Fuse Rebrand
The Problem
The Pink and Blue brand identity did not reflect the values Fuse wanted to embody. Instead, it represented rebellion.
It was edgy and no longer inspired trust from clients who were expected to invest large amounts of money for the services Fuse provided.
The Problem
The Pink and Blue brand identity did not reflect the values Fuse wanted to embody. Instead, it represented rebellion.
It was edgy and no longer inspired trust from clients who were expected to invest large amounts of money for the services Fuse provided.
Considerations
There were two things to consider when rebranding Fuse. The logo and Fuse Pink; both of which we're not to be changed. The logo had undergone many changes in the past and was finally at a stage everyone recognized and appreciated while Fuse Pink was considered their visual identifier. It was what made Fuse stand out immediately from its competitors and it had been the constant thread through the multiple rebrands in the past.
The Solution
Fuse needed a professional color palette that evoked trust.
At a glance, the most glaring issues was the color palette of the Pink and Blue identity. There were too many powerful colors that were competing with Fuse Pink rather than complementing it. With this in mind, a deep, rich, green was chosen as a muted complement to Fuse Pink. It acts as the sophisticated, professional partner to the creative, innovative pink.
After Pink and Blue, we now understood the visual powerhouse that was Fuse Pink. It was incredibly overwhelming and needed very little space to have a big impact. For this reason, in order to give Fuse's new identity a more professional voice, emphasis was placed on Fuse Pink being used as spot color.
After Pink and Blue, we now understood the visual powerhouse that was Fuse Pink. It was incredibly overwhelming and needed very little space to have a big impact. For this reason, in order to give Fuse's new identity a more professional voice, emphasis was placed on Fuse Pink being used as spot color.
Fuse needed to update how it used imagery
Pink and Blue illustration style had been described as "childish" by many clients and fuse employees. For this reason we removed the illustrations and turned toward photography of real people for a more authentic, human connection as well as imagery of the Fuse Platform on real devices. Fuse has experienced a large increase in engagement since implementing this change.
Pink and Blue illustration style had been described as "childish" by many clients and fuse employees. For this reason we removed the illustrations and turned toward photography of real people for a more authentic, human connection as well as imagery of the Fuse Platform on real devices. Fuse has experienced a large increase in engagement since implementing this change.
The overall approach to designing for the new Fuse was to clean how the space was used and remove anything that wasn't relevant to showcasing the functionality of the Fuse Product and Platform.
