Because the main logo of My Lifeline had already received strong testing, CFD wanted to build a more cohesive visual language surrounding it to support the brand’s high-end wellness aims. By updating the typefaces, building out a robust color palette, and creating a wordmark that could be used in places where the main logo wasn’t appropriate, CFD created a foundation off of which all future visual decisions could be made.
It was important that CFD create guidelines for appropriate usage in order to build brand awareness regardless of where the branding was being used. So, CFD developed a brand book to pass along to the client, giving them all the information they’d need going forward.