Finessing the Allstripes rebrand

AllStripes is a rare disease medical research company that recently rebranded. Wildern was tasked with implementing the new branding and concepting new assets that addressed both audiences of medical professionals as well as members of the rare disease community.

Overview

With the rebrand, the AllStripes team faced the challenge of settling into their new identity. The rebrand had a broad scope, with many different patterns, bold colors, and playful motifs in their arsenal. Needing to address a more serious, professional audience while still appealing to a broader group, AllStripes approached us to help polish their new identity system.

The new website launch was imminent, requiring animations and graphics within the coming month. Later tasks included a social campaign featuring video and social content for Rare Disease Day, as well as social templates for employee/ambassador features and FAQs.

The workflow for each deliverable consisted of extensive moodboarding/storyboarding and collaboration with the AllStripes marketing + copy team before moving to production, additional revisions, and finally exporting assets.

Roles

Concepting, Illustration, Production, Animation

Tools

Figma, Illustrator, AfterEffects

Collaborators

Art director: Holly Torneby
AllStripes marketing team
View Context

Finessing the Allstripes rebrand

AllStripes is a rare disease medical research company that recently rebranded. Wildern was tasked with refining the new branding and concepting new assets that addressed both audiences of medical professionals as well as members of the rare disease community.

Overview

With the rebrand, the AllStripes team faced the challenge of settling into their new identity. The new system had an extensive library of graphics, with many different patterns, bold colors, and playful motifs in their arsenal. Needing to address a more serious, professional audience while still appealing to a broader group, AllStripes approached us to help polish their new identity system.

The new website launch was imminent, requiring several animations and graphics within the coming month. Later tasks included a social campaign featuring video and social content for Rare Disease Day, as well as social templates for employee/ambassador features and FAQs.

The workflow for each deliverable consisted of extensive moodboarding, storyboarding, and collaboration with the AllStripes marketing + copy team before moving to production, additional revisions, and finally exporting assets.
Context

Roles

Concepting, Illustration, Production, Animation

Tools

Figma, Illustrator, AfterEffects

Collaborators

CD: Holly Torneby,
AllStripes marketing team

Current Branding

As we started to analyze the brief, we realized we faced a new challenge–while the rebrand finally embraced AllStripes' patient-side audience, it would alienate the commercial side. We then strategized to break down their new visual language into two brand expressions, a more playful one for patient marketing, and a more refined one for commercial marketing. I examined these pieces of collateral to determine what elements weren't working, making sure to remove them in the new designs. 
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For the spot illustrations, the illustration style, use of pattern, and clutter made it feel unrefined and ambiguous. The icons were too complex and illustrative, and was visually at odds with other collateral. The patterns in the logo animation were too loud, and the animation itself felt rigid and unnatural for a company big on community.

Graphic Assets

The challenge

AllStripes needed to pivot their branding to feel more professional for their commercial audience, while still being approachable for their patient audience. Deliverables included 5 animations, 4 graphics, an icon library, and conference booth display.

the solution

I established two distinct visual languages for each audience that still fell within the overarching brand. We pared down the use of pattern overall, being very intentional with their placement, and established a cohesive set of icons to be used across both arms of marketing.

Characteristics of the patient side:
  • Illustrated characters and playful visual metaphor
  • Various patterns across patient collateral, but establishes the use of only one pattern at a time
Characteristics of the commercial side:
  • Presents content as realistically as possible, minimizing use of illustrations and incorporating more photography
  • Establishes the cleanest, least busy pattern as the "signature stripe" and utilizes only this pattern
Overall, the biggest changes establish metaphors using core iconography, erase ambiguity, and pare down illustrations to feel less cluttered. 

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Rare Disease Campaign

The Brief

For Rare Disease Day, the AllStripes team approached us to flesh out and execute their idea for a social campaign. The concept revolved around the hashtag #RareSnapshot, where they encouraged folks living with rare diseases to share snapshots of their daily lives. The overall tone needed to be grounding, not celebratory nor sad.

the solution

I pitched 2 visual concepts for the campaign; the chosen concept is below, leaning into polaroid-esque visuals, handwritten typefaces, and small doodles to create a sense of intimacy and candidness while still remaining lighthearted.

Deliverables included 1 video to launch the campaign; social media templates for Instagram (stories, grid, + reels), Twitter, and Facebook to share participants' content; and t-shirt designs for their ambassadors.

Social Templates

The Brief

AllStripes tasked us with templates for their FAQs (which would be distributed amongst their patient organization partners) and cohesive templates for ambassador + employee features across Instagram, Twitter, and Facebook.

the solution

We created background and corner accents using their signature stripes. The feature templates simply use color as the key differentiator, with the white background feeling lighter for ambassador stories, and AllStripes' navy for staff features that felt more branded.

The FAQs used small corner accents to leave breathing room for the content while tying it all together; there was originally a lot of copy, so we worked with the AllStripes' team to pare down to the essentials and split them up into carousel posts to be more easily digestible.
Background banner for website blog
Banner for social metadata

video templates

I was tasked with creating templates for testimonial videos that would go to patient organizations to encourage patients to sign up with AllStripes. These new templates incorporated more of their new brand, but also rethought the content organization in order to be more engaging for viewers.

The client was originally using Canva for these videos, but struggled with the limited video capabilities. I conducted a tech audit to test new potential video editing platforms and pitched the most viable one to them. The new platform is still intuitive for the average layperson and features the video capabilities they needed, as well as new ones that they hadn't considered that further streamline their templating process.

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