Transforming the look and feel of a promotional products business adapting to an increasingly competitive space
The pandemic of 2020 was a seismic shift for Progressive Gifts & Incentives. As a division of SuccessFuel, its business model of customized promotional products was put to the test.The division leaders realized they not only needed to update and adapt their business model, but they also needed to update their identity.
Along with securing new delivery methods and marketing software, we wanted to use the opportunity to align PGI with SuccessFuel's new branding, vision and philosophy.
I ran a series of workshops with the team of Progressive Gifts & Incentives to identify who their target customers were and establish user personas, discover the core vision, values, and personality that the new brand should represent.
This workshop was followed by a name ideation workshop, where the team was tasked with rapidly creating as many names using style prompts as possible, and after discussion and voting, arriving at a few key choices.
With the values, personality, and mission in mind we arrived at the name SWAG ENVY.
Building off of the language developed during the ideation workshops, I presented three options for visual style. The PGI team selected the cool violets, blues and apricots, and the high contrast serifs of Utopia for a display font.
Colors were refined and expanded into a wider selection as I wanted to keep the colors somewhat agnostic so that the brand could more be easily adapted into different seasonal campaigns.
With that versatility in mind, I arrived at a simple wordmark after a few iterations.
Color and type was brought into a global style guide.
The space inside the logo could be modified with colors and patterns to compliment the products being promoted in particular use-cases.
I provided the marketing team with design examples of how to use the logo and art style in email and social media marketing.
The next step was mapping, wireframing, and designing a new site. Wireframes, designs and prototypes were handled in Adobe Xd. The anima plugin was used to hand off to the Dev team.
The new site launched in early January 2021, allowing easier cartflow and onsite customization meant needing less phone and live chat support. The site is still being improved upon with plans to shift out of the product manager site framework to a headless structure that would give dev and design more freedom to optimize the cartflow and front-end presentation.
Find the project at swagenvy.com
I am always interested in opportunities to create something new.
hi@michaelcredle.com
