As a Product Designer at Fearless, I was tasked with designing a logo for a product called Blueprint – an application from CMS that reduces burden in system security planning.
timeline
2 months
TEAM
Product Manager Designer (me!)
PARTNER
CivicActions
Context
CMS was launching an interactive tool that security professionals will use to manage the Rapid ATO process for their systems.
Problem
Stakeholders were aware that users had a negative perception of their existing application, and CMS wanted to launch the new product with a fresh outlook.
Goal
We were tasked with establishing a brand with a favorable image that effectively conveyed their values and benefits.
Discovery
The discovery process included stakeholder interviews and workshops.
From these exercises, I established:
Key messages
User assumptions
Brand values
Visual themes
Design
I took inspiration from the brand discovery and jumped into the creative process – performing industry research, sketching out ideas, and iterating on logo designs.
Process
I gathered critical feedback from the team, selecting the strongest concepts to present to stakeholders.
Upon sharing three different creative directions for the logo, the stakeholders chose one design to move forward, with a minor change.
All of the options were designed to embody the brand’s values, with vibrant and optimistic colors that brought a sense of modernity and tech.
Option A
Option B
Option C
Outcomes
The team was given three options to review and quickly reached a consensus on their favorite. Logo guidelines were incorporated into our larger visual guidelines file in Figma, which includes the design system.
