Rumi Brand Strategy
Rumi is an 'anytime' insights and discussion platform. It's a B2B SaaS product for healthcare organisations to run stakeholder engagements and virtual advisory boards with medical professionals. We undertook a brand and product overhaul because Rumi's ambition is to scale beyond the life science industry. You can read more about the product design for Rumi in my next case study.
I took ownership of the brand strategy and personally presented the rebrand to Rumi stakeholders.
My Role
Product Designer
Timeline
1 month in 2024
My responsibilities
Brand strategy
Developing the visual identity and style guide
Creating engaging marketing materials
THE PROBLEM
A logo alone wasn't enough
Rumi’s original brand conveyed a sense of simplicity and trust, but it lacked visual distinction. Its somewhat reserved aesthetic was lagging behind the ever-changing technological landscape. Additionally, Rumi was missing a holistic brand strategy, and there was a desire within the business to extend its reach beyond healthcare companies.
How might we redefine Rumi's brand identity to scale beyond the life science industry?
THE SOLUTION
Crafting a bold new brand narrative
THE PROCESS
Our journey to a cohesive brand experience
Leveraging my previous experience as a Founder, I crafted a framework called the 'Brand Strategy Pyramid' for the business. This involved gaining clarity on five essential pillars: the brand core, brand positioning, brand identity, brand messaging, and brand implementation.
Another part of my responsibility was crafting the CX vision and ensuring consistency across all touchpoints. This encompassed designing templates for LinkedIn and emails, as well as creating engaging marketing materials to promote Rumi. I’m able to do both strategy work and get on the tools.
FEEDBACK FROM THE CLIENT
“Professional, thought-provoking and entertaining... We were impressed with how accurately you were able to articulate the essence of the Rumi brand.”
Steve Royle, Rumi Founder
THE LEARNINGS
Consistency builds trust
Although I spearheaded the development of the brand strategy, we brought in another designer to oversee the UI design of the high-fidelity frames. Communication and collaboration was critical with multiple designers contributing to the Rumi project. It underscored the importance of having a comprehensive style guide to maintain consistency and coherence throughout the design process.
Next case study →