logo designed by Molly Francis
It had been several years since Volusion received a brand update and I was thrilled to be given the chance to rebrand it. In addition to the color and image updates, the developer team worked solidly for 6 weeks to move the entire site from Drupal to static, which helped dramatically increase load times and SEO ranking. I should note that currently, the logo above has not yet been implemented but hopefully it, or some other updated version will be used soon. Molly Francis, another designer at Volusion, designed the logo and I felt it complemented the rebrand that I developed well.
In my view, the change that helped update the brand the most is the new color palette. A cool muted purple called "Fjord" replaced the ubiquitous tech blue as the main brand color and a bright coral replaces harsh orange used for all CTAs. The aqua, teal and seafoam green fill out the rest of the primary palette while a deep blue, golden yellow and deep sky blue fill out the secondary palette. Additionally, several shades and tints of the palette were added to be used throughout the site and have also become incredibly useful in creating color schemes for promotional ads.
The other change that has been implemented is a change in photography. In the old branding, images of people holding devices dominated the site. While useful, that sort of thing can get a little stale if used over and over. Under the rebrand, the images are focused on either the customers themselves or echoing the imagery in an available template or custom web design example.
Also, the design is streamlined, removing huge blocks of text that most people won't read and whittling it down to the most important pieces of information so the imagery is given center stage.
This rebrand is also constantly evolving to a certain point as we continue to A/B test the highest traffic pages. Below is an example of a test we're running between the a long homepage with minimal text and a lot of whitespace and a short homepage with just the hero section and three "buckets" below that will lead the user to either the Features section, the pricing page or a customer testimonial page.