Diamond Service is a family run company developing diamond burnishing tools. Through the year the business has expanded with several ventures such as advanced scanning and measurement services. Since the start, they never had a complete visual identity, just a logotype which has been updated a few times. With no visual identity, their marketing material was not consistent nor appealing.
My task was to create a unifying visual identity that is professional and appealing as well as developing new mobile-friendly websites for their services. Lastly, new and updated marketing material for both B2B and B2C was created.
After a meeting with the client discussing the direction of the visual identity and the new logotype it was clear that they wanted an identity that reflects their business. For the logotype, I was free to design it in any way suitable as long it did not contain any diamonds. With several ventures in the business, I chose to create a symbol that glances at their core venture, diamond burnishing. The company had earlier used purple as their profile color, so I decided to update the color and add some new shades for variation. To bring the other services into the identity, I created several patterns that can be used.
With the new identity finished it was time to update their websites. My focus was to make it mobile-friendly and easier to navigate delivering better user experience. The old website for its business customers had too many submenus making it hard to find. I decided to split the navigation into different categories, products, and services. Both of them had their own mega menu making it easy to find the final destination.