The Argonauts
Project Year
2020-2021
Business Size:
20+ Employees
The Argonauts create a space for conscious leaders to connect, share and grow.
They unite, inspire, and empower diverse leaders from across the world to embrace difference and act with integrity and courage, developing themselves and their organizations.
Specialties:
Executive Education, Peer Exchange, Personal Development, Transformational Leadership Development, and Conscious Leadership
Website - *developed in house by the Argonauts team
Launch General Brand Update v1
Prepare Brand Update v2
Help Organize and develop sub brands in parallel
Launch New Website incorporating the new style and new services.
Brand
- Brand values exploration exercises
- Brand System Map
- General Brand Guide
- Graphic assets
- Imagery Exploration
- Multiple logos/brand guides for channels
- Web Design
Logo Clean Up
We needed to modernize the existing logo, without loosing the essence, so after exploring several type and symbol variation options, we decided to go with the following.
Style Guide
Motion Design
Typography Applied
Documents
Workshop: Imagery Exploration
Goal:
establish visual language, explore visual concepts and how to express them
We mapped different directions with keywords, black and white only first, to fully focus on ideas and textures
Team voting:
- with voting exercise dots for decision making
(each dot represents a member's vote)
Workshop Results:
Imagery and Visual Language Basics
Applied to Social media
Youtube
and social media post template drafts
Workshop: Users & Brand System Map
Goal:
Define brand system, characteristics, common points & differences
1 - Main brand personality
We identified the core traits and values that defined our brand personality, which helped us communicate a consistent message to our audience.
By understanding our brand personality, we were able to create more effective marketing campaigns and develop a stronger brand identity that helped us differentiate ourselves from competitors and establish a unique position in the market.
2 - User Grouping
We organized our users based on their membership and interests in different parts of our website to better understand their needs and behaviors.
We found that users who were members and interested in certain parts of our website had unique behaviors and preferences compared to other groups.
By personalizing their experiences, we were able to increase engagement and improve overall satisfaction with our website.
3 - Sub Brands Grouping
Our sub brands were grouped to organize and differentiate our products or services within our brand portfolio.
4 - Sub brand exploration map
To visualize how each sub brand fit within the larger brand system and its relationships with others, we created a sub brand exploration map.
Sub Brand 1
Channel
Book
Sub Brand 2:
Channel and Podcast
Sub Brands - additional
external:
collaborations of the Argonauts
Sub Brands - additional
internal:
within The Argonauts
Web Design
Homepage
Web Design
About and Community
