Company rebranding | Human Interest - Design in Everything
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The refined Human Interest logo and typography system. The mark symbolizes an unfolding map, representing the company's role in guiding clients toward financial security. The negative space artfully integrates the letters "H" and "I".
The refined Human Interest logo and typography system. The mark symbolizes an unfolding map, representing the company's role in guiding clients toward financial security. The negative space artfully integrates the letters "H" and "I".
Human Interest

Company rebranding

Design & Brand Lead Thomas Walichiewicz
Year 2017

Opportunity

Human Interest needed a modern brand identity to reflect its innovative offerings and resonate with a contemporary audience. The existing visuals felt outdated, causing a disconnect with potential clients and undermining the company’s forward-thinking reputation.

Process & Key Findings

A combination of market research and user interviews revealed that customers sought a cohesive, trustworthy brand experience. This data confirmed that an updated visual identity—paired with consistent messaging—would be key to improving engagement and establishing deeper trust.

Design & Execution

Guided by these findings, we launched a full-scale rebranding initiative. The effort involved:

  • Overhauling the logo, color palette, and typography to create a unified visual language
  • Developing a comprehensive design system with clear guidelines for consistency across print and digital channels
  • Revitalizing the company’s web presence through a complete redesign and implementation, ensuring an intuitive user experience
  • Reimagining product interfaces for admin, user, and internal platforms to align with the new brand identity
  • Expanding the brand across marketing collateral, trade show materials, and environmental graphics, ensuring a seamless experience in every context

Key deliverables included

  • Strategic brand identity system (logo, color palette, typography)
  • Comprehensive brand guidelines and design system documentation
  • Proprietary icon library for product and marketing applications
  • End-to-end website redesign and implementation
  • Product interface redesign (admin, user, internal platforms)
  • Integrated marketing and sales collateral system
  • Trade show and event presence design
  • Environmental graphics and workplace design
  • Brand merchandise and corporate identity applications

Outcomes

  • Enhanced brand recognition and customer engagement, thanks to a more cohesive, impactful visual identity
  • Streamlined marketing materials and communication channels, reducing design inconsistencies
  • Improved user experience across platforms, cultivating trust and loyalty among clients
  • Increased employee morale and company pride, as team members aligned around a modern, unified brand