BRAND IDENTITY + GUIDELINES

Google Business profiles allow small business owners to get found, tell their story, and connect with customers via Search and Maps – however – the 'My Business' product was lacking a cohesive and meaningful identity. 

My team at Toaster was tasked with refreshing the brand look & feel, as well as crafting a new set of identity guidelines. Our exploration centered on a simplified 'main street storefront' concept that felt tangible, friendly, and familiar. The logo mark needed to work as a small app icon as well as a recognizeable badge in marketing and social placements. 

To steer the path ahead for marketing teams, my strategy partner and I also developed content for the brand guidelines that included a breakdown of value propositions, audience personas, tone of voice, visual elements, and sample creative applications.

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my role : art director, designer