With the many facets of the software that Charma provides, our first job was to learn of each piece of the product through a user's eyes. From product walkthroughs, audience profiles, to using their product within our own company one-on-one's, we dug deep to understand all the benefits of the Charma software. This created the groundwork for developing key insights for how we should proceed with the new brand.

A major takeaway for our insight gathering was a feeling of magic; when managers feel supported and efficient, that success goes from the top down and can create a ripple effect of transformation in an entire company. The product's continual and automatic insight, tracking, and AI functionality also make it pretty magical too. Having support for one-on-one’s, team meetings, 360 reviews, and feedback all built into the product, it's a managers best friend.

To communicate our insights within the brand, we brought in colorful character designs to show the many ways that the magical support of Charma could transform relationships between managers and teammates. Our color palette exudes joy and celebration, while keeping balance with core neutrals to appeal to all kinds of audiences. A tech-forward yet funky type palette isn't a departure from familiar B2B aesthetics, but still maintains a unique and friendly perspective.

As the lead designer on this rebrand, I also had the wonderful opportunity to design the 25+ page website for Charma as well as create the UI animations throughout all of the pages. To view the site, head to charma.com ✨