Context
As the business grows and develops, Selectra needed to reflect a sustainable vision : a brand evolution was inevitable with the expansion of markets around the world. A current and up-to-date image that will be reassuring to the existing audience and attractive to new one. Most importantly, a smart approach that will allow all markets to adopt it, in order to have a flexible and homogenize communication.
Discovery
Problem
One of the main problem was the lack of coherence and homogenization with the old branding: each market was using a different kind of baseline and graphic design for their communication, leading to a form of miscommunication. In addition, the old logo have been conceived only for the French market (and not thought in a global way) with various imperfections.
Exploration
A core function of a logo is to be memorable, distinctive, simple, and for that, it was important to put forward what will make the logo recognizable. Also, this new approach will shouldn't be too far from the past iterations in order to be easily accepted and adopted by each markets of the company. So it was natural to use the "check mark" as the symbol of Selectra and improve it significantly: bolder, stronger and meaningful.
I went through different phases until arriving in the form of a "house": introducing the idea of Selectra being in the heart of the home. And after multiple feedbacks from the company, I simplified the logo in order to be as easy as recreating it from memory. The appearance becomes softer and friendlier.
Development
Defining the visual language
Initially, I focused my work on the lack of representations in the brand and tried to explore different possibilities. Designing diverse and inclusive illustrations was a chance to create a more welcoming experience for the audience, represent the teams and bring stronger values. I progressively tried to highlight diversity, lightweight (idea of "saving money" is one of the main reasons you choose Selectra), consistency (harmonious uniformity) and smooth (leaving complexity behind so the identity can be distinct, clear, and concise) through the visual language exploration.
The more I moved forward in the development, the better the style changes from a very cartoon-ish universe into something more consistent and mature. I set up a visual hierarchy in order to bring contrast between elements (characters, objects and abstract shapes). I was searching for illustrations to be meaningful, using a metaphorical composition.
Delivery
Inclusive brand
All of this creative process leading to build a solid, cohesive, smart and flexible library that can work for every market and fit with the existing products. I gradually developed and introduced more diversity and empathy to improve the illustration style as a key component of the core identity system.
For the brand, it was the opportunity to start a real conversation with the customers, to build better tools, to think more critically about the role the company play, to inspire, and to standing out from the competition with more authenticity.
