Brief

Diario Responsable, a respected blog focused on Corporate Social Responsibility (CSR), needed a visual identity refresh to better reflect their authoritative position in the industry while appealing to their evolving audience of sustainability professionals and corporate leaders.

Challenge

The rebranding project presented several important considerations:

• Maintaining brand recognition while introducing a contemporary aesthetic
• Creating a visual identity that conveyed trustworthiness and expertise
• Developing a flexible system that worked across digital and print applications
• Balancing professionalism with the approachability needed for a blog format
• Ensuring the new identity reflected current sustainability and CSR trends

Solution

I developed a comprehensive rebranding strategy centered around a thoughtful logo redesign:

Research & Discovery

• Conducted analysis of CSR media landscape to identify visual trends and opportunities
• Evaluated competitor publications to ensure differentiation
• Gathered stakeholder input regarding brand perception and future direction
• Identified key brand attributes: authority, insight, responsibility, and vision

Logo Concept Development

• Created a visual mark that symbolized the interconnection between business and society
• Developed a typography system that balanced professionalism with accessibility
• Established a color palette rooted in sustainability cues while avoiding clichés
• Ensured the logo maintained legibility across all potential applications

Visual System Extension

• Designed social media avatars and header templates
• Created publication guidelines for consistent article imagery
• Developed infographic templates aligned with the new brand identity
• Established icon systems for content categorization

Implementation Strategy

• Provided comprehensive brand guidelines with clear usage instructions
• Created templates for common applications to ensure consistency
• Developed a phased rollout plan to maintain audience recognition
• Supplied all necessary file formats for various digital and print applications

Results

The rebranding successfully repositioned Diario Responsable in the CSR media landscape:

• Increased visual recognition and professional perception among corporate audiences
• Improved social media engagement with more cohesive visual presence
• Established a flexible system that accommodated various content formats
• Created a foundation for future growth and platform expansion
• Reinforced their position as a trusted authority in sustainability communication

Key Takeaways

This project demonstrates my ability to:

• Translate brand values into effective visual communication
• Create sophisticated identity systems for professional audiences
• Balance tradition and innovation in rebranding contexts
• Develop practical implementation strategies that ensure consistency
• Understand the unique needs of digital-first publications

Looking for a brand refresh or complete identity redesign? Contact me to discuss how strategic visual thinking can elevate your organization’s presence and impact.