making your brand match your product
IT Renew | Branding & sales materials | Fall 2015
Client
ITRenew is a leading global IT lifecycle management solutions company from Newark, CA that specializes in on-site data center decommissioning and data erasure services. Their mission is to help their data center clients eliminate the risk of data exposure from storage media devices and production downtime from IT refresh projects.
Weber Team members
- Members Involved: Abigail Crock (Graphic Designer), Claire Puncer (Senior Copywriter), and Brad Dresbach (VP Creative Strategy)
- My Role: I was the designer on this project, working on the logo and sell sheets
Project Narrative
When you are a company with a revolutionary product, you want your brand to feel the same. IT Renew, who specializes in on-site data center decommissioning and data erasure services had no brand voice and a dated brand look. It was not fit for a leading Silicon Valley IT company. They brought in the Weber Associates team to refresh their brand and develop a consistent sales materials set.
We first started with a refresh of the logo – not changing it entirely but aiming to give it a more modern feel. We chose new color pallets that energized the logo, adding new colors to richen the composition. Then we moved on to the sell sheets – aiming to keep them clean and professional. The big focus on each sheet was the graphic on the back. The logo and three sell sheets were the first phase of content that was created for IT Renew. The next phase included a website and additional sales materials.
For the logo refresh, I played around with different fonts, weights, and capitalizations. We eventually chose four logos that we felt were strong in black and white and experimented with adding color. I created two color pallets – “Refreshed” and “Revolutionary.” For “Refresh,” we darkened the blue and lightened the green and added cool grays and orange to support the primary colors. The second pallet was more “revolutionary,” increasing the primary colors’ vibrancy and adding a navy, cool grays, and a bright red to the pallet. We recolored the chosen four logos in these color pallets, experimenting with the green and blue placement.
Logo and Color Study
Sell Sheet Template Exploration
After they chose a logo, we moved on to the sell sheet templates. I tried using the green leaf icon from the logo as visual elements in the footer, header, and sidebar. I also looked at using a texture for the header and footer but ended up using solid colors to keep a clean look. The final sell sheet templates utilized green header bars to help you navigate through the sheets, orange sidebar boxes to call attention to important information, and a light gray tag at the top of each piece to identify the sheet’s name. Each sell sheet had one large graphic that explained the essential point of the sheet.
The primary graphic on the Company Overview sheet was the company timeline. The timeline utilized the green leaf from the logo as an arrow. We incorporated icons and logos throughout to add pops of color to the green and white graphic.
Company Overview (from left to right): Front and Back
ITAD Overview (from left to right): Front and Back
For the ITAD Overview sheet, we created a graphic that explains their ITAD (IT Asset Disposition) process. When they decommission servers, they test them to see if they can be reused or recycled instead of destroyed. A step-by-step process flow utilizes icons to add clarity to the steps.
The graphic on the Data Security Overview sheet explains how their Teraware software connects with the entire hardware lifecycle. From manufacturing to recommissioning, they ensure that the data and assets are secure. In the center was a color-coded square with icons that showed the relationship between the four steps, while boxes with details of the steps formed an outer circle.
Data Security Overview (from left to right): Front and Back