Starting in 2020, DENNIS Uniform began the journey to modernize all aspects of its business: product in 2020, ecommerce and marketing in 2021, POS in 2022, and distribution in 2023. It's my job to lead our creative direction, modernize the brand across the business, and redesign DENNIS's visuals for every touchpoint. My approach to the 2021 rebrand was to keep the parts that were working and let the logo and end use define the updates. For example, the logo concept was working, but I updated the design to print well on our swag.
Challenge: Modernize DENNIS's brand palette
Solution: I deleted the color-shifty beige greys the old palette featured, assigned the colors to more specific functions (such as calls-to-action vs. backgrounds), and tied the colors to our core product colors.
2024 core palette
2024 extended palette
2024 lockup examples
Challenge: Consistently modernize DENNIS's fonts
Solution: I moved DENNIS to a font set with a clearly defined hierarchy and updated all materials to the updated guidelines. When I started, the marketing materials had a blend of the 2018 and 2020 brand guidelines and featured Helvetica and Times New Roman. I chose to use Google fonts because they're free and function in both PC and Mac environments. Most of our associates don't have access to Adobe fonts and we don't have a budget for multiple font licenses.
2024 web fonts
2024 updated print fonts