Phaidra Branding
At Phaidra, I have evolved the branding and defined
rules around usage for our employees and outside vendors.
The main brand elements are documented through an interactive Figma brand guide.
I created it to make the document easy to edit and access.
I wrote a blog about my process here.
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The mascot evolved from a simple robot image (before my time)
to a mascot that could be used in lots of brand touchpoints such as
stickers, our website, and product error animations.
There was a first draft I quickly created for a company summit
and evolved to what we have today after exploration and feedback to the original.
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As our team is remote and we use Figma heavily, I looked for
fun ways for everyone to be able to use our branding.
We use our icons and colors for internal diagrams, but
making custom stickers for figjam made retros and
collaboration more expressive.
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The brand is simplified when it comes to diagrams,
as they should be clear and consise. Colors are limited, but
we ocassionaly use our mascot to personify our AI agents.
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Internally the brand is much more vibrant when it comes to color
and the type of employee swag we make. Stickers have been created for
specific events such as a meeting in London, to sticker sheets for our new hires.
Summits in general have had branding that deviates a bit from the main brand
but is built around the context of the place and uses our elements.
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Presentations and printed material have also evolved.
Our presentations were disjointed and most people
did not have access to a template. I created a google slides
and docs templates for easy brand implementation.
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Another huge part of the branding work has been the Website and Blog.
I redesigned our website with our team and created a full component
design system with color, spacing and type variables.
We then added a blog and I have been creating header artwork for that.
The blog was a project where I created the wireframes, UX, specs, and
prototype for our front-end team.
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