Ivy Research Council (now Veris Insights) required an updated brand to showcase their new products and innovative approach to providing talent acquisition insights. They came to Niftic with the task of renaming and rebranding their company to highlight differentiating qualities.
I surveyed the competing brand landscape to glean an understanding on how to reposition Veris Insights' new web presence. I also provided UX knowhow and wireframes for the new digital experience.
In interviews, clients had a lot to say about what makes Ivy Research stand out from the pack. They're established as a “trusted partner” and “innovative leader” in the world of talent acquisition research, empowering users with actionable, real-time, trusted recruiting data. Clients look at stats from the big players just to "check a box", but rely on Ivy for topical information.
These are the truths that inspired the new brand positioning and name: Veris Insights.
Our strategy team established that “white glove service”, “Just in Time Data”, and “Actionable takeaways” are Veris’ three primary messaging differentiators.
Our strategy team established that “white glove service”, “Just in Time Data”, and “Actionable takeaways” are Veris’ three primary messaging differentiators.
With messaging defined, our strategist and visual designer envisioned 3 concepts for Veris' brand direction. The client chose the direction entitled "Finding Truth".
This concept focuses on Veris Insights’ ability to find truths in data and hiring. Its classic color palette and serif typeface establish a history of competency and academic rigor, encouraging confidence in its ability to address any problem. It conveys the premium services that partners receive when working with Veris Insights.
Veris’ premium, monochromatic palette consists of mature navy tones balanced with energetic blue highlights.
The wordmark, inspired by the founding team’s origin and rise from Princeton, is a polished serif typeface that imbues trust and professionalism.
We also constructed a modern houndstooth pattern using the same forms as the Veris Insights icon.
Pulling from industry heuristics and stakeholder requirements, I crafted medium-fidelity wireframes that became the foundation of the final website.
I created a starter style guide with the brand fonts and colors, and incorporated them into the wireframes to ease the transition from early UX to visual design.
After we finalized the structure of the new website, we boosted the fidelity of the wireframes by applying the new brand identity.
