ALEX Rebrand

Story

In 2016, after years of ad hoc edits to Jellyvision’s flagship ALEX® Benefits Counselor, the design team started a major overhaul of the product’s design. The goal was to simplify the color palette and illustration style, as well as modernize the user interface.

Type
Branding

Role
Designer

Credits
Collaborators—Ania Klimiuk, Bruno Rodríguez, Erik Voigt, Jody Evenson, Mark Anthony Cruz, & Yoshi Sakaguchi

We settled on a paper cutout style for the art—something that any member of the team could quickly replicate. I was tasked with coming up with a bright and energetic color palette to match.

For the typography, I chose Foro Light for its modern, academic quality. I paired Museo Sans with it for general use—a friendly sans serif with good legibility at a variety of sizes and weights.

I worked on the user interface with our UX designer, Jody. Together we came up with standards for applying the new colors and typography to the updated interface.

Result

We finally had a unified brand guide for all aspects of the product, making it faster to create new features and support marketing efforts.