Brand refresh
Refresh of brand strategy and visuals to evolve Ladder’s existing brand
Background
Ladder’s brand prior to this refresh reflected a brand strategy that no longer served Ladder’s mission or the demographic of customers it was attempting to reach. Our visual design team, working cross functionally with our product and content team, brainstormed and wok shopped attributes that felt more accurate to our brand and used these values as the guide to building out a brand that felt more parallel.
Ladder brand evolution from 2016
Elements we focused on up-leveling:
Text styles and hierarchy
Brand photography
Color platte
Button styling
Grid system
The problem
How might we create a visual refresh of our brand that feels more in alignment with our company mission while still honoring the bones of our original brand intent?
to 2020
Project manager Casey Dubie
Senior product designer Kyle Scollin
Content designer Nicole Kozas
Visual designers Andy Tran + Chloe Cunningham
Engineers Kara Lu + Jack Hale
Our team used this matrix as a starting point to align our brand with a business strategy that would resonate in a post-Covid world. We had an opportunity to lean into functional, delightful, and effortless design solutions to stand out among competitors. This refresh provided a chance to create a more polished brand strategy that reflected this effort while honoring Ladder’s past brand and mission to help cover customers and their beneficiaries.
to 2024