CEO.digital is an online hub for content about digital transformation geared towards C-suite leaders, and run by my client Chief Nation. I was commissioned to update the brand positioning and create a new logo and a brand guidelines document, all within a tight timeframe and budget.

Brief and brand positioning

The brief was to create a modern, clean piece of branding which would work well on digital platforms and would not clash with the various client brands featured on the CEO.digital website. After conducting competitor research and obtaining input from the Chief Nation team, I developed the positioning for the brand, which included defining a brand archetype. The essence of the brand is ‘The C-suite’s visionary advisor, and content hub for premium tech brands.’

Brand design

I created a sleek, minimal logo which would sit well in the technology space it is targeted at. the logo elements can be reduced down to an icon for favicons for the site and still remain recognisable, and a sophisticated colour palette was developed.

I developed a set of digital-focussed brand guidelines and assets which I handed over to the Chief Nation team to apply to the website and digital platforms. The minimal branding approach from the logo was applied to graphic elements such as holding shapes and button styling, which use negative space to delineate key features. Softly graduated backgrounds were included in the toolkit of graphics to add to the sophisticated look ad feel of the brand.