In 2025, I was tasked with refreshing Delve's brand, to align our visual look and feel with our go-to-market strategy.
The goals of the refresh were to:
elevate the visual identity to more accurately reflect our expertise
refine what is working to work better
simplify guidelines and tools for easier use
The main deliverables for the refresh were:
A comprehensive brand guidelines tool available online (previously, guidelines were a single page PDF poster)
Elevated, refined, and simplified PowerPoint templates to serve Delve’s broad range of presentation needs (from sales proposals and case studies, to meeting updates and technical reviews)
Training modules, instructions, and an updated asset library for the team to get oriented quickly and easily
Brand guidelines tool
Rule of thirds layout
PowerPoint template slide examples
Rule of Three
The Rule of Three is a simple and memorable guideline serving as the foundation for all layout and design choices
Three or fewer font sizes
Three or fewer colors
Three or fewer images
The guiding principles of the brand refresh were: minimal, bold, and balanced, supported by the Rule of Three, as well as a few key adjustments from the previous visual identity:
Larger margins and more white space
Before
After
Minimal use of color for a neutral and flexible, yet bold look and feel
Before
After
Simplified icon design
Before
After
Increased contrast in type hierarchy, to encourage brevity and provide better readability
Before
