FACTUAL REBRAND

(now known as Foursquare)

During my time at Factual, I completed a full corporate brand redesign. Key components of this rebrand that differentiate Factual from its competitors are: the distinct color palette, custom illustrations and the friendly visual tone. The rebrand was applied to global assets serving all areas of the business: product, sales, marketing, partnerships, culture and recruiting.

Note: Factual has since merged under Foursquare.

Self-initiated brand proposal.

I presented my vision to the executive team and won their approval to pursue this project. I conducted competitive research that helped me pinpoint ways in which Factual could stand out from its industry peers. The findings from my research guided how I developed the new brand and its application across all touchpoints.

  • Product Branding

  • Product Branding

  • Website Type Styles

  • Website Type Styles

  • Mobile App Type Styles

  • Print Type Styles

  • Print Type Styles

  • New Logo and Brand Colors

  • New Logotype

It started with an F.

Factual’s logo mark is a set of tiles forming the letter ‘F.’ The old logo mark looked timid with the downward shapes and erratic tile spacing. The typeface and colors were muted and didn’t evoke confidence. I updated all elements of the logo mark and logotype to properly illustrate Factual’s presence as a confident leader in the location data space.

Old Logo.

New Logo.

Before the rebrand.

To better understand the full impact of Factual’s rebrand, here is a sample of the old visual style and website.

The challenges with the old version of Factual’s website:

  • Colors were very muted and didn’t yield great screen legibility

  • Layout styles were clunky and lacked variation

  • The visual brand was inconsistent

  • Recruiting efforts suffered due to lack of candidate journey pages

  • Interactive elements and videos were not used on this site

  • There was no clear information hierarchy

  • Resource assets were very hidden

  • Marketing efforts were limited due to a lack of strategic calls to action

Winning campaigns.

For Factual’s Observation Graph, this video was part of a comprehensive Go-To-Market campaign that won AdAge’s Creativity Awards 2018. I crafted the storyboards, illustrations and product branding for all marketing videos and hired a voice-over actress to further help convey the friendly Factual brand.

🔉 Note: This video has sound, please press play button to listen.

Simplifying complex solutions.

I created product explainer videos to help market Factual’s complex solution offerings in a fun way.

🔉 Note: This video has sound, please press play button to listen.

Storyboard and animations.

For each animated video campaign, I developed all storyboards and custom illustrations. Each frame was also dissected to animate in specific ways to effectively communicate the message and stay on-brand.

Marketing assets.

The bright and cheery visual brand was put to work across all print and digital marketing efforts: website, social media channels, digital ads, sales collateral, client presentations, playbooks and more.

Extensive brand application.

Check out the Factual HQ design, marketing and velo kit projects to see how the brand went beyond pixels and hex codes.

Interactive game.

As part of Mindshare Huddle UK’s event, I created an interactive game that promoted Factual’s Data Snaps and tested the local audience on the UK’s biggest brands.

Guides and playbooks.

One of the most consistent marketing resource assets are digital guides and playbooks. Each seasonal or topical campaign utilized a companion PDF download asset which was used to track engagement campaign effectiveness.

More brand projects: