EASEE TEAM
BRANDING
What Easee Team branding is
The Easee Team branding is a game, both physical and digital, designed to create distinctive logos and ensure consistent branding for all teams and departments within Easee. All the logos together would create the company pattern, making all teams unique and unified at the same time.
The main goal
The goal of this project was to design a branding system that would create new and unique logos for each team in Easee while, at the same time, being part of our Easee brand. The initial idea was not, specifically, to create a game. The concept was established during the ideation stage.
How it started
The project was initiated in response to a pre-existing demand from multiple teams within Easee, who desired a distinct brand identity. While the initial focus was to address this demand, the project presented an opportunity to expand its scope and create a more comprehensive solution that could benefit all teams in the organization.
Project type
Branding
Place
Stavanger, Norway
Year
2022
Deliverables
Branding game + Brand system
Brand guidelines
Design team
Katherine Friedrich and Camilla Wettre
Art direction:
Diana Dagestad and Steffen Mølgaard
Project process for the brand system
Establishing a clear design process was crucial to successfully concluding this project. The process comprised four main stages, planning, conception & definition, development, and implementation.
Please see on the right an overview of the entire process.
Concept
In the second stage of the project, the concept was formulated as follows: "Have fun through a game while crafting a distinct logo for your team!"
Once the concept was set, it became evident that the design process revolved around the game rather than the branding itself. The brand system would subsequently emerge as a consequence of the game.
References research, ideation and conceptualization
Workshops to pre-test the alternatives
Prototyping the board game with the final solution chosen after the workshops
In this game, the main goal is to make a unique and customized logo for each department. This is achieved by strategically arranging and combining different shapes on a board.
The game board draws inspiration from the Easee logo, which is composed of 5 circles arranged in a 5x5 grid formation.
The shapes are circles, pills and beans. They are made from the Easee wave and fit within the grid.
The game is now ready!
Implementation: Playing the game within the design department
Creating the team branding system with colours, typography and guidelines
Final result: the Design logo is the first output from the Team branding
