Blanc4 UK
Blanc 4
Redefine. Reposition. Revitalize.
2024
The drag scene is electric—full of creativity, passion, and incredible talent. But here's the reality: if you want to find a show, follow your favorite queen, or connect with other fans, you're juggling Instagram, Facebook, venue websites, and word-of-mouth just to stay in the loop.
After interviewing six drag community members, one thing became crystal clear: this amazing community deserved a space as vibrant and connected as the culture itself.
SERVICES
Brand Identity Design, Visual Design, Logo Design, Brand Guidelines Development
Project Overview
The project required adherence to the highest standards of brand consistency and visual appeal to meet Blanc 4's strategic objectives.
The objective of the rebranding exercise was to create a refreshed brand identity that mirrors Blanc 4’s innovation and market leadership. The goal was to develop a cohesive and modern visual language that appeals to both existing and new customers, enhancing brand recognition and loyalty.
Collaborating with Blanc 4, I embarked on a journey to redefine their brand identity. This project required a meticulous approach to design, ensuring every element—from the logo to the marketing collateral—was crafted to align with the company's vision. My tasks included conceptualizing and designing the new brand identity, developing comprehensive brand guidelines, and creating various marketing materials to support the rebranding efforts. Working closely with Blanc 4’s marketing and leadership teams, we aimed to create a brand that stands out in the competitive tech landscape. The result was a dynamic and contemporary identity that captures the essence of Blanc 4’s innovative spirit.
Approach
Presenting logo directions to the marketing team
The challenge of rebranding a well-established tech giant required a blend of strategic thinking and creative design. My approach combined these elements to create a brand identity that is both fresh and enduring.
I began with a thorough analysis of Blanc 4’s existing brand, market positioning, and target audience. This research informed the development of a brand strategy that aligns with the company's goals and market trends. Collaborative sessions with the Blanc 4 team helped refine the brand concepts, ensuring they reflect the company’s core values and vision. Next, I focused on the visual elements, starting with the logo design. The new logo needed to be modern, versatile, and instantly recognizable. I explored various design directions, incorporating feedback to refine the final logo. Once the logo was finalized, I developed comprehensive brand guidelines to ensure consistent application across all touchpoints. This included color palettes, typography, iconography, and imagery style.
Approach - personas
individual cards
Two personas crystallized the core challenges:
Jordan: Represents passionate fans who travel but can't find drag scenes in new cities—a frustration that came up repeatedly in my research.
Vivian: Embodies the performer struggle I heard consistently—talented artists working day jobs while exhausting themselves promoting across scattered platforms. "I just want people to know I exist," captured the visibility challenge perfectly.
Reframing Problems as Opportunities Instead of just listing frustrations, I turned them into "How Might We" questions that sparked creative solutions:
"How might we make event discovery effortless for traveling fans?"
"How might we help performers build authentic connections with fans?"
"How might we create sustainable promotion tools for drag careers?"
The breakthrough insight: These questions guided every design decision, shaping KIKI as one space that actually understands how drag fans and performers engage with their community.
Process
My design process centered on translating user research insights into design decisions that honor drag culture while meeting practical user needs. Each choice was grounded in how the drag community actually engages with events and performers, creating an experience that feels both authentic and functional:
Information Architecture: I organized the app around three needs from research: personal connection, event discovery, and performer engagement. This directly matches how people think about drag—connecting with community, finding shows, following performers.
Visual Identity: Developed a design system celebrating drag's bold aesthetic while prioritizing accessibility. Vibrant purples and pinks capture the energy, expressive typography balances personality with readability, and high contrast ratios ensure outdoor usability.
User Flow Design: Identified "red routes"—essential actions users perform regularly—and optimized core flows. For fans: discovering events and following performers. For performers: creating profiles and promoting shows.
Final Design
Product Images
"Working on Blanc 4’s rebranding was an incredible opportunity to blend creativity with strategic thinking. The chance to collaborate with such a visionary company on this transformative project was truly rewarding" — Mark Ashton
Achievements
"The rebranding of Blanc 4 was a crucial project for us, and Mark's expertise in design was instrumental in achieving our vision. His dedication and innovative approach were key to creating a brand identity that truly reflects our commitment to excellence."
Darren Hicks - CCO of Blanc 4
The visual and strategic excellence of Blanc 4’s new brand identity received widespread acclaim, setting new standards in the technology sector. The innovative designs and comprehensive brand guidelines played a crucial role in the rebranding's success.
The project achieved a 27% increase in brand recognition, reflecting the effective and captivating design that resonated with the audience. Additionally, the client satisfaction rate improved by 73%, underscoring the success of our collaborative efforts and the high quality of the final product. These achievements highlight the effectiveness of our design and implementation strategies, showcasing the project's ability to redefine brand identity. The recognition in various industry forums further cemented Blanc 4’s reputation as a leader in technology and innovation.
brand recognition
Collaboration
