SOLITA
SOLITA
IT & design consultancy
IT & design consultancy
Embedded Files
Solita is an IT and design consultancy with over 1,600 experts worldwide. It aims for creating impact that lasts by combining tech, data and human insight. I am fully involved in its branding improvement.
YEAR 2021-23
EMPLOYER SOLITA
DURATION 1 YEAR +
ROLE BRANDING
DIRECTION
MARKETING
01 —————— 04
01 —————— 04
Branding system
Branding system
With Solita experiencing rapid growth, it is essential to enhance the branding system to strengthen cohesion and elevate it to the next level. Throughout this process, we prioritize understanding the needs of our end users. We recognize that effective branding design goes beyond superficial aesthetics and focuses on serving its intended purpose.
Evolvement ————
Evolvement ————
During the recently years use of branding material, the old branding system doesn't keep up with the growing new requirements and themes.
It is time for evolvement and bring it to the next level.
Branding pattern
Branding pattern
Solita's branding system lacks a consistent pattern component, which is essential for meeting the growing visual needs in today's market. Recognizing this gap, I took the initiative to identify the geometric characteristics of the logo and created flexible patterns based on those attributes.
Team
Visual designer (me)
Creative director
CMO
New pattern Sep. 2022
Iterations & texture
Pattern in event
Pattern on socks' label
Pattern on sweatshirt
Pattern as motion
There is also a need for designs for food packaging, which Solita distributes at events or in the swag area of the office. These package designs align with the color tonality and crisp style of Solita branding, creating a dynamic and vibrant atmosphere. They aim to foster a strong connection between people and Solita, enhancing the overall experience and sense of community.
Sustainability
Sustainability
The existing visual for sustainability communication doesn't meet its needs in Solita, so we aim to improve it. Firstly we discussed the scope of this plan, and agreed on not throw it on people's face—as it is a general topic that we always talk about. Instead we decide to design it in a subtle way and people will see how it work in the future.
Team
Visual designer (me)
Creative director
CIO
Concept infographic ————————————— OLD
Concept infographic ————————————— OLD
The pyramid is the core visual for demonstrating sustainability of Solita. However, it didn't deliver clearly the overall concept and how its 3 sections work together.
Concept infographic ————————————— PROCESS
Concept infographic ————————————— PROCESS
We decided to go with the collage style for sustainability: 3 different sections with related images will strongly support understanding.
In the initial stage, we used 3 colours (branding secondary colours) as the colour palette.
Concept infographic ————————————— NEW
Concept infographic ————————————— NEW
After research, we see the colour palette having the risk of being misused, especially the red. Therefore we decided to go with single green, a shade one from Solita's secondary colour.
We use the green stroke to keep 3 topics work tightly together.
Cohesion ————
Cohesion ————
Increasingly new stuff are added to the branding. However, the materials are scattered and stored in all kinds of platform, i.e., some in the Cloud, some locally. And there's no clear guide on how to find the specific thing to people's need.
In addition, a growing number of new comers are joining the community, but they get little clue on how to fully utilise our branding materials.
Team
Two Visual designers (including me)
Creative director
CMO
a. Visual system upgrate
a. Visual system upgrate
To maximize the benefits of existing materials, the first step we took was to holistically organize the visual system. Concurrently, we created templates that offer high flexibility, enabling individuals to easily customize and edit them.
Info-graphic in slides templates
b. Digitalise visual guides
b. Digitalise visual guides
Previously, the visual guideline was a 46-page PDF document. To enhance accessibility, we suggested transferring it to a digital platform and upgrading its format. Eventually, we reached a consensus to utilize the company's intranet for this purpose *It's not shown here because it is fully internal
c. Connect the channels
c. Connect the channels
There are 4 channels we mainly use in Solita, each channel serves a dedicated function. However, they were not connected. To change the situation, we broke the silos between the channels and turned it into a closed loop.
d. Onboarding guides
d. Onboarding guides
It is crucial to properly onboard newcomers to the branding process. To achieve this, I recommended incorporating comprehensive introductions into both the Starter bootcamp and E-learning programs.
02 —————— 04
02 —————— 04
Marketing visuals
Marketing visuals
Marketing visual plays an important role in strengthening Solita brand and communicate with our audience. I am leading the creation and improvement of the visual materials to ensure the quality of marketing material, also adding more reusability.
Team
Visual designers
Creative director
Event manager
Agencies
a. e-book design
a. e-book design
Solita marketing released e-books very frequently, with different PR scopes. I've been building the e-book design system, to make designs sustainable and serve the reading better.
b. conference event
b. conference event
There are a few important conference events held by Solita every year, with over 870 sign-ups. I continuously defined and produced the design from the initial visual identity till the final event set-up, and effectively boost communication with precise guidance.
Solita Summit 2022
MeetingPoint 2022
c. video ads
c. video ads
Despite having a wealth of high-quality marketing content, there is a lack of effective utilization, resulting in inadequate impact. To address this issue, I have taken the initiative to lead the innovation of visuals in video ads, aiming to solve this problem and enhance the effectiveness of our marketing efforts. *The video creation was a collaborative effort between us and an agency.
Video brief from me
Final video template
03 —————— 04
03 —————— 04
Employer branding
Employer branding
In Solita's talent acquisition efforts, employer branding holds a significant focus. The challenge at hand is to establish a sustainable and efficient design plan that facilitates smooth collaboration between recruiters and designers throughout the iterations of recruiting content and design.
Team
Two visual designers (including me)
Creative director
Recruitment marketing lead
Marketing assistant
Thank you for reading;)
Thank you for reading;)
Please contact me for further info:)
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