Drove strategic vision and superior execution of brand across marketing touchpoints, product portfolio, and cross-functional teams

Altia is a leading global design software and services company, specializing in delivering optimized user experiences and high-performance production displays across diverse industries such as automotive, consumer goods, medical, and IoT.

Challenge

Re-establish identity in the marketplace by unifying the voice and visuals to tell the brand story, positioning Altia as a thought leader within the embedded GUI space.

Role

Creative Director

Action

Audit: Awareness, Position, Visual Language.
Research and Development: Audience, Brand Traits, Color, Fonts, and Visual Elements.
Establish user personas informing product development, marketing, and sales strategies.
Design, Educate Company on Brand, Implementation.

Results

Achieved a 34% increase in customer engagement
Increased consistency and quality, improving department productivity by 40%.
Elevated partner engagement, qualified sales leads, and brand reach by 50% through customized digital resources and paid, social, and in-person co-marketing campaigns
Positioned Altia as a thought leader featured at global industry conferences

Results

Persona Creation
Brand Guide
Color Palette
Iconography
Logo Refresh
Typography
Video and Photography
Event Design

Credits: Altia Marketing and Communications

Audit: Awareness, Position, Visual Language

UX Research interview tours with the CEO, VPs, and key stakeholders to understand perspectives on brand awareness both inside and outside the organization.
Research brand implementation and usage, and understand what is/isn't successful.
Affirm target audience, customer personas, and brand traits.
Audit of marketing collateral revealing opportunities to unify and expand Altia’s brand story and visual language across all mediums and collateral.

Visual language audit

Research and Development: Audience, Brand Traits, Color, Fonts, and Visual Elements

Altia's target audience, customer personas, and brand traits informed strategic decisions on font, color, illustration, and motion.
Color Strategy: Incorporates color psychology and color analysis across partners, customers, and industries. The final color palette affirms Alita's personality traits and is relatable across varying global industries while being mindful of accessibility needs.
Font strategy supports multiple languages, ensures usage meets accessibility standards and rings true to Altia's personality.
Visual elements are designed carefully to harmonize technology and approachability through the use of photography, and illustration.

Comprehensive customer personas informing product development, marketing, and sales strategies.

Color analysis, font, and visual elements exploration.

Brand Guide

A full brand guide was developed consisting of: messaging architecture guidance, history of Altia, personality traits, customer personas, brand identity, and UI guidelines.

Color Palette

Alita's color palette is heavily influenced by color psychology, supporting the brand's personality traits. The palette is used in marketing materials, product demos, presentations, as well as product branding.
Altia Blue is used extensively throughout communicating strength, confidence, wisdom, and reliability.
Altia's secondary palette colors are thoughtfully curated to further illustrate qualities of trust, honesty, and creative intuition.

Example of brand color palette executed in marketing collateral with iconography and illustration.

Iconography

Iconography style intentionally included rounded edges furthering Altia's friendly and approachable personality trait.
Icons were also stylized using gradients a visual element defined in the brand.

Logo Refresh

The logo received a refresh by cleaning up the x-heights, softening sharp edges, and increasing weight giving it a more purposeful design.
Additionally, the logo received a new coat of paint from red to Altia's primary blue to unite a visual connection of the company values and personality.

Typography

Gilroy, Altia's signature font, was chosen for its high design, clean and modern geometric sans serif sensibilities. Used in highly visible applications, displaying Altia’s personality traits as modern, approachable, with a touch of youthful masculinity.
Noto Sans, Altia's secondary font, was selected to compliment Gilroy while providing large language support for Altia's global audience.
Consolas, a monospace typeface, chosen to denote the use of code, filenames or other system prompts in documentation materials.

Video and Photography

Video strategy was developed to increase lead generation, thought leadership, and brand awareness. Specific use case categories: promotional, brand storytelling, and demo showcases appearing on various platforms such as social media, webinars, sales tools, and events.
The photography strategy was crafted to visually communicate authenticity and expertise in the industry. Category types and standards were deliberately designed along with a brand photoshoot showcasing real Altians to elevate the brand image across all platforms.

Video Production Credit: Rob Nickels, LLC

Photography Credit: Christina Kiffney

Event Design

Vitally important was to exhibit the brand in a professional and equally impressive manner as the list of worldwide events attended, such as the Consumer Electronics Show (CES), Japan Auto Show, and Embedded World to name a few.