Adapting CG’s rebrand for web
When Canaccord Genuity approached me to design the landing page for their Growth Conference, I knew this project would involve more than just typical web design. The marketing team was grappling with a fast-paced rebrand, where everything from logos to photographic styles was being overhauled. They needed help adapting these new design elements for the web, and I was eager to assist in bringing their refreshed identity to life online.
The challenge extended beyond merely translating print designs to digital formats. Canaccord Genuity’s new logo featured rounded corners around the “cg/” lettering, a stark contrast to the sharp 22-degree angles that dominated much of their visual identity. However, as I delved into the brand guidelines, I discovered a key inconsistency: the signature 22-degree slash, a cornerstone of their design language, actually measured out to just 21 degrees. This discrepancy, along with other inconsistencies, required careful consideration to ensure that the final design felt cohesive and true to the new brand.
The process was a collaborative back-and-forth, with the marketing team sharing samples of their rebranded print material and an updated brand guideline document. While the content provided a foundation, I found unexpected design inspiration in the layout of the document itself. By “reading between the lines,” I reconfigured their own page layout ideas for web use, ensuring that the landing page not only reflected the new brand but also worked seamlessly online.
The final design skillfully incorporates their 22-degree (or rather, 21-degree) slash, alongside black-and-white design elements, ample white space, and a mix of serif and sans-serif fonts. Precisely cropped photography added a dynamic visual element, further tying the landing page to the brand’s updated aesthetic.
To maintain consistency across devices, I created mockups for both desktop and mobile views of the landing page. This allowed the team to visualize how the design would adapt to different screen sizes, preserving the integrity of the new brand while ensuring a seamless user experience.
Ultimately, the Canaccord Genuity Growth Conference landing page became a successful blend of old and new, capturing the essence of their rebrand while overcoming inconsistencies and delivering a polished, functional online presence. It was a productive process that showcased the importance of thoughtful design adaptation and collaboration in bringing a brand’s vision to life.
