When I joined OneLogin, the logo was undergoing an update - the original logotype had a lock in place of the letter "O" in the logotype, which was confusing from a brand recognition standpoint. This was particularly onerous to the sales team, especially after a newly announced Series C funding. Within my first 6 weeks, I collaborated with my CMO and the Head of Brand Design to accelerate and lock in a rollout plan for the redesigned logo and logomark, in order to modernize and drive home the point that OneLogin was large enterprise-ready. We moved away from the gradient startup style, to a more solid, austere palette of blue, black and white that conveyed a security-focused look and feel.
About a year later, OneLogin as a company and brand faced some challenging times, with a major incident that marked a pivotal moment in its history. Brand awareness was just gaining momentum after the new logo was introduced. With such a drastic turn of events, I was thankful to be a part of a resilient and unified team - one that stuck together through the tough times (and the good).
A new CMO and marketing team came on board, and together we crafted a new category of Identity and Access Management (IAM) called Unified Access Management, which combined secure access to on-prem and cloud apps through a single control pane.
For the launch of this campaign, we came up with a “Unified Access for Everyone” thematic brand video. It was paid off by the “Get Unified” call to action and served as a rallying cry to activate the campaign, generate an internal cultural shift and to promote brighter days ahead. To create even more buzz around SF, the whole OneLogin team literally went to town and went plogging - which was a Swedish concept of picking up trash while jogging.
Through research and consultation with analysts, we identified and took a fresh perspective on the IAM space by laying claim to a new category called Unified Access Management. This allowed us to redefine and broaden our capabilities as a single pane of glass access control provider via the re-architected OneLogin Access platform. On the same token, we took this opportunity to reframe the brand in a bold new light by adding two brighter primary brand colors: Access Orange and Access Yellow. These colors represented a "power up" metaphor and we designed it to complement the corporate blue. Based on color theory, yellow, orange and blue are complementary colors that create balance and contrast.
To illustrate the concept of Unified Access, this diagram made use of information design and simple eye-catching animation of colored dots to show the flow of on-prem and cloud data, and how OneLogin continues to be the only interface users need to access their apps and data securely.
As part of the brand roll-out, the new brand colors were added to slide templates, collateral templates and style guides across all touch points. Because these one-pagers were leveraging the newly branded templates, the sales team was able to quickly share this new platform info without needing to wait for weeks due to creative bottlenecks.
Since the 3 stages of digital transformation that led to Unified Access happened in a linear progression, I directed my design manager to tell a visual story of a path where there are many entry points but only one way to manage them all. The paths outlined the evolution in access controls for cloud and on-prem respectively.
Simple, thin strokes for the iconography was another way a reader could see how fragmented everything was before OneLogin entered the scene with UAM. By the final stage, the path clearly merged into one as the unifying solution thats been designed as "the best of both worlds".
The expanded color palette opened up a new way to punctuate and highlight over the previously more monochromatic style with just a hit of blue.
