The problems

• Lacking brand and visual coherence 

• Not relatable to target audiences 

• Limited focus on product marketing 

• A scarcity of consistent brand narrative and storytelling 

• Unaligned to wider business objectives 

• Accessibility issues in design systems

The challenges

• To help content professionals realise the value of Trint in their workflow 

• To showcase the products USPs

• Develop consistent and agile design systems across all media platforms and customer touch points

• Create and leverage opportunities to tell stories

• Stand out in the the marketplace against direct and indirect competitors 

• Helping customers to realise that Trint solves a problem that don't even know they have beyond transcription

The new brand elements were launched gradually across touchpoints, initially on social media and within the mobile app. Using new project briefs as test-cases highlighted how robust and dynamic the refreshed brand was and where we needed a different approach. We later addressed the web application, where the majority of accessibility issues were and the marketing facing website.

Trint’s visual design system is complete with photography guidelines, illustration system, motion and video art direction. I set good foundations to rebuild a brand system that was scalable, easy to replicate and use for marketing and product designers, agencies and contractors.

Brand System

A visual system that sits firmly between functional and creative, flexible enough to adopt the characteristics from either side depending on the context. Evoking a memorable and sophisticated look and feel to audiences while expressing the key values of Trint.

Key Visuals

A combination of semiotics which are specific and representative of Trint. These graphics  are used to maintain consistency between assets and help the brand to stand out and appear competitive in a similar way that Adidas does with its three stripes.

Breaking down the components of the logo, left the circle on top of the i and the two quotation marks on the t’s. Through experimentation, it was discovered that these elements offered infinite variations and combinations all of which were reflections of how users interact with the product.  For example the circle easily becomes an ellipsis and a metaphor for the continuation of talking, recording, transcribing. While the quote marks infer speech and words. The use of circles and squares here bring forth collaboration, unity, power and tranquillity.

Illustrations

Trint is all about communicating the right message, at the right time, to the right people. The unDraw illustration library helped us to do this. Modifications to scenes were made to ensure that the product was being accurately depicted. The characters are mainly used within the product to maintain the human element and displayed in a limited capacity in marketing content.

Imagery

Trint’s primary target audience are visual people, therefore the photography and videography must be sleek and sophisticated to resonate well, connect customers and potential customers on a deeper level and generally be inspiring and significant. Authentic depictions of real people in their work / creative modes create a refreshing atmosphere and help to incorporate diverse storytelling in clever and provocative ways.

• Increase engagement and interactions on video based content on social media. This was achieved through a paid campaign for International Women's Day which saw close to 30,000 views across LinkedIn, Twitter and instagram.

• Create a visual motif that is dynamic and recognisable. This was developed into the banners for transactional emails and across various marketing assets including the website. This helps Trint to communicate a variety of interactions in a simple and effective way.