity would be used across various digital and print applications, from website and social media to merchandise and event materials.

The design process involved several stages of exploration and refinement.

• Initial Concepts: Exploration of multiple logo concepts, ranging in style and approach.
• Feedback: Presentation of initial concepts to the AccessAlly team, gathering feedback on their preferences, likes, and dislikes.
• Refinement: Refining its shape, form, and details. This included experimenting with different color variations, typography pairings, and visual elements.
• Finalization: Finalization of the logo and development of the complete visual identity system, including guidelines for its application across different media.

Key iterations included:

• Refining the logo shape to better convey a sense of movement and energy.
• Adjusting the color palette to achieve the desired balance of vibrancy and sophistication.
• Exploring different typographic options to ensure optimal readability and visual harmony.

The impact of the new identity includes:

• A strong and consistent brand presence for AccessAlly Go in the market.
• Positive feedback from the target audience, who appreciate the modern and user-friendly aesthetic.
• Increased brand recognition and recall.

This project highlighted the importance of a collaborative design process, close communication with the team, and a deep understanding of the target audience.

Potential next steps include:

• Continued monitoring of the brand's performance and gathering user feedback.
• Exploring further applications of the visual identity to new platforms and materials.
• Developing additional brand assets to further enhance the brand's visual language.