VISANTE

Project Overview

Visante’s visual identity had become inconsistent as the company evolved. I developed a cohesive brand system that aligned the agency’s positioning with its growth, beginning with competitor research, followed by brand strategy, identity development, and implementation across every customer-facing asset. The refreshed identity strengthened brand recognition while modernizing key visual elements, including a complete redesign of their website.

Sole & Lead Designer

Role

Brand System & Website

Project Type

9 Months

Timeline

JUMP TO VISUALS

VISIT WEBSITE

The Client Challenge

With increasing competition in the healthcare industry, Visante needed a stronger, more cohesive brand presence. The existing identity had become inconsistent across departments and marketing materials, resulting in a diluted brand experience. The goal was to create a unified system that aligned Visante’s positioning, reinforced its expertise, and differentiated it within a competitive landscape.

The Creative Strategy

Using a research-driven design process, I transformed Visante’s fragmented visual identity into a cohesive brand system built for scale. The final system modernized the brand while maintaining recognizable elements that preserved existing brand equity, updating the color palette and graphic style but keeping the core palette and typography the same.

Brand Audit

To establish a clear direction for the rebrand, I analyzed key competitors to understand industry standards, identify whitespace opportunities, and evaluate Visante’s market positioning. Alongside the competitive review, I assessed the existing visual identity to pinpoint inconsistencies and opportunities for improvement. The audit revealed the following key opportunities:

Outdated color palette with no ADA guidance
Inconsistent stock imagery and graphics
Lack of cohesion in use of gradients, typography, and arrows
No cohesion across any marketing touch points (social media, presentations, exhibits, etc.)
Website interfacetext-heavyheavy and not visually engaging

Mood Boarding

Following the discovery phase, the team aligned on a vision for a brand that felt modern, confident, and bold. To help stakeholders evaluate the range of possibilities, I developed three distinct creative directions, each representing a different level of transformation—from a refined evolution of the existing identity, to a strategic refresh, and finally a complete rebrand. After reviewing each concept, the team selected the strategic refresh, which included the following:

Updated color palette to include richer, darker colors while keeping the primary colors the same
Bright colors were used as key information indicators
Brand graphics were illustrated in place of stock imagery
Brand illustrations and icons were created to reduce need for stock imagery
The arrows from the existing logo were heavily incorporated as a graphic element

Brand Guidelines & Logo

To create a strong foundation for the brand, I developed a comprehensive set of brand guidelines that defined how the visual identity would be applied consistently across every touchpoint. I also created an alternative logo to be used when the full logo was not necessary. The system established standards for color, typography, photography, iconography, illustration, and supporting graphic elements, and logo guidance. By documenting these principles early, the guidelines ensured consistency and scalability.

Website Redesign

With a dedicated full-stack developer and UI/UX designer on the project, the workflow emphasized close collaboration from concept through implementation. I established the website’s visual direction in Adobe Illustrator, allowing the interface to be developed alongside the broader brand system rather than as an isolated digital product. After the layouts and design language were approved, the project transitioned into Adobe XD for prototyping, refinement, and development handoff. This approach ensured consistency across digital and physical applications while supporting an efficient, collaborative production process. The following outlines each phase of the workflow:

I created a website style guide specifying the styling for H1 – H6 headings, buttons, inline links, forms, hover functions, gradients, and drop shadows.
The home page was designed for both desktop and mobile and was used as the framework for the 10 additional page templates.
All pages were packaged and included the following: a master .ai file, a PDF viewing file, a .xd file, a folder for individually exported graphics, a links folder, and a master development PDF which included notes for the developer specific to each page.

After development was completed, the team completed a thorough QA for both pre-launch and post-launch.

Brand Assets Updates

With the website live, the next phase focused on extending the identity system across the organization’s remaining materials. Using the newly established brand standards and website as the foundation, I updated and unified a wide range of digital and print assets to create a cohesive experience across every audience interaction.