Redefining Eze’s visual identity
Design Principal at Eze
2020 - 2021
Background
Eze is a YC-backed automated B2B marketplace for trading electronics in wholesale quantities. During a pivotal growth stage, I played a key role in shaping the company's brand and product functions. Working closely with cross-functional teams, I ensured that design and product delivery was always aligned with both business goals and user needs.
Upon joining Eze, I recognized the importance of a strong visual identity and quickly identified areas where the company's branding could be improved. In particular, I understood that a poor visual identity could significantly impact product perception. As a result, I led the rethinking of the company's logo and visual identity by leveraging my design expertise and collaborating with key stakeholders. The result was a fresh and modern branding strategy that effectively communicated Eze's values and mission to its target audience.
Approach
To refine the existing Eze logo, the primary goal was to retain the essence of the original logomark while making it more polished and effective. The company's core business is to facilitate value exchange, which is symbolized by the rotating arrow in the logo. The previous logo failed to capture this idea effectively.
Additionally, upon closer inspection, the logo mark could be interpreted as a combination of the letters "e" and "z". Thus, the idea was to combine the "e" and "z" with the arrow symbol to create a cohesive and memorable brand identity that represents the company's mission and values. The resulting logo effectively communicates the concept of value exchange and reinforces the brand name "Eze" (/ˈiː.zi/).
A scalable identity
An essential characteristic of an effective logo and visual identity is its ability to scale well across different mediums and platforms. To ensure the new logo for Eze could be used consistently across various touchpoints, scalability was a top priority during development.
In building a comprehensive visual identity system, Inter was carefully chosen as the official font for Eze. Not only is Inter popular, but it also met the unique design requirements of Eze while being highly scalable. With Inter, a visual identity was created that was not only visually appealing but also functional and practical for the needs of the brand.
Some visual assets
Partnership labels
Business card
App icon
New website design incorporating the style guide from the new identity.
New experience for Eze's trading platform incorporating the style guide from the new identity.
Outcome
The new visual identity paved the way for cohesive offline and online brand materials and product experiences. Additionally, I created an internal brand guide and provided training to new design recruits across different disciplines to ensure consistency in brand representation.
Through the implementation of our new identity, we achieved a cohesive and captivating brand experience across all channels, leading to a substantial rise in brand recognition and customer retention.
Note: This identity project was completed approximately two years ago. Additional presentation materials will be added to this showcase in the near future. Please check back later for updates. Thank you. ✌🏽