Background

In a world that lives in a digital age, how does one choose the best protection from online threats? How does a business ensure that its online systems are running optimally? How can an organization hire a top-tier IT and cybersecurity company to manage its technology with so many options?

These were a handful of the questions discussed as a part of a visual brand reboot for Aligned Technology Solutions, an IT and cybersecurity company. Brevity & Wit led Aligned through a branding overhaul, which included a new visual identity and implementation of that identity into a cutting-edge website.

The website needed to be unique to the competition. It needed to be less masculine, avoidant of the typical fiber-optic stock photos, and revealing of Aligned’s thought leadership. Brevity & Wit achieved this by designing visually accessible (508 compliant) branding that was brought to life on their website, which was developed by Digital by Jess.

Lead Designer: Sophia Greenbaum
Creative Director: Acacia Betancourt
Developer: Digital by Jess

Aligned logos
Aligned's old logo and new logo concept sketches

Approach

Since Aligned is a web-based company, the refreshed branding needed to be clean, bold, and minimal, making it easy to read across various digital platforms. When Brevity & Wit began conceptualizing the new logo, the focus was on emphasizing one graphic element within the logo, perhaps the A or a cursor graphic. The final logo (as pictured above) achieved this by depicting a cursor in the form of an abstract letter A, with its placement in the logo suggesting movement and advancing forward.

In order to soften the perception of Aligned’s brand, it was critical to revise the company’s color scheme. While the several blues selected in the color scheme are essential as they are representative of trust and intelligence, white and coral were introduced to balance the color scheme and to make the brand less masculine. This broadens the appeal of the brand to a wider audience, thus generating more leads on the website. The new color scheme of the website passes 508 compliance standards and is accessible to users with low vision.

Alongside the updated typography and colors, several custom graphics were illustrated as a part of Aligned’s visual system. Integrating these elements across the website helps to set Align apart, as most of their competition uses stock photos as their primary visual aid.

 

Aligned custom graphic and colors
Aligned's new typography

Solution

Visual identity creation: Developing a visual identity that included a new logo, brand guide, colors, typography, icons, and custom graphics.

Web design and development: Redesigning, redeveloping, and relaunching the Aligned Technology Solutions website to be aligned with the new visual identity. Ensuring the website met 508 compliance standards in its design, including colors and form accessibility and legibility for screen readers.

Print and digital collateral: Creating various promotional print collateral such as business cards and brochures, building templated pitch decks, and developing graphics for email and social campaigns.

See the full Aligned Technology Solutions site here.

Impact

Aligned’s objective to generate and attract more leads through digital tools, particularly through the website, was accomplished by means of the integrated and thoughtful new visual identity. In the first two months after the website launched (September 2021), website traffic increased by 200%, and page views per session increased by 47%. Session length increased by 72%, with the average visit lasting more than two minutes.