Built blog rebrand
Construction industry website, Strxur, had been around for several years, and its branding was becoming dated and disconnected from its audience. Word on the street from customers and stakeholders revealed that the name itself, Strxur, was confusing to pronounce and remember; a barrier to entry for new audiences. To maintain relevance and appeal to a broader audience, a complete rebranding effort was kicked off to modernize its visual identity, messaging, and scalability on a global level. My challenge was to redesign the blog's brand identity and update the visual language without damaging the existing brand equity and drive new traffic in order to support the blog’s thought leadership goals in the AEC industry.
MY ROLE
Concept development
Art direction
Design
THE TEAM
Web Design - Brad Yau
Animation - Ed Mann
Filming and Editing - Justin Hearn
THE PROCESS
I led an in-depth discovery with the Content Marketing team to align on target audience, their interests, and industry trends, while drawing inspiration from global, multi-channel editorial brands to define a clear creative direction. I then designed a new visual identity, including a refreshed logo, a lighter and more accessible color palette, and a scalable, multi-platform typographic system. A comprehensive style guide ensured consistency at scale, with a flexible identity that visually celebrates the AEC industry while supporting, not overshadowing, stories of innovation, people, and projects.
Site Launch Promo video
With the launch of the rebrand, a promotional video and digital ad campaign was created to build excitement around the freshly launched site and drive traffic.