midnight oil marketing group

brand redesign and brand guide

CATEGORY
Branding, Logo Design, Typography

DELIVERABLES
Digital: Brand Guide (12.5” × 8.34”), Slide Deck, Website

Print: Business Cards, T-Shirt, Stickers

DESIGN CHALLENGE

Redesign the existing brand for Midnight Oil Marketing Group. The new brand identity should reflect the personality and goals of the company. Create a unique brand identity using a comprehensive design process including research, analysis, and business strategy. Design the primary identity and apply it to various brand touchpoints, including their website. Design a brand guide to help employees understand who the brand is and how to use the brand assets.

SOLUTION

Midnight Oil is a company within the Insuretech and Fintech industry. They specialize in marketing and lead generation. The goal for the new identity was to better capture their brand personality: professional, trusted, creative, strong, experienced, transparent, and calm.

VIEW MO WEBISTE

Old identity is:

unprofessional
not tailored to the brand
too colorful and busy
does not have brand guidelines

New identity is:

an owl, representing: wisdom, knowledge, strength, protection, vigilance, transformation, creativity, calm, nocturnal, ability to see through deception, wealth, fortune, prosperity