First Asset is a compensation enlightenment company that enables efficient decision making at every level of the comp management process.
Client
First Asset
Year
2021
Services
Brand Strategy
Visual + Verbal Identity
Product Design
UX/UI
Creative Direction
The Challenge
First Asset’s software makes the process of managing thousands of compensation conversations simple. We echoed the companies commitment to clarity and simplicity when crafting the verbal and visual identity, website communications, social and product UX/UI design for their proprietary software.
The Approach
First Asset’s software simplifies the process of managing thousands of compensation conversations. We reflected the company’s commitment to clarity and simplicity in crafting the verbal and visual identity, website communications, social media, and product UX/UI design for their proprietary software.
The concept of “Enlightening Compensation” was developed during the brand strategy and verbal brand identity phases. It embodies what First Asset stands for and serves as the guiding light for all creative direction we pursued. We carefully considered the brand attributes we established, which set the standard for the visual style and approach.
Attributes:
- Expert: First Asset appears sophisticated and sharp.
- Simple: The look is minimalist and clean.
- Pragmatic: The style is realistic and precise.
- Geeky: Allows for an unorthodox, slightly eccentric, and unexpected appearance.
Verbal Identity
A significant part of this engagement was developing a distinctive verbal identity that clearly articulates a tone and voice, setting First Asset apart from all competitors in a growing space. This was delivered through a three-phase process: Discover, Formulate, and Create
Deliverables
/ Brand Voice
Motion Design
Interaction Design
Delivering a best-in-class, engaging digital experience was the top priority for the relaunch of the First Asset brand. The product team worked within a truly agile process, keeping the strategy in focus, crafting an outstanding user experience, and developing content that informed and engaged. We created efficiencies, validated concepts through prototyping and user testing, and developed an architecture and platform solution that catered directly to core users’ needs.
Application Dashboard Design
A critical part of the project was adapting the new brand visual system to First Asset’s suite of cloud-based applications and tools. This was achieved through user experience exercises, including research, wireframes, prototypes, and user interface design. A suite of user experience expressions was created alongside a complete user interface palette to elevate the brand and enhance the overall customer and administrator experiences.
Collateral
A critical part of the project involved adapting the new brand visual system to First Asset’s suite of cloud-based applications and tools. This was achieved through user experience exercises, including research, wireframes, prototypes, and user interface design. A suite of user experience expressions was developed alongside a comprehensive user interface palette to elevate the brand and enhance the overall customer and administrator experiences.
Social Media
We developed a comprehensive series of rich, social advertisements targeted at core First Asset audiences. Focusing on senior-level human resource executives and team members, we concentrated predominantly on the LinkedIn platform. This approach allowed us to effectively reach our intended business-minded audience.
